The best job listing in the world isn’t worth a thing if you can’t get it in front of suitable candidates. To make your psychotherapy agency visible to qualified candidates, you need recruitment marketing. With recruitment marketing, healthcare and psychotherapy employers can improve brand visibility, enhance the candidate experience, and grow one step closer to hiring quality talent.
Here is a quick guide to recruitment marketing for counseling and psychotherapy agencies, and helpful tips to help get you started.
What’s Recruitment Marketing?
Recruitment marketing uses marketing strategies and tactics to promote the value of working at an organization and encourage candidates to apply for current positions. Healthcare recruitment marketing is conducted by talent acquisition, human resources, people ops, and/or marketing teams. In some cases, recruitment marketing can also be a career of its own, with a growing number of specialists showing interest in using marketing to acquire high-quality talent.
As a psychotherapy agency, you can choose to do such marketing in-house or use a Recruitment Marketing Platform (RMP). An RMP is a software that markets your organization and its jobs in order to attract candidates and increase applications. RMPs come with tools and analytics to help you visualize and understand how your marketing efforts are performing. For example, you can gain insights into what channels or sources are the most effective and bring you the candidates you need.
The point is to take the time out to market your job positions and your company as a place of value. This will, then, attract high-quality candidates who will fit better and help your psychotherapy agency achieve its goals. But to make this happen, you need to take the first step and make your organization’s culture and values visible.
This is where recruitment marketing comes in. You can use in-house marketing and/or RMPs to demonstrate what it is like to work at your organization and what value and benefits your employees gain. Use such recruitment marketing to make data-informed decisions that support your marketing efforts while staying within budget.
How Can Counseling and Psychotherapy Agencies Use Recruitment Marketing to Grow?
No matter how good your job description is and the many benefits a particular position offers, it means nothing if it cannot get in front of the right candidate. Psychotherapy agencies can use recruitment marketing to bring qualified candidates on board. Not everyone who applies will be a perfect fit for your agency. And yet, your psychotherapy agency requires qualified and exceptional candidates who will do their jobs effectively and help your agency fulfill its mission. And to find this candidate, you will need to do some work.
Once you have a job position ready to be filled, you need to advertise it. More specifically, you need to promote this job in places your potential candidates may be looking for jobs like yours.
When done well, recruitment marketing can help you get the word out about your job positions in the right places.
Recruitment marketing begins at crafting and promoting accurate and accessible job descriptions. When creating job descriptions, you have the opportunity to set the right expectations about the role, requirements, duties, and so on. Besides placing job ads on job boards, digital and social channels, you also want to improve the candidate experience. Taking the time to craft good candidate experiences can help your counseling agency secure top talent, gain an edge over the competition, and support your organization’s branding.
Think of the process as not only hiring individuals but marketing your organization and its jobs to gain valuable candidates.
What’s the Cost of Not Focusing on Recruitment?
Not spending adequate time and energy improving your recruitment process can affect the kind of candidates you receive. In some cases, you may even have a hard time finding applicants at all.
By 2025, we’re projected to have a 250,000 worker shortage in the behavioral health field. When this happens, it will be more important than ever to get your psychotherapy agency in front of the right candidates so that you can hire quality employees to fulfill your mission.
How You Can Start Recruiting Highly Qualified Candidates Today
So, what can your psychotherapy agency do to get in front of quality talent and recruit more effectively? Here are a few tips to get you started:
1. Include Recruitment Marketing within Your Digital Marketing Plan
Avoid thinking of recruitment as an after-thought. There may be a tendency to start paying attention to your recruitment efforts only when you need to recruit someone. However, if you include recruitment marketing within your marketing plan beforehand, you can start building a strong brand presence to attract qualified talent early on. This means paying attention to three key areas of digital marketing:
- Job board strategy — Determining how and where to post jobs, what features and elements to include, and so on. Researching, comparing, and choosing the right job boards and platforms to advertise.
- Search engine optimization (SEO) — Making job posts and content search engine-friendly so that applicants can easily find your job post when searching on Google, Bing, etc.
- Social media marketing — Using social media platforms such as LinkedIn, Twitter, Facebook, and Instagram to improve brand awareness, display company culture, and promote networking.
