healthcare_mobile_recruiting

SOURCE: 17th Annual Global CEO Survey

www.imomentous.com | 888-985-7755 | © 2014 iMomentous. All rights reserved

Thanks to new healthcare requirements and an

aging population, the demand for healthcare

services is set to increase substantially in the

coming years.

ThThat’s not good news for many organizations

already facing staffing shortages in critical areas.

It’s only compounding the urgency many

healthcare organizations feel in their recruiting

and hiring process.

Mobile Mobile recruiting is helping these organizations

find qualified and motivated candidates for

hard-to-fill positions in a timely and

cost-effective fashion.

94% of healthcare CEOs recognize the need to alter their recruiting strategies. Only 33% have acted on that need.

WHY MOBILE RECRUITING FOR HEALTHCARE?

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33www.imomentous.com | 888-985-7755 | © 2014 iMomentous. All rights reserved

Pinpoint recruiting and hiring problems.

Identify qualified candidates and their job search behaviors.

Discover how mobile recruiting can save time, reduce costs and increase candidate engagement.

Build a truly mobile experience for job seekers.

WHAT IS THE PURPOSE OF THIS EBOOK?

This ebook will help healthcare organizations:


TABLE OF CONTENTS

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PART I: THE CURRENT STATE OF HEALTHCARE RECRUITING

Tending to healthcare recruiting pain points

Spending on healthcare technology and staffing

Hiring to meet patient demand

Serving the job search needs of healthcare professionals

Portrait of the healthcare job seeker

PART II: THE ONLY CURE IS MOBILE

The mobile prescription

Eliminating wasted time

Reducing costs

Increasing recruiting efficiency

Improving the candidate experience

Mobile recruiting in action: Einstein Healthcare Network Case Study

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TABLE OF CONTENTS

PART III: TRACKING MOBILE RECRUITING IN HEALTHCARE

Measuring success

Applications

Site experience

App experience

Key metrics

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How to document the job seeker experience

How much do these common recruiting pain points hurt?

How to build a business case for healthcare mobile recruiting

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PART IV: A HELPFUL GUIDE TO MOBILE RECRUITING IMPLEMENTATION


PART I

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The Current State ofHealthcare Recruiting


The amount of time open positions remain unstaffed.

Finding qualified candidates.

Difficulty hiring in certain specialty and hard-to-fill positions.

Retaining employees.

These include:

TENDING TO HEALTHCARE RECRUITING PAIN POINTS

Healthcare organizations have a number of recruiting and hiring pain points.

SOURCE: Technology Business Research Inc.’s SourceIT Healthcare Report


The increasing demand for healthcare services

has forced healthcare organizations to spend

record amounts on technology: a projected

$34.5 billion in 2014.

With With roughly $45 billion going towards

technology and staffing alone this year,

healthcare recruiters can expect to face a

competitive market for recruiting and hiring the

best talent.

What’s more, the healthcare staffing market is estimated to reach $10.5 billion in 2014, a $700 million increase from 2013.

SPENDING ON HEALTHCARE TECHNOLOGY

SOURCE: http://www.nasrecruitment.com/uploads/files/healthcare-workforce-outlook-to-2022-72.pdf


According to the U.S. Bureau of Labor Statistics,

the healthcare industry will account for a

projected 22.1 million jobs by 2020.

Personal home aides, registered nurses and

home health aides are among the

fastest-growing jobs in the healthcare field.

That’s an expected 29% increase, compared to 11% across all industries.

HIRING TO MEET PATIENT DEMAND

SOURCE: AMN Healthcare


And they’re using those smartphones and tablets

to take control of their job search. 6 in 10

candidates directly contact healthcare

organizations about open positions. This includes

visiting corporate careers sites.

Other popular seaOther popular search methods include job

boards, referrals, search engines and social media

– all of which lead candidates to careers sites.

40% of healthcare professionals use mobile devices to search for open positions.

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SERVING THE JOB SEARCH NEEDS OFHEALTHCARE PROFESSIONALS

SOURCE: http://www.nasrecruitment.com/uploads/files/healthcare-workforce-outlook-to-2022-72.pdf

MOBILE IS GAINING TRACTION AMONG JOB

SEEKERS.

WHEN DO HEALTHCARE PROFESSIONALS JOB SEARCH?

make return visitsto careers sites.

54%

view more than onepage during a visit.

85%

spend more than oneminute on the site.

49%

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MOBILE BEHAVIOR OF HEALTHCARE JOB SEEKERS

Between

to11:00:00AM

03:00:00PM

to09:00:00PM 11:00:00PM


PART IIThe Only CureIs Mobile

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Every healthcare organization needs to find

highly-skilled and highly-specialized people.

Upgrading recruiting technology will power new

strategies and new levels of engagement to

attract the best people, from executive recruiting,

to physician recruiting, to clinical hires and

support staff.

