Candidates expect more than a one-size-fits-all experience that doesn’t reflect their unique needs and motivations during the hiring process. And if they do get what feels like a generic candidate journey, they just might move on. This can be especially true for top talent who know their worth. Persona-led candidate journeys can play an essential part in helping your organization stand out and help build stronger connections with the people you hope to hire.

What Are Persona-Led Candidate Journeys?

A persona-led candidate journey is a strategic approach to recruitment that moves beyond demographics and a job description to tap into what truly drives candidates for a specific role or job type—their motivations, challenges and career aspirations.

The power of persona-led journeys lies in their ability to reinforce your employee value proposition (EVP) to ensure that every touchpoint—whether a job description, career site, social media content or recruiter conversation—feels personal, relevant and compelling to the right candidate.

Key Benefits of Persona-Led Candidate Journeys

1. Personalized Candidate Experience: Customizing content, job recommendations and messaging according to a candidate’s persona enriches the recruitment experience, making it more relevant and engaging to convert the candidate into your pipeline.
2. Increased Candidate Engagement: By presenting information and opportunities that align with a candidate’s career aspirations and stage in the hiring funnel, persona-led journeys foster deeper engagement with your organization.
3. Improved Job Matches: Personalized job recommendations ensure that candidates encounter roles that more closely match their skills, experience and career goals for a more positive—and less frustrating— candidate experience.
4. Strengthened Employer Brand: A recruitment process that acknowledges and addresses the individual needs of candidates strengthens the employer brand, showcasing the company as one that values and understands its applicants.

How to Craft Candidate Personas

Collect Insights and Information: Start the process by gathering data. This step involves delving into the backgrounds of past successful hires, engaging with current employees through surveys or interviews, and keeping an eye on prevailing industry trends. Aim to collect diverse details, such as demographic information, job preferences, motivations and aspirations related to their careers.

Create Segments: Organize your potential candidates into clear segments that share common attributes. These segments will serve as the groundwork for developing your candidate personas. Typical segments might encompass categories, such as recent college graduates, or be role-based, like a nurse specializing in critical care.

Highlight Challenges: Pinpoint the specific challenges and obstacles faced by candidates within each segment as they navigate their job search or seek career progression. These challenges could range from achieving a satisfactory work-life balance to meeting salary expectations to finding opportunities for career advancement.

Understand Aspirations and Drivers: Get to the heart of what propels candidates forward in each segment. Is it the pursuit of a rewarding career, the desire for swift professional growth, or the search for an employer whose values resonate with their own? Clarify their underlying motivations and objectives.

Build Rich Personas: Using the insights from your research and segmentation, construct comprehensive candidate personas. Assign each persona a name and a visual identity to bring them to life. Flesh out each persona with critical details, including their job title, educational background, career ambitions, key challenges, where they go for news and entertainment, and what motivates them. This step transforms abstract data into tangible, relatable profiles that can guide your recruitment strategy.

Implementing Persona-Led Candidate Journeys on Your Career Website

Implementing persona-led candidate journeys on your career site involves identifying key candidate personas, mapping out their typical journey from job discovery to application to conversion into a talent community, and pinpointing where personalization can have the most impact. Think about:

• Improving ways to streamline navigation by creating easy pathways by persona.
• Removing friction by tailoring the apply process to different experience levels and job types. Develop and deliver content that caters to each persona’s needs, whether through personalized job recommendations, company insights, testimonials or storytelling,
• Adding rich content to job postings, such as a day in the life video, and authentic job expectations to encourage self-selection from candidates who might not be the right fit.

Utilizing analytics to track interactions across the journey will help you continuously optimize your persona-led journeys too.

The ROI of Persona-Led Candidate Journeys

In a recent Candidate Experience Report by Career Plug, 36% of job seekers said they have declined an offer because of a negative experience while 66% of candidates said that a positive experience influenced their decision to accept an offer. Adopting persona-led journeys yields significant improvements in recruitment outcomes, including higher application completion rates, improved candidate quality, reduced time-to-hire and stronger employer branding.

As an employer brander, you’re sold on storytelling. You know deep down in your heart that the people you want to hire aren’t going to be satisfied by reading a list of your company’s values on the career site. They want to see them in action. What does growth look like? How do coworkers collaborate and celebrate successes? What’s the reality of a day in the life for someone in the same role?  

When these questions are answered by your people, the effect is powerful not only for attracting and engaging new talent but also for inspiring pride and advocacy in employees. And with every story, your EVP, personas and messaging framework collectively serve as your strategy’s north star — guiding your approach to storytelling in ways that will connect with the right audience, stir emotion and leave a lasting impression.

Budget, resources and time can challenge even the most “sold” employer brand leader to get a working plan off their vision board. How to begin can seem daunting, but when mapped across the entire talent lifecycle, the incredible possibilities of such stories are endless, too. So, let’s think about a realistic and very doable plan in the forever classic crawl, walk, run approach.

Crawl: Start with the Basics

Oh, where to begin? A great way to start is by developing content in the form of an employee Q&A blog series. Create a standard set of persona-led questionnaires to make the process scalable, easier to produce and focused on connecting with your target audiences internally and externally. Think of the resulting blogs as storytelling snapshots with bite-sized insights perfectly tailored to specific talent groups. For example, if your target persona is a group known to be ambitious problem-solvers, include a question that invites them to share a memorable challenge they successfully tackled or learned a ton from.

Add some at-work or at-play photos to the mix (bonus points if they’re candid) and you’ve got yourself the start of some very clickable and sharable content. Across relevant career site pages, job descriptions, social posts, nurture campaigns and even your company’s intranet or newsletter, a blog series can be the gift that keeps on giving when integrated into a wide variety of activations.

Walk: Take It up a Notch

Next, consider stepping it up to UGC (user-generated content) videos. Get employees and leadership excited and comfortable with the idea. Frame the exercise as a way to share authentic stories about being part of the team because an employee’s point of view is the ultimate job description. Provide clear guidelines and a prompt for each video request, such as “What’s your favorite thing about working here?” Even better, share an example or two of great UGC videos to inspire employees. While you can also offer optional training or tools to help with audio and video quality, like phone stands or ring lights, the camera on their phone or laptop is likely all that they’ll need. We really want to keep these real.