2. Update Your Career Page and Create Specific Job Descriptions
Updating your career page and crafting accurate and specific job descriptions contribute to creating a good candidate experience. The career page should be updated with the latest available jobs and also highlight your counseling agency’s core mission and values. At a base level, your career page should include:
- Company information
- Organization’s mission and values
- Company culture
- Salary and compensation information
- Competitive employee benefits and perks
You may choose to include photos and stories of your current staff members and employees. These stories can demonstrate how they have progressed at your agency, what initiatives they have been a part of, and their achievements. Think of it as a way of celebrating your existing employees.
3. Clearly Communicate Organization Brand and Value
More and more candidates care about an employer’s mission, purpose, and reputation. And they research organizations to better understand what they do and why they do it. In fact, according to Glassdoor’s 2019 survey, 89% believe it’s important for an employer to have a clear mission and purpose — one that’s easy to find on a job posting.
This is why it is essential to paint a picture of what it is to work at your counseling agency and demonstrate why applicants should consider working here. To provide value to candidates, it is crucial to communicate and boost your company branding.
Think: How does your organization present itself as an employer? How are you communicating your mission and values? What is your brand story? How are you displaying your company culture? What value does your organization or this particular job present to candidates?
You can boost your agency’s brand and value in a variety of ways:
- Create thought-provoking and valuable blog content,
- Share anecdotes and achievements through social media,
- Display benefits and opportunities in paid ads,
- Add current staff and employee stories on your careers page,
- Include customer stories and testimonials to demonstrate what your organization cares about, and so on.
4. Make the Application Process Easy
A confusing and strenuous application process can discourage quality candidates from applying to your organization. A candidate-friendly application process includes:
- Making it easy to find your organization and available jobs.
- Responding to applications within a reasonable time or providing a timeline for responses.
- Communicating regularly about the hiring process.
- Making it easy to learn about your company and its mission and culture.
- Making the hiring process (pre-interview, interview with team members, and so on) clear.
- Setting clear expectations and requirements.
- Offering feedback regarding rejection.
- Collecting feedback from applicants after the process is completed.
Take time to resolve any issues that may cause friction within the recruiting process for both your agency and the candidates. Less friction will lead to more applications and a greater chance of finding the right candidate.
5. Consider Using Software
Recruitment marketing platforms and software can help you simplify your recruitment process. You can promote available jobs, offer excellent candidate experience, reduce your time-to-hire, and qualify candidates. All without complicated paperwork or processes just to get a job post out. Such software can help you get your job posts in front of the right eyes, such as recently graduated students.
For example, more than 50% of CACREP programs are Tevera members, feeding into Tevera Pro highly qualified candidates fresh to the job market. By using Tevera Pro, you can introduce your organization to this fresh batch of highly qualified candidates. In this way, Tevera Pro can play an important role in helping healthcare recruiters and employers put their brand in front of top candidates, even before they graduate.
With Tevera Professional, your business can:
- Create free profiles that candidates can view
- Create specific and detailed job postings, and
- Browse candidates’ profiles to recruit them before they’re officially searching
6. Invest in Content Marketing
Content marketing helps you create relevant, helpful, and engaging content for your target audience. This type of marketing has had a tremendous effect in improving brand awareness and providing education about companies, products, and services.
And while companies use content marketing to increase visibility and get in front of their target audience, healthcare recruiters can also use such marketing as a recruitment tactic to get in front of target candidates. You can create compelling and informative content through blog posts, thought-leadership content, ebooks, videos, and so on. And combined with search engine optimization techniques, you can get the right content in front of the right audience.
Think of how your counseling agency can use content marketing to improve the candidate experience. You can showcase your organization’s values through initiatives and accomplishments. You can highlight customer stories. You can provide educational content about your services. There is much you can do through content. And making it easily accessible means that more candidates learn about your organization and consider applying to it.
When it comes to healthcare recruiting, it is crucial to find the right employees to fulfill your agency’s promise to its customers and patients. Don’t waste more time losing out on quality candidates for your counseling and psychotherapy agency. Get your marketing and HR teams together and think of how recruitment marketing can help your agency gain visibility in front of new and quality behavioral professionals.
Sign up for Tevera Professional and make it easy for qualified candidates to find you!