Making The Business Case For

RECRUITMENT MARKETING

There are clear financial and performance-related benefits for

healthcare organizations that invest in recruitment marketing. Read this guide
to understand the ROI behind this method of recruiting and how it will help you
better attract, hire and keep quality talent.

© 2021HealthcareSource HR Inc.
 In this guide, we map out:

The ROI Of -

-
The importance of employer branding and how to develop a strong brand

Various employer branding tools/channels and what they?re best

Recruit ment Market ing -

designed for

How to use sourcing technology to grow and manage your candidate

In Healthcare -
database

Ways to stay engaged with talent so you can fill open roles faster

- How to get started by partnering with a healthcare recruitment

You might think recruiting and marketing have little in common, but healthcare marketing firm
organizations that integrate marketing techniques into their recruitment strategy
reduce time-to-fill and improve their quality of hire ? all while shrinking
recruitment costs.

Organizations that leverage employer branding, sourcing strategies and

engagement technologies are seeing a true return on investment for those
efforts: Data from a Brandon Hall survey shows that recruitment marketing can
improve time-to-fill by 39%, proving that it literally pays to incorporate this
method into your recruitment process.

In today?s competitive labor market, healthcare organizations need to think

outside the box and adopt more modern recruiting techniques to attract top
talent ? regardless of whether the jobseeker is actively looking. It?s also important
to make sure it?s easy for them to find their next role.

Using proven marketing tactics to attract talent to your brand and putting
jobs in front of candidates across several channels will help you hire the right
people better, faster and more cost-efficiently. There are many options to
consider depending on where your healthcare organization is in its recruitment
marketing journey.
Improve t ime-to-f ill by

39%
with recruit ment
market ing
© 2021HealthcareSource HR Inc.
At t ract More Candidates
With Employer Branding
Your employer brand is your organization?s public persona ? and in a competitive
talent market, it can be what separates you from other healthcare employers.

?
Your employer brand gives candidates a sneak peek into what it?s like to work at your
hospital, senior care community or agency. When you show your organization's
culture via social media, career sites, job postings, email communications and other
channels, candidates will be more inclined to join your talent network or apply to an A strong employer brand is built by
open position.
recruitment marketing. It is not a luxury,
It?s important to invest in tools that will help you attract and recruit talent
on a recurring basis. A strong employer brand can help you increase the
rather, a necessary component to successful
quantity and quality of applicants in your talent network over time. modern talent acquisition teams.?Focusing
Giving jobseekers an inside look at your brand with recruitment marketing can help recruitment marketing engagement
attract talent quickly ? who will likely stay longer ? avoiding the costs of drawn-out
recruitment periods and decreasing the dependency on overtime or agency support strategies to potential candidates will drive
to fill critical positions.
the employer?s reputation long-term.

?
Christ ine Hampton
Sourcing & Recruitment Marketing Expert Advisor
Lean Human Capital by HealthcareSource
 How To Develop Your
Employer Brand
To craft the right brand message, you need to understand what information your
candidates are seeking and in what formats ? and then make sure it is easily
discoverable. As we noted in our predictions, a LinkedIn study revealed that having A great employer brand can lead to a
a great employer brand can lead to a 50% cost-per-hire reduction and 50% more 50% cost-per-hire reduct ion &
qualified applicants,
50% more qualif ied applicant s
Keep in mind that prospective employees put the highest value on information
that focuses on an organization?s values and culture. Job-related information is
also important, with job descriptions ? detailed and optimized for search ? carrying
the most weight. Salary ranges, compensation structures and benefit details are
also useful. - Social Media: A branded and active social media presence keeps your
organization in front of passive candidates. Using channels like LinkedIn,
Once you know what you want to show your candidates about your organization, Twitter, Facebook and even Instagram to share high-value, relevant content
you must choose which channels to use. Digital platforms are the most effective increases awareness and overall positive sentiment. For example, patient or
for reaching new prospects and include: resident stories make great social content that shows the premium your
organization places on delivering care. Weaving job listings into your social
- Your Career Website: 74% of candidates conduct their own research as part media channels can also keep opportunities at your organization top-of-mind
of their job search, diving deeper into career sites, social media and review to interested candidates. Savvy recruitment marketers create content both
sites. If you have a great career site, candidates will quickly find the native for the social media platform as well as use social media to drive traffic
information most important to them and feel more inclined to apply for open back to their career sites.
positions. The more candidates you have, the more confident you can be with
choosing the right candidate while also filling positions quicker. Your career - Email: Email is a very powerful tool for extending your employer brand. In
page is a great place to show off your culture, values and any competitive addition to emailing job openings to your talent network, you can also use
differentiators that clearly outline why a candidate should choose your email to drive traffic to your career site, share company news that supports
organization. your employer brand, and to generally keep your organization in the back of
candidates?minds by receiving relevant communications on a regular basis.
As long as the candidate has consented to receiving your emails, they will be
eager and happy to receive valuable communications from you ? helping build
your employer brand in the process.
© 2021HealthcareSource HR Inc.
 - Automated Job Dist ribut ion: You can gain additional exposure for your
open roles by using automated job distribution services. These tools
allow you to place targeted digital ads to the social channels and job
How To Develop Your boards your prospects already use, so your organization is at the forefront
of their search. Automating the job distribution process will help you take a