YouTube UGC videos versus brand-produced videos receive 10 times more views. As a dynamic element to your many talent touchpoints, imagine the impact on generating very meaningful engagement and quality conversions. And don’t forget to acknowledge and celebrate the employees who participate. Shining a spotlight on their stories company-wide helps build trust and jump-starts advocacy.

Run: Invest in Production

Moving right along, give serious consideration to investing in a professionally produced video series. Now, don’t worry. “Produced” doesn’t mean polished to the point of perfection. Authenticity still reigns supreme, but a little cinematic flair can go a very long way. Produced videos can creatively highlight key stories, showcase leadership or bring your EVP to life in a way that’s consistent with the look and feel of your employer brand that adds yet another level of credibility. Plus, the footage, including the bloopers, can be cut and recut into all sorts of applications to motivate and retain top talent.

The ROI of Storytelling

Investing in storytelling isn’t just a feel-good exercise; it’s also a business decision. According to LinkedIn, candidates are 3x more likely to trust a company’s employees over the company itself. By sharing real employee stories, you’re building trust, shaping perceptions, engaging candidates and fostering a sense of belonging before a candidate hits the “apply now” button or a new hire fires up their brand-new laptop on day one.

When tenured employees see their stories valued and shared, it deepens their connection to your organization. They can become your most authentic ambassadors, amplifying your brand to their networks and expanding your organic reach exponentially all by genuinely wanting to share this type of content.

So, whether you’re crawling, walking or running, the key is to start somewhere and make authentic storytelling an ongoing and highly rewarding journey.

In this time of economic uncertainty and job insecurity, power has swung back from the job seeker to the employer in the hiring process. Combine this with possible lingering resentment from employers being “ghosted” by candidates and the job hopping of the last few years, hiring companies may be less invested in the candidate experience. Eight in ten hiring managers admit to “ghosting” candidates, and Kevin Grossman of ERE Media, Inc. predicts the “candidate experience will be in a free fall in 2025.” This is the time to positively differentiate yourself from your competitors and foster good will among job seekers.

A poor candidate experience can cause damage to your company’s reputation. According to Lisa Shuster in Forbes, “Not responding to candidates who take the time to apply or express interest in an open position can lead potential hires to believe your company doesn’t treat job seekers well or value its people. This sentiment can spread and harm your employer brand because applicants you’ve ‘ghosted’ won’t hesitate to leave poor online reviews and tell everyone in their networks.” While you may see a minimal impact upon your company’s reputation in the current economic climate, good candidates may still “ghost” you in favor of another job offer or may not apply at all. Those negative online reviews also don’t disappear so they can cause long-lasting damage to your company’s reputation and, when the pendulum swings back in favor of job seekers, your company may be on the outside looking in.

One consequence of a poor candidate experience you may not consider is damage to your overall business. As Lisa Shuster notes, “When my company iHire surveyed a Qualtrics panel of 600 U.S. job seekers this past March, we found that nearly 40% of candidates would be less likely to interact with a brand in the future (buy their products, follow them on social media, etc.) if they applied and didn’t hear back from the employer.” If job seekers feel slighted, the impact can go far beyond considering any future openings and affect the bottom line of your business. On the other hand, cultivating a positive job candidate experience can help your overall business. According to Kevin Grossman, a positive candidate experience can result in “more referrals, more revenue, and more brand advocacy.” As you can see, how you treat job candidates can reverberate across your whole company.

Here are some suggestions:

1. Ensure that there is an automated message confirming that the application has been received, and, if possible, an estimated timeline of the review process. The less mystery, the better!
2. If the job opening is for a hard-to-fill position (physicians, nurses, etc.), personal outreach from a recruiter will make a difference. A generic and/or automated response just won’t cut it.
3. Notify candidates in a timely manner if they are not being considered for the opening. They will appreciate the respect instead of silence.
4. For those no longer being considered for an opening, offer to add them to your company’s “talent community” (if you don’t have one, now is a good time to create one) so they may receive notifications of future openings they may be interested in and insights into what’s happening at your organization to keep them engaged.
5. For those you are considering for an open position, send regular updates at every stage of the hiring process, especially if the steps are taking longer than expected following an interview.

Job candidates have always valued genuine contact and honest feedback in the recruitment process and this is especially true now, when they feel less empowered and more vulnerable. Timely and genuine communication with a candidate will not only affect your ability to recruit the best candidates, but also can generate good will that helps your company in the long run.

In a rapidly evolving healthcare landscape, CEOs of health systems are laser-focused on one paramount goal: improving patient care outcomes. According to Becker’s Hospital Review, this priority tops the list of health system C-suite initiatives for 2025. Yet, achieving this goal hinges on having the right physicians in place — a challenge that underscores the value of a robust physician recruitment function.

A strong recruitment strategy does more than fill vacancies. It also accelerates the time to hire, secures top-tier talent and minimizes the organizational and financial costs of prolonged vacancies. Here’s how:

1. Faster Hiring = Better Patient Outcomes

Physician vacancies create a ripple effect throughout the organization, impacting patient care delivery, staff morale and operational efficiency. Overburdened physicians may experience burnout, leading to errors, patient dissatisfaction and even higher turnover. A well-oiled physician recruitment function ensures your health system hires quickly, keeping teams fully staffed and maintaining high quality care standards.

Key Insight:

Every day a critical physician role remains vacant, patients may face longer wait times and diminished access to care. This can jeopardize a health system’s ability to meet quality benchmarks, adversely impacting patient satisfaction scores and reimbursement rates.

2. Quantifying the Financial Benefits of Reducing Time-to-Fill

Beyond quality-of-care metrics, unfilled physician roles have a direct financial cost. The average physician generates $2.4 million annually in net revenue for their organization, meaning every day a position goes unfilled translates to lost revenue.

Organizations can quantify this impact using tools like MissingPhysician.com, which calculates the financial windfall associated with reducing time-to-fill. This data allows CEOs and CFOs to see the tangible benefits of investing in physician recruitment infrastructure.

Example:

A specialty like cardiology, with an average time-to-fill of 180 days, could result in a $1.2 million revenue loss during that period. Reducing time-to-fill by even 30 days can recapture $200,000+ in revenue.

