The majority of medical sales reps are happy in their current jobs, making your recruitment efforts more challenging than ever. In fact, 79 percent of survey respondents in our 2018 8th Annual Medical Sales Salary Report said they are “somewhat” or “very satisfied” with their job, overall.
To attract top talent, this means recruiters must look beyond traditional recruitment strategies. In the last few years, recruitment marketing has transformed from an up-and-coming trendy strategy to one many successful recruiters deem necessary.
Recruitment marketing is defined as, “Recruitment marketing is every tactic … that talent acquisition team members use to promote their employer brand message so that they can more successfully find, attract, engage and nurture leads and ultimately convert them into applicants,” Mike Hennessy, the founder and CEO of SmashFly Technologies, one of the leading recruitment marketing platforms, said in a recent SHRM article.
As a recruitment marketer, you’ll be empowered to take your company’s recruitment to a new level. Medical sales reps won’t just know about your company and its opportunities; they’ll be connected and ready to apply.
Here are the three A’s of recruitment marketing to amp up your strategy:
The key to starting a successful recruitment marketing strategy is focusing on the top of your talent acquisition funnel. Traditional recruiting focuses on making candidates aware there’s an opening. When adding marketing to your strategy, it’s crucial to dive a bit deeper into connecting with candidates.
First, and foremost, medical sales candidates need to know in-depth details about your company. Focus on details, such as:
- What makes your company stand out above other medical sales companies?
- What major impacts is your product(s) making in the healthcare community?
- What’s the mission of your company and product(s)?
- Why do your current employees love working for your company?
- What company cultures and values is your team most proud of?
- Why do customers love your product(s) and how is it changing their lives?
Once you have these questions answered, it’s time to get your name out there for candidates to see. Remember, your goal is to get them excited about your company in general. Post testimonials and case studies on social media, and ask current employees to share.
During networking and recruitment events, share what research and development is working on and why you’re excited about the company’s future. The more excited you and your current team are about bringing awareness to your company, the deeper potential candidates will want to dig into your opportunities.
Once you make candidates aware and excited about your company, it’s time to really grab their attention — and keep it. Your career site and social media are the best way to do this and make a strong connection with candidates.
In fact, the majority of candidates (53 percent) go to company websites to get information before applying to jobs, according to a recent LinkedIn report, Inside the Mind of Today’s Candidate. Social media also plays a major role in this stage of recruitment marketing. Forty-nine percent of LinkedIn’s respondents also noted they follow companies on social media to stay updated on job opportunities.
Give your career site and social media profiles facelifts. Upgrade wording and images to reflect your company culture, future goals, and mission. In medical sales, especially, candidates want to know how their role in your company will positively impact customers’ lives.
Further draw candidates in via helpful resources on your career site and social media. Create applicant checklists and add recruiters’ tips throughout to let them know you’re rooting for their success from step No. 1.
When candidates are ready to step-up and take action, you need to be prepared to help troubleshoot and ‘sale.’ In marketing, this is when customers are prepared to make their purchase. For recruitment marketing, this is when the job seeker has decided to go deeper into your talent pool and apply.
Your job now is to reach out and facilitate their next steps.
Start a conversation with recruits about the job’s specifics. This is exactly what candidates want to hear when you first reach out, according to the previously mentioned LinkedIn report. Let them know salary details, what a day in the job looks like, and next-step procedures if they make it to the interview rounds.
How do you incorporate recruitment marketing into your strategy? Let us know in the comments below!