Business information written specifically for newspaper advertising departments

Recruiting the Healthcare Industry

Newspapers need to focus on the healthcare industry,now.

While recruitment used to be classified sections’ leading moneymaker, it’s taken a hit over the last few years due to our depleted economy and the unemployment still hovering around 9 percent. However, we’re beginning to see the sun rising on the horizon, and with it, the hope of a relief from the recession. While I may be jumping the gun a bit, things are beginning to pick up ever so slightly, so it’s time to get your product up to snuff before things zoom past and you’re left in the dust. So to start with, let’s talk about healthcare. Healthcare remains one of the fastest growing sectors in the global economy, and is actually still creating jobs in the U.S. It’s because of this fact, that newspapers need to focus on the healthcare industry, now.

Healthcare remains one of the fastest growing sectors in the global economy, and is actually still creating jobs in the U.S. It’s because of this fact, that newspapers need to focus on the healthcare industry, now.

What should you do?

Specialize, specialize, specialize. It may sound like I’m beating a dead horse, but to really get the attention of both employers and job seekers alike, you need to create a specialized product. As we’re seeing with classifieds other verticals, people begin their job search online. Which means, you need to have a strong web presence. However, generalized job portals are old school — they’re at least 10 years old — and make job hunting more tedious and stressful for the seeker. This drives job seekers away, and the employers with them. Whether you have a corporate partner, like Monster or CareerBuilder, or not, you need to separate your healthcare section from the rest. This separation will allow you to create a product that is professional and legitimate and not leave job seekers wading through the muck. As Eleni Himaras of Mainstreet.com says, industry-specific job search sites help make the task of job searching less daunting and “also tend to offer better listings that may get lost without the perfect keyword search on the bigger sites.”

Similarly, Debra Yergen, author of Creating Job Security, believes that massive job portals are a waste of time: “Forget CareerBuilder, HotJobs, and all the other mass job sites. While these boards seem like a good place to start, how many people do you know who actually found a job that way? Even hiring managers don’t want to sort through the hundreds and hundreds of resumes they get for each position they list on these sites, so they’re increasingly turning to industry-specific job portals.”

Forget CareerBuilder, HotJobs, and all the other mass job sites. While these boards seem like a good place to start, how many people do you know who actually found a job that way? Even hiring managers don’t want to sort through the hundreds and hundreds of resumes they get for each position they list on these sites, so they’re increasingly turning to industry-specific job portals.”

As Janet DeGeorge said in last month’s Brainworks webinar, your main purpose needs to be attracting those hiring/H.R. managers. So ask yourself, what do H.R. managers like? Your product needs to be professional, clean and easy to use. When developing the product, take a look at hospital and healthcare sites in your community and mirror some of that functionality and color schemes. I recently spoke to Melissa Polivoi, who has worked in various healthcare administrative and human resources fields at the University of California, Irvine, and she supported the necessity of industry-specific job portals. She explained that though they primarily use the university’s job portal, they do post on other boards, just in case they “off the radar” of certain medical professionals. When looking for a secondary job portal, they turn to medical and scientific boards, stating that most medical professionals know to go there first.

You may be saying to yourself, specialized healthcare job portals are nothing new. With so many already out there, why try to compete? Why would people choose us over the options? Because, you’re in the prime position to offer things local and comprehensive. Chances are you have multiple healthcare businesses and corporations in your community, by compiling them into one comprehensive section, you’ll attract more job seekers to your site — which will make you more desirable to H.R. managers looking to post jobs. Also, if you have two competing hospitals, they will want to post with you to get a jump on their competition.

Your job postings need to be easily navigable and be all about the medical industry. Provide automatic keyword searches for various professionals, like doctors, surgeons, residents, nurses, dentist, dental hygienist, technicians, and so on, and so forth. The content and advertisements all need to be medical related, from training and schooling options to information on local hospitals. (Don’t put a used car dealership ad here on this portal.)

But in the end, it’s all about branding and the reputation of your new product. When launching your new medical job portal, you need to invest in marketing to make it known that you are the place to go, and to encourage the local medical establishments that they should list with you. Make yourself active and visible at local career fairs, especially if you have a medical university in your town.