think like a marketer. recruit like a rockstar. · 850+ organizations in our healthcare benchmarks...

Think Like a Marketer. Recruit Like a Rock Star.

1© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED

Meet Our Speakers

2

Kelli RiceDirector, Insight Marketing

HealthcareSource

Tim JohnsonRecruitment Marketing Specialist

CentraCare Health

© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED

850+ ORGANIZATIONS in Our Healthcare

Benchmarks

TRAINED

10,000+ Healthcare Recruiters

+500 YEARS EXPERIENCE

Working in a Healthcare Setting

200,000 Voice of

Customer Surveys

600,000+JOB POSTINGS

per Year

13 MillionHealthcare

Applications

400KPerformance Evaluations

ANNUALLY

+50% of All U.S. Hospitals

1

3+50% of All

U.S. HOSPITALS

40% of All Shift Staffing

$1.8 Billionin Contingent Staff Billings

41 MillionCourse Completions

1.5 Million Behavioral

Assessments

3,500Healthcare Clients


10,400+ EMPLOYEES

INCREASE OF

+2700Employees in the last three years

35% Increasesince 2015

(7,742 in March 2015 to 10,456 in March 2018)

3,900+POSITIONS

filled in 2017 (internal movement, new

hires & acquisitions)

ABOUT

40,000 Applications

per year


80+LOCATIONS

Including several long-term care facilities, six hospitals

& about 20 clinics

Agenda


01. Talent Landscape

02. Always On

03. Marketing vs. Recruiting

04. Rock Star Tactics

05. Q&A


Talent Landscape


30% of open positions in healthcare go unfilled for 4+

months2

1.2 Million

staffing gap for nurses by

20203

2024By 2024 healthcare will be the largest employer in the

nation5

17.2%Employee

turnover rate for healthcare

employees1

5Generations will be in the workforce at

once by 20204

Sources: Compdata Surveys, Lean Human Capital by HealthcareSource, U.S. Bureau of Labor Statistics, Forbes


Always On

Jaw Dropping Stats


Internet users

3.4BILLION

Social users accessing via mobile

YOY increase in app installs

65%of all email

gets opened first on a

mobile device

Mobile payments are expected to

break $40 Billionby the end of 2017

apps per sec.downloaded

from Apple App Store

2BILLION

+345% 850$40BILLION

Sources: Pew Research, @wearsocialsg, eMarketer, Kenshoo, Mobile Payments Today, Apple, Movable Ink


Technology Has Changed the Job Search

Jaw Dropping Stats


network on social media

sites for potential

employment opportunities

53%Gen Z’ers

use an average of5 screens

52%Review job

listings on social media sites for

potential employment opportunities

Millennials use an

average of 3 screens

5 3of people

engage with brands via

mobile

80% 70%of candidates are using their mobile device

to find jobs

Sources: Gartner, http://www.fastcoexist.com/3045317/what-is-generation-z-and-what-does-it-want, Aberdeen Group


Marketing vs. Recruiting

Consider The Parallels


RECRUITERSMARKETER

New Candidates

New Customers

RECRUITERSMARKETER

Employer Brand

Corporate Brand

RECRUITERSMARKETER

Candidate Pipeline

Lead Pipeline


Rock Star Tactics


Power of a Strong Employer Brand


The employer brand is the foundation of the #recruitment process–you build around it, hire for it and orient to it.

Anonymous

“”


17

Research

Nearly 40% rely on their colleagues for job information

76% of candidates conduct their own job search research across multiple channels prior to applying


Investments

71% of organizations are investing in career sites

36% are investing in job agents

32% are investing in microsites

Reputation

Nearly 70% of candidates wouldn’t take a job at an organization that has a bad reputation

Sources: Talent Board North American Candidate Experience Research Report, Inc. Magazine



34%

Reduce time to hire¹

43%

Lower cost of sourcing²

44%

Increase quality candidate attraction¹

44%

Improve quantity of candidates¹

30%

Increase referrals¹

Source: Career Moves, Workforce.com

Employer Brand Footprint


Online Company Reviews

Company Social Media Profile

Internal Communications

Job Descriptions

Interview Process, Email & Follow Up Letters

Company Website & Career Pages

Build an Ambassador Program


Almost

50% of candidates believe that company values are the most valuable marketing content

when making employment decisions

32% of new hires from referrals are

rated as highest in quality among other sources

35% believe employee testimonials are

important content

Source: www.humanresourcesonline.net

Get Started Today

21

Develop clear guidance

• Issues preparedness

• Employee guidelines


Choose the right employees

• Training

Measurement & analytics

• Program reach

• Traffic on company sites

• Ambassador engagement

Content

Email Like a Marketer


2.6 BILLION

email accounts in 2015. By 2019, the number

will reach 2.9 BILLION.1

72% of US consumers say that

email marketing is the #1 way they would prefer to receive

permission-based promotions from businesses.1

91% of consumers check

their email at least once per day on their

smartphone.2

Source: The Radicati Group, Email Statistics Report, 2015-2019, ExactTarget “Mobile Behavior report

Email Tips & Tricks

23

Avoid the SPAM filter

Do not mention money

Do not include too good to be true phrases

Avoid extreme hype and claims of urgency


Keep your subject lines short (50 characters or less)

Provide localization

Email messages should be brief and compelling while outlining the

unique job details

Create/send respondents to a landing page

Make sure you have good formatting

Revive Your Emails

24

Be personal

Invest time in templates

Save time with technology


Subject lines matter

Always proofread

Be precise

Go Social

25


The use of social media for job searching in the healthcare industry has nearly doubled in the last 5 years.

60% enhanced their social profile in the past year.

43% use social media to contact peers at a hiring company as an effective way to learn about new opportunities

31% use social media for professional networking.

42% actively engage in social media for job searching purposes.

40% use social media to research a company.

20% use social media to reach a recruiter.

25Source: blog.realmatch.com, Adweek, CEB

Social Playlist


Define your unique selling point

Competitor analysis

Utilize employee networks

Evaluate your social media presence & build your audience

Scale appropriately

Keep it alive!

1

2

3

4

5

6

Social Strategy – Run it like RADIO


Stay on Format.

More music Fewer commercials.

Put callers on the air.

Broadcast in the community.

More Music — Some Commercials


Go Mobile

31

Decrease candidate drop-off by eliminating steps:

• Only ask for information that’s absolutely necessary

• Collect additional information later

• Collect email addresses at the beginning of the process

Create a mobile-friendly recruitment experience


Simplify the mobile apply process

Evaluate your apply process from start to finish

SEO is Key


SEO delivers free, targeted career site traffic

The results are long-term, not one-time

It builds credibility and trust in your employer brand

Candidates expect to be able to find

you in search

It’s another way to increase your talent pipeline

Custom Landing Pages


Benefits of a Talent Network


3xthe average open

rate network

10x the click through rate compared to other recruiting

emails

80% of candidates receptive to

joining a talent network

70% also expressed a

willingness to submit a resume

through the talent network

Source: Recruitingdaily.com

Talent Network


Things to remember.Things to Remember


Understand what drives people.

Be consistent.

Be transparent. Be engaging.

Be where the people are.

36

Make it easy to apply.

36

Questions?Questions?

Thank You!


think like a marketer. recruit like a rockstar. · 850+ organizations in our healthcare benchmarks...

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