A panel of senior living marketing professionals will share strategies and tactics for lead generation, nurturing and conversions given current restrictions regarding tours, events and community visits.
In today’s job market, the candidates have the upper hand. We know that 95 percent of the people that companies want to hire for critical roles are not actually looking for a job. As a result, companies are competing for the best candidates. In order to effectively vie for great talent, you need the right tools.
As part of their recruitment strategy, many companies are using outbound marketing. This involves reaching out to potential candidates through job postings, paid advertising, or a third-party recruiter.
But today’s recruitment efforts need a more advanced strategy—one that you’re likely already using to attract residents: inbound marketing.
With inbound marketing, you create content that attracts new prospects to your company. From there, you can engage with them and determine if they’re the right fit. It’s an opportunity to establish a dialogue with passive and active job seekers, create a unique candidate experience, and build relationships with top talent.
Here are five quick ways to get started with inbound marketing as a recruitment tool:
1. Define Your Objectives
Before you start, decide on which positions you are trying to attract. Do you want to focus on executive level and above? Or do you also want to also use inbound marketing to source your nursing and care staff?
2. Define the Candidate “Persona”
Once you know which roles you want to recruit for, you also have to determine the characteristics that you are looking for in your ideal candidate. You should start with educational background, previous experience, and any technical requirements (licensure, software knowledge, etc.) that you may want in a candidate. Then dig a little deeper. Look at employees who are successful in their roles and identify traits and skills that help them prosper.
3. Define Your Culture
Think about your company culture. How do you define success in your company? What are the company non-negotiables when it comes to character and performance? What are the top 10 words you would use to define your culture?
4. Create “Hooks”
According to Career Builder, 75% of job seekers start their search on Google. So you should create search-friendly content that will attract the ideal candidates to your site (which is one of the reasons you develop the candidate personas).
Content can include why you are the best company to work for, associate testimonial videos, and educational info. Find the best channels to connect with your prospective candidate. This could be Facebook, LinkedIn, Twitter, You Tube, as well as industry sites.
Get creative where you share this content. Based on chats with your current successful employees, is there anything that most have in common? For example, maybe most are members of the local YMCA. If that’s the case, see if you can conduct an informal job fair there or post some info about open positions on the Y’s bulletin boards.
5. Create Opportunities to Build Relationships
Applying for a job is an investment. Today’s candidates want to know more about the company culture and role before they commit to the process. If a candidate isn’t ready to apply, create opportunities to engage them and develop a relationship. Give them opportunities to learn more about your company. This can be done with additional educational content, blog content, company resources, or signing up for a “keep in touch” newsletter.
It often takes many touch points to influence a decision, so invest the time in these relationships now to reap future rewards.
Learn more in this webinar: Inbound Marketing: Your Secret Weapon In Winning the Recruitment Game →
Question: Do you know the top five reasons a candidate would want to work for your senior living community?
If you don’t know the answer, start thinking about it. Because understanding why your company is a great place to work will help you attract great staff.
It’s no secret that it’s a competitive hiring market in senior living. Many companies are vying for the same candidates, from care staff to executive directors. So when you find a candidate you like, how do you convince them that they should work for you? You have to market your community to potential job candidates with the same intensity you market to prospects.
Which is why knowing the top five reasons candidates would want to work at your community is a great way to engage prospective employees and stand out from the crowd.
How do you come up with your list? Start by asking your current employees why they work for you and what they like about their job, the community, their co-workers, their managers, and even the residents. You’ll probably get some valuable feedback and great insights into why staff members stay with your community.
When you’re talking to job candidates, share these insights with them and ask which one is most important. Then, talk about that particular topic in more depth. For example, if a collaborative workplace culture is important, show them the ways your community and team foster this sort of environment.
Opening Day is right around the corner. As you settle in to watch your home team with your hot dog and beer, think about what you can take away to improve your leadership skills.
SUPERSTARS WIN GAMES, BUT TEAMS WIN CHAMPIONSHIPS
Each baseball team has its All Stars, like the dominant pitcher or the homerun hitter. These are critical talents for a winning team. But they alone can’t carry the team to the World Series. Strong leaders realize that it takes the whole team working together to be successful, not just strong talent.
YOU GOTTA GET DIRTY
Baseball is played on a grass and dirt field. In my opinion, if a player doesn’t get dirty, they are not trying hard enough. It’s the same with a strong leader. Sometimes they have to get dirty by having difficult conversations or making tough decisions. Also, when a leader gets a little dirt on their uniform, it can inspire team members to power through the challenges they face.
