Your organization’s careers webpages are likely among your most viewed digital content. That’s no surprise, considering 76% of job seekers research a hiring company before applying for a job, either most of the time or every time they apply, according to a 2023 survey.
But does the information on your website answer job seekers’ top questions? Complete, persuasive content can help attract more talent. But most importantly, it attracts the right talent — the applicants most likely to be a good fit for your organization’s culture.
Research shows healthcare job seekers want to know four key things when considering a prospective employer.
1. What are the pay and benefits?
More than 70% of healthcare workers feel underpaid, according to a 2023 survey of 500 medical professionals. Among nurses who planned to leave their jobs in 2022, 69% said they sought a higher salary. If the laws in your state don’t require pay transparency in job postings, it’s up to your human resources department to choose whether to specify salary ranges. But as a marketer, you may have opportunities to highlight other factors contributing to compensation.
If your organization offers sign-on bonuses for nurses or other positions, add that information to your careers website, not just the individual job descriptions. If your area has a low cost of living, note that team members’ pay goes far. This is especially valuable when you’re recruiting physicians or promoting other positions that often draw non-local candidates.
You should also advocate for publicizing benefits information. This content is highly viewed on many health systems’ websites. By publishing it, you send a clear message that your employee benefits are something to brag about. You also foster a sense of trust and transparency among job seekers, especially if your website provides more information than competitors do.
Your organization’s employee benefits vendor or manager has probably told your HR department how your benefits package compares to similar organizations. Are you a leader? Highlight your generosity.
Don’t forget to mention perks that enhance your overall benefits package, such as a cafeteria discount, commuter transit accounts, legal and financial services, etc.
2. How’s the work-life balance?
Physicians and job seekers of certain age groups have named work-life balance their top consideration when looking for a job. Among healthcare workers:
- 68% want better staffing levels to reduce workload and stress
- 58% want more flexible scheduling options
- 51% want more opportunities for breaks and rests during shifts
Plenty of organizations say they value work-life balance. You can stand out by highlighting specifically how your health system supports (not just allows) team members to rest and take time to care for themselves and their families. Highlighting the amount of paid time off is a start.
Other possible examples include:
- Floating personal days off
- Employee assistance programs
- Mandatory breaks
- Health condition management
- Wellness programs
- Fitness center memberships
If your organization has recently made specific changes to address work-life balance — especially in the years since the COVID-19 pandemic when many professionals have left the healthcare field — briefly describe those as well. Doing so shows you’re serious about addressing new employees’ health and wellness. It may also give some former team members a reason to reconsider your organization as an employer.
3. What growth opportunities will I have?
Lack of advancement opportunities is one of the top causes of employee turnover, according to a survey of human resources professionals. Healthcare job seekers ranked “development opportunities” just behind benefits in a survey of their priorities when choosing a position.
Since professional growth starts with a solid onboarding process, spotlight your organization’s training and orientation programs. Does your health system provide reimbursement or flexible scheduling for employees pursuing a relevant degree or certification? Management training? Formal mentorship for certain roles?
By promoting career advancement opportunities, you’ll attract ambitious, driven job seekers. You’ll also show your organization’s dedication to helping employees succeed.
4. How happy are the current employees?
Among job seekers who research an organization before applying, 65.7% want to read employee reviews or testimonials to gauge what it’s really like to work for the employer. Don’t force prospective applicants to rely solely on Glassdoor or other external review sites. These sites tend to attract disgruntled former staffers seeking an outlet to vent their complaints.
It’s your job to help ensure applicants hear satisfied employees’ voices. Gather testimonials from team members in nursing and other areas that are a high priority for staffing. When soliciting reviews, jumpstart employees’ thought processes by asking open-ended questions like:
- “What made you say yes to our organization?” (If they want to answer, “the pay,” let them!)
- “How has your career advanced since you started here?”
- “How do you feel your department supports work-life balance?”
- “What’s the most rewarding part of your job?”
When publishing employee testimonials, include full names and photos to ensure credibility. If you can get some team members to agree to record a video, that’s powerful social proof.
Track & tweak your content
Once you’ve published your new careers web pages, practice good content governance of the information. Monitor the pages’ performance, and work with your human resources department to review them regularly and identify opportunities for updates.
Want guidance on your digital strategy for careers? Our content strategists, writers, SEO and PPC specialists, designers and other digital marketing experts are ready to help. Contact us today to get started!