4 Nursing Recruitment Strategies for Navigating the Shortage

We are in the midst of a longstanding nursing shortage that has persisted in the U.S. and is expected to reach 1.2 million vacancies by 2022. While some states are in better shape than others, these vacancies will impact nearly every healthcare organization nationwide. Fortunately, there are nursing recruitment strategies using tools and tactics that healthcare organizations can implement to overcome the effects of the shortage.

Analytics and Tracking for Nursing Recruitment Strategies

We want to share a few digital tactics that can transform the way that healthcare organizations engage top nursing candidates.

1. Modal popups
2. Targeted advertising
3. Live chat
4. Talent retention defensive strategy

Most healthcare organizations use digital recruitment tools like a career listing page. Setting up analytics and tracking code on this page allows us to collect usage information. If a user visits the page and applies for an open position, we can track that as a conversion in the analytics. If users spend a significant amount of time on site without completing a conversion, we assume they’re interested but not finding what they’re looking for. Recognizing this behavior allows us to implement additional tactics to retain user interest until the right position becomes available. These tactics actively engage potential candidates and maintain a connection with them over time.

1. Modal popups

One such tactic is the use of a modal popup. We would program a popup message to trigger after a set period of inactivity. It would deliver a message such as, “Are you having trouble finding the job you’re looking for? Let us know.” The popup would contain a link to a simple contact form that allows the organization to gather important information about the user. It is crucial that this form contains only a few fields and can be quickly filled out.

We can also utilize the same type of modal popup to sustain user interest in career offerings after they have arrived on your careers page. If a user visits the page but isn’t finding a position, the user’s cursor triggers a popup if it travels off of the webpage. The call to action and messaging would be the same as the first example. However, the user’s actions rather than inaction trigger this type of popup.

2. Targeted advertising

Thanks to the digital age, we know more about our target consumers now than ever. Using detailed target audiences, we can build a demographic centered around nurses and craft specific messaging to drive this demographic to a career page. This type of targeting is used in various mediums, such as social media and digital display advertising. Getting the right message to the right people is key, and targeted advertising is crucial in that endeavor.

3. Live chat

Adding a live chat feature to a career page allows healthcare organizations to play a more proactive part in recruiting qualified candidates. Users can swiftly access desired information without the need for extensive searches. Additionally, they can pose inquiries regarding specific job listings and the organization’s staffing requirements and gain insights into the company culture. This feature enhances the value of an otherwise typical career page. Plus, even if the user isn’t actively seeking employment, the information they share via the live chat feature is stored in a database for future reference.

4. Talent retention defensive strategy

In states with a nursing surplus, it’s essential to focus recruitment efforts on attracting nurses from other areas. These states become prime targets for out-of-state recruitment initiatives. All of these tactics can be used to develop a defense strategy for healthcare facilities to retain top local talent.

Quality Engagement Leads To Quality Candidates

We’ve only begun to explore the competitive advantages that healthcare organizations can develop for nursing recruitment strategies using digital tactics. By gathering additional insights about an organization’s culture and unique offerings, we can custom-tailor a whole new level of recruiting effectiveness. A detailed, competitive recruitment strategy will help healthcare organizations weather shortages, retain and recruit top talent, and, most importantly, provide exceptional care.

Can we help you with your nursing recruitment strategies? Contact us to speak to PriceWeber’s healthcare marketing team today.