MEASURE THINGS THAT MATTER
Great leaders use all of the data and analysis they can get their hands on to make smart, informed decisions. This includes the strength of their team members. If a batter is in a slump, he may be taken out of the game. You have to regularly evaluate and adjust your game plan based on data and observations.
BE PREPARED FOR CURVE BALLS
You won’t make it in the big leagues if you can’t hit a curve ball. Successful leaders know that there are change-ups, sliders, and curve balls that come up unexpectedly. Being responsive and flexible can help you respond to those unanticipated events.
KEEP YOUR EYE ON THE BALL
Major league players learned this lesson very early. To hit a pitch going 95 miles per hour, you have to be laser focused. Leaders must also be continuously focused on the vision and priorities for the community’s success.
YOU CAN’T HIT THE BALL IF YOU DON’T SWING
There’s a great quote by Wayne Gretzky, “You miss 100 percent of the shots you don’t take.” How much time do you spend worrying about whether something will work or how you will look if you don’t succeed? Everyone makes mistakes. No one is right 100% of the time. Even Babe Ruth only had.314 lifetime ERA. Wait for your pitch. Then, swing away.
Need more help developing your leadership skills? Check out some of our previously recorded Leadership webinars →
In college, I was a coxswain on our crew team for the eight-man barge. As a coxswain, I was responsible for steering the boat and coordinating the power and rhythm of the rowers. It was mostly about rhythm—making sure that all the crew was rowing together.
When the crew wasn’t in synch, there was a risk of “catching a crab.” This means to put one’s oar in the water at the wrong time, which results in the oar flipping parallel to the boat. When this happens, the oar handle forcibly flies backwards, going over the rower’s head or striking the rower’s chest. In extreme cases, the rower may be thrown overboard. This is bad—especially during a race.
Our first trips on the river were fraught with “crabs” as we figured out everyone’s best position on the boat. But eventually, we went from eight single rowers to one coordinated team gliding on the river.
So how can you get your team rowing in the same direction – without catching a crab?
Know Where You Are Going
As the leader, you are responsible for steering the boat. If you don’t know what direction you are going in, you won’t get very far.
Share Your Direction – A Lot
Once you know where you’re headed, you want to get everyone on board. Share your vision with your team: let them know your goals and what you want to accomplish. Sharing your vision is not a “one and done” event, meaning you shared your vision, your team is excited, but then they just move on to their next activity (and before you know it, they’re headed in the wrong direction). You need to reinforce your vision constantly.
Interested in further insights?
Download our Leadership Self-Assessment Tool (3 downloads)
Keep Everyone Focused on the Goal Line
Come up with a short list of metrics that you want to measure your progress towards the goal. Keep the list to no more than five metrics and don’t forget to review with your team regularly.
Hold People Accountable to be in Alignment
Getting your team into the boat and showing them where they are going is only half the battle. You have to get them to row together at the same speed and direction. If you let one person do his or her own thing, you’ll go nowhere.
The coxswain is the leader of the boat in rowing. They set the tempo, and they keep the boat going in the right direction. They encourage the team, telling them how far they have to go until they reach the goal line, and they correct any rowers who are going too fast or too slow.
In your senior living community, picture yourself as the coxswain: set the pace, encourage staff, communicate constantly, and course correct as needed.
Are you a good leader? How do you know? Review this quick leadership checklist to see how you measure up against characteristics of great leaders.
8 Questions for a Great Leader
- Is your door open more than it is closed? Does your team feel comfortable coming to you with questions, ideas and concerns?
- Do you have favorites or are you fair with all your staff? This can be tough – it’s part of human nature to develop close bonds.
- Do you have a culture of safety? People make mistakes. Do you punish or provide an environment that creates learning opportunities?
- How are you in managing your team’s work/life balance issues? It never fails – on the day of your yearly strategic planning meeting your key team member is out with a sick child. Are you empathetic or frustrated?
- Are you even- tempered and consistent with your emotions? Are you predictable in your reactions in times of change and crisis? Keep calm and carry on!
- Have you set expectations with your team? Does your staff know clearly what is expected of them and are they given the support to reach their goals?
- Do you micromanage your staff? Or do you empower them to make changes and decisions with the end goal in mind?
- Are you having fun? Are you creating an environment where people enjoy coming to work regardless of the external stressors?
The best way to assess your leadership skills is to look at your team:
Are they having fun?
Are they feeling successful?
Is the team reaching goals?
What other questions could you ask someone to determine if their characteristics are ones of great leaders?
Senior Living SMART
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