think like a marketer. recruit like a rockstar. · 850+ organizations in our healthcare benchmarks...
TRANSCRIPT
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
3© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
4© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
80+LOCATIONS
Including several long-term care facilities, six hospitals
& about 20 clinics
Agenda
5© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
01. Talent Landscape
02. Always On
03. Marketing vs. Recruiting
04. Rock Star Tactics
05. Q&A
6© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Talent Landscape
7© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
8© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Always On
Jaw Dropping Stats
9© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
10© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Technology Has Changed the Job Search
Jaw Dropping Stats
11© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
12© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Marketing vs. Recruiting
Consider The Parallels
13© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
RECRUITERSMARKETER
New Candidates
New Customers
RECRUITERSMARKETER
Employer Brand
Corporate Brand
RECRUITERSMARKETER
Candidate Pipeline
Lead Pipeline
14© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Rock Star Tactics
15© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Power of a Strong Employer Brand
16© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
The employer brand is the foundation of the #recruitment process–you build around it, hire for it and orient to it.
Anonymous
“”
Power of a Strong Employer Brand
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
© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
Power of a Strong Employer Brand
18© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
19© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
20© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Choose the right employees
• Training
Measurement & analytics
• Program reach
• Traffic on company sites
• Ambassador engagement
Content
Email Like a Marketer
22© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Subject lines matter
Always proofread
Be precise
Go Social
25
© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
26© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
27© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Stay on Format.
More music Fewer commercials.
Put callers on the air.
Broadcast in the community.
More Music — Some Commercials
28© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
29© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
30© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Simplify the mobile apply process
Evaluate your apply process from start to finish
SEO is Key
32© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
33© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Benefits of a Talent Network
34© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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
35© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
Things to remember.Things to Remember
© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED
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!
38© 2018 HEALTHCARESOURCE HR, INC. ALL RIGHTS RESERVED