Content Marketing is a proven way to create awareness for your Employer Brand.

Most healthcare recruiters are already stretched for time, and little of that time is devoted to developing and executing a marketing plan to attract top talent. For many healthcare organizations, the “plan” devolves into a series of spray and pray tactics –Facebook ads, random job postings, resume mining… all done on the fly in the hopes of generating a few quick candidates.

What’s needed instead, is a well thought out content recruitment marketing program.

Content marketing when done correctly, allows your healthcare organization to build a relationship with candidates over time by adding value and building trust. It allows you to showcase what your organization is all about, while at the same time, solving problems for your target audience by providing helpful information.

Content marketing is the long game of recruitment marketing.

According to Content Marketing Institute, content marketing is defined as a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Some examples of content marketing include:

  • videos
  • blogs
  • Infographics
  • Whitepapers
  • checklists
  • interviews
  • social media.

Content marketing will help raise awareness about your employer brand while building and nurturing your prospective employees along until they are ready to apply.

For the healthcare HR professional who’d like to start content marketing but isn’t sure how to do it, here are a few basic steps to get started and keep your program on track:

Define Your Goals

There are typically, three main goals from content marketing including: Lead or candidate generation, employer brand awareness and thought leadership.

As it relates candidate/lead generation, Content marketing generates over three times as many leads as outbound marketing and costs 62% less.

Whether you’re a big health system or a community hospital, Content Marketing also raises your overall employer brand awareness. Strong content allows you to show potential employers who your hospital is and what your brand represents as well as your level of expertise in your industry.

Define Your Target Audience

You can’t write good, targeted content without first knowing who you are writing to. The way to approach this is by creating a “persona” of your target audience including the following considerations:


Demographics are the criteria you use to describe a specific part of the population. Some example of demographics include:

  • Age
  • Gender
  • Income
  • Marital Status
  • Occupation/Industry
  • Educational Level


You can also narrow down your audience based on geography or location. You can pick a neighborhood, city, province/state, or country. You can also specify via distance. For example, you can target customers within a 10-mile radius of your city. Or you can target employees within your city and the cities that surround it.

Skill Sets

The most obvious and necessary criteria is the area of expertise of your desired employees. Whether it is nurses, allied health professionals or general healthcare workers, ensure that your content speaks to the issues and interests of these all-important groups.

Define What Makes You Unique

Defining your hospital’s ‘mission, vision and values’ can boost employee engagement, encourage participation in hospital initiatives and send a clear message to the community about your direction. It also provides a good amount of content to pull from for your posts. You can boil this down into three main areas:

Your purpose: How you make the world a better place.

Your values: The behaviors you hold yourselves to that will not change, no matter what else changes around you.

Your plans for the future: What your organization will look like several years down the road.

Identify Your Tactics

Content marketing is the creation of impactful content online and offline for a variety of channels, such as websites or blogs, to appeal to a particular target audience. Social media marketing is one of content distribution channels which marketers use to reach users. It’s also perfect for doing podcasts as well as video blogs which should also be shared on social media.

Measure Your Progress

To measure your content review your Key Performance Indicators (KPI’s) on a regular basis. What is a KPI? According to Content Marketing Institute, a key performance indicator (KPI) is a metric used in marketing to evaluate factors that are important to the success of almost any organization.

I would suggest looking at the following KPI’s to measure each month:

Traffic Volume – Visits by traffic channel and source

Engagement – Page views/Bounce rate/time spent on page

Effectiveness – Goal and event completions (sign ups, applies)

Resolving audience needs – onsite search queries

The first step to take for your recruitment content marketing program:

Start with a vision for what you want your employer brand to represent to perspective candidates and then work toward a plan of how content will help you achieve that vision. That’s the foundation for your strategy. You’re now on the road to developing a content strategy.







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