3. Investing in Recruitment Yields Long-Term Gains

Physician recruitment isn’t just about speed; it’s also about building relationships, understanding market dynamics and strategically aligning talent acquisition with organizational goals. By investing in a dedicated recruitment function, health systems can:

• Access a larger, more diverse candidate pool.
• Strengthen employer branding to attract high-caliber candidates.
• Enhance retention by identifying candidates aligned with organizational culture and long-term objectives.

Practical Action Steps:

• Utilize data-driven strategies to forecast workforce needs.
• Partner with recruitment specialists skilled in reducing time-to-fill for hard-to-recruit specialties.
• Integrate tools like MissingPhysician.com to align recruitment goals with measurable financial outcomes.

As CEOs champion better patient care, they must recognize physician recruitment as a cornerstone of this mission. A seamless, efficient recruitment function ensures that the right talent is on board to deliver on the organization’s promise of quality care. Moreover, linking recruitment success to financial metrics, such as reduced time-to-fill and lost revenue recovery, can secure buy-in from key stakeholders across the C-suite.

Physician recruitment is an operational necessity, but it’s also a strategic lever to achieve top-tier patient care and financial sustainability. By prioritizing recruitment, health systems can address the CEO’s #1 priority for 2025 while simultaneously unlocking significant financial gains.

Want to explore the financial impact of reducing time-to-fill at your organization? Start your journey toward recruitment excellence today.

People often first encounter a company via their job postings. While companies are well versed in presenting job duties and requirements, company culture, benefits and other quality of life considerations, they often forget the most basic thing: presenting the information and the job details in a well formatted, succinct and error-free posting. According to a survey by Indeed, “52% of job seekers say the quality of a job description (e.g. spelling, grammar, role description, formatting) is ‘very’ or ‘extremely influential’ on their decision to apply for a job.” Therefore, it is imperative that companies take time in posting their openings to their applicant tracking system and on job posting sites, such as Indeed and ZipRecruiter.

Here are some ways to create a professional-looking and easy-to-read job listing so that the candidate knows the duties and requirements and also comes away with a positive view of your company. Even if the candidate does not apply, they may keep your company top of mind for future job openings.

1. Make sure everything is spelled correctly, especially in the job title. A spellcheck program will find most spelling errors but be sure to read the listing again because no spellcheck program is perfect and often misses nuances that can result in an incorrect recommendation.
2. Use a consistent font of large enough size to read on multiple types of devices. What may seem like a good font size on a desktop may be too small to be read on a cell phone. And a listing with a variety of fonts gives the impression that the person who posted the job just blindly copied and pasted from one or more documents.
3. Avoid any grammatical errors. Again, a spellcheck program can spot many issues of this nature. However, be aware that many of these programs are less accurate in this regard so give extra thought to any recommendations from the program. An additional, careful read may be more reliable than any program in some situations.
4. If you copy/cut and paste from another document, make sure special characters (e.g., apostrophes, bullets) appear correctly. They may appear as question marks or other characters that are incorrect. Also, make sure any dates have not passed or are still relevant.
5. Bolding and italics are great ways to highlight items like sign-on bonuses, but don’t overdo their use or the job seeker may be confused as to what is most important in the listing.
6. Use headers and bullets or numbered lists for duties and qualifications. Doing so allows the job seeker to quickly assess what the job does and requires. Listings that put everything in a handful of paragraphs are harder to read and the job seeker may abandon the posting rather than sort through that information.
7. Do not make your listings overly long. According to Remko Glatzhofer of Indeed, “Shorter job posts (1-300 words) had significantly higher-than-average apply rates per view (the number of applications the job post got divided by the number of views).” Here are some ways you can keep the word count down in your posting:
   • First and foremost, only include information relevant to the job title, department, etc. For example, if you are hiring for an emergency department RN, do not have a generic nurse listing that includes qualifications for every department at your facility. Job seekers will not want to search for information pertinent to the position they are interested in. Also, limiting your qualifications only to the relevant job should dissuade unqualified candidates from applying.
   • You do not need to include any requirements that would seem obvious, especially if a more detailed requirement is also listed (e.g., if the IT tech position requires knowledge of a specific programming language, “computer experience” is completely unnecessary), or if the requirement is extremely basic (e.g., “ability to listen to others”).
   • If you have any qualifications listed as preferred, ask yourself if they are necessary for the person to qualify for the job. A few preferred items here and there are okay, but a potential candidate may feel unqualified and not apply if confronted by a list of preferred qualifications.
   • Avoid duplicating information. If you have benefits, for example, early in the listing, you shouldn’t list them again later. Also, if the earlier information doesn’t completely match up with the later information, it may confuse job seekers.

Investing in the appearance and readability of your posting from the beginning can potentially increase not only the number of applicants, but also the quality of those applicants. If your listing looks poorly written or requires too much time to read and understand, you may lose out on a quality candidate for not only the initial job listing they encounter, but any future listings. A well-formatted, professional-looking listing helps to win over a job seeker to an opening and to your company overall.

Timing is everything in recruitment. While certain months are peak hiring seasons for some industries, real success comes from a consistent, year-round effort. That’s where a smart checklist makes all the difference. It ensures you stay ahead, ready to connect with top talent and fill roles efficiently. To help you get started, here are some ideas you can build on to craft a checklist customized to fit your hiring goals.

January & February

• Develop a detailed and organized onboarding process — or refresh your existing one — to kick-start a new hire’s journey. A great onboarding experience sets a positive tone and establishes the foundation for lasting engagement and retention.
• Review your pipeline and reconnect with candidates you haven’t been actively engaging. They may not be open to a new job or conversation, but reaching out is never a missed opportunity.
• Start planning for spring, when new graduates (who are eager to start their careers) are entering the job market. While many employers often overlook new grads, viewing them as inexperienced, they typically bring fresh ideas, strong tech skills and a passion for learning.

March & April

• Create a conference engagement plan. Choosing which conferences to attend shouldn’t be left to chance. Some events will offer far more benefits than others, but the value you gain will depend on your specific goals.
• Establish your pre-conference marketing strategy. How will you measure success at the event? Through the number of new email leads you capture or the number of interviews generated? The answer may vary, but using consistent metrics across all your conferences gives you a meaningful comparison.
• Start building a conference playbook with key contacts, phone numbers, budgets, receipts and anything else you might need. Think of a playbook as your survival guide. If anything goes off track, a playbook keeps everything at your fingertips. It also frees up your mind so you can stay focused and fully engaged at the conference.
• Identify key dates in your industry — conferences, special events, observance days — and start crafting relevant content to share with future hires. For example, if you’re recruiting nurses, you could create content for National Nurses Week each May. In construction, you might earmark content for National Safety Month each June.

