A Step-by-Step Guide to Creating a Media Plan for Healthcare Recruitment
Developing an annual media plan to fill your open positions can help you lower your cost per hire, give you a clear picture of where your recruitment marketing dollars are going and provide a cohesive blueprint to all of your recruiting activities.
As opposed to just reacting to the newest greatest need, a well-thought out media plan allows your healthcare organization to be proactive in its pursuit of top talent to fill their most critical needs.
If you are not familiar with how to go about creating a media plan there are a few basic guidelines you should follow in order to make the process easier:
Gain a Historical Perspective
As you prepare your new plan it’s a good idea to understand what activities have worked and what hasn’t worked as well in the past. Review your traffic sources, survey employees and gather the input of your HR team. Having a handle on this data will give you a better idea on how to maximize your investment and get the best return on your recruitment dollars.
Align with the Hospitals Strategic Goals
Knowing what your healthcare organization is planning – expansions, new units, new service lines for example, – and when additional staff will be needed, can help you plan when and where to spend you recruitment dollars. Tracking the number of part-time, full-time, temporary, and contract workers — and how that correlates to supply and demand — helps organizations maintain an optimal employee mix that balances service and cost.
Create a Budget and Timeline
As we know, recruitment costs are not always predictable. There are periods of full court press of attracting and hiring staff, attending events and hosting career fairs, followed by periods that aren’t as busy. Calculate your monthly expenses by adding all the months spend and dividing by twelve, giving you your average monthly cost per activity. It’s a good idea to compare your actual costs vs your previously budgeted amounts. Either your allocation was off in the first place or else the extra dollars were required to hire for key positions.
Create your Messaging and Creative Assets
It’s always best to start this process by identifying what is unique about your healthcare organization. Why do people come to work at your facility? What keeps them there? Whether it’s a great location, a positive work environment, advancement opportunities or all of the above, these unique selling points are the building blocks of your new recruitment marketing creative campaign.
Measure Your Progress
How do you understand the ROI of your recruitment marketing campaign? First, gather information such as costs in paid media channels, including online job boards, pay-per-click advertising, programmatic media buying, social media and so on. Also consider creative development costs, agency fees, and hiring events.
Measure your audience exposure through Reach – The total number of people who’ve had an opportunity to see your message at least once through a specific channel, and Frequency – The number of times that ad has been presented through a specific channel.
Engagement numbers would include your click-through rate (CTR) or percentage of visitors that came to your website and number of applications. Then review the source of application and source of hire to determine what activities/channels are performing the best.
Start the media planning process with goals and objectives in mind so that you can benchmark your milestones and hiring successes throughout the year.