This often overlooked and underutilized marketing tactic can be the difference between finding or missing out on the right candidate.
Marketers all over the world utilize SEO to introduce their products and services to customers, so why don’t healthcare organizations use it to reach and obtain top talent?
Many recruiters often assume they won’t be able to compete with Indeed and the other major players in the search results. This isn’t always true and it decreases the number of organizations even trying it in the first place because they assume a poor ROI.
SEO brings traffic to your website
Push technologies and interruption tactics such as job boards are not nearly as effective as in years past. Healthcare organizations don’t own the conversations or the real estate on job boards and media websites. The space is rented alongside many other healthcare organizations that look and sound alike, all competing for the same talent.
A properly implemented SEO strategy will have candidates coming to your site because they have searched for specific terms – essentially finding for themselves the fit within your healthcare organization. Plus, the content is organic, meaning it is owned by your healthcare organization; you created, launched, and repurposed the content.
Candidates prefer content
Today’s job seekers want to make their next career decision the same way they make every other decision. By reviewing the content on its website, its social channels and the hospital blog.
According to the Content Marketing Institute, a leading global content marketing education and training organization, 80% of business decision makers favor getting brand information via an article series more than ads.
This same principle holds true for job seekers. Yet, healthcare organizations spend an enormous amount of effort and dollars getting their jobs up on job boards, but that approach is becoming increasingly backwards as it requires users to navigate to multiple websites just to apply.
SEO helps you win with Google
The major search engines will consistently rank your organization high in search results if you’re offering relevant and quality content whether it’s a blog or a job posting on your career site.
Your keywords should be utilized appropriately – flowing naturally throughout the copy keeping in mind that the point is not to overstuff job descriptions with keywords, but rather use them as anchors in your content creation. Remember to be consistent and always keep the fresh relevant content coming.
It’s cost effective
SEO helps healthcare organizations save money on recruitment costs as opposed to interruption tactics like email marketing and display ads. While “outbound” marketing should still have a place in your media plan, it is considerably more expensive in the long run to do so.
In fact, according to Hubspot, the leads generated from outbound tactics cost 61% more than leads generated by an inbound strategy like SEO.
SEO also helps candidates find YOU, which means the resulting traffic from SEO is more qualified than many other marketing strategies, which in turn brings a better return on your initial investment.
SEO allows healthcare organizations to include so much more content within their own pages then on traditional job positing sites. Candidates get a much more accurate and in-depth picture of what a job will be like and it’s this content that is going to drive organic search traffic in the first place.