It’s no secret that your hospital’s employer brand has a strong impact on recruiting. When prospective employees consider your organization, they will pay special attention to your hospital’s reputation – both locally and nationally – to make sure you’re going to be the right fit for them.
Maintaining a strong employer brand also has benefits across departments. It can:
- Attract talented prospective employees
- Inspire and engage current employees
- Leave a positive impression with patients
- Increase community visibility and awareness
Luckily, you can craft your hospital’s employer brand all year round — even when you’re not actively recruiting. In today’s post, we’ll review some strategies you can use throughout the year to raise visibility and ensure a strong, positive employer brand locally and nationally.
4 Strategies to Cultivate a Strong Employer Brand All Year Long
Strategy #1 – Share Employee Success Stories
Prospective employees are curious. They want to be able to envision themselves thriving in your workplace environment. When you share stories about current employes, you are giving candidates insight into the culture and opportunities available to them at your organization.
Take action:
- Share video testimonials from current employees
- Write employee spotlight features for your website and email newsletter
- Raise visibility for current employees by having them feature as experts on podcasts, publications, and local or virtual panel events
Strategy #2 – Highlight Your Hospital’s Mission, Vision and Values
Many candidates want to feel a sense of personal connection to their new role. They want to understand and identify with your organization’s mission, vision, and values. If they can connect their personal purpose to your organizational purpose, it may help them envision an impactful, fulfilling career at your hospital.
Take action:
- Clearly define your hospital’s mission, vision, and values on your website
- Include your mission, vision, and values in your recruiting materials, including job listings, email communication, and career fair flyers
- Share your hospital’s core brand via videos and feature stories on your website
Strategy #3 – Become a Trusted Community Partner
Community connection is a key part of effective hospital branding. When you prove yourself to be a knowledgeable, compassionate, and trustworthy source of health information, word about your positive reputation spreads. This has an impact not just on future employees, but also future patients, donors, and community partners.
Take action:
- Host free or low-cost community events, including health screenings, education seminars, and/or wellness fairs
- Partner with local leaders and non-profits to reach new patient groups
- Share expert content on your digital platforms, including wellness tips, seasonal health advice, and preventive care information
Strategy #4 – Stay Visible with Current and Prospective Employees
Recruiting high quality candidates takes time. Although you may not be actively hiring, it’s important to stay visible with professional organizations, medical schools, and current employees who may be able to make referrals. Even when your department is in a “slow season,” make sure to set yourself up for future success by laying the groundwork.
Take action:
- Host and attend career fairs locally, nationally, and on college campuses.
- Create a strong employee referral program and promote it internally.
- Maintain up-to-date profiles on LinkedIn and other career websites, even when you aren’t actively looking for candidates.
- Make sure candidates always have a way to reach you, even if they are not responding to a specific post or job opening.
Write Your Hospital Brand Story Every Day
The wonderful thing about your hospital’s brand story? It’s always evolving. Every season brings a chance to capture new patient and employee stories, meet new prospective candidates, and reshape your hospital’s story for the future. By taking time every quarter to attend to your hospital’s brand, you are making an investment in the future of your organization and your ability to attract top talent for years to come.
For more insights around healthcare leadership, subscribe to Lauren’s LinkedIn newsletter, Leading in Healthcare. Lauren Bencekovich is the founder and Managing Director of Lauren Recruiting Group, a boutique healthcare recruiting firm that matches healthcare executive candidates with hospitals and health organizations. Looking for an outstanding C-Suite candidate? Visit our contact page to schedule a 30-minute intro call with one of our team members. We look forward to connecting and matching you with a top-tier candidate!