HRO Today: Social Media Savvy
October 28, 2013
By Carol Johnson
clinical job seekers are becoming more sophisticated, engage and
targeted in their use of digital, mobile and social media, leveraging
tools to more efficiently and effectively manage their job search and
connect with others who can help their careers.
A vast number of
social and mobile tools provide access to companies, jobs and the
ability to network, network, network. Though a variety of healthcare
career search options abound, clinicians appear to be using
significantly fewer resources in 2013 to look for a job than in prior
years; instead, they are taking advantage of social media to connect
with companies and making sure their professional persona shines through
online. These are among the findings from AMN Healthcare's third annual
survey of clinicians' use of social media and mobile for career
purposes. Of the clinicians who responded, one-third said they are
actively looking for a job right now and two-thirds reported that they
searched for jobs in the past two years. This recent study further
examines clinicians' job search behaviors and utilization of technology.
The job search methods most popular for physicians, nurses, pharmacists and allied professionals in 2013 include:
Direct contact with an organization (62 percent)
Use of job boards (60 percent)
Referrals (51 percent)
Search engines (49 percent)
Recruitment found me (38 percent)
Healthcare-focused social media sites (30 percent)
General social media sites (21 percent)
referrals declined precipitously year over year among clinicians, it is
still one of the top sources cited for getting hired.
job search methods, which all declined year over year, include open
houses, career fairs and print newspaper ads; they were bested this year
by healthcare-focused social media sites (30 percent) and general
social media sites (21 percent).How Clinicians Use Social Media
to the AMN survey, a striking 85 percent of clinicians use social media
in a variety of ways, including to source jobs. While pushing out job
postings to candidates isn't a bad idea, employers shouldn't discount
the opportunity to share the company's values, culture and purpose via
social media as well.
Consider using social media to raise your
flag of authenticity through videos, peer-to-peer interaction and
directly through the voice of your customer and employees. Begin to
establish yourself as an authority in the field by building awareness
about a specific career path within an industry.
example, American Mobile (an AMN Healthcare company) and the website
TravelNursing.com recently hosting a video contest, The Travelers
Journey. It called for nurses to develop videos showcasing why travel
nursing is a career opportunity to consider. The program provided real
stories, peer-to-peer advice and high interaction. In fact, one of the
most popular aspects of the contest included allowing the community to
choose the winning video. Some of the videos were also sponsored on
Facebook and shared on YouTube, and they remain a popular resource for
nurses to learn about the career opportunity.
AMN's survey of
social and mobile media also shows that one in four clinicians use
social media to research companies, which gives rise to the opportunity
to focus on your employment brand. What's more, one-third of healthcare
professionals use social media to see if they know someone in a company
to make a career connection, and one in five use social media to locate
At Med Travelers (an AMN Healthcare company), allied
recruiters are frequently contacted by candidates on their personal and
company social sites, particularly Facebook and LinkedIn.
fact, a recent connection made between a Med Travelers recruitment
manager and a candidate resulted in a successful hire and a
recommendation on the social site where they connected, which has since
led to other career connections. Social Sites of Choice
have fine-tuned where they spend their social time. Most notably, their
top career-related social site has shifted from Facebook to LinkedIn.
Facebook was the dominant choice among nurses and allied professionals
and to a lesser degree among physicians and pharmacists, for the past
few years. In 2013, LinkedIn catapulted ahead: 58 percent of clinicians
now select it as their preferred site for career purposes. Their second
favorite is Facebook (24 percent) and Google+ (10 percent) is a distant
third. Twitter is currently favored by only 1 percent of clinicians.
clinicians are in the right place, as Forrester and Simply Hired
reported in June that recruiters are also leaving Facebook behind in
favor of LinkedIn.
Nurses, doctors and other healthcare
professionals are also taking a look at their professional reputations
online. The majority of clinicians surveyed said they enhanced their
social profiles online this year.
It's a smart idea: online
image management websites like Trusted ID and Reppler.com are sources
recruiters leverage for professional discrepancies and assessing
candidates' online images.
According to AMN's survey,
61 percent of clinicians updated their profiles in 2013. About one-third
said they refrained from posting negative/offensive content, 25 percent
updated their profiles with a professional image, while 24 percent
chose to make their profiles private. In addition, candidates are
showing they understand the value of keyword discovery - 14 percent
enhanced their profiles with topi9cs relevant to jobs of interest. About
10 percent also used their contacts for professional gain or requested
endorsements from connections.
The bottom line? Talent sourcing
continues to evolve for organizations. Understanding the candidate's
digital, social and technological behaviors is critical to being seen as
a trusted career advisor. Tap into the networks where your audience
interacts - then listen, learn, engage, experiment and refine. No two
solutions are likely to be the same for every company.