May & June

• Remember the goals you set in January? Review your progress and adjust, as necessary.
• Start prepping for fall career events. Late September and early October are the most popular times for career fairs, and graduating students are motivated to start looking.
• Create templates for invitations or social media posts for career events — and don’t forget to include a booth number, contact information and a link for registration.

July & August

• Reevaluate your employee value proposition (EVP) and brand. There’s ample evidence that a strong employer brand doesn’t just attract top talent — it drives real results. LinkedIn reports that 72% of recruiting leaders worldwide agree that employer brand has a significant impact on hiring. With a great EVP, you’ll fill roles faster and save on recruitment costs, all while boosting your bottom line.
• Evaluate responses from candidates you’ve engaged with over the year and find opportunities to refine and improve your job titles, posts and other messaging. Which subject lines got the most responses? Does one job post stand out and why? For inspiration, check out 12 Tips for More Effective Indeed Job Titles and Mastering the Art of Effective Job Descriptions.

September & October

• Assess your sourcing and marketing tools. Finding the right candidates is an art that needs targeted search capabilities and more. You should also start figuring out your top hiring priorities for the upcoming year and decide which recruitment tools to implement.
• Rethink incentives and compensation for your roles. Start with a hard-to-fill position and ask, “What does the ideal candidate for this role look like?” Use those traits to sharpen your search and adjust the incentives to attract the perfect fit.
• Review your budget and expenses compared to last year and start planning for the year ahead.

November & December

• The holiday season is the perfect time to recruit for many organizations. End-of-the-year rethinking has people reexamining their future, and you should take full advantage of it. Many potential candidates also have slower schedules or days off, which means more time to read your emails, search job boards or take a recruiter’s call.
• Review recent and past hires — and their lead sources — for valuable insights to improve future recruitment efforts. Do most of your hires come from the same source? Are some sources underperforming in lead generation? Ultimately, your ability to make quality placements hinges on how effectively you source candidates, so understanding where your best leads come from is crucial.
• Do you have candidates you want to hire, but know they’re not ready to sign on? Don’t risk losing them to a competitor or indecision. Try writing a letter of intent or “offer letter.” It serves as a written expression of mutual interest and good faith from both parties. While not legally binding, it can help candidates take an important mental step toward formalizing an employment contract.

Ready to step up your recruitment game? A smart checklist is your secret to staying ahead, no matter the season. Whether you’re gearing up for the next hiring wave or fine-tuning your year-round approach, AB&C is here to craft a custom plan that aligns with your unique goals and keeps you ready to attract top talent. Let’s talk.

Work and workplaces are changing at lightning speed. For organizations to operate efficiently to achieve success in today’s environment, it requires increased diligence and a willingness of business functions to collaborate. For instance, the overall aging of the population, organizations’ desire for the efficient and effective search for new customers, a rise in the use of technologies and artificial intelligence, variable return-to-the-office company policies and an increasingly competitive market for talent with in-demand skills is creating a greater need for marketing and human resources (HR) professionals to work together.

Marketing and HR are interdependent business functions that share similar goals, but for different audiences. Marketing is responsible for understanding and enforcing an organization’s brand and communicating it to customers to increase awareness, usage, loyalty and referrals. HR is responsible for understanding the needs and desires of an organization’s workforce, imposing employment branding and ensuring an organization is perceived positively by external candidates and internal staff who fulfill customer brand promises.

Your marketing team should work with your talent acquisition team to ensure they are bringing in talent that seeks to fulfill the organizational brand promise. HR can lean on marketing’s understanding of the unique components and needs of prospective audiences to bolster the hiring process with brand authenticity tied to your organization’s overall strategy.

According to LinkedIn’s report, The Future of Recruiting 2024, talent acquisition teams will need “new skills, new tools and agility to attract, hire and retain the best talent.” LinkedIn Research surveyed 1,951 recruiting professionals and hiring managers across 23 countries between October and November 2023. The research found that 49% of those surveyed say that employer branding will shape recruiting over the next five years, trailing only the need to measure the quality of hires (54%). In addition, employer branding is the recruitment function that’s expected to receive the greatest increase in spend with 57% of respondents predicting their investment in employer branding will increase in the coming year to match their authentic look and feel and the reality of what prospects find on employer review sites.

The Deloitte Insights 2024 Global Human Capital Trends survey of 14,000 business and human resources leaders across multiple industries and sectors in 95 countries identifies a mindset shift for HR — what Deloitte terms “boundaryless HR,” the adoption of a “different set of practices, skillsets, metrics, technologies and even structural changes.” The survey report emphasizes that “For many organizations, nothing is more important than its people … Human connections drive the majority of value for an organization, including revenues, innovation and intellectual property, efficiency, brand relevance, productivity adaptability, and risk.” Over 80% of executives surveyed said working with other disciplines to solve business problems, improve employee engagement, align HR practices to the overall business strategy and create brand ambassadors is increasingly performed across functional boundaries.

These research surveys highlight the importance of marketing and human resources professionals working together to build and maintain an employment brand.

Good employment branding can help an organization attract higher-quality candidates, making it easier to fill job openings. It can also boost employee morale, engagement and retention by highlighting points of pride and commonality for employees. Good employment branding can give customers a positive image of — and correct misperceptions about — an organization. This is why HR and marketing professionals should work together to ensure that all external marketing and branding — employment and customer — is consistent across all media channels.

Hear are four tangible ways that HR and marketing can work together to make your employment branding equal your customer branding.

• Onboarding – Create an employee onboarding program that is based on your organization’s mission, vision, values and brand promise to spread the right messaging and get buy-in from the start of every staff member’s employment journey.
• NIL (Name, image, likeness) – Don’t use stock photography for marketing materials. Highlight staff quotes, personality and likeness in messaging and imagery in all internal and external marketing communications.
• Brand ambassadors – Your organization’s story and people are the foundation for your employment brand, and employees can be the best brand ambassadors of your organization’s values. Aligning and communicating your brand message effectively throughout your organization supports marketing’s mission of sharing it with customers and HR’s mission of sharing it with talent prospects.
• Social media – Just as marketers leverage social media to reach customers, HR can utilize social channels to bolster talent acquisition. Build and foster a consistent and active social media presence and encourage staff to speak freely. Promote your organization and staff achievements and accomplishments to enhance the perception of your brand internally and externally, as well as reach and engage talent.

