Employer Branding: Why It Matters More Than Ever
A company’s reputation and branding play a role in attracting and retaining clients, but it is also crucial to create a strong employer branding for your hospital and/or healthcare system. Employer branding differs from corporate branding with its focus on showcasing the benefits of working for the organization, or the specific hospital/clinic location. Creating a strong employer branding is crucial for attracting and retaining quality physicians, advanced practitioners, and other medical professionals.
What are some benefits of employer branding?
Improve Employer Reputation
A positive employer reputation can significantly influence candidates’ decisions when exploring job opportunities. Platforms like Glassdoor and Indeed provide candidates with anonymous reviews of companies, making it critical to maintain a favorable impression online.
How to Improve Employer Reputation:
- Collaborate with marketing, leadership, and HR teams to design and implement a strategic employer branding plan.
- Encourage current employees to leave honest and positive reviews about their experiences.
- Highlight achievements, workplace culture, and employee benefits on your career website and social media platforms.
A well-managed employer reputation ensures potential hires have a positive first impression when researching your organization.
Employees Become Brand Advocates (Ambassadors)
Many organizations utilize referrals to find candidates through internal employees. Think of those hard-to-fill specialties – it is easier to ask your current physicians if they have a colleague they’d recommend, rather than try to cold source a candidate. You want employees to give a positive review of the company and encourage their friends/family to apply. If your physicians or other employees are not happy with the current company culture or their work, they will be less likely to encourage someone to apply. Consider collaborating with your human resources department to find out pain points of physicians or other medical personnel that have left, as well as current employee feedback. You can use employee testimonials within your marketing strategy to add value to your brand.
Save Money on Recruitment and Advertising
Strong employer branding has a measurable impact on recruitment and advertising costs. An organization with a solid reputation and engaged employees will naturally attract more candidates, reducing the need for costly sourcing strategies.
Cost-Saving Tactics Through Employer Branding:
- Leverage employee networks to identify potential candidates for open positions.
- Use marketing channels, such as LinkedIn or professional healthcare forums, to promote your employer brand at a lower cost.
- Invest in long-term branding strategies that enhance your organization’s appeal rather than focusing solely on short-term recruitment efforts.
Streamlining your recruitment process allows you to allocate resources to retention and employee engagement initiatives, strengthening your workforce overall.
In healthcare, having a competitive edge over the competition is key to long-term success. Strong branding proves to clients and employees that your company strives for continuous progress. It will give you the advantage in a competitive marketplace, and, at the end of the day, improve the experiences of your time and increase your business' bottom line. Contact NAS Recruitment Innovation today for more ideas on how to maximize your company's brand power!
*Originally posted on 8/27/2021. Last updated on 12/20/2024
Clint Rosser is the CEO of PracticeMatch. He has been with PracticeMatch since 2016. He has overseen several departments within PracticeMatch including Inside Sales, Career Fairs, and the Client Services team. Clint, along with his team, has helped elevate PracticeMatch client services to move past a transactional vendor relationship to a full partnership with clients. This has allowed PracticeMatch to build stronger relationships and work with clients closer to ensure they can achieve the most ROI possible.
Prior to Joining PracticeMatch, Clint has been in Client service leadership roles for over 20 years. Clint serves as an AAPPR Board Member for Strategic Corporate Sponsors.
