Having a defined — not to mention compelling — employer brand is critical, but how you activate your employer brand is every bit as important. Media — specifically strategic media planning — plays a key part in activating that employer brand, helping you effectively allocate your budget to performing outlets, while driving passive and active candidates into your experience. That includes those who need nurturing. Once you drive them into the funnel, you can remarket to them and prompt them to take action.
With the recent ups and downs relating to cryptocurrencies, more people are thinking about blockchain, the underlying technological breakthrough, and how it could transform the recruitment industry over the next 10 years. There’s even some talk that the impact to recruitment might be bigger than that of the internet itself, which at a glance, seems like hype. However, when you dig in and learn about it, it starts to look a lot more plausible.
Digital Content Producer. Senior Data Warehouse Manager. Financial Analyst. Virtualization Engineer. Sales Manager.
If you think these are featured jobs at a hot tech startup in Silicon Valley, think again.
Believe it or not, these jobs are in healthcare.
That’s right. These jobs are currently available at two healthcare clients I work with: Northwell Health in New York, and UCLA Health in Los Angeles. These clients – like many others in healthcare – are defining what it means to recruit highly qualified employees in very non-traditional areas.
The landscape and meaning of the term “healthcare employer” is transforming in terms of its scope and complexity. In order to align with rapidly shifting business objectives, positions in software development, data security, marketing, and finance (and many others) are falling increasingly into the “critical to fill” category traditionally reserved for roles involving patient care. This challenges healthcare providers to address a growing demand for top talent in non-clinical roles.
For years we’ve been hearing about the healthcare workforce shortage. In fact, when I started in this business, one of my first clients was a large, prestigious teaching hospital located in one of the country’s best places to live (Seattle). Even so, my client would constantly remind me of the challenges of attracting and retaining high-quality talent.
More than fifteen years later, the situation is much the same. So are the challenges. We know that approximately one-third of nurses are baby boomers who will likely retire within the next decade. And we continue to monitor the mounting problem of replacing - and growing- the nursing workforce to meet a rising demand.
The numbers are staggering: According to the Bureau of Labor Statistics (BLS), RNs are listed among the top occupations in terms of job growth. At the same time, the BLS projects the need for over 649,000 replacement nurses in the workforce, bringing the total number of job openings for nurses due to growth and replacements to 1.09 million by 2024.
Almost every major job board has a Pay Per Click (PPC) ad buying model these days. This is great because it allows for flexibility based on performance and shifting needs over time.
But with online advertising, the most important thing to think about are the conversion rates, not the prices. What percentage of impressions click, what percentage of clicks start the apply process, what percentage of apply-starts become applicants, and what percentage of applicants are hired. If you are looking at these rates at every step of the way, and always looking to test and improve on them, you are doing it right. This brings us back to the concept of the “click” itself, and why they are not all really the same thing. Clicks from different websites are worth different amounts of money based on what place in the apply conversion funnel that click represents.
Are you driving a “Low Media Cost Per Hire” and, if so, is that always even a good thing? In recruitment marketing, companies may like to look at one overall KPI to see if they’re succeeding or not, such as, what is our “media cost per hire.” Cost per hire (CPH) has the benefit of being a superior metric to cost per application (CPA), but what does it really mean to have a “good” cost-per-hire?