In a time when the competition for talent is fierce, it’s important to be a top consideration in active and passive candidates’ minds. Most healthcare professionals aren’t active job seekers, because they’re gainfully employed. It can take months to attract passive healthcare candidates, but it’s worth the investment because passive candidates are generally the most qualified talent.
Establishing your organization’s reputation as being a leader in the industry, having a positive work-place environment and being people-oriented will help candidates see you as a viable option for their career. Staying in front of them consistently will help you secure their consideration and eventual application.
Most Healthcare Professionals Aren’t Active Jobseekers
Passive candidates make up approximately 86 percent of the physician workforce and 87 percent of the nursing workforce. Reaching these passive candidates is important because the vast majority are open to new positions even though they are not actively looking. By limiting your recruitment efforts to only active candidates, you are significantly diminishing your options. In an already lacking system, limiting yourself to only 13-14 percent of the workforce in your recruitment efforts would be an oversite. Also, consider that passive candidates may be among the most qualified talent. According to a report by <ahref=”https://www.lever.co/recruiting-resources/articles/candidate-sourcing-strategies/”>Lever, sourced candidates are hired at a rate of 1 in 72, whereas candidates who apply to open positions are hired at a rate of 1 in 152.
However, passive candidates are considerably harder to recruit considering they aren’t looking for a position. In the healthcare industry, candidates are open to a new opportunities, but they simply are too busy at their current positions to look. Passive candidates won’t be on job boards or websites and they won’t be looking at your careers page. In this case, it’s necessary to put yourself in front of the candidate, repeatedly, over the course of months, in order to make them aware of your brand and compel them to consider your positions.
It Takes Time to Attract Passive Healthcare Candidates
Expect it to take some time for passive candidates to consider applying for your open positions. They’re busy and may be quite content in their current position, as they’re not actively looking for a new job. However, they would most likely be willing to consider a new position if it served their personal and professional goals better, and these candidates are worth investing in. Perhaps they have career goals that are not being met or they have had a series of bad days and are questioning their current employer. In order to attract them, you need to nurture your connection with them by increasing their awareness of your brand, showing them how your company culture could improve their life and explaining how a position with you is a move in the right direction for their careers.
During this time of nurturing, it is important to gauge candidates’ interest and awareness levels so you know what type of marketing approach to use. There are several stages in the candidate experience, each with different goals:
- Attention Stage: The candidate may feel some dissatisfaction with their current position, but they’re not quite sure what’s missing.
- The Goal: Help the candidate identify or frame their needs. This does not involve the promotion of your brand.
- Interest Stage: The candidate has identified that they’re open to new positions and they begin researching options.
- The Goal: Resonate with the candidate’s top three challenges and provide information on how your organization can help.
- Consideration Stage: The candidate begins to form opinions about opportunities they’d like to pursue potentially. They may begin to reach out to some organizations to start a conversation.
- The Goal: Introduce your competitive advantages and engage in human-to-human conversations with the candidate.
- Application Stage: The candidate is ready to apply.
- The Goal: Guide the candidate through the application process to make it as seamless as possible.
What stage the candidate is in may affect what channel you use to interact with them. At the beginning of the recruitment cycle, you may use advertisements and email drips, whereas later on, you may use personal emails, direct mailers or phone calls. The important thing is to nurture the relationship in such a way that you are who they think of first when they decide to start applying.
Make Sure They Come to You When They are Ready
Repeatedly exposing your brand to candidates as they travel through the recruitment cycle is the key to ensuring that passive candidates become aware of your brand and consider it when they’re ready to apply to new positions. This strategy is based on a psychological phenomenon called frequency, which shows that words repeated frequently are those most easily processed by the mind.
In advertising, brand recognition rarely increases with just one advertisement. Instead, advertisements need to be seen often for brand resonance to grow. Neilson, a global measurement and data analytics company, found that if messaging was seen five to nine times, brand resonance increased by 51 percent. If a brand’s goal was just to increase awareness and intent, there was an increase in resonance with each exposure. For recruiters, this means that each time you put your brand in front of candidates, you can affect their consideration of your organization on a psychological level. By nurturing your relationship throughout their recruitment cycle and staying in front of them consistently, you can increase your chances of securing their application.
Staying in contact with top talent consistently over-time will help you build your pipeline, attract passive healthcare candidates and improve the quality of your workforce. If you’d like to find out how Katon Direct helps great organizations nurture their relationships with quality passive talent, email us at email@example.com.