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Employing a Direct Media Strategy for Nurse Recruitment
Most healthcare recruiters are aware that the competition to attract quality, nursing candidates has been heating up for quite some time. An aging population, improved employee retention strategies, and an aging workforce are just a few of the factors contributing to staff shortages at healthcare facilities. Since it appears to be a chronic shortage, at least for the near term, it is imperative that healthcare recruiters and hiring managers employ a comprehensive, innovative approach to registered nurse recruitment.
Survey: Social Media Activity of Registered Nurses
Katon Direct partnered in a May 2011 survey to understand the employment needs of RNs. We took a randomsample of registered nurses to participate in the survey utilizing our PowerSource RN database.
Registered nurses were asked about their online activities concerning social media and the responses were surprising from a recruitment standpoint.
Facebook was reported to be the favorite social media site with 53 % of nurses visiting at least once a week. However, nearly 30 percent never visited the website at all. Lower-than-expected user rates were also foundfor LinkedIn (15%) and Twitter (9%).
Additionally, very few registered nurses reported finding their job through social media.
Is Social Media the Answer to RN Recruitment?
Andrew Groves ponders this question in his article in Recruiter titled “Socially Aware or Inept.” He is skeptical that social media is ‘the’ answer to employee recruitment and wonders if there is an acceptable ROI for social media in the recruitment process.
He states, “I know any social media gurus reading this will be shouting that I’m not using it correctly and that I have to build audiences and keep them engaged. But let’s be honest, no matter what company you are and how ’sexy’ your recruitment brand is can you show me someone (anyone) who wants to engage with your company on an ongoing basis?”
Utilizing a Direct Media Strategy for Registered Nurse Recruitment
In a 2010 survey of physicians, pharmacists, registered nurses, and allied health professionals, it was determined that the most utilized strategies for job seekers were referrals, direct contact, and online sources. While most healthcare facilities have an active referral process and are beginning to use social media to attract candidates, not all are utilizing a direct contact or media strategy.
A direct media approach involves marketing your recruitment brand and the benefits of working at your healthcare facility, through personalized contact to nursing candidates in your vicinity. At Katon Direct we communicate our clients’ open healthcare positions directly to candidates in their local area through a combination of contact methods including personalized phone calls, voice broadcast messaging, and personalized emails.
According to the survey results, hiring managers may be missing out on a large population of registered nurses when using social media as a recruitment strategy. While it has a place in the recruitment toolbox, a direct media strategy is far more effective in reaching nursing candidates looking for new opportunities.
Looking for a more effective, direct strategy for connecting with all of the qualified healthcare professionals in your local market? Contact Katon today to start utilizing a comprehensive recruitment approach.
Sources:
http://www.recruiter.co.uk/opinion/socially-aware-or-inept?/1011170.article
http://www.katondirect.com/articles/rns-risk%E2%80%94understanding-key-tenure-points
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