Creating an Attractive Healthcare Employment Brand

How can healthcare organizations differentiate themselves to potential employees? Is their commitment to the employee experience as powerful as that to their patients?  Axiom Consulting Partners’ Susanna Mlot shares her perspectives on how the healthcare employment brand is a key piece of creating “stickiness” for the workforce.

In the year I spent as an executive on loan in a major healthcare organization, we were in a market that was absolutely crowded with other healthcare systems, and yet nurses and physicians and CNAs and anybody who was really trained and committed to that field, radiologists, radiology techs – they knew the different climates and cultures and styles of every one of those systems. And some of them would play the game, if they were just in it for the money, of moving from system to system to system. But for those who really wanted to plug in and build a career, the notion of differentiating yourself on what your offering as an employee and what their experience is going to be across their entire life cycle from the point even before they’ve joined to all the way through their development, advancement, well-being, how they’re treated, listened to, or have influence.

Healthcare professionals are so well-educated and so committed to their patients. Creating environments where everyone’s voice is heard in the appropriate ways in care delivery and in making the organization a better place is a really big part of that equation. Here’s the problem, though. Most healthcare organizations and systems haven’t figured out that their employment brand is a key piece of creating the stickiness for their employees and conveying very clearly and consistently how they are different as an employer and what an employee can expect. Are their feet going to be held to the fire in terms of productivity goals primarily first and foremost, and is that the main thing that’s going to be the focus, or is there more that they’re going to have access to as a citizen and member of a particular employment community?

I think as we start to see generational shifts in the labor force, feeling like a member of a community is going to be increasingly important. The health systems that don’t take advantage of that and figure out how to, when they’re doing it well already, leverage that in their offerings to the labor market, are going to be missing an opportunity.

Transcript edited for clarity.

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