There should be no line between marketing and HR in collaborating to ensure your employment brand is strong, driving your culture and helping to attract top talent, and to ensure that employees are sending out the right brand message to your organization’s customers through their actions and words.

As a recent graduate or entry-level marketer, you’ll quickly realize that not all marketing is created equal when you step into the vibrant world of marketing. One area that stands out for its unique challenges and opportunities is recruitment marketing. This specialized field blends traditional marketing techniques with human resources to attract and engage potential job candidates. In this blog post, I’ll delve into what makes recruitment marketing unique and how it differs from what you’ve learned in your undergraduate journey.

What is recruitment marketing?

Recruitment marketing is the process of promoting a company as an employer to attract and engage top talent. It involves discovering and promoting a strong employer brand, utilizing various channels to reach candidates, and ensuring a positive candidate experience. While traditional marketing focuses on attracting customers to buy products or services, recruitment marketing aims to attract candidates to join an organization by ensuring their target audience aligns well with the company’s core brand and, more importantly, its values and identity.

What are the key differentiators?

Understanding the key differences between these two styles of marketing was daunting in the beginning of my career. We’ve all heard the term “value proposition” a thousand times over during lectures, but during my first meeting as a new hire, I had heard the term employer value proposition (EVP) for the first time. What is an EVP, you ask? An EVP highlights the distinct advantages prospective employees gain by joining a specific business. It encapsulates the core of the company’s identity: their values and what they provide. This is something that new grads and entry-level candidates are seeking when applying for new positions. Studies show that 84 percent of the world’s top 100 most attractive employers (as defined by college students) have something in common: An employer value proposition (EVP), also known as an employee value proposition (EVP).

Let’s dive into what a company does to differentiate between its employer value proposition and the company’s core brand and identity!

Core Brand and Identity

The core brand and identity encompass the company’s overall image and reputation in the marketplace, including its mission, vision, values, products, services and market positioning. This is what we are commonly taught while in school and it provides is an important piece in setting the tone on how the company wants to be perceived. Not only that, but it also allows a company to set clear goals and begin thinking about the type of talent that they want to attract. Below are some examples of the building blocks that go into establishing your brand:

• Mission and Vision: Overarching goals and long-term aspirations.
• Values: Guiding principles and beliefs.
• Brand Promise: Consistent customer expectations.
• Visual Identity: Logos, colors, typography and design elements.
• Voice and Tone: Communication style with the audience.

Employer Value Proposition (EVP)

As mentioned, the EVP is the unique set of benefits and values offered to employees, designed to attract, motivate and retain them. This is something that is overlooked in higher education and should be taught while learning about the function of human resources. It is pivotal for a company to attract the right talent, but that’s only half of the battle. By clearly communicating your EVP and upholding its messaging, you can save precious time and money. Studies suggest that “Organizations that effectively deliver on their EVP can decrease annual employee turnover by just under 70% and increase new hire commitment by nearly 30%“. Elements that go into establishing your EVP are as follows:

• Compensation and Benefits: Salary, health benefits, retirement plans, etc.
• Career Development: Training, growth and advancement opportunities.
• Work Environment: Company culture, work-life balance, workplace atmosphere.
• Recognition and Rewards: Acknowledgment and rewards for contributions.
• Purpose and Impact: Meaningfulness of work and impact on the company.

Conclusion

Recruitment marketing is a unique and exciting field that requires a blend of traditional marketing skills and a deep understanding of human resources. By recognizing the differences between traditional and recruitment marketing and by focusing on building a strong employer brand, creating engaging content and leveraging the right channels, you can excel in this dynamic industry.

Stay curious, stay innovative and please don’t hesitate to reach out to me if you have any questions about recruitment marketing! If not, let’s still connect and potentially collaborate.

Compelling content is a driving force behind successful physician recruitment marketing. Creating original content — think blogs, social media posts, infographics, and videos — can educate your audience and help you build relationships. After all, that’s what recruiting is all about, right? But coming up with fresh and engaging ideas is a whole other ballgame. That’s why we’ve created a list of seven valuable content ideas to help you capture the interest of physicians.

1. Express your gratitude on important recognition days. A full calendar of days, weeks, and months—such as National Doctor’s Day (March 30, 2025) and Women in Medicine Month (every September) — offers ideal opportunities for content marketing. Use the opportunity to engage with physicians and display your organization’s culture while showing appreciation and support for the people who make healthcare thrive. Other events on the healthcare calendar like National Depression Screening Day (October 10) and National Kidney Month (every March), also offer opportunities to raise public health awareness, promote preventive care, and talk about physicians in related specialties. Here’s a calendar of health observances and recognition days to get you started.
2. Use testimonials to harness the power of trust. Host brief Q&A sessions or one-on-one interviews with physicians and leaders within your organization to gather valuable perspectives and insights. You should prepare four or five thoughtful questions, including one like, ‘What made you choose (your organization’s name) for your career? Turn these responses into compelling testimonials that highlight your organization’s strengths, using direct quotes to add authenticity and impact. According to behavioral science, people respond more positively when they trust the information, so you could also feature testimonials from other respected industry voices to help build authority and connect with physicians.
3. Publish content that focuses on technology and innovation. Technology is revolutionizing healthcare, and physicians play a pivotal role in driving innovation and adopting new technologies. According to a survey by the American Medical Association (AMA), 85% of doctors believe digital health solutions can positively impact patient care. Physicians are also optimistic about digital health’s potential to enhance practice efficiency, improve patient safety, boost diagnostic accuracy, and even reduce burnout. To gain physician interest with your content, focus on product launches, technological advancements, and time-saving integrations that align with their core interests.
4. Share industry insights and updates that set your organization apart. Physicians are always eager to stay informed about the latest advancements in their field. Go beyond the headlines they might see elsewhere and tailor your content to highlight how your organization is not just keeping up but setting the standard. Whether it’s innovations in practice management, workflow improvements, or key trends in the medical specialties you’re recruiting for, connecting industry news to your own initiatives can provide value and position your organization as a true partner in physicians’ career growth.
5. Broadcast your efforts to address clinician well-being. Overwork, administrative burdens, and burnout are real challenges, so use your content to discuss how your organization is tackling these issues. Promote initiatives like wellness programs, peer support networks, or platforms that foster physician connections. By showing your commitment to clinician well-being, you position your organization as a supportive and caring workplace.
6. Shine a spotlight on real-world patient clinical experiences. Sharing detailed case studies that focus on clinical outcomes gives candidates a firsthand look at the meaningful work being done. By emphasizing success stories of innovative treatments, collaborative care, and new initiatives your organization is implementing, you create a powerful narrative that underscores your commitment to innovation and quality care. This approach goes beyond the typical recruitment pitch, giving physicians a compelling reason to see your organization as a place where they can make a true impact.
7. Maximize the value of third-party content by repurposing it creatively. This not only gives you opportunities to engage your audience and provides a nearly endless stream of content, but using credible sources also strengthens trust and authority. Whether you write an article inspired by a podcast or turn important insights into a social media carousel or infographic, always (always, always) remember the golden rule: give full credit to the original author(s) or organization(s), and link to the source — no exceptions.

