Embed Size (px)
Citation preview
LEVERAGING SOCIAL MEDIA FOR RECRUITMENT OF HEALTH CARE PROFESSIONALS
Drew VanTongerenDirector of Digital Strategy & DevelopmentDetroit Media Partnership
TODAY’S TRUSTWORTHY STORYTELLERS
Pulitzer 1942, 1982, 1994
American Society of Newspaper Editors
Education Writers Assoc. National Award for
Education Reporting
Pulitzer 2007, 2009, 2014
Emmy Awards 2008
Edward R. Murrow Award
OUR BRANDS
Battle CreekBATTLE CREEK ENQUIRERbattlecreekenquirer.com
Grand Rapids
wzzm13.com
LansingLANSING STATE JOURNAL
lsj.com
Port HuronTHE TIMES HERALDthetimesherald.com
DetroitDETROIT FREE PRESS
freep.comTHE DETROIT NEWS
detroitnews.comLIVINGSTON PRESS & ARGUS
livingstondaily.comO&E MEDIA
hometownlife.comFREE PRESS MARATHON
freepmarathon.com
Beyond leading content platforms, we are preferred partners for leading digital solutions including search engines and social networking web sites
TODAY’S MULTI-CHANNEL JOURNEY
FACEBOOK was nonexistent,
TWITTER was a sound from outside the window,
THE CLOUD was something floating in the sky,
4G was a parking space,
LINKEDIN was a prison,
and SKYPE was a typo(Thomas Friedman)
JUST ONE DECADE AGO
EMPLOYERS ARE COMPETING FOR JOB CANDIDATES
77%of full-time employed workers are actively looking or open to new job opportunities.
SOURCE: Careerbuilder 2014
60%of recruiters have an open position due to difficulties finding a candidate with the appropriate skills.
SOURCE: Careerbuilder 2014
40%of employers say they have difficulty retaining critical-skill employees.
SOURCE: Careerbuilder 2014
THE DEMAND FOR HEALTHCARE
WORKERS IN MICHIGAN IS 7X THE
CURRENT SUPPLY.
SOURCE: Careerbuilder Sept 2014
Q: HOW DO WE BETTER ENGAGE PROSPECTIVE EMPLOYEES & RETAIN TOP TALENT?
Photo by Larry Tomlinson - Creative Commons Attribution License https://www.flickr.com/photos/58684656@N00 Created with Haiku Deck
A: PROMOTE YOUR EMPLOYMENT BRAND
91%of candidates say the employment brand plays a key role in whether or not to apply.
SOURCE: CareerBuilder 2014
Key components of employment brand that makes a company attractive:
Reputation for treating employees well 58%
Company Culture 24%
Reputation for doing good in the community 9%
They are the company everyone else compares themselves against 3%
WHAT IS AN EMPLOYMENT BRAND?
SOURCE: Careerbuilder 2014
EMPLOYMENT BRANDS ARE OFTEN POORLY DEFINED AND RESPONSIBILITY UNCLEAR.
“TO WHAT EXTENT DO YOU THINK (YOUR) EMPLOYMENT BRAND IS DEFINED?”
“WHO IN YOUR COMPANY IS REPONSIBLE FOR THE EMPLOYMENT BRAND?”
Very Clea
rly Defi
ned
Somew
hat Defi
ned
Not Defi
ned
38%45%
17%
Senior L
eaders
hip
Marketi
ng
Human Reso
urces
Middle Man
agers
Front L
ine Staff
Every
one at t
he Compan
y
73%
29%20% 18% 15%
3%
SOURCE: Careerbuilder 2014
Social Media
Career Website development
Recruitment Advertising
Recruitment Branding
Induction Program
Developing employer brand strategy
Defining EVP's
Leadership development program
Employee referral program
Current employee research
58%
56%
52%
45%
45%
39%
39%
38%
36%
35%
SOURCE: Careerbuilder 2014
SOCIAL MEDIA IS THE #1 EMPLOYER BRANDING STRATEGY
“WHICH ACTIVITIES ARE YOU CURRENTLY UNDERTAKING TO ENHANCE YOUR EMPLOYER BRAND?”
Top 10 activities as measured by Employer Brand International, May 2014
Photo by Robert S. Donovan - Creative Commons Attribution License https://www.flickr.com/photos/10687935@N04 Created with Haiku Deck
JOB SEEKERS USE SOCIAL MEDIA
70%of Americans say they are not engaged in the workplace.
SOURCE: Careerbuilder 2014
40%of Americans search for jobs while at work.
SOURCE: Careerbuilder 2014
13different resources are used on average before applying to a health care job, including multiple digital resources.
SOURCE: Careerbuilder 2014
43%Of health care professionals used social media sites for professional networking and peer recommendations, especially Facebook.
SOURCE: AMN Healthcare 2013
76%of job seekers who used social media to find their current position found it on Facebook.
SOURCE: AMN Healthcare 2013
32.8minutes were spent per day on Facebook last month from users’ work computers.
SOURCE: comScore Aug 2014
35.6minutes were spent per day on Facebook from users’ mobile devices.
SOURCE: emarketer Feb 2014/ comScore Aug 2014
1 HOUR &8 MINUTES
were spent per day on Facebook from users’ work computers and mobile devices.
SOURCE: emarketer Feb 2014/ comScore Aug 2014
FACEBOOK AS A RECRUITMENT PLATFORM
SOURCE: JobVite 2013
FACEBOOK ORGANIC VS. PAID POSTS
ENGAGE YOUR BEST PROSPECTS BY GEOGRAPHY, INDUSTRY, JOB TITLE
Spanish-speaking nurses in Michigan
5 STEPS TO DEFINE YOUR SOCIAL STRATEGY
1. ESTABLISH YOUR OBJECTIVES
SOURCE: 2013 SURVEY OF SOCIAL MEDIA AND MOBILE USAGE BYHEALTHCARE PROFESSIONALS
Look for job postings: 51%
Research prospective company: 39%
See if you know someone who could help: 31%
Reach out to a recruiter: 19%
Reach out to HR Dept: 9%
Nearly 6x as many job seekers research as take action
USE OF SOCIAL MEDIA SITES FOR JOB SEARCHING BY HEALTH CARE PROFESSIONALS
Physician RN Pharmacist Allied Professionals
43%
49%60%
53%
% of Healthcare professionals who use social media to look for job listings
2. KNOW YOUR TARGET CANDIDATES
SOURCE: 2013 SURVEY OF SOCIAL MEDIA AND MOBILE USAGE BYHEALTHCARE PROFESSIONALS
Total51%
3. DEVELOP A CONTENT PLAN IN SUPPORT OF YOUR EMPLOYMENT BRAND
4. PICK YOUR TOOLS AND IDENTIFY YOUR CALLS TO ACTION.
5: TRACK & TEST YOUR CAMPAIGN
ENGAGEMENT
SHARING/REFERRALS
CONVERSIONS
QUALITY
COST
TOP 5 THINGS TO KNOW ABOUT LEVERAGING SOCIAL MEDIA FOR HEALTH CARE RECRUITMENT
1. Employers are competing for top candidates
2. Smart social strategies start with employment branding
3. Job seekers use social media to find employment opportunities
4. Facebook is the most popular social media platform for job seekers
5. For best results, clearly define your social strategy so you can test and track your results
THANK YOU
