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A recent analysis shows that healthcare will be short more than 3 million workers by 20261. How will the growing demand impact your organization?

Having a successful recruiting strategy is key. You know what you want and what you’re looking for. But how do you take that idea and turn it into scoring the perfect hire?

Well, it’s all about marketing.

1. Know Your Audience

It sounds simple. But, many employers neglect the human aspect of recruiting.

To hire the right person, you need to know who you want to attract. Think about the perfect person for the position.

What skills do they have? What drives them? Why do they find working in healthcare rewarding? What are they looking for in an employer? What are they thinking, saying, feeling and doing relative to their need for employment … and the position you have open?

Answer these questions, and you’re on your way to a persona. Let’s put it to use.

2. Messaging Matters

While it’s important to get your mission statement out there, you also want to scout the right people.

When it comes to job applications, don’t be afraid to add a personable tone to the job description.

You’re looking for more than just another employee. You’re looking for a person who will be a unique part of your business and culture. Write to that. Entice those who bring the skill set, as well as the attitude, creativity, innovation, or compassion.

3. All About the Journey

It isn’t just about knowing the characteristics of your recruit. It’s about getting to know them on a personal level. You have to understand them.

Use that same persona you’ve imagined and think about how their age group, personal interests, and educational background all might impact their social media usage.

When you get inside the head of your target hire, you’ll better understand not only the content that you need, but where to place it and how often.

A persona helps frame the bigger picture to support significant hiring needs.

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4. Timing is Everything

No one wants to wait for the right candidate. In such a high-demand job market, time management and efficiency are priorities. So, how do you achieve quick hires — without bypassing the right fit?

It’s all about developing the right marketing strategy.

The process starts by putting feelers into the market. We develop a media plan with target personas in mind, develop unique and motivating creative assets, then test what content achieves the highest click-through rates and iterate from there.

5. Measuring Success

Success isn’t merely based on the end result. It’s measured along the way.

While we monitor the previously mentioned click-through rates, we survey what content does and doesn’t work for your target audience, so we can optimize the effort — regularly iterating both media placement and creative unit. By constantly tracking the data, we can tweak the ads to create more engagement.

We’re a team. And, at the end of the day, we want to make the hiring process smooth, effective, and successful.

We’re happy to share this approach to help with your recruitment efforts. And, we’d be glad to help you put some of these ideas — and other best practices — into action. MKR’s here to help at

[1] US healthcare labor market. 2021, Mercer.