Every piece of content you create can help connect with physicians and strengthen your brand as an employer of choice. At AB&C, we specialize in crafting content that resonates with healthcare professionals — and beyond — and helps attract top talent. Let’s talk about creating a recruitment marketing strategy that sets you apart and drives real results.

If you are reading this blog post, you probably understand the pivotal role that a seamless application process plays in attracting and retaining top talent. Today, we’ll delve into the importance of simplifying the application process, particularly on mobile devices, and explore strategies to enhance the experience for both candidates and your recruitment team.

Mobile Matters

In an era where mobile devices dominate, it’s essential to acknowledge that most job seekers conduct their searches on handheld devices. Have you ever attempted to navigate your applicant tracking system (ATS) on a mobile device? If so, you’ve likely experienced the challenges that an intricate process can pose. Recognizing the prevalence of mobile job searches (60–70% of visitors to most sites AB&C maintains), you must ensure that your application process is optimized for mobile users. A user-friendly interface that is quick and easy to use on a handheld device is not just a convenience but a necessity in attracting a diverse range of candidates.

Alternative Calls to Action

For roles that are harder to fill and could benefit from a more human touch to the application process, consider implementing alternative calls to action. Provide a quick and straightforward method for candidates to express their interest. This initial step is not a substitute for the comprehensive application process but serves as a strategic starting point. Empower your recruitment team to take the lead in guiding candidates through the application process. By offering personalized assistance, recruiters can address concerns, provide clarity, and ensure that candidates feel supported at every stage. For positions with too many candidates, leave the full ATS application process in place.

Efficiency in Recruitment

Simplifying the application process is not about shortcuts but about efficiency. A streamlined process not only enhances the candidate experience but also enables our recruiters to focus on doing what they do best: ensuring that the right candidates progress through the hiring pipeline smoothly. Minimize the number of fields in your forms. Only ask for the bare minimum info your team will need for effective follow-up.

A Candidate-centric Approach

Ultimately, simplifying the application process is a testament to your commitment to job seekers. It’s about respecting their time, acknowledging their preferences, and fostering a positive impression of your organization from the very first interaction. By simplifying the application process, you not only enhance the candidate experience but also position yourselves as an employer of choice.

I hear you.
I understand.
I’ve got your back.

When it feels like nobody gets you, can relate or extend a helping hand, it’s isolating. However, heartfelt and simple words like the above from another person can make a real difference.

Having an ally—a person who uses their own influence and makes a conscious effort to help another who is facing an adversity—is powerful. That power comes from knowing you are supported. It builds confidence that can be transformational and sow greatness, especially at work.

Building allyship between colleagues can only stem from an established foundation of mutual respect. In recent years, we’ve seen increased and purposeful efforts across organizations do just that through diversity, equity, inclusion and belonging (DEIB) programs. A recent Pew Research report noted that while there were marked differences by race, ethnicity and age to survey questions about the influence of these programs, 72% of workers confirmed that DEIB-related policies and resources have had a positive impact where they work. Often, Employee Resource Groups (ERGs) play a very important role in that success as do the allies that support and advocate for them.

Inclusion and allyship go hand in hand. How else can the often-stated claim from organizations that employees can be their true selves at work ring true without a culture that extends a safety net for open conversations and active listening?

Microsoft has had an allyship program in place since 2020 and I particularly like how they describe it as a different kind of diversity program “inspiring people to be better allies—and be OK with making mistakes.” The stated goal of the program is to provide their team with the language they need to discuss different viewpoints and difficult things inclusively and with empathy. It’s a noble one and bound to be imperfect. And that’s even with a two-year runway to develop it with a team of neuroscientists. People will unquestionably make mistakes but that’s no reason to not encourage allyship.

Making progress rather than perfection can be a very achievable goal. Efforts can start by communicating some of the basics on how to be an ally like these:

Always be curious. Take the time to learn about cultures, experiences and identities that are different from your own. By gaining a deeper understanding, you’ll deepen your empathy for others. Even more so, this type of education will also help ensure that well-intentioned, but out-of-touch communication misfires can be avoided.

Don’t stay silent. Speak up when your microagression radar pings. And use that opportunity not just to correct, but to explain why some words are truly harmful.

Be the change. Actions speak, so think about ways to actively show support for DEIB and ERG initiatives or offer mentorships to underrepresented employees in an impactful way.

The investment in fostering a more equitable work environment is important. Think of the appreciation for that investment from employees who genuinely need more people in their corner. Plus, it is an investment in creating a more empathetic and engaging culture.

A 2023 study by the Harvard Business Review indicated that organizations that integrated allyship into their core values and provided ongoing training saw a 34% increase in employee engagement. By incorporating the stories of allies into your employer brand activations and advocacy program, you can reinforce to each other, as well as prospective employees, that you’re committed to building a diverse and inclusive workforce. These stories add authenticity and depth to your messaging, demonstrating that your organization isn’t just talking the talk—you’re walking the walk.

