Ep. 13 – Interview with Amanda Glazer, Concentra

When it comes to recruitment marketing, we can talk theory and best practices all day long. However, to get the most from that information, the best thing to do is to listen to and discuss with others in the trenches. That’s why we spoke with National Director of Talent Acquisition and Staffing at Concentra, Amanda Glazer. Concentra, a three-year client of S2E Solutions, is a national healthcare company that provides occupational medicine, urgent care, physical therapy, and wellness services for more than 520 medical centers in 44 States. Here, we’ll outline Amanda’s key advice and insights that she’s used to help Concentra to build a vibrant candidate pipeline:

1.    Refine Your Recruitment Messaging

Before we talk specific strategies, we need to consider the message that we’re putting behind those strategies. So much breath is wasted on talking about specific media and technologies before discussing the psychology behind those decisions.

What message does this type of candidate need to hear? How can we tailor our message to appeal to that audience? To boil it down to its core, a successful recruitment marketing initiative is about delivering the right messaging at the right time in the right place. None of that can be done before you understand who you’re talking to and how to market to them. Of course, your response rate and the quality of your applicants will change depending on your messaging, so A/B testing is essential to refining that message and finding what works.

2.    Diversify Your Hiring Strategies

Whether it’s a texting campaign or a post on social media, the medium is the message. It’s not just about what you say. It’s about how you say it. That’s why, when it comes to settling on a budget for a certain piece of media or choosing to implement a specific piece of tech, it pays to diversify. Depending on your audience or your specific messaging, you may have to try many different strategies to find what works for you. There is no all-in-one solution.

Beyond the compulsory job boards like Indeed, Amanda recognizes the importance of using other media to reel in both active and passive candidates. As an example, the following are three strategies employed by Concentra, all of which must work together with their messaging to provide the best possible results:

Live and Online Events

Seeing a job posting online is a much different experience from physically being in a room with a recruiter or watching a member of the organization’s leadership present a webinar. These are the experiences that resonate and create real connections with high-level candidates.

Of course, it’s important to consider how you’ll reach those candidates in the first place. That’s where Concentra brings in additional strategies to get the word out.

Paid Social

Paid social is an essential source of candidates for Concentra because it allows the organization to precisely target their messages by taking advantage of the vast amount of data that social media makes available. It presents an opportunity to cut through the noise and put their message in front of the type of candidates who matter to them.

Organic Social

Although it’s nearly impossible to track the exact results of an organic social strategy, those efforts are worthwhile. When a candidate searches for Concentra on social media, they want that person to see an active page filled with interesting and engaging posts that reinforce their messaging and make the candidate want to learn more.

3.    Promote Accountability in the Recruitment Process

The difference between nabbing that dream candidate and seeing them slip away is often determined by how well an organization can stick to the schedule. Setting deadlines for turnaround and outlining a proper timeframe for the hiring process—then keeping everyone accountable to that deadline—gives you the best chance of success. Plus, to properly allocate your recruiting budget, you need this accountability. You need to know where your hires are coming from, and you need to be able to trust your recruiters to provide accurate information:

  • Know Your Sources: Yes, most of your hires are probably going to come from Indeed, but maybe your best hires come from a more niche source. That’s why there must be a sense of accountability in the recruitment process to make sure those sources are being tracked as accurately as possible.
  • Trust Your Recruiters: Recruiters are your front-line troops, and they know which tools and sources are working and which ones are not. One of the most impactful things you can do is to build a group of recruiters who you can trust to screen the best possible candidate and give you the information you need to properly allocate your resources.

4.    Make Hiring a Company-Wide Initiative

Hiring is not only the responsibility of a single department. Hiring managers and executives across the company contribute to the hiring process and its success.

Whether it’s bringing in a marketing director to help refine their social strategy or enlisting help from leadership team to lead a hiring event, Concentra works with others across their organization to implement a comprehensive hiring strategy. The recruiting initiative is not siloed into one specific department. Instead, it has a unified vision that everyone in the organization is helping to achieve.

5.    Know When to Go Out-of-House for Hiring Solutions

Unless you have an in-house recruitment marketing team, it’s just not possible for a medium- to large-scale organization to do everything on their own. While sometimes it makes sense to elicit help from an in-house resource like IT or Marketing, they don’t necessarily understand the nuances of recruitment messaging, technologies, and so on. So, when do you make the decision to bring on outside help?

It basically boils down to two main considerations: 1.) Bandwidth and 2.) Lift. Do we have the time and resources to accomplish this ourselves, and can we pull it off as successfully as an external resource could? These are the two questions any company should ask themselves before deciding whether or not to keep a recruiting initiative in-house.

And, if you do decide to enlist some outside help, then give S2E Solutions a call. We work with our clients, including Amanda and Concentra, to get them exactly what they need, when they need it. Contact us today to see what our experts can do for you.

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