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How to Attract Top Healthcare Talent with Strong Employer Branding

April 17, 2024

Your employer brand should reflect the real-life benefits of working at your organization, facility, or practice. In 2024, with transparency at an all-time high, job seekers are actively researching potential employers online. Healthcare workers, especially, are in high demand, and a strong employer brand is essential to stand out from the crowd. By showcasing the unique advantages and positive work environment you offer, you'll attract top talent who are looking for more than just a job, but a fulfilling career path.


Why Invest in Your Employer Brand

There are things you can do today without spending any money – it just takes a little of your time. Any effort you invest in your employer brand is worth it. There are countless studies to reinforce this idea, but here are some highlights from a LinkedIn study that really stand out:


LinkedIn is one of the largest hiring platforms, and believe it or not, healthcare is a quickly growing audience on LinkedIn. As of September 2023, according to Social Media Today, over 8 million healthcare professionals were on the app.


Cost Savings

The study found a 50% reduction in cost-per-hire. A strong employer brand attracts qualified candidates, reducing the need for extensive recruiting efforts.


Top Talent Acquisition  

A strong employer brand attracts 50% more qualified applicants. You'll have a larger pool of talented individuals to choose from, increasing the odds of finding the perfect fit.


Faster Hiring

The study suggests a 1-2x faster time to hire for organizations with strong employer brands. This translates to quicker onboarding and filling critical roles sooner. 


The same study further emphasizes the importance of employer branding by highlighting that 75% of job seekers consider an employer's brand before even applying for a job. This underscores the need for healthcare practices and organizations to actively promote a positive image and effectively communicate their unique value proposition to potential candidates. 


4 Tips for Building Your Employer Brand in Healthcare


1. Take Inventory of your Online Presence

In today's digital age, a comprehensive and consistent online presence is the cornerstone of a strong employer brand. Consider it your digital storefront – the first impression potential hires will encounter during their job search. Take inventory of your online profiles across platforms like Indeed, Glassdoor, Google, and LinkedIn. Ensure accurate and up-to-date bios, contact information, location details, and logos are displayed.  


This meticulousness builds credibility and eliminates red flags that might deter qualified candidates. Think of it this way: the time invested in crafting a polished online presence far outweighs the risk of a talented candidate overlooking your opportunity because they couldn't find you.  


Simply having these platforms in place opens the door for employee reviews, which, when addressed in the next step, will solidify the foundation for a powerful employer brand.  


2. Encourage Authentic Reviews

People want to hear from real people. In fact, a 2021 Glassdoor survey found that 86% of job seekers are more likely to apply for a position with positive reviews. Honest reviews offer valuable insights into your company culture, work environment, and employee experience. 


Regularly ask your employees to leave reviews on platforms like Google, Glassdoor, and Indeed. Be transparent about the importance of these reviews in attracting top talent. However, remember to prioritize authenticity. Focus on encouraging employees to share their genuine experiences, both positive and negative. This builds trust with potential hires who value transparency. 


Make it a two-way street. Read every review, respond thoughtfully, and take action when necessary to address concerns. Positive feedback from current staff strengthens your employer brand's credibility. Remember, addressing negative reviews demonstrates your commitment to continuous improvement. However, be mindful of platform policies regarding solicitation of reviews. 


“Candidates trust the company's employees 3x more than the company to provide credible information on what it's like to work there.” 

LinkedIn Study 


3. Highlight Your Mission and Values Whenever and Wherever You Can

Don't just list your mission and values on a website – embed them in everything you do. Highlight them in job descriptions, team meetings, and patient care initiatives. Put them on your website and all your social media pages. Make sure they are included in your content calendar at various times throughout the year. Put them around the office or facility and encourage your employees to refer to them day-to-day. This creates a sense of purpose and attracts candidates who share your vision. 


In healthcare, your mission can be a powerful differentiator. Are you a family practice established in 1950 with a legacy of making quality healthcare accessible to the community? Shout it from the rooftops! Or perhaps you're a teaching hospital dedicated to opening doors for the next generation of medical professionals while shaping the future of healthcare? That's a story worth telling.


4. Highlight Your Mission and Values Whenever and Wherever You Can

In today's competitive job market, prospective talent gravitates towards workplaces that offer more than just a paycheck—they seek a positive and supportive work culture. To attract top talent, showcase your company culture by sharing authentic employee testimonials, highlighting collaboration, work-life balance, and opportunities for professional development. By emphasizing these elements, you not only attract like-minded individuals but also foster a sense of belonging and engagement among your current and future employees. 


Beyond the Basics

While a strong online presence and clear mission are essential, a truly powerful employer brand goes deeper. This section explores how to cultivate employee advocacy through action and purpose. 


Invest in Employee Well-Being

Investing in employee well-being is a strategic imperative for any organization aiming to foster a thriving workforce. By offering comprehensive wellness programs, companies provide avenues for employees to prioritize their physical and mental health. Flexible work arrangements like self-scheduling further empower employees to achieve a better work-life balance, ultimately enhancing job satisfaction and productivity. Additionally, competitive benefits packages, including healthcare coverage and retirement plans, underscore the organization's commitment to supporting employees' overall well-being and financial security. These initiatives not only attract top talent but also cultivate a culture of care and mutual respect within the workplace. 


While larger organizations may have the resources to implement all these programs, prioritizing employee well-being is essential for businesses of all sizes. There are creative ways to support employee well-being within your means, such as offering healthy snacks, encouraging breaks, or simply fostering a culture of open communication. Taking these steps demonstrates your commitment to your employees and can lead to a happier, more productive workforce. 


Become an Engaged Community Partner

Make it a point to get involved in community initiatives. Find opportunities to volunteer, donate, or promote community programs, and include your employees. Giving back is important. Highlight your organization's involvement in community outreach programs. This showcases your commitment to social responsibility and attracts talent who value giving back. 


Investing in employer branding isn't just about attracting top talent; it's about building a strong foundation for long-term success. A positive employer brand fosters employee satisfaction and retention, leading to a more stable and productive workforce. This, in turn, translates to better patient care and a stronger overall reputation for your healthcare organization. 


By taking a proactive approach to employer branding, healthcare organizations can position themselves as magnets for top talent, creating a win-win situation for both employees and patients. 


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