With a holistic recruitment strategy, it’s necessary to recruit from all possible resources, including passive candidate pools. Passive candidates are talent who aren’t currently looking for a new position–most likely because they are already employed. Engaging passive candidates is important because they make up 70 percent of the work force and most are open to a new position. Filling healthcare positions is harder than ever, and sourcing from the widest range of talent possible is your surest bet to securing the applications that you need.
Establishing a connection with a passive candidate requires that you nurture a relationship with them. In order to get the attention of passive candidates and garner their interest, be in contact through a host of channels, consistently. There are several different channels you can use to be in touch with candidates on an on-going basis. At Katon Direct, we stay in contact with candidates via email, social media, digital ads, phone conversations and direct mail.
1. Reach Out with Email
You may feel like reaching out via email again and again without response is fruitless, but it’s necessary to secure passive applicants. Generally, it takes eight touchpoints to generate a quality lead. Reaching out consistently will help you gain the attention you want. Fortunately there is a way to do this efficiently; by automating the process you won’t have to do the work all on your own. Email automation is powerful because you can trigger specific emails based on particular actions.
For example, if a candidate has opened two of your emails describing open positions and has clicked through to the application page, but hasn’t started their application, you can automate an email that asks if they have questions about the application process. In this way, you don’t need to be on top of every action of every candidate. Instead, you can be in constant contact with them, without needing to spend the time track their actions, draft emails and hit send.
2. Connect on Social Media
Passive candidates aren’t going to be on job boards, but they will most likely be on social media. In a survey by QuantiaMD, 90% of the more than 4,000 physicians polled said they use some form of social media for personal use, and 65% said they use social media for professional use. Forty-one percent of nurses use social media to follow healthcare topics, according to a study by Lippincott Solutions.
Social media is a great place to leverage a frequency strategy. Consistently posting great content to build your brand recognition and consideration in candidates’ minds along with calls for applications, can significantly increase your chances of securing passive candidate applications over time.
3. Increase Recognition with Digital Ads
If you have a strong database, such as Katon Direct’s, which contains 99 percent of registered healthcare professionals in the United States, you can use programmatic technology to serve targeted display advertisements to anyone who may be considered a qualified candidate, as well as utilizing paid Google search advertisements. This will help increase your visibility should a candidate search anything related to services you provide or positions you have open. Again, you can utilize the frequency strategy here and increase your brand recognition and intent by each advertisement served. Even if the candidate doesn’t click-through, they are becoming more and more familiar with who you are.
By tracking response and click-throughs via automation software you can also follow up on digital ad engagement. If someone clicks on your advertisement and views a job description but doesn’t initiate an application, you can retarget them with another advertisement or email that includes an urgency trigger such as, “Applications Closing Soon,” or you can ask if they have questions.
4. Retarget Those Who’ve Showed Interest
Another way to reach passive applicants is through retargeting. Retargeting campaigns reach talent who have previously interacted with you, your organization or your job marketing materials. As they’ve already shown interest, re-engaging them can be a powerful recruitment strategy. By tracking engagement and retargeting, you can keep your brand top of mind, reduce any obstacles and further motivate candidates to apply.
You can also personalize the material you’re retargeting them with to match where they are in the application process. If they’ve only clicked-through on one of your job advertisements, you may want to send them an email to ask if they’d like to apply. If they’ve created an account in preparation to apply, you can send them a reminder email.
5. Spur Response with Direct Mail
Direct mail is often overlooked in the digital age as being a viable source to send marketing materials. However, direct mail has 9 times the response rate of email marketing, according to the ANA/DMA Response Rate Report 2018. Since direct mail is more expensive than other forms of communication, you may want to reserve direct mail communication for those candidates that are the most engaged.
For example, using your candidate scoring system, you may decide that those who open five emails are considered highly engaged. You can then have your system alert you when a candidate has moved into this category and indicate to you that you should send a direct mailer. By utilizing these two systems in tandem, you stay present and relevant across channels, fostering your connection to your potential applicants.
6. Start an Open Dialogue Over the Phone
Nothing is more powerful than an actual conversation with the people you hope to hire. The results from the Global Recruiting Survey found that phone conversations are hands-down the most effective way of contacting candidates, with a 44% response rate. Engaging in telephone conversations places recruiters more directly in front of healthcare practitioners than other forms of marketing.
To maximize call performance, plan your response to frequently asked questions ahead of time. Where is the position located? What is the salary? What are the benefits? What is different about your organization? Being prepared when you connect with healthcare professionals will effectively set the stage for a long lasting relationship with your organization.
Enjoy a Stacked Pipeline
As you develop and refine your nurturing recruitment strategies, you will find your candidate pipeline begin to fill. This will help you quickly find the right person for open positions as they come up and keep your level of service up to its standard. Automating processes will save you time and money, resulting in a smooth and easy recruitment rounds.
Need help developing and automating your nurturing recruitment strategy? We can help. Get in touch at firstname.lastname@example.org.