OrganizOrganizations are making tremendous

investments in technology to improve

communications between healthcare

professionals and the community.

Communications between the organization and

the talent community should not be overlooked.

WWant to reduce the amount of time between first

contact and hire? Need to spend your recruiting

budget more efficiently? Looking to increase the

level of engagement with candidates?

Sounds like just what the doctor ordered.

THE MOBILE PRESCRIPTION

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When a position opens up, it can never be filled

soon enough. That’s certainly the case in the

healthcare industry.

That is a critical gap in the healthcare field and

can leave organizations short-staffed and their

current employees overworked.

Mobile recruiting can help organizations fill these

gaps in a timely manner by increasing interaction

between candidates and recruiters and moving

the hiring process along.

Nearly half of all nursing jobs go unfilled for at least six weeks. 20% remain open for at least three months, according to a 2013 CareerBuilder survey.

ELIMINATING WASTED TIME

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The average cost per hire in healthcare is over

$2,000. Healthcare organizations allocate 35% of

their talent acquisition budget to agencies and

third-party recruiters and print, billboard and

newspapers advertising, which account for only

13% of hires.

A mobile-optimiA mobile-optimized careers site and native

engagement app can target candidates from

these sources more effectively, thus saving

organizations money spent on inefficient

sourcing methods.

The majority of hires are coming from your company’s careers site, job boards and social media, but approximately half of them find their progress impeded by a site that is nonfunctional on a mobile device.

SOURCE: “Investments in Recruiting” Bersin and Associates, 2012

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REDUCING COSTS

SOURCE: “Investments in Recruiting” Bersin and Associates, 2012


Are healthcare hiring departments looking for

candidates in the right places? Maybe not if you

look at where their hires actually originate.

Since mobile job seekers are more

action-oriented than their desktop counterparts,

healthcare organizations can become more

efficient and generate applications from these

sources.

22% of hires come from job boards and 16% come from corporate websites. Candidates find job postings and are redirected to organizations’ career sites, often on mobile devices.

INCREASING RECRUITING EFFICIENCY

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Job seekers turn to mobile to learn about career opportunities and to research healthcare employers. Providing

a mobile experience that is attuned to their needs is critical to engaging the best candidates.

An optimized mobile experience is not a shrunken-down version of the desktop website, it is an interface built

specifically for a different form factor and different user behavior. A mobile experience provides less content,

faster navigation, and simpler workflow to connect with candidates.

Offering a mobile experience is now moOffering a mobile experience is now more critical than ever, because consumer adoption of smartphones has

become mainstream and has achieved near-ubiquity in culture. From shopping, to media, to productivity and

personal finance, the employment process is expected to be a mobile-optimized experience. Not delivering on

candidate experience creates high bounce rates and turns away a potential hire.

IMPROVING THE CANDIDATE EXPERIENCE

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Einstein wanted to connect with a community that is generally not in front of a computer all day. The vision was

to provide a mobile experience that could give candidates a faster and easier way to apply, and to learn about

Einstein as an employer in the greater Philadelphia area. Einstein promoted its mobile presence on its website,

its employment materials, its public facilities and its offices, as well as word of mouth at networking events.

Einstein’s careers site on desktop had too much content for mobile and could not be shrunken down as is. The

Einstein team worked collaboratively with iMomentous to optimize the content and page navigation for a

mobile user experience.

The online job applicThe online job application was too long and laborious for mobile, so a new

mobile-optimized job application front-end was created and linked

to Einstein’s Applicant Tracking System through automated web

drivers. Additionally, a public-facing careers app was created

with Einstein’s employer brand videos and content to offer

candidates a more brochure-like experience.

Einstein was able to hire 20+ employees through its mobile

rrecruiting channel within the first 6 months of go-live. Hires

include hard to fill positions, such as in-home physical therapists and

occupational therapists, as well as clinical staff and medical assistants.

By the Numbers: (Data from Q3-Q4 2014)

50,000 unique visitors, 400,000 pageviews, 3000+ app downloads, 2500 applications

MOBILE RECRUITING IN ACTION

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CASE STUDY


PART IIITracking MobileRecruiting in Healthcare

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As a recruitment marketing organization, you are tracking lots of analytics on desktop, and potentially on mobile.

But there is no consensus on a clear-cut “engagement metric” that measures the degree to which candidates are

engaged, actively listening and contributing.

An engaged candidate is visiting your pages on multiple occasions, consuming your content and taking action.

The challenge is finding an analytical framework to measure what this means for your organization. Better

engagement leads to better hires. Identifying what engagement means is critical to success.

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MEASURING SUCCESS


Applications are the surest way to know whether

a recruiting strategy is working or not. Healthcare

organizations not only want applicants - they

want highly-qualified candidates to submit

applications to work for their organizations.

