How to Create a More Compelling Job Posting

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What do your job postings say about your institution? Are they interesting and dynamic, making candidates want to apply immediately? Or are they lackluster, over-written and dry, pushing job seekers on to the next ad? The first point of contact with an applicant is your posting – make sure it says your facility is their next (and last) place to work.

A strong job posting tells the story of your institution – it speaks to the value you place on your workforce, your position in the community, and your leadership in the industry. If your posting doesn’t include all that, in addition to the needs for the specific position, you’re missing an opportunity to market your facility to the talent pool. In a good talent market, it’s important to boost your brand; in a tight talent market, it’s critical.

The Bureau of Labor Statistics anticipates growth in the healthcare industry, primarily due to an aging population, will outpace growth in almost every other industry. With a projected 15% growth through 2029, it’s estimated healthcare will add nearly 2.5 million jobs. This industry growth will continue to put pressure on institutions to compete for talent. From the beginning of the recruitment process through the first day on the job, it will be important to assure every point of connection drives a new hire.

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Are they reading to the end?

Too often healthcare providers offer a laundry list of necessities in their job postings. They focus on what they want, rather than what they can offer. When you review your postings (before they’re listed, hopefully) ask if they entice you to apply right away or if they read like a detailed job description. If you wouldn’t be energized to send in a resume (and follow up with a phone call to make sure they’ve seen your resume), then neither will a job seeker.

Job postings are as much about what the facility has to offer a candidate as they are about the needs of the position. When you list an RN, Pediatrics, 3 years experience position, the qualifications are clear, as are the responsibilities. A list of every duty is redundant, and most healthcare facilities manage in a similar fashion. If you’re listing every possible daily task, you’re wasting your time (and theirs) on information they should already know. Focus more on what will entice them to choose your facility over another if you want top talent clamoring to work for you.

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Messaging for a match

People want to work for an organization that mirrors their commitment and values. You’ve already got them at providing care and assistance on an individual level. Now you need to convince job seekers that your facility, more than others, is the place where they can apply their skills and talents.

What is your commitment to staff? Are you focused on the best possible work/life balance? Are you motivated to provide the most cutting-edge care? Are you a leader in the industry or the community? In each of these areas, there’s a job seeker with similar goals and focus. When you advertise where your institution’s priorities lie and find candidates with the same objectives, you’re likely looking at a long-term employee, rather than a quick hire.

Remember that every communication you put out speaks volumes about your facility. Your institution’s home and careers pages and your social and professional media accounts all send the message of who you are and what you stand for. If you’re looking for a diverse talent pool, your pages should reflect that priority. Not only should imaging show an inclusive environment, but your postings should also outline your commitment to a diverse and welcoming workplace.

If it’s cutting-edge tech that you have to offer, images of the latest in the industry will speak to those driven to innovate. If work/life balance is your edge over the competition, focus on employee testimonials and personal stories. It’s important to communicate whatever makes you stand out in the industry.

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WIIFM?

As you review your postings, consider them from the point of view of the candidate. For many healthcare workers, a new position means making a jump from an existing job. What will drive them to want to apply for your opening and make a career move?  Ask what they’ll ask – ‘what’s in it for me?’ Outline what your institution has to offer that the competition does not, whether it’s a higher hourly rate, more flexible work arrangements, or a chance to be a part of something innovative.

Finish your posting with the commitment you have to employees and the community. Your reputation should precede you as the place to work in your area - leverage that good will to attract and retain talent.

Your job postings say as much about your facility as they do about the vacancy. Don’t waste the opportunity to boost your brand with every post. Candidates will appreciate the inside information on what makes your institution tick, and they will respond eagerly to join the team.