In today's rapidly changing healthcare landscape, talent acquisition has become an indispensable aspect of building a dynamic and skilled workforce. Recently, Susan Burke, from PeaceHealth’s talent acquisition team in Oregon, shared valuable insights into the complex strategies and challenges in healthcare talent acquisition. This article will delve into these insights, exploring the unique complexities that define talent acquisition in the healthcare sector.

The Power of Location

PeaceHealth is located in the heart of Oregon, a state renowned for its breathtaking landscapes and an abundance of outdoor activities. Burke stressed the importance of tapping into Pacific Northwest culture as part of their recruitment efforts. They strategically market their recruitment brand based on the region's love of the outdoors, tenacity, and commitment to patient care. Embracing and understanding your location's culture and values is key to creating recruitment strategies that resonate with candidates who share your organization's values.

Emphasizing Recruitment and Retention

A strong workforce begins with recruitment, but Burke stressed that retention is equally important. She emphasizes that it’s the combination of retention and recruitment. If you don’t master both, it’s a leaky faucet. You recruit all the people and then they leak back out again, so you’re not making any progress. It has to be both. Establishing a culture where employees not only wish to join but also aspire to grow and thrive within the organization is of paramount significance. PeaceHealth's remarkable retention rates demonstrate their commitment to creating these kinds of stable, fulfilling, and professional development-friendly workplaces.

A Multifaceted Recruitment Approach

PeaceHealth adopts a multifaceted approach to recruitment, with a focus on both local and national efforts. Burke shared insights into their utilization of platforms like LinkedIn, Facebook, and even Craigslist for local talent acquisition. In addition, they advertise in local newspapers to reach candidates who may not be active on digital platforms. On the national front, they prioritize strategies such as referral bonuses, recognizing the influential role that internal referrals play in sourcing new talent. 

Nevertheless, Burke revealed one particularly innovative approach to nurse recruitment – the utilization of Incredible Health. Much like how Bumble revolutionized the dating app space by empowering women to make the first move, Incredible Health has brought a game-changing shift to the healthcare talent acquisition realm. Rather than nurses submitting job applications, they create comprehensive profiles highlighting their skills, qualifications, and career aspirations. Hospitals are taking the initiative to actively recruit these nurses, changing up the usual dynamic where nurses seek out opportunities themselves. Essentially, Incredible Health is marketing to the candidates versus the candidates applying to jobs. They peruse these profiles and extend invitations to promising candidates for interviews, streamlining the recruitment process and placing nurses in the center of attention. Incredible Health's novel approach has redefined the way healthcare professionals connect with prospective employers, offering a more efficient and dynamic recruitment experience.

Global Talent Pool

PeaceHealth works to recruit internationally as well, Burke shared, which stresses the importance of long-term planning. While they do hire from abroad, their approach faces some challenges because they do not require a bachelor’s degree for their nursing positions. This means they have to work through the process of obtaining permanent residency or green cards, which can be time-consuming. Nevertheless, this strategy represents their commitment in addressing the future shortage of healthcare workers.

Measuring Progress

Measuring the success of recruitment efforts necessitates the tracking of key performance indicators (KPIs). Burke highlighted the importance of monitoring application submissions, hires, and the sources of applicants. However, she acknowledged the challenges of connecting digital interactions, such as clicks, to actual hires. In response to this challenge, PeaceHealth is exploring third-party solutions to enhance the precision of campaign effectiveness measurements.

A Collaborative Spirit

One remarkable aspect of Burke's insights is the spirit of collaboration within the healthcare industry. She emphasized the value of sharing experiences and strategies among organizations, fostering an environment of collective problem-solving. This inclination to collaborate and support one another mirrors the healthcare sector's shared commitment to enhancing the workforce.

Acquiring talent in healthcare requires a blend of local and national strategies, a strong emphasis on retaining staff, and a flexible approach tailored to your organization's distinct location and culture. Susan Burke's insights into PeaceHealth's approach highlight how healthcare organizations can effectively manage complexities and foster a dedicated workforce. In an ever-changing healthcare environment, embracing innovative strategies and collaborating with industry peers are key to maintaining long-term success.