Healthcare organizations (HCOs) are struggling with major staffing shortages and unprecedented competition for talent across the industry. According to analysts at Forrester, more prevalent chronic disease, the COVID-19 pandemic, and aging populations are responsible for leaving the burden on the healthcare ecosystem at an all-time high. Difficulty filling roles with high quality candidates has been especially high for nurses due to a high level of burnout. The US Bureau of Labor Statistics projects that “more than 275,000 additional nurses are needed from 2020 to 2030. Employment opportunities for nurses are projected to grow at a faster rate (9%) than all other occupations from 2016 through 2026.”
This has obvious implications on the quality of health outcomes if HCOs are unable to fill clinical roles. Our rural health system client faced an additional challenge due to the false assumption that small town hospitals don’t provide as many advancement opportunities as their larger counterparts. We partnered with this client to build a comprehensive understanding of job seekers with a 360-degree assessment program to inform strategic guidance on recruiting healthcare talent.
Gaining A Strategic View of Job Seekers
We identified six recruitment personas to build a messaging matrix, outlining the ideal messages and proof points that would most effectively resonate with each persona group. Next, we conducted a series of in-depth audits to gain a 360-degree view of the application experience and to identify improvements that could increase conversions and optimize the candidate journey. These audits and analyses included:
- Employer Brand Audit
- Job Application Audit
- Social Media Audit
- Competitive Analysis
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To validate the insights derived from this analysis, we also conducted a quantitative geotargeted survey of 300 healthcare workers to confirm what matters most to prospective employees.
Designing a Better Candidate Experience
Our client is now armed with a comprehensive view of the application experience and candidates’ preferences and can better communicate and meet their needs. This strategic program:
- Identified experience gaps in the candidate application process.
- Provided an understanding of where job seekers are leaving the application journey funnel.
- Established go-to-market messages for recruiting campaigns, career pages, and job descriptions that will resonate with defined persona groups and better position our client as a choice employer.
READ THE FULL SUCCESS STORY: A Strategic Approach to Healthcare Recruitment
End-to-end Healthcare Expertise
Leveraging Perficient’s deep understanding of the healthcare industry and its consumers, we equipped this health system with a 360-degree view of applicants in order to identify their motivations and inform strategic guidance on recruiting healthcare talent with messages that resonate.
Have questions? We help healthcare organizations navigate strategy and transformation, consumer experiences, and healthcare personas with end-to-end support. Contact us today, and let’s discuss your specific needs and goals.