Employer Brand proactive approach to sourcing so that when it?s time to fill a position, top-tier
candidates already have your organization in mind and will be more receptive
to recruitment outreach (or may even apply on their own!).

Using these recruitment marketingtactics will help you boost your employer brand,
increaseROI and positionyour organizationfor a more competitivefuture. A solid digital
Aside from the more traditional channels like email, social media and a career
presencethat helps you proactivelyfill your talent pipeline is an investment worth
website, there are additional employer branding tactics you can consider.
making for continuedlong-termrecruitingsuccess.
Use the following to further build your employer brand:

- Branded Content : Content is key to your employer branding activities ? it?s

made up of the stories and information you tell to demonstrate who your
organization is to potential candidates. This content isn?t intended to be
promotional or salesy. Instead it should help candidates decide why they
want to work with you based on your culture, quality of patient or resident
care, career development opportunities, etc. Examples of branded content
include blog posts, infographics, eBooks or whitepapers and case studies or
client stories, to name a few.

- Videos: A type of branded content, video content deserves its own bullet:
Viewers spend an average 2.6x more time on pages with video ? and video can
even boost conversion rates by 80%. Creating short, digestible video content
gives a closer look into your people and organization. Examples of the type of
videos you can publish include employee testimonials, culture-related
activities and even a general ?about?video that explains your mission and
background. Video content is an engaging, effective addition to your career
site and makes excellent social media and email content as well.

- Search Engine Opt imizat ion (SEO): The words you use to tell your story
are key in the digital age. When building your website and publicly searchable Video content can
content, you want to think about the questions your target audience might
have and the phrases they use to search for information online. Working that boost conversion
into what you write on your website, social media, in job postings and other
content that comes up in search will help your organization rank higher, rates by 80%
leading to more eyes on your brand.
 Leverage Technology to Speed Up Time-to-Fill
Today?s hiring technologies can help you do more than recruit ? they can help you
proactively source candidates so your talent pipelines are continuously full of

Use Proact ive Sourcing potential hires. When you leverage technology to help you source, you can spend
more time vetting and interviewing the people in your talent network. When a new
position is posted, you will already have a set of candidates you can reach out to.
Tactics To Fill More Roles Here a few ways technology can help:

- Connect wit h Third-part yResume Dat abases: Searchingfor talent across

disparateplatformscan be inefficient and ineffective.With the right technology,
you can connect to third-partyresume databasesto search for talent to add to
When a job goes unfilled, there are three ways to cover shifts: Pay staff members
your pipelinesin a single interface.This helps you consolidateyour search while
overtime, use contingent labor or simply leave those shifts unfilled, impacting the
also giving you more resourcesto source from.
care that your patients or residents receive. But when you proactively build a pool
of qualified talent to pull from when vacancies arise, your recruiting team is more
empowered to land quality hires in less time ? helping them avoid the less desired, - Allow Candidates to Join Your Talent Net work: Creatingan opt-in talent
more costly options. network allows jobseekerswho visit your career site or in-personevents to
provide their resumesfor future considerationif a position meetingtheir
Because the labor market is tight and 28% of healthcare roles take four months expertiseisn?t currentlyavailable.This gives you the upper hand to quicklyfill
or more to fill, healthcare organizations need to proactively source talent for high roles in the future, as it helps you gather talent in advanceinstead of starting a
turnover and critical roles. But sourcing talent is different from recruiting and new search for every position.
requires a skillset that might take some adjusting for your hiring teams.
- Organize and Categorize Talent : Effectivetechnologyallows you to organize
In a nutshell, proactive sourcing is really all about data mining. This means pulling the candidatesyou have sourced in a convenient way based on your recruiting
together every possible source of talent you can find with the candidate data you process.For example,tags allow you to group candidatesbased on key
have ? like previous applicants and reference providers ? as well as conducting attributes,or you can set up review stages such as ?new?and ?reviewed?to move
online searches to locate additional qualified candidates. It may sound candidatesmore effectivelythrough the internal review process.
time-consuming, but sourcing technology can help you streamline and automate
these processes so you can find the right people to fill your roles quickly. - Keep Talent Engaged wit h CandidateRelat ionshipManagement (CRM)
Technology: CRMis used to nurture candidates,giving them the personal and
professionalconnectionto your brand they are looking for. Aside from sending
job postings,these nurture campaignscan be managedthrough CRMin channels
like email, social and even texting to share other information,such as educational
events or webinars,candidate newsletters and materials that help them get to
know your brand.
28% When you can proactively gather talent from various sources and engage with them
of healthcare roles take regularly through different channels and CRM technology, you?ll be in a better
four months or more to fill position to decrease your time-to-fill in the future.
Consider A Dedicated
Healt hcare Recruit ment
Market ing Part ner
We often hear that healthcare organizations are interested in recruitment
marketing, but they don?t have the technology or headcount to actually get started.
Using a full-service recruitment agency is a great option for organizations facing
these challenges.

Partnering with an agency will help you get started on the journey of becoming An agency partner like Fusion can:
fully enabled recruitment marketers in the future, as these partners take the - Build your custom talent network to create brand awareness and an
burden off your organization to build these tactics and strategies from scratch. online community to attract candidates
HealthcareSource partners with Fusion Marketing Group, a healthcare recruitment
marketing agency, to bring our combined solution to clients in this position.
- Develop custom marketing campaigns and email templates to engage
with a larger percentage of your labor market and nurture candidate
relationships at scale

- Provide additional retargeting marketing tactics, extending your reach

with targeted social media ads, paid search ads and more traditional
digital methods

- Track and measure campaign performance to inform investment decisions

- Provide more advance tactics like digital ads, SEO optimization and
audience retargeting

Fusion's re-engagement program has

This approach to recruitment marketing is especially worthwhile if you know this
reduced applicant drop-off by an recruiting strategy is the direction you?d like to go, but you need a successful
average of 10% at a f ract ion of t he cost proof-of-concept to get the rest of your leadership team?s buy-in.
of traditional advertising
 A Robust Recruitment Looking for more on
Marketing Strategy recruitment marketing?
Produces St rong ROI Take advantage of our other resources:

Free webinar:
Jobseekers have high expectations for your recruitment process. To meet their Recruitment Marketing ?
expectations, you need to invest in recruitment marketing to establish your From Pause to Full Throttle
organization as an employer of choice, keep your talent pipelines full and make
meaningful connections with potential candidates.
Client story:
When healthcare organizations leverage recruitment marketing tactics, they Hugh Chatham Memorial Hospital
reduce costs associated with employing contingent staff, manually searching for
candidates and leaving roles unfilled. Keeping your talent pipelines full of quality
candidates will help you optimize your recruitment efforts, reduce time-to-fill and
improve your quality of candidates. Dat asheet :
Recruitment Marketing ? Source & CRM

It pays to invest in recruit ment market ing.

To learn more about the benefits and how HealthcareSource can Solut ion overview:
help you on your recruitment marketing journey, contact us today. HealthcareSource Recruitment Marketing

»
Meet our part ner:
About HealthcareSource Fusion Marketing Group
HealthcareSource®is the only comprehensive talent management suite designed
specifically to support the healthcare talent ecosystem. Our software, services, content,
and analytics enable more than 3,500 healthcare organizations, senior care providers,
and staffing agencies, spanning over 6,000 locations, to ensure quality patient and client
Cont act Us Today!
care by recruiting, retaining, and developing quality talent. HealthcareSource and its
award-winning healthcare talent management solutions have been recognized by industry
analysts and trade groups.

© 2021HealthcareSource HR Inc.