According to Forbes, a career in medicine is view by 90 percent of Americans as a prestigious profession. And most people would agree that caring for others is a noble calling, but finding the right talent in such a highly regulated industry is not always the easiest task. In fact, healthcare organizations today often struggle to find a steady stream of talent and to build talent pipelines that keep up with the demand for highly skilled healthcare professionals.At a recent Healthcare Summit hosted by UPMC at the Center for Connected Medicine in early May, the topic of building talent pipelines was front and center for discussion among attendees, including representatives from BJC Healthcare and HCA. Talemetry was thrilled to be part of this summit and we’re excited now to present a recap of the discussion that you can consider for improving your own talent pipelines. But first, let’s examine the major recruiting challenges healthcare organizations face in 2018 as discussed at the event.
Top Challenges Healthcare Organizations Face in 2018 for Attracting Skilled Talent
Most healthcare organizations struggle to attract highly skilled healthcare workers and to find enough talent in competitive markets. During the Healthcare Summit, several of these challenges were discussed. Let’s take a look at them here:
1) Collaborating With Corporate Marketing
Recruiters and talent acquisition professionals agree that having support from internal marketing and communications departments is important.However, it often limits the freedom that recruiters have in messaging to candidates and slows down the process considerably. Often, recruiting teams hear from corporate marketing the question of ‘Why didn’t you engage us sooner?’ Additionally, with constraints to branding and marketing communications, the recruitment marketing story may not be effectively presented to candidates and focus more from a corporate branding lens rather than a candidate-centric perspective. Remember, modern recruitment is modern marketing, so try to find ways to engage your corporate marketing teams early and often—rather than on a limited, disconnected basis. Working together, you can create a collaborative approach that addresses the divide between departments.
2) Creating Compelling Job Descriptions
Job descriptions should tell a story. They should not be a laundry list of job responsibilities for candidates. And since job descriptions are often part of the attraction mechanism to get candidates to apply for certain positions, they should inspire rather than discourage. When candidates experience your employer brand early on in the attraction phase, a basic job description later on stands in stark contrast to your storytelling efforts. Instead, good storytelling should set the tone and framework for any job description—especially to set apart key healthcare positions in competitive markets. But too often, job descriptions are still owned by members of the compensation team rather than content writers. This disconnect is especially problematic when trying to deliver a consistent candidate experience. Make sure to leverage help from your internal communications teams and marketing department for assistance in drafting compelling job descriptions that will set your organization apart and differentiate your organizational story.
3) Communicating Effectively With Applicants
Sometimes healthcare organizations actually have the challenge of too many candidates to communicate effectively with. Remember, your job is to identify your top candidates and nurture those individuals so they will convert into eventual applicants. Similarly, there is a large percentage of applicants who often never even get a response from an employer. Just imagine if Amazon or any other large online retailer dropped you into a black hole after your order. Consumers would revolt. Yet this is the way recruiting often works. Instead, you must incorporate a personalized and automated process to communicate to candidates through an effective recruitment marketing platform.
4) Identifying the Best Fit Jobs for Candidates
With such a highly skilled, specialized talent segment, recruiters should treat healthcare professionals in a consultative manner. In other words, it is not solely the healthcare candidate’s responsibility to find a job that best fits them—it’s also the recruiter’s job. The demand placed on recruiters makes it difficult to look beyond the day-to-day. They are often forced to focus on filling jobs and are compensated on filling a single role. Instead, taking a talent advisor role, or viewing themselves as career agents if good healthcare talent emerges, allows recruiters to think differently in how they connect candidates to the right roles. Rather than executing at a requisition level, recruiters should take a higher-level view and consider shifting the way they view talent attraction for highly skilled healthcare workers.
Three Key Ways to Build Better Talent Pipelines for Healthcare Organizations
Now that we’ve looked at some of the most pressing challenges that healthcare companies face today, let’s take a look at how you can get down to the business of building a better talent pipeline for your organization. Talent pipelining is one of the best ways your healthcare organization can fill future positions and have a ready stream of highly skilled healthcare talent to meet your workforce demands. Here are three keys to building a better talent pipeline:
1) Nurture Silver Medalists
What does this mean? Well, a silver medalist is a healthcare candidate who went through the entire hiring process, including interviewing, but was considered runner-up for the position. This individual is already engaged with and attracted to your organization, so make sure to take time in your CRM to identify, track and nurture these silver medalists. Execute targeted email campaigns to keep them warm and engaged with your organization. The best ROI happens when all recruiters and sourcers have access to silver medalists in your CRM, so they can be considered first for your upcoming, available healthcare roles.
2) Work Your Talent Network
One of the main goals in nurturing highly skilled healthcare candidates is to get them to opt in to your talent network. Candidates who are not ready to apply for open positions today may be ready to apply in the future. So don’t overlook their value in building a better talent pipeline. Attract passive job seekers by letting candidates opt in to your talent networks from your career site directly. Make the call to action easy for healthcare candidates to use and opt into. Then use your CRM to segment and engage your various talent networks. It’s one of the best ways to ensure your talent pipeline is attracting the types of skilled healthcare candidates who want to know more about you and receive updates on future opportunities.
3) Recruit Who You Already Have
Did you know upwards of 45% of candidates have already been paid for previously? That means you are likely investing in and paying for access to someone else’s database—rather than your own. And that’s the point of creating a better, proprietary talent database that you can leverage for better talent pipelining of highly skilled healthcare workers. Similarly, internal healthcare employees are some of the richest sources of candidates for filling future positions. Healthcare workers are often highly mobile, and if they are unaware of opportunities that exist in other parts of your organization, you could lose them to a competitor. Consider internal employees as a strategic talent audience that you can nurture for future positions. Give them visibility into other roles that may help them career path in your organization. That way, you spend more time recruiting who you already have and less time relying on external sources for your next talent.
Winning Made Easy With Talemetry
The Healthcare Summit hosted by UPMC was an outstanding opportunity for healthcare organizations to join together and discuss not only the challenges—but the opportunities—for attracting top talent in the healthcare industry. And central to attracting highly skilled healthcare workers is building a better talent pipeline. Numerous healthcare organizations like UPMC have partnered with Talemetry to improve their recruitment marketing results and optimize their recruiting performance. You may be on the fence when it comes to selecting a recruitment marketing platform. But if you’re a leading enterprise healthcare organization, then partnering with Talemetry would help you drive meaningful recruitment ROI and get the most out of your healthcare recruiting efforts.