3.Target a Specific Employee Group
Rather than try to be all things to all people, some organizations are using the Careers tab to appeal to a specific demographic. For Florida Hospital, that group is nurses.
Its target employee group is evident in the header graphic, which features two nurses and promotes an upcoming nurse hiring event. The hospital continues to appeal to nurses as you scroll down the page; the featured video announces the hospital's U.S. News and World Report ranking includes testimonials from several nurses.
Below that, five links direct visitors to learn more about the hospital's RN sign-on bonuses, the trust that is given to nurses, and how the hospital fosters people to develop their careers.
By employing strategies like these, hospitals and health systems can better position themselves to appeal to today's digital-savvy jobseeker—many of whom may visit your LinkedIn page even before your website.
Marianne Aiello is a contributing writer at HealthLeaders Media.