LEVERAGING SOCIAL MEDIA FOR RECRUITMENT OF HEALTH CARE PROFESSIONALS.

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

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