Connecting candidates to your values in NFP and healthcare
Recruiting for not-for-profit is becoming increasingly challenging, with the latest research revealing candidates with industry experience are in shorter supply. There is also an increase in demand as the disability sector adapts to the new demands of the NDIS, with the Productivity Commission predicting that one in five new jobs will come from this groundbreaking policy.
When it comes to healthcare, Australian government data predicts that healthcare and social assistance roles will make the largest contribution to employment growth (increasing by 250,300) over the five years to May 2023.
So what does this mean for employers and recruiters? In terms of recruitment strategy, connecting candidates with your values and purpose is a great way to attract and retain the best talent for your organisation. More and more not-for-profit and healthcare organisations are promoting their purpose and core values to connect with, and attract, the right candidates.
According to Forbes, “Millennials are more receptive to cause marketing than previous generations and are more likely to buy items associated with a cause. They also expect companies to support the social issues and causes they care about and will reward them if they do.”
According to Universum’s Employer Branding Now Report 2019, over 54% of talent leaders cite ‘inspiring purpose’ as the most common Employee Value Proposition (EVP) theme. This report also states Millennials are increasingly seeking jobs that are ‘meaningful’ and ‘make a difference to the world’. 48% of the World’s Most Attraction Employers (WMAE) state one of their primary objectives is ‘enhancing employee advocacy’.
Here are some things to keep in mind when promoting your values when recruiting for not-for-profit and healthcare talent.
Use consistent brand messaging
Your purpose may already be tied into your employer brand. According to Gallup, “A brand’s purpose is a bold affirmation of its reason for being. It conveys what the organisation stands for in historical, ethical, emotional and practical terms. No matter how it’s communicated to employees and customers, a company brand’s purpose is the driving force that enables a company to define its true brand and create its desired culture”.
As part your recruitment advertising campaigns, ensure you include brand messaging around your organisation’s purpose and values: who you are, what your stand for, and the benefits of being part of your organisation. This helps you distinguish yourself as an employer of choice by articulating your points of difference. This, in turn, improves application, acceptance and conversion rates, maximising your recruitment return on investment.
There are a number of ways to further bring your purpose and values to life for candidates and incorporate it into your overall recruitment marketing and employer branding strategy.
Tell authentic people stories
Authentic employee experiences are a great way to bring your employer brand, organisational purpose and values to life. Give your employees a platform to share their stories through written articles and videos, and promote these on your website, careers site, blog, recruitment advertisements and social media channels.
Share stories about events and community activities
Another way to communicate your purpose and values is by tying it to the events you host or are involved in, and community activities. How are your people making a difference outside of their workplace? Share photos of your people on social media, and leverage articles and video to highlight the events you are involved in.
Promoting and connecting potential candidates to your purpose and values is a great way to ensure you bring the right people on board, for the right reasons.
Find out more about Employer Branding here, or call us on 1300 366 573 or email info@employmentoffice.com.au.
