In this week’s episode, Jenny discusses candidate recruiting and how marketing teams can lean in to help build a full and successful candidate pipeline.
Healthcare marketing is a pendulum. On one end, marketing efforts are focused on new patient acquisition. On the other end, HR and recruiting teams need to invest time and resources into finding quality providers to deliver the care you are promising new patients.
Jenny outlines three key steps for recruiting marketing:
1. Strategy
Jenny states that in today’s hiring landscape, it’s essential to do research to figure out the competitive landscape for recruiting. You can’t just rely on throwing up a job posting and expecting a full pipeline of qualified candidates.
Do research to figure out the pay range for similar positions in your area, key differentiators, and value propositions. Create a variety of postings to test what positioning works best and figure out ways to stand out.
2. User Journey
Jenny explains that the next step is putting yourself in a candidate’s shoes to figure out what journey they have to take to apply for your position. Do they have to add their information multiple times? Is there a way to easily add a phone number or email to get a file started? Document the steps a candidate takes, and optimize to improve.
In today’s world, there are two ways people find you: they could either be actively looking for a new position, or they could be the right person for the job but not actively looking. In order to catch the latter, you may have to spend a little to promote your posting and make sure it’s seen by the right people.
3. Optimization
Finally, Jenny recommends treating your candidate recruiting efforts like patient acquisition. Every dollar counts. Figure out how much you’re spending for each stage of your recruiting process - interviews, applicants, hires, and employee retention - and optimize.
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