The below tips are geared primarily toward Indeed since it is the #1 job site in the world, but they can also be helpful for other sites that list your open positions.

Although Indeed does have a page mentioning job titles, they do not offer any real details. The list at the bottom of the page may provide some helpful terminology for you to use in your job titles and possibly increase the chance of your listing showing up in job search results. However, the list is not all-inclusive and you may not find one appropriate to your opening or needs.

The following guidelines are ones you should consider in writing job titles for Indeed and possibly other sites. Additionally, I have included a couple items to avoid violating Indeed’s guidelines, which could result in your position or positions being delisted on their site.

1. First and foremost, make sure everything is spelled correctly. If a job title is misspelled, it may not come up in job seeker searches.
2. If possible, try to keep the number of characters (including spaces) for the job title to 35 and under. If you need a longer job title, that’s fine but it should still be under 60 characters. Indeed allows more, but the more characters you use, the less information is visible in search results, especially in mobile searches.
   • Tip #1: You can use “&” instead of “and” if your job title is getting long.
   • Tip #2: It is acceptable to use “Sr.” or “Sr” as a substitute for “Senior” to keep the number of characters down.
3. Keep a job title to the basics, like “Customer Service Representative” or “Cardiac Sonographer.” If the position is one where a discipline is important, include that as well, e.g., “Registered Nurse, Medical/Surgical.” Nursing positions (and others like them) can cover a wide range of speciaties so this may be necessary.
4. Make sure any terms in the job title are terms the job seeker would use as a search term or would get the results you aim for. For example, while “ASU” may have meaning to the job poster, 1. It’s likely to bring in job types totally unrelated to yours and 2. It is not a search term most job seekers would use.
5. Avoid using abbreviations except for the common industry-recognized abbreviations. A job seeker may use the search term “RN” but is much less likely to search using “Mgr.”
6. You may also use the abbreviation in addition to the full term (e.g., Registered Nurse, RN), provided it does not make the job title too long. However, in many cases like this RN example, you shouldn’t need to include it with “Registered Nurse.” The algorithm likely knows to incorporate “RN” in the job seeker’s search and/or that term may be used in the job description.
7. No locations (e.g., Wilmington, DE) should be in the job title. This information is obtained and used elsewhere by Indeed and only adds unnecessary length to your job title.
8. You should avoid including schedule information like “Full Time,” “Part Time,” “PRN” and “Per Diem” in the job title field. Indeed has a separate field for the schedule and should be obtaining the required information from the jobs feed or scrape of your site. On a practical level, job seekers are also less likely to click on a job that is listed as “Per Diem” or “PRN.”
9. Indeed frowns upon detailed shift information (e.g., 9am-5pm) in the job title field. Indeed prefers that this information is listed in the job description field.
10. Typically, Indeed does not allow you to put sign-on and retention bonuses in the job title field unless you sponsor the listing. Please consult with your account manager and possibly also your Indeed representative to clarify the policy.
11. Similar to the previous item, Indeed generally does not allow you to include “remote” in the job title field. That designation should be mentioned in the job description and possibly in the location field in your ATS, if applicable. According to Indeed, their system should automatically assign a remote designation if these steps are followed. If that is not happening or you have questions about the procedure, please contact your account manager and/or Indeed representative.
12. Remember that your job titles are not set in stone. If you are not receiving the number or types of candidates you seek, you can revise and update your job title field for the job aggregators.

At its most basic, your job title should be short, simple and concise. You won’t be able to do that in every situation, especially for jobs that need to specify a discipline, but keeping that in mind should prevent you from writing overly long and thus ineffective job titles.

Download a handy PDF cheat sheet:

You’re creative, you really are. Creativity isn’t reserved for painters or musicians alone. It doesn’t even require talent. Just like learning to play the piano or throw a curveball, creativity is a skill that anyone can develop. It’s simply about finding your voice and doing things that improve upon what you’re already doing. Creativity plays an integral role in recruitment. Here are three ways to tap into your creative side:  

#1 – Practice the power of storytelling.

Since the dawn of humanity, storytelling has been central to culture. Our ancestors gathered around campfires, weaving tales without scripts, screens or props. Because you can’t just hard-pitch opportunities these days, storytelling is a powerful tool for recruitment. Humans are wired to consume and communicate via stories, and storytelling can create a candidate experience that converts. It can also help your team shine. Why would someone want to work for your company? You have a story. Tell it.

“It doesn’t matter what you know, what you have or what you need if you can’t convey it to anyone else. When you tell your organization’s story, you set the scene for candidates to ‘see’ their place in it — and your conversations are suddenly more relatable.”
– James Whittaker, author and host of the Win the Day podcast.

#2 – Craft creative job descriptions that focus on the candidate.  

Potential candidates want to visualize a career with your organization, so you need to set the scene by writing job descriptions focused on them. Exclude jargon. Skip anything generic or vague. Instead, focus on what makes your organization and opportunity unique. Start with the standout stuff like a sign-on bonus and anything that sells balance and quality of life. Are you offering flexible hours or remote work opportunities? Do you have a unique strategy for diversity, equity, inclusion and belonging (DEIB)?

A creative, well-written job description will attract the talent you want and discourage those you don’t. Describing what candidates can learn, do and become if they come to work for you will help them understand why they want to work for you.

#3 – Attract candidates who enhance your company culture.

Still trying to attract candidates who are a “cultural fit?” Some critics say that is like hiring people you’d like to have a beer with. This can lead to a homogenous culture that lacks diversity. In truth, you want to attract people who are a “culture add” — those who add to or enhance the culture you’re building. That takes creativity.

Your company culture is the “X factor” that sets you apart. So, what is it about your organization and job that makes it attractive? What’s in it for the candidate? Your culture, like your employee value proposition (EVP), is felt every single day. Your culture is synergistic. By using creative ways to attract people with unique interests, values, communication styles, etc. — those who enhance and elevate your culture — the quality of your talent will get better and better. You’re likely to keep employees longer, too.

Embracing creativity in recruitment isn’t just a strategy; it’s a necessity. So, tap into your creative side. The compelling stories you tell — and the unique culture you cultivate — will resonate with candidates, making your organization a place where they can envision their future.

We’re passionate about helping our clients recruit and retain top talent, and it all starts with a conversation. Let’s talk. 

