Savvy healthcare organizations are taking advantage of LinkedIn's Careers tab to help market themselves to physicians, providers, and other job seekers.
LinkedIn has long solidified its place as the premier professional network in the crowded social media market. Now the digital resume site is becoming the go-to destination for jobseekers.
The social networking site, which boasts more than 433 million registered users has recently focused on enhancing its options for employers and jobseekers alike. Now, instead of just creating an online resume and adding connections, users can apply to jobs directly through LinkedIn.
Employers with a paid subscription can make themselves even more appealing to job seekers by adding an enhanced "Careers" tab to their company pages.
The Careers tab is basically a simplified version of a careers microsite. There, employers can share information geared directly at jobseekers, upload a header graphic, post open positions, link to other relevant pages on their website, and even host videos.
A quick search reveals that most hospitals aren't using this feature, but some early adopters are taking advantage of LinkedIn's Careers tab to help market themselves to physicians, providers, and other job seekers. Here are three ways savvy hospitals and health systems are using LinkedIn for recruitment:
1.Feature Employee Testimonials
The job application process is becoming increasingly transparent, with job sites such as Glassdoor and Indeed sharing in-depth company reviews by current and former employees. Unfortunately, these reviews tend to skew negative, since unhappy employees are more likely to make the effort to air their grievances online.
The LinkedIn Careers tab levels the playing field by allowing businesses to post two employee testimonials in the "Employee Spotlight" section. For this feature, it's best to choose employee advocates with a complete LinkedIn profile, since jobseekers can click on their names and visit their personal pages.
Reading Health System in Pennsylvania uses the Employee Spotlight feature well. When you first navigate to its Careers tab the header graphic sets the stage, featuring an employee in a lab coat overlaid with the text, "Work where innovative and compassionate healthcare is second nature." Below, the page headline reads, "Let your voice be heard at the forefront of medicine."
Right off the bat, these two elements let jobseekers know the health system values the input of their employees. That sentiment is confirmed when you scroll down to the Employee Spotlight section, which showcases testimonials from a management-level employee as well as a nurse specialist.
"The advanced technology Reading Health System offers, along with the dedicated leadership team, creates a framework for success," said Reading's vice president of operations.
"I loved, loved, loved my first weeks at Reading Health System getting to know the staff and building strong partnerships with nurse managers," said a clinical nurse specialist.
2.Highlight Company Benefits and Resources
When you navigate to WellStar Health System's LinkedIn Careers tab, the first thing you notice is the bold header graphic, which simply reads "Think pension plans are a thing of the past?"
The following copy and media on the page support the focus on benefits, including the company description, which states, "Our workplace culture makes us special—offering more than just excellent patient outcomes, family-centric communication and the latest technology—we bring our team members incredible benefits and growth opportunities." Additionally, one of the five featured links prompts visitors to "explore WellStar's total rewards package and benefits."
Another central theme the WellStar page touches on is its staff's access to resources.
"When I need a helping hand, whether it be to ask for advice regarding legal counsel or OSHA or continuing education, there are a number of different resources that I can go to at the drop of a hat," said a physician in the tab's featured video.
The access to resources is echoed again in the employee spotlight section, where an AVP of workforce engineering said, "I am proud to work for a company truly invested in its people, mission and vision. As an Executive at WellStar, I'm focused on creativity and innovation, which are fostered by organizational growth and change. Having the capacity and resources to do my best is what keeps me going!"
3.Target a Specific Employee Group
Rather than try to be all things to all people, some organizations are using the Careers tab to appeal to a specific demographic. For Florida Hospital, that group is nurses.
Its target employee group is evident in the header graphic, which features two nurses and promotes an upcoming nurse hiring event. The hospital continues to appeal to nurses as you scroll down the page; the featured video announces the hospital's U.S. News and World Report ranking includes testimonials from several nurses.
Below that, five links direct visitors to learn more about the hospital's RN sign-on bonuses, the trust that is given to nurses, and how the hospital fosters people to develop their careers.
By employing strategies like these, hospitals and health systems can better position themselves to appeal to today's digital-savvy jobseeker—many of whom may visit your LinkedIn page even before your website.
Marianne Aiello is a contributing writer at HealthLeaders Media.