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How do you make your organization stand out from all the other healthcare employers in your market? The answer: Shift the focus to the applicant.
Career sites and recruitment content are essential to today’s hiring process, but they’re often written with the organization in mind instead of the candidate. And the message you send to potential applicants is more important than ever because the work environment for medical professionals is stressful — mentally and physically.
Consider these statistics:
- According to Wolters Kluwer’s April 2024 Insights on Institutional Fatigue research, 62% of nurses report feeling burned out.
- The Trends in Nursing 2024 report says that 39% of nurses surveyed didn’t feel supported by employers.
- Hospital employment has decreased by nearly 94,000 since the COVID-19 pandemic began in 2020, according to the American Hospital Association.
If your organization is investing in creating a healthy culture for your team, you want to make sure you’re effectively communicating that message in your career web content and recruitment content.
Let’s look at a few of the top winners from the Fortune Best Workplaces in Health Care™ 2024 — and see what makes their careers sections and recruitment content stand out.
Showcase your employee benefits — especially wellness and workplace culture
Example: Wellstar, Marietta, GA
With its bright, bold colors, the Wellstar careers site truly shines. Wellstar frames its benefits as “Total Rewards” and aims to help employees succeed in work and life. Rewards are broken down into sections, such as “Your Pay,” “Your Future,” “Your Wellness” and “Your Joy.”
What also shines about Wellstar’s careers site and messaging
- An entire section of the site is dedicated to DE&I.
- The nursing section outlines a compelling vision for nursing and appeals to prospects with varying levels of experience.
- Prospects can easily browse jobs by categories.
- Testimonials are scattered throughout the site with real pictures of employees.
Share the qualities you’re looking for in a job applicant
Example: Scripps Health, San Diego, CA
Scripps’s career messaging focuses on the types of people it values hiring in its organization. The company discusses how its employees reflect the communities they serve and shares the qualities it seeks in potential team members.
More high-quality messaging from Scripps’ recruitment content
- Demonstrating Scripps is a strong employer goes beyond listing awards. The careers site states: “Ninety-four percent of our employees say they are proud to tell others where they work, and nearly one-quarter of our team has been with us for at least 10 years.”
- The system also has special careers sections for float and seasonal pools, students, residents and employment transition programs such as its Care Manager/Case Management RN Transition Program.
- They use stats to support upward mobility, citing “698 employees received promotions last year” and “804 employees transferred laterally from one position to another based on where they wanted to work and what they wanted to do.”
- Employee spotlights share how employees used career planning resources to become RNs.
- They detail the hiring experience and back up their best practices by noting that they won a 2024 Elite Honor Roll award for Raving Fan, Hiring Manager.
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Segment based on recruitment stage
Example: Texas Health, Arlington, TX
Texas Health offers tailored experiences based on the stage of recruitment. Job search is front and center, and previous applicants can easily check their application status. The site also includes resources for potential physician candidates, who often have a separate onboarding process.
What also stands out about Texas Health’s careers site and messaging
- Texas Health promises candidates: “While you’re busy taking care of our patients, we take care of you.” The benefits program it promotes includes health, wellness, time off and retirement, paid time off for volunteering, hardship relief and career development programs.
- The search describes categories in plain language, so applicants can easily find positions in food service, patient support, public safety and plant operations.
- Benefits are listed in categories such as “physical well-being,” “financial well-being” and “mental well-being.”
- The site addresses applicants from out of the area by sharing information on Texas for those interested in relocating.
Tips for improving your own hospital careers site or recruitment content
Crafting compelling career content is more than just job descriptions and generic listings of benefits. As you can see, the best hospital careers sites put themselves in the shoes of potential team members and answer the questions that drive their choice to switch employers.
Consider these tips to help you enhance your recruitment content:
- Develop an employee value proposition and use it to guide how you share your organization’s unique benefits.
- Be genuine when sharing what life is like at your organization, and back up your claims with statistics where you can.
- Use real employee testimonials and stories to support an authentic view of what it’s like to work at your organization.
- Make the application process easy. Also make sure you include a way for potential candidates who might not see a matching role at the time to stay in touch.
- Weave your organization’s DE&I messaging into the content because everyone wants to feel seen and supported.
Want to see more career site examples from organizations on the best place to work list? Download our white paper on careers web content that converts.
We can help you put applicants and employees in focus
At WG Content, we love building employee experience content strategy for recruitment and retention. Check out this recent on-demand conversation we had with internal comms pros from Roper St. Francis Healthcare and Bon Secours Mercy Health for even more ideas on retention marketing. Then, contact us and let’s make your employee and recruitment communications stand out!
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