LEVERAGING SOCIAL MEDIA FOR RECRUITMENT OF HEALTH CARE PROFESSIONALS

1. LEVERAGING SOCIAL MEDIA FOR RECRUITMENT OF HEALTH CARE PROFESSIONALS

2. Drew  VanTongeren Director of Digital Strategy & Development Detroit Media Partnership

3. TODAY’S TRUSTWORTHY STORYTELLERS • Pulitzer 1942, 1982, 1994 • American Society of • Newspaper Editors • Education Writers Assoc. National Award for Education Reporting Pulitzer 2007, 2009, 2014 EmmyAwards2008 Edward R. Murrow Award

4. OUR BRANDS Detroit Grand Rapids Lansing Port Huron Battle Creek DETROIT FREE PRESS freep.com THE DETROIT NEWS detroitnews.com LIVINGSTON PRESS & ARGUS livingstondaily.com O&E MEDIA hometownlife.com FREE PRESS MARATHON freepmarathon.com wzzm13.com LANSING STATE JOURNAL lsj.com THE TIMES HERALD thetimesherald.com BATTLE CREEK ENQUIRER battlecreekenquirer.com Beyond leading content platforms, we are preferred partners for leading digital solutions including search engines and social networking web sites

5. TODAY’S MULTI-CHANNEL JOURNEY

6. JUST ONE DECADE AGO (Thomas Friedman) FACEBOOK was nonexistent, TWITTERwas a sound from outside the window, THE CLOUD was something floating in the sky, 4G was a parking space, LINKEDINwas a prison, andSKYPEwas a typo

8. EMPLOYERS ARE COMPETING FOR JOB CANDIDATES

9. 77% of full-time employed workers are actively looking or open to new job opportunities. SOURCE: Careerbuilder 2014

10. 60% of recruiters have an open position due to difficulties finding a candidate with the appropriate skills. SOURCE: Careerbuilder 2014

11. 40% of employers say they have difficulty retaining critical-skill employees. SOURCE: Careerbuilder 2014

12. THE DEMAND FOR HEALTHCARE WORKERS IN MICHIGAN IS 7X THE CURRENT SUPPLY. SOURCE: Careerbuilder Sept 2014

13. Q: HOW DO WE BETTER ENGAGE PROSPECTIVE EMPLOYEES & RETAIN TOP TALENT?

14. A: PROMOTE YOUR EMPLOYMENT BRAND Photo by Larry Tomlinson - Creative Commons Attribution License https://www.flickr.com/photos/58684656@N00 Created with Haiku Deck

15. 91% of candidates say the employment brand plays a key role in whether or not to apply. SOURCE: CareerBuilder 2014

16. WHAT IS AN EMPLOYMENT BRAND? SOURCE: Careerbuilder 2014

17. EMPLOYMENT BRANDS ARE OFTEN POORLY DEFINED AND RESPONSIBILITY UNCLEAR. “TO WHAT EXTENT DO YOU THINK (YOUR) EMPLOYMENT BRAND IS DEFINED?” “WHO IN YOUR COMPANY IS REPONSIBLE FOR THE EMPLOYMENT BRAND?” SOURCE: Careerbuilder 2014

18. SOCIAL MEDIA IS THE #1 EMPLOYER BRANDING STRATEGY “WHICH ACTIVITIES ARE YOU CURRENTLY UNDERTAKING TO ENHANCE YOUR EMPLOYER BRAND?” SOURCE: Careerbuilder 2014 Top 10 activities as measured by Employer Brand International, May 2014

19. JOB SEEKERS USE SOCIAL MEDIA Photo by Robert S. Donovan - Creative Commons Attribution License https://www.flickr.com/photos/10687935@N04 Created with Haiku Deck

20. 70% of Americans say they are not engaged in the workplace. SOURCE: Careerbuilder 2014

21. 40% of Americans search for jobs while at work. SOURCE: Careerbuilder 2014

22. 13 different resources are used on average before applying to a health care job, including multiple digital resources. SOURCE: Careerbuilder 2014

23. 43% Of health care professionals used social media sites for professional networking and peer recommendations, especially Facebook. SOURCE: AMN Healthcare 2013

24. 76% of job seekers who used social media to find their current position found it on Facebook. SOURCE: AMN Healthcare 2013

25. 32.8 minutes were spent per day on Facebook last month from users’ work computers. SOURCE: comScore Aug 2014

26. 35.6 minutes were spent per day on Facebook from users’ mobile devices. SOURCE: emarketer Feb 2014/ comScore Aug 2014

27. 1 HOUR &8 MINUTES were spent per day on Facebook from users’ work computers and mobile devices. SOURCE: emarketer Feb 2014/ comScore Aug 2014

28. facebook FACEBOOK AS A RECRUITMENT PLATFORM

29. SOURCE: JobVite 2013

34. FACEBOOK ORGANIC VS. PAID POSTS

35. ENGAGE YOUR BEST PROSPECTS BY GEOGRAPHY, INDUSTRY, JOB TITLE Spanish-speaking nurses in Michigan

36. 5 STEPS TO DEFINE YOUR SOCIAL STRATEGY

37. 1. ESTABLISH YOUR OBJECTIVES USE OF SOCIAL MEDIA SITES FOR JOB SEARCHING BY HEALTH CARE PROFESSIONALS Nearly 6x as many job seekers research as take action SOURCE: 2013 SURVEY OF SOCIAL MEDIA AND MOBILE USAGE BY HEALTHCARE PROFESSIONALS

38. 2. KNOW YOUR TARGET CANDIDATES Total51% SOURCE: 2013 SURVEY OF SOCIAL MEDIA AND MOBILE USAGE BY HEALTHCARE PROFESSIONALS

39. 3. DEVELOP A CONTENT PLAN IN SUPPORT OF YOUR EMPLOYMENT BRAND

40. 4. PICK YOUR TOOLS AND IDENTIFY YOUR CALLS TO ACTION.

41. 5: TRACK & TEST YOUR CAMPAIGN ENGAGEMENT SHARING/REFERRALS CONVERSIONS QUALITY COST

42. TOP 5 THINGS TO KNOW ABOUT LEVERAGING SOCIAL MEDIA FOR HEALTH CARE RECRUITMENT • Employers are competing for top candidates • Smart social strategies start with employment branding • Job seekers use social media to find employment opportunities • Facebook is the most popular social media platform for job seekers • For best results, clearly define your social strategy so you can test and track your results

43. THANK YOU