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In the current healthcare hiring environment, job seekers have a wealth of opportunities to explore—so employers have their work cut out for them. A career page is often a candidate’s first impression of a potential employer, so it’s worth taking the time to ensure yours stand out.

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Make it accessible and navigable 

Ideally, your career page should be just one click from your home page. Your home page is likely your highest-traffic web page, and you can use this traffic to get people to your career page by adding clear navigation buttons that steer visitors right to your open jobs.

Be mobile-friendly and shareable

Your candidates are busy, and they might not have the time to spend sitting at their computer, searching through jobs—especially if their job search is passive or casual. Appeal to candidates on the move by ensuring your careers page is optimized for mobile devices. This will make it easier for healthcare candidates to apply while they’re busy with family or between shifts at another job, and will increase your applications for a more diverse group of job seekers. Get the most out of mobile recruiting by including buttons that prompt users to send jobs to their friends or post opportunities to social media

Don’t be shy about your perks

You can instantly up your appeal as an employer by directly stating your perks and benefits. In our healthcare diversity report, we explored how the COVID-19 pandemic has affected women and racially and ethnically diverse workers in healthcare at disproportionate rates, and how workers may struggle or even depart the workforce if they are unable to find a reasonable work-life balance. If you can, use your budget to offer flexible benefits like childcare or commuter perks, and then advertise this proudly to new candidates. 

Show your unique culture and values

For a passion-driven career like nursing, finding the right workplace is critical. Show off what makes your organization such a great place to work by going beyond wages and benefits. Include your mission statement on your career page to give a sense of your company culture. Most importantly, be honest about your culture. After all, you want to make hires who will actually thrive in your organization. 

Highlight employee stories 

Word-of-mouth testimonials are great, but to be credible, you need to back them up by establishing trust with potential candidates. Try capturing positive employee stories on video to show job seekers what’s great about working for your organization. These employee voices can be amplified and shared via social media posts, specific career site pages, job descriptions pages, emails, and more.  Employee testimonials are a big deal for job seekers—in Software Advice’s study, a third of respondents said they wouldn’t apply to a job if the company had less than three stars on Glassdoor.

Keep a consistent employer brand

Consistency is a strong indication of professionalism. If you can keep your interactions with candidates steady, they’ll have a better impression of how you’ll behave as an employer. Make sure you are offering a pleasant and efficient user experience throughout recruiting. If this is a struggle, consider using standard email and text templates to stay in touch without risking an inconsistent tone. You’ll improve your employer brand instantly and get more control over how candidates perceive you. 

Add visual appeal

Your career page should be attractive, clear, and skimmable. Add plenty of white space so your candidates can easily scan for relevant jobs. Likewise, a consistent job description format will make it easier for candidates to browse. You might also consider including real images of your team to liven up your page. Our eyes are naturally drawn to pictures of real people, and these images can help you communicate your company culture without saying a word.

Let candidates join your talent network 

Invite passive job seekers to join your talent network. Add a simple CTA and a short opt-in form to your career site, encouraging visitors to join your network if they’re not ready to apply for a job. This will help you build your organic email list so you can stay in touch with passive job seekers. Use your emails to notify candidates about new opportunities, share company announcements, and highlight your perks, benefits, and culture. With regular communication, you’ll remain top-of-mind when passive job seekers are ready to apply.

Optimize for the web

Healthcare recruiters face steep competition. Help your jobs rise to the top by optimizing them for the web. If you use recruiting software that helps you optimize and distribute your job openings, like Apploi, take advantage of your customer success representative to make sure your posts are accurate and polished. In addition to polishing your mobile job descriptions, improve your SEO by including important keywords like job title and location. Put these keywords toward the top of your job post for best results.

Stay up-to-date, and help job seekers do the same

Successful healthcare recruiting is all about speed. Don’t waste time fielding applicants to out-of-date jobs. Instead, immediately delete out-of-date job posts. Be sure to post new ones regularly, and check the accuracy of old job descriptions before you repost them. Let your visitors sign up for job alerts so they’ll be the first to hear when you post a new opportunity. 

Link to great job descriptions

Your career page is a chance to make a good impression, but it’s your job descriptions that seal the deal. Turn visitors into active candidates with clear information and enticing calls to action. Check out our free guide to help you write the best nursing job descriptions of your career.

Recruiting and Branding With Apploi

Apploi is on a mission to help healthcare recruit, hire, and manage talent more successfully. We give employers more control over their brand by making hiring simple and painless for both candidates and managers. 

Interested in learning more about how you can recruit, hire, and onboard healthcare staff quickly? Contact us today for a free demo of our end-to-end talent management solution. 

Jenny Ortiz

Jenny Ortiz is a strategic marketer with over 15 years of experience in creative, marketing, and advertising. She specializes in developing best-in-class solutions around media diversification, employer brand, candidate journeys, and engagement in order to help healthcare companies attract top talent. Outside of the office, she is an advanced open water scuba diver and a lover of international travel, and enjoys spending quality time with friends and family.