If healthcaIf healthcare organizations are trying to attract

applications from the best candidates, why add

roadblocks that could cause them to drop out?

A mobile-optimized apply tends to convert

applications at a higher rate than desktop.

Reexamine your application and the information you’re asking job seekers to provide in order to make a mobile-friendly application.

APPLICATIONS


As a general rule of thumb, two-thirds of all

mobile job seekers will engage on multiple pages

if your careers site is mobile friendly.

What does that mean?

The best way to produce hires is with a truly

mobile experience. A truly mobile experience

encourages the job seeker to take action –

which, in this case, produces an application.

A caA careers site's value is ultimately measured by

the hires it produces. A great mobile experience

will welcome the candidate and guide them

through the application process.

No pinching. No zooming. No tiny links meant to be clicked on by a cursor.Sites fit to the size of the device and use easily clicked buttons for navigation.

SITE EXPERIENCE


TALENT CRM

Native iOS and Android applications allow you to create an invitation-only pool of job seekers who get to see an

inside look at your company. Individuals can create a rich personal profile and recruiters can push highly targeted

jobs to individuals or groups.

The key to building a thriving talent community is engaging with the people in the community. Engaging with a

subset of selected candidates, who meet a certain set of criteria, can be a sustainable talent source over time.

Develop real relationships with select candidates throughout the search and apply process. Give them a taste of

your culture and mission.

Apps can be effective for developing Apps can be effective for developing relationships with new talent coming up from college, and as a CRM tool to

maintain relationships with individuals who have applied or been interviewed previously.

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KEY METRICS

There are two key areas to evaluate the effectiveness of a mobile careers initiative: User Analytics and Business Impact.

User Analytics is the on-site behavior of visitors. Business Impact is the results on the bottom line.

Business Impact

Time to HireCost per HireQuality of HireProcess Improvement

User Analytics Traffic Sources / Search KeywordsNew / Repeat Visits / Social SharingVisits by Device / Location / Date / Time Pages Per Visits / Time Per PageUUnique Views Per JobApplication Start / Completion RateFunnel Segmentation

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PART IVA Helpful Guide toMobile RecruitingImplementation


HOW TO DOCUMENT THE JOB SEEKER EXPERIENCE

Want to know how the mobile job seeker searches on your careers site?

Grab a mobile device and follow these steps to find out:

TIP: Take screenshots with your mobile device to document the process.

Visit each of the sources directing traffic to your careers site through jobpostings: job boards (Indeed, Monster, HEALTHeCAREERS, CareerVitals),social media and search engines.

Click through to your careers site from one (or all) of these sources.

Search for jobs on the site. Is it difficult to do so?

Pick a position and apply for it. Is the applicPick a position and apply for it. Is the application streamlined for mobile? Is there an option to apply with a LinkedIn profile or by uploading a resume stored on Dropbox or Google Drive?

Imagine you have a former coworker who would also be interested in the position. Is there an option to share the job posting through social media or email?

Browse the careers site and learn about your company as a job seeker would. Does it contain content such as video allowing you to learn about the culture?

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This is how healthcare professionals search on mobile devices. If you don’t know what the experience is like for them, take the time to learn and improve the mobile experience for them.

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HOW MUCH DOES IT HURT?

On a scale of 0-10, how much do these commonrecruiting pain points hinder recruiting and hiring?

• The time it takes to move from application to hire.

• The amount of money spent on recruiting per hire.

• Low quality of candidates produced from recruiting strategies.

• Failed social recruiting efforts.

• Lack of candidates from job board advertising.

• Inability to reengage previous candidates for new positions.

• Applicant data does not transfer to ATS.

• Candidate dropout during application process.

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0Does not affectrecruiting

and hiring at all.

1-2Causes verylittle

hindrance torecruiting andhiring.

3-4Makes recruitingand hiringslightly

inconvenient.

5-6Moderatelyaffects

recruiting andhiring efforts.

7-8Causes recruitingand hiring tobe a major

inconvenience.

9-10Makes recruitingand hiringbasicallyimpossible


Any recruiting strategy that invests significant resources in the various sourcing outlets listed above has to consider

the number of candidates visiting their careers site and consuming their careers content from mobile devices.

• How many new hires will you make?

• How many applications will you receive?

• How much do you spend posting positions to job boards?

• How much do you spend on email, SMS and social media recruiting?

• How much do you spend on employee referral programs?

• How much do you spend on talent communities?

•• What is the value of your employer brand?

Need to know how to build a business case for mobile recruiting in healthcare?

Consider these questions:

Now consider this: Between 40 and 70 percent of traffic to all these sources comes from mobile devices.

BUILDING A BUSINESS CASE

healthcare_mobile_recruiting

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