How Healthcare Organizations Can Build a Winning Employer Brand

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Hospitals and healthcare leaders have been working hard to build a sustainable workforce, and it's no wonder why. With the World Health Organization (WHO) projecting a shortfall of over 15 million healthcare workers by 2030, finding candidates who are a good fit for full-time positions has become a major focus within healthcare.

Industry players continue to face stiff competition for qualified workers, and they will need to have a compelling employer brand in place if they want to attract top talent. A company’s employer brand is the first image candidates have of an employer, and it can have a major impact on candidate engagement. Only by prioritizing their employer brand can healthcare leaders develop a strong foundation for long-term workforce success. In this article, LevelUP explores five ways to get started.

Leverage Employee Feedback to Determine What Healthcare Candidates Value

Hospitals and healthcare systems that seek to develop a meaningful and resonant employer brand must engage current employees in a dialogue surrounding the organization’s key differentiators. This process helps to ensure that the brand messaging is rooted in a deep understanding of what healthcare workers value most in a workplace. It also goes without saying that your healthcare workers have in-depth experience being on the frontlines of patient care and are uniquely positioned to provide insights into the challenges and opportunities faced by other healthcare professionals in the talent marketplace. This feedback is essential for developing an employer brand that appeals to healthcare candidates. Healthcare leaders can gather relevant data and insights from employees by conducting interviews and surveys, as well as holding focus group workshops.

Create Employer Brand Personas

Marketing personas have been used for years to help businesses better understand their target audience; by creating a semi-fictional representation of the ideal customer, businesses can more easily identify which marketing strategies are likely to be most effective. Healthcare organizations can use a similar approach to create employer brand personas. Employer brand personas are critical for healthcare leaders since, for example, the needs of nurses may differ significantly from those of physicians.

When developing employer brand personas, it is important to consider the values, ambitions, and motivations of different candidates. What kind of culture are they looking for? What type of opportunities do they want? What motivates them to stay with an organization for the long haul? Is the target candidate increasingly seeking opportunities for professional development, or are they more interested in an organization's reputation and track record of providing quality care? Answering these questions can help your recruitment team craft relevant messages that appeal to the candidates they want to attract.

Paint a Picture of What It's Like to Work for the Organization

An effective employer brand should give candidates a sense of what it is like to work for an organization, and should clearly illustrate the company's culture, values, and mission. Hospitals and healthcare companies are in a unique position to share stories that will resonate with candidates who are passionate about having a positive impact on the lives of others. When candidates see how their skills and talents can be used to make a real difference in the lives of patients and families, they are more likely to want to work for your organization. In addition, highlighting the opportunities that employees have to grow and succeed will show candidates that there is potential for career advancement within your organization.

Promote the Employer Brand Throughout the Recruitment Cycle

Healthcare candidates today are more informed and empowered than ever before, and they are increasingly focused on finding a position that aligns with their needs and personal values. For this reason, it is no longer enough to simply post a job opening and hope for the best. Instead, employer branding should be kept top of mind throughout the entire talent acquisition process—from initial contact with candidates to post-interview communications. Prospective employees should be given a clear sense of what your organization is all about, what makes you unique, and what they can expect if they come on board. By forming strong connection with candidates through your employer brand, you'll be more likely to convert them into employees.

Don’t Let Your Employer Brand Go Stale

Finally, in today's rapidly changing healthcare landscape, there's no room for complacency when it comes to your employer brand. Your employer brand is not static, and it should evolve as new market trends and candidate needs emerge. As such, it's important to revisit your employer brand periodically to ensure that it still accurately reflects what your organization stands for. Renewing your employer brand is no simple task, but it is essential for companies in the healthcare industry to stay competitive in the years ahead.

As healthcare leaders seek to invest in quality employees who will stick around for the long haul, it is more important than ever that they can provide potential employees with a clear understanding of what the organization can offer them. a well-crafted employer brand strategy will communicate the unique value that your organization offers to employees. This can help you stand out from the competition by showcasing what makes your company an attractive place to work. Additionally, a robust employer brand can also help boost employee engagement and retention by making sure that your employees feel valued and appreciated. By taking the time to craft a strong employer brand, you can set your organization up for success in attracting and retaining top talent.

At LevelUP, we understand that attracting and retaining top talent is essential to the success hospitals and healthcare systems. That is why we offer a comprehensive recruitment process outsourcing (RPO) solution that includes employer branding and employer value proposition (EVP) advisory services. Our dedicated team of healthcare recruitment experts will work with you to develop an employer branding strategy that resonates with your target audience and sets you apart from the competition. We'll also help you to clarify and articulate your EVP, ensuring that it aligns with your organizational values and business objectives. Lastly, our market research capabilities help healthcare employers stay up to date on industry and talent trends. We provide detailed insights that will be accounted for in your brand strategy. Contact us today to learn more.

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