We’re spending more than ever! Why aren’t we getting applications?

Over the past 2–3 years, I’ve heard the same thing from just about every client we work with: “Our job postings aren’t getting the candidates they used to provide.” Budgets are climbing rapidly, sometimes doubling, just to get the same number of candidates clients would have received a year ago. The worst part? Not knowing if this is a trend or our new reality (I’m leaning towards the latter).

As I look back over my career, this all seems very familiar. It started years ago, when classified advertising in the back of newspapers was the king of talent attraction (yes, I’m old). You’d receive your weekend paper and there were hundreds of local jobs to sort through as you tried to find the right position to email (or fax, again, I’m old) your resume. Like what we are seeing today, these channels became oversaturated, the candidate experience was challenging, and it gave rise to job boards like CareerBuilder, Monster and others. For hard-to-fill roles, we’ve seen the same trend in direct mail and email. It worked early, but eventually everyone started doing it and now the ROI has fallen to a point that makes these marketing tactics almost impossible to recommend.

So … what’s next? What’s the answer? How can you combat these diminishing returns?

If your job postings are yielding fewer results, it’s time to rethink your strategy. Here are five tips to enhance your recruitment efforts creatively and proactively:

1. Revamp your career site. Enhance your candidate experience by ensuring seamless navigation and a clean, attractive design. A well-designed career site reflects your brand positively and can significantly improve candidate experience, making it easier for potential applicants to find and apply for jobs. The key is to refine your candidate pathway to make it as simple as possible to:
   • Find the role they are seeking (candidate experience matters).
   • Learn about the opportunity and the organization (a strong employer brand can help reduce your cost-per-hire by 50%, and increase the number of qualified applicants by another 50% – LinkedIn!).
   • Complete an application (make sure this can happen in less than 15 minutes).
2. Leverage employee advocacy. Encourage your employees to share their experiences and job openings on social media. Authentic testimonials and stories, both written and in video, from current employees can attract high-quality candidates by providing a genuine glimpse into your organization. With younger generations not trusting advertising, yet finding tremendous value in reviews, this is your way to provide real-life reviews of your mission, vision, culture and values. They may not trust the message when it comes off as a sales pitch, but when they hear it from someone they know, or from someone who is in the role they are hoping to be hired into, it matters.
3. Implement proactive recruitment strategies. Start building a talent pipeline by strategically identifying and engaging with potential candidates you know you will need now and well into the future. Use networking events, industry conferences and social media to connect with professionals who might fit your needs. Build awareness now to attract talent in the future—and the word ATTRACT is the key. Using this approach helps us to stop spending reactively and replaces these efforts with a long-term goal of attracting talent that has heard of your organization and is looking forward to their future as part of your team.
4. Use targeted content marketing. Create valuable content that appeals to your ideal candidates. Blog posts, videos and social media content that showcase your company’s personality, culture and values can attract passive candidates who align with your organization’s mission and vision. This approach showcases your thinking and approach to your industry and can provide exciting views into your organization that candidates can’t otherwise find. It also can provide some of your best advocates with a voice and avenue to deliver messages on what they see as most valuable within their career and your organization.
5. Get creative. When others continue to zig, it’s time for you to zag. What’s that Egon Spengler said (again, I’m old)? Print is dead. While old, stale postcards and letters are getting poor results, 3D mailers delivered as a package are still getting great responses. After all, who doesn’t love getting a package that needs opening in the mail? The key: keep it unexpected and positive. Relate it to the role you are trying to fill and refine your target audience. What’s not working the way it used to, and what can you do to change perspectives on that channel? Have you thought about rolling out the red carpet to candidates who have been referred by employees? What would that look like today? Potentially a website built just for them where they can easily find the role they are looking for, and, because they are a referral, an abbreviated application process and guaranteed first-round phone interview with a recruiter. It’s time to think differently and to approach our challenges with creativity.

By employing these strategies, you can rejuvenate your recruitment efforts, attract a higher quality of candidates, and fill positions more efficiently. And, if you need help in any of these areas, AB&C is here to help. Just give us a call (or email, text or … send us a really creative 3D mailer). We’re all about great strategy, creative approaches and most of all, improving your hiring ROI.

As a recruiter, your job descriptions are so much more than hiring announcements or qualification requirements. They’re the first point of contact between your company and a potential candidate. By incorporating inclusive language into your job description, you can create a compelling and genuinely welcoming posting that gets better results. Here’s why:

1. You’ll attract diverse candidates. Crafting language that is inclusive communicates to applicants from all backgrounds that your company is committed to diversity and inclusivity. You can attract more applicants and build a more varied talent pool by showcasing cultural competencies.
2. You’ll reduce bias. Using inclusive language in job descriptions can assist in removing bias, which may unintentionally discourage members of particular groups from applying. Words and phrases that are gendered, age-specific or culturally biased can alienate qualified candidates and perpetuate systemic inequalities. Some common instances of unconscious bias may include gender bias (feminine and masculine-coded words), age bias (using words like “digital native” or “seasoned professional”), socioeconomic bias (overemphasizing educational requirements) and racial and ethnic bias (overemphasizing “cultural fit”).
3. You’ll promote organizational values. Adopting inclusive language shows that your company values diversity, equity and inclusion. According to an article from Indeed, “Inclusive job descriptions allow you to make a positive impression and send a message that you truly welcome people from all genders, races, religions, abilities and sexual orientations to apply.”
4. You’ll help to improve employee retention. The hiring process is the first step in establishing an inclusive workplace. Employers can foster an inclusive culture and increase employee satisfaction and retention rates among diverse talent by utilizing inclusive language in job postings. Author Matt Tenney writes, “Diverse team members can bring a variety of diverse perspectives that boost creativity and problem-solving efforts, which can improve performance and help all team members engage more with their work. High engagement is conducive to high retention.”
5. You’ll be legally compliant. Using inclusive language is required by law in many places, making it more than just a matter of good practice. Businesses may be subject to legal risks and potential discrimination lawsuits if job advertising contains discriminatory wording.

By using inclusive language, you elevate your recruitment communications. Instead of telling the world that you’re “hiring qualified candidates,” create a more welcoming and inclusive tone by saying, “welcoming talented individuals.”

If you’re curious to see how well you’re using inclusive language already, get a free assessment from our team.