how to avoid “post and pray - nwspr · health ecareers 2018 2 how to avoid “post and pray”...

How to Avoid “Post and Pray”Presented by: Li Felsen, West Coast Account Director

[email protected]

Health eCareers 2018 2

H OW TO AV OI D “ P O S T A N D P R AY”

Today’s Agenda

1 Introduction

2 Job Posting Content

3 Employer Brand/Digital Presence

4 Advertising Strategy

5 Candidate Pipeline

Health eCareers 2018

Employment Growth Through 2026

3

H OW TO AV OI D “ P O S T A N D P R AY”

Low Unemployment and

Rapid Industry Growth

• https://www.bls.gov/iag/tgs/iag62.htm

• https://www.bls.gov/ooh/healthcare/physicians -and-surgeons.htm#

• https://www.bls.gov/ooh/fastest-growing.htm

Physician/Surgeon 13%

Physician Assistant 37%

Nurse Practitioner 36%

Healthcare & Social Assistance

Employment

19,789,000IN MARCH 2018

Healthcare Unemployment

2.6%


Physician Shortage by 2030

40,800 – 104,900

4

H OW TO AV OI D " P O S T A N D P R AY"

Not Enough Candidates

to Satisfy Demand

• https://news.aamc.org/press-releases/article/workforce_projections_03142017/

• https://www.scribd.com/document/359319085/Mha-2017-Resident-Survey-PDF

• 2018 Health eCareers Recruiting Trends Survey

51 or More

Job Solicitations

During Residency

70%

100 or More

Job Solicitations

During Residency

50%

Recruiters Reporting

Increased Time to Hire

37%

Reason for Increase

in Time to Hire

50% say they can’t

find qualified candidates



Time Spent Sourcing

Candidates Per Week

• 2018 Health eCareers Recruiting Trends Survey

11% 48%

18%

23%

Less Than One Hour

21 or More Hours

1 – 10 Hours

11 – 20 Hours

The Content of Your Job Posts Matters

6


Job Description

• Introduction and Overview

• Job Requirements

• Salary

• Benefits

• Call to Action

7

J O B P O ST I N G C O N TEN T

Essential Job Posting Sections

Job Title and Tagline



Job Title and Tagline

Tagline

• Shift

• Benefits

• Sign-on or Relocation Bonus

• Location

Job Title

• 80 characters or less

• Specific, common terms

• No abbreviations or special characters

What does the candidate want to know?

BEST PRACTICES



Measuring Success

• Viewed in 100,000 searches

• 5,000 clicks to the job description

• 5% conversion (5,000/100,000)

JOB #1

• Viewed in 100,000 searches

• 2,000 clicks to the job description

• 2% conversion (2,000/100,000)

JOB #2


Update duties and requirements

Include salary if you do not already

Update benefits information

Look for opportunities to improve

10


Better Job Posting Step-by-Step



Job Description Introduction

• No more than 3 or 4 sentences

• Employee value proposition

• Why is YOUR job better than any other?

BEST PRACTICES



Job Requirements

• Education, licensure, board certification

• Experience level

• More requirements = Fewer candidates

BEST PRACTICESBEST PRACTICES



Salary/Benefits

• Health eCareers’ 2017–2018 Salary Survey

• Candidates WANT this information

• May not apply without it

• Higher compensation is the biggest

reason for leaving current employer

• Dissatisfaction with current salary

is common




Importance of Benefits

to Candidates


• https://www.jobvite.com/wp-content/uploads/2017/05/2017_Job_Seeker_Nation_Study.pdf

79%

60%

46%

46%

33%

20%

19%

Health Insurance

401(k) Program

401(k) Matching

Flexible Work Hours

More Vacation / Paid Time Off

Sign-On or Retention Bonus

Training & Certification Courses



Call to Action

CALL TO ACTION• Easy to find

• How to apply & Ease of Apply

• Next steps

• Test, test, and test again


Your Employer BrandMatters, Too

16


E M P L OYER B R A N D

Candidates Care About

Employer Brand

• https://www.kornferry.com/press/what-candidates-want-korn-ferry-futurestep-survey-highlights-shifting-top-priorities-in-the-workforce/


• http://news.gallup.com/reports/199961/7.aspx#aspnetForm

of candidates said the brand and reputation

of a company is very important when

evaluating a potential job36%

of candidates said company culture

is the most attractive feature in

new employment50%

Company culture is the number one

reason candidates choose one job

over another#1



Employer Brand Language

• Clear

• Authentic

• Avoid Jargon

• Avoid Buzzwords

• Elicit Emotion



Career Page Tools

• Employee Testimonials

• Benefits Information

• Next Steps

Headline •

Mission and Values •

Workplace Photos •

Available Positions •



Keep It Mobile Friendly

89% use a mobile device during their job search

89%



Not Just an Afterthought

77% of job seekers visit the websites of

organizations they are interested in

77%

Your Hard Work Is Wasted If No One Is Looking

22


A D V ERTIS IN G S T R ATEG Y

Active-Candidate

Advertising Channels

MEDICAL ASSOCIATION

WEBSITES

JOB BOARDS SOCIAL MEDIA

CAREER FAIRS REFERRALS



Consider Audience When

Choosing a Job Board

GENERALJOB BOARD

Professionalsin Any Industry

INDUSTRYJOB BOARD

Healthcare Providers

JOB AGGREGATORS

Professionalsin Any Industry



Look for These

Awareness-Drivers as Well• Sponsored emails

• Paid search visibility

• Web banners

• Targeted Media



Advertising on

Medical Association Websites

• https://en.wikipedia.org/wiki/Category:Medical_associations_based_in_the_United_States

• Tens of thousands of provider members

• Reach active job seekers

• Build awareness with other providers

200+MEDICAL ASSOCIATIONS

IN THE U.S.

Social Media and Your Digital Presence

27



Social Media as a Job-Search Tool

• https://www.jobvite.com/wp-content/uploads/2017/05/2017_Job_Seeker_Nation_Study.pdf

25% of job

seekers use

Facebook to

research potential

employers

25%23% of job

seekers use

LinkedIn to

research potential

employers

23%

• Physicians are digitally

connected

• Mobile attached

• Socially engaged

• Video hungry



Advertising at Career Fairs

• Packed with active job seekers

• Meet candidates face-to-face

• Make the opportunity personal

• Advertising and sponsorships

increase visibility



RecapTwo recruiting focus areas to be proactive in:

• Compelling titles and taglines

• Informative job details

• Branding

CONTENT IS KING STRATEGIC ADVERTISING

• Quality of candidates

• Audience size

• Level of motivation



Questions

Thank you

32

how to avoid “post and pray - nwspr · health ecareers 2018 2 how to avoid “post and pray”...

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