Email is still one of the most popular marketing tools available. In fact, HubSpot reports that 93% of B2B marketers use this channel for promoting their products and services. It’s no surprise smart health care marketers are also using email to recruit candidates for open positions in their organizations.
Email can be a simple and cost-effective way to reach candidates using the same tactics typically used to market a new product or service line. Whether you’re recruiting for clinical or non-clinical positions, here are a few things to keep in mind to deploy a successful email recruiting campaign:
1. Take time to learn about your ideal candidate. While your entire email database may be interested in your community newsletter or friendly vaccination reminders, not everyone will want to know about your job opportunities. Instead of blasting your entire list with job openings, create a new distribution list of contacts matching your ideal potential candidate. Take time to understand their wants and needs to tailor your messaging appropriately. Professional membership organizations associated with the job function can provide context and connect you with potential candidates. Plus, these groups often allow companies to send emails through their databases for a fee. A thorough understanding of your candidate pool will help you create targeted content and attract qualified candidates.
2. Distinguish yourself from the competition ... Almost every organization is hiring. For most clinical positions, the job description and qualification requirements are fairly consistent from organization to organization. Your email should address why someone would want to come work for you instead of focusing on what the job will entail. What makes your organization different? Do you offer a bonus structure or flexible hours? Do your employees consistently describe their colleagues as “family”? Include these kinds of details in your list of benefits. Better yet – feature a testimonial from a current employee reinforcing these statements.
3. … but, don’t lose focus. It’s easy to get caught up in the “why,” but the “what” is still important. Don’t get so focused on why someone should apply that you forget to provide the actual job position overview and application instructions.
4. Monitor email results. Use an email marketing platform to track who opens and clicks on your email for insight into how well your message is resonating with potential candidates. If you aren’t seeing the number of desired applications, you may need to adjust your target audience or messaging.
5. Don’t quit after one email. Unless your inbox is inundated with qualified candidates, you will likely need to send more than one email to your target audience. Remember, it takes as many as seven touchpoints to trigger someone to take action. Applying for a job is no different—especially if you are trying to recruit someone away from another organization (which can often be the most desirable candidate). Vary the content, focus on different benefits or experiences and use video testimonials or written copy to entice applicants to respond.
6. Above all, make it easy to learn more. Don’t make a candidate work harder than necessary to apply for a job with you. Keep your content succinct but informative. Readers shouldn’t have to guess how to apply or wonder what working for you will be like. Check all links and “reply to” addresses before you send to ensure candidates can easily find the information needed to ask a question or send a resume.
If you need help with your email marketing program, Lovell is here. Our Engagement Practice can help you target your intended audiences, from job candidates to employees, patients to providers. Give us a call today to see how we can help you maximize your message and your pool of potential candidates.
What does your Form 990 say about your nonprofit hospital? Read more for communications guidance on what to say — and what to do when there’s not enough spa...
Kristy Lucero offers advice on how to excel in a public relations career and the lessons she’s learned as a health care communicator working through COVID-19...