Strategic recruitment marketing tips for high-growth healthcare companies

In a recent survey, 47% of healthcare HR teams indicated that they are struggling to find talent, and another 16% are experiencing higher than normal turnover. Unfortunately, high-growth healthcare companies are especially vulnerable to challenges in talent acquisition and retention, making forward-thinking recruitment marketing strategies a necessity. Since we have many years of experience working with high-growth healthcare companies, we wanted to share some of the strategies that we have found to be effective for recruitment. 

1. Leverage technology for efficient recruitment

It’s never been easier to leverage technology for recruitment which can streamline processes and lead to better experiences for candidates. Your organization should have a high-quality, customized applicant tracking system in place that utilizes AI for automating parts of the process including initial screenings, interview scheduling, and communications. For example, pre-recorded video interviews and online job simulations can help to assess candidates more effectively. Also, with flexible video interviews and digital onboarding tools you can make it much easier for candidates to work the process into their schedule and keep their interest by moving quickly. 

You’ll also want to make sure that you’re leveraging social media to reach and engage candidates. Work to understand your audience and where they get their information, then meet them there. For example, healthcare administrative professionals might be more likely to use Linkedin than nurses, making LinkedIn a vital channel for certain roles and less so for others. The majority of your outreach should be targeted, meaning your messaging and delivery should resonate with audiences and reflect their experience on that channel. 

2. Engage with passive candidates

Sometimes the best candidates are those that are not actively looking for employment but are open to better and more engaging opportunities (which you are offering, of course). This strategy may work especially well for specialized or leadership positions.

• Utilize LinkedIn: LinkedIn is a formidable tool! Consider investing in recruitment tools on the platform if you’ve determined it can help you find your core candidates. Linkedin helps recruiters find candidates by their skills, experience, and industry. Personalized InMail messages that acknowledge their expertise and subtly introduce the opportunities at your company can be particularly effective. Keep in mind, we are all being inundated with InMail messages from recruiters and sales people, so keep it simple and engaging from the beginning. If you can, avoid canned, stale messages. Instead, invest 20-30 minutes each day reaching out to candidates and learning more about them so you can create a unique opener.
• Professional networking events: Attending industry-specific networking events allows for direct, personal interaction with passive candidates. These events provide an ideal platform to understand their professional interests and introduce them to the potential opportunities within your organization.
• Targeted advertising: Paid recruitment ads can be an excellent way to introduce potential candidates to your company and demonstrate the enormous benefits of working with your high-growth organization. You’ll need to invest in engaging branding and marketing efforts to really pique their interest and draw them in. This is where an experienced partner can make the difference! They understand what works best and have plenty of ideas for adjusting ad strategies when needed. 

3. Enhance your organization’s branding and communications

Does your brand look tired? Have you been using the same collateral and messaging for years? Then, it’s time for an update! Strong employer branding and consistent communication ensures you can attract top talent. Remember that your brand’s visual presence is often the first introduction someone has to your organization, so it better impress and awe! A brand update is easy to accomplish with an expert partner. MDG has worked with many high-growth healthcare organizations to help them update their branding and messaging, resulting in increased revenue and better recruitment numbers across the board. 

An important aspect of branding and communications is personalization. While you will need compelling job descriptions, insightful videos, and testimonials from current employees, you also need content tailored to your candidates. Personalized content builds trust and demonstrates that your organization cares about the candidate as an individual, not a number in your recruitment pipeline. Everything from addressing the candidate by the correct name to responding to their role-specific questions helps to shape their overall experience. Lastly, make sure to keep candidates informed. There is nothing worse than waiting for an answer after an interview, especially if no one reaches out! Set clear timeline expectations and stick to them. 

4. Use data to evaluate and strengthen current staff

Analyzing data on your workforce can help identify skill gaps within teams, ensuring you are only hiring for needed roles. Performance metrics can pinpoint areas where employees may need additional training or development. Predicting turnover is another critical area where data proves invaluable. By examining patterns in employee behavior and satisfaction, you can identify warning signs of potential resignations, allowing you to take proactive measures to retain top talent.

Furthermore, data analytics can inform training and development programs. Instead of adopting a one-size-fits-all approach, data enables companies to create customized training plans that align with individual employees’ needs and career aspirations. This personalization not only enhances skill development but also boosts employee engagement and loyalty.

5. Prioritize retention in recruitment strategy

While not exactly a recruitment tip, employee retention should get a fair amount of attention from the HR team. Just as the cost of acquiring new clients is high, so too is the cost of hiring and training new talent. It makes sense to invest in the top-tier people you already have, making sure they are content and not open to other opportunities. To enhance employee retention, a key strategy is building a strong organizational culture and creating open dialogue about it. A positive workplace culture can significantly boost employee morale and loyalty, reducing the likelihood of turnover. When you are openly addressing the organizational culture, employees may feel heard and invested in their ability to impact organizational change. 

Additional employee retention strategies include: 

• Communicating about benefits often and transparently. This goes beyond salary and includes health insurance, retirement plans, flexible working hours, and other perks that contribute to an employee’s overall satisfaction and work-life balance. 
• Showing appreciation and remembering key moments, such as birthdays and work anniversaries. Host a monthly or quarterly event where you recognize the great work your employees have completed. If that’s not possible, send out emails or post appreciation boards, but make it obvious that you value the individuals that work hard for your organization.
• Invest in opportunities for professional development, continuous learning, and career advancement. 
• Solicit regular feedback and work to make appropriate changes. 

Adopting these recruitment marketing approaches not only aids in attracting top talent but also ensures their long-term engagement and satisfaction. Ultimately, you want to hire top talent that contributes to the company’s robust growth and stability. It can be challenging to do it alone, so do not hesitate to reach out to the experts at MDG for help implementing recruitment marketing strategies.