Data can help recruiters just as it has been helping marketers optimize campaigns across different industries. Most marketers use data in their campaigns because it helps them reach who they want to target. Since 2002, when Google first came out with Adwords and enabled marketers to serve ads to the right people at the right time based on search terms, marketers have had a growing love affair with data, and for good reason. Businesses that use data in their marketing campaigns deliver five to eight times the return-on-investment.
In recruiting, you can use data to help you find the candidates that you want and reach who you need to. You are able to identify and segment audiences so you can deliver personalized experiences at the most ideal time for the viewer. This helps save spend by enabling you to only pay for ads placed in front of who you want; by optimizing the time as well, you can increase your ROI.
As a healthcare recruiter, you may not know how or where to get started using data. There’s a multitude of ways to obtain and utilize it, so it may feel overwhelming to sift through your options and the last thing you have time for is research. We’ve put together three straightforward ways to use data in recruitment marketing to simplify things for you.
1. Pull Accurate Data From Respectable Sources
State Licensing Boards
Professional Associations
2. Hyper-target Your Desired Talent
Data service programs help make sense of the data you’ve collected or bought. The program will give you options on how you’d like to use and access your data. You can draw out particular identifiers such as email addresses or locations or find out how many healthcare providers may be qualified for your position.
One of the most useful ways to use data in recruitment marketing is by creating segmented lists within your data service provider. You can input your desired target requirements and formulate a list of qualified target applicants. This can be based on things like location, title and browsing habits.
For example, if you need to hire cardiologists and your organization is located in Seattle, you can segment a list of cardiologists located in the Northwest that have been on job platforms in the past year. This refines your number of potential targets to a list of highly qualified applicants that you can hyper-target. You can then take this highly segmented list of healthcare providers you know would be a good fit and begin a holistic recruitment initiative to reach each potential applicant on the channels you can, based on the identifiers you have for each one.
3. Maximize Data Through an Identity Graph
The best way to implement a data-driven campaign strategy is to think of it holistically and be present across multiple channels, utilizing an omnichannel approach. By creating an identity graph about potential candidates that links all their devices, you can reach them on job boards, with a personalized advertisement, through an email, with a postcard and on their social media.
With strong branding, this presence will be reassuring. If your identity graph isn’t complete and you only have your target’s email, you can still reach them via advertisement, email and social media, whereas if you only have their physical address you can send them a few direct mailers.
Whatever information you have in an identity graph can be transformed into helpful assets in your recruitment strategy. All you have to do is use what you have correctly. Your identity graphs will enable you to open up the lines of engagement with healthcare practitioners on multiple channels and create an experience that reaches them throughout their day.
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Interested, but still unsure about the ways to use data in recruitment marketing? We can help you identify where to pull data from and how to use it most powerfully in your campaigns. Get in touch with us at sayhello@katondirect.com.
