The Biden Staffing Mandate Solved by… Marketing?

We see it everyday. The long-term care industry is facing a staffing crisis that has been exacerbated by the COVID-19 pandemic and the departure of clinical staff for other healthcare settings. Moreover, the climate is now made even more difficult by the Biden administration’s new staffing mandate. With the mandate requiring increased staffing ratios and a registered nurse on-site 24/7, SNFs and other long-term care communities are struggling with how to staff, maintain quality care, and remain financially viable. One thing is certain, however: facilities must adopt innovative marketing strategies to both attract and retain qualified staff. Here are just a few ways your marketing strategy can play a crucial role in addressing today’s staffing shortage:

Reputation Management

A facility’s reputation is paramount in attracting top talent. Facilities must actively manage their online presence, respond to reviews, and showcase their commitment to quality care and employee satisfaction. Positive employee testimonials and highlighting awards or recognitions can bolster a facility’s image as an employer of choice.

Social Media Engagement

Social media platforms are powerful tools for reaching potential employees. Facilities should leverage these channels to share stories that humanize their brand, display their culture, and advertise job openings. User-generated content, such as day-in-the-life videos from current staff, can provide an authentic glimpse into the working environment and attract like-minded professionals. This content isn’t going to make or break your facility, but it will illustrate a vibrant community of healthcare professionals who enjoy serving together in a meaningful way.

Better Branding

Building a strong employer brand is essential. Facilities should communicate their mission, values, and the benefits of working with them, such as competitive compensation, professional development opportunities, and a supportive work environment. This can be conveyed through a well-crafted careers page, meaningfully written job postings, and other recruitment materials. It may sound ridiculous, but if potential employees see a shoddy website, a logo from the 90s, and a job description that feels far too familiar, they’re going to pass on even engaging with your recruiting process.

Promote Your Incentive Programs

Incentives such as sign-on bonuses, referral programs, and flexible scheduling options are a common tool in today’s staffing crisis. While your marketing team can’t make decisions on which incentives to offer, they can assist in communicating them in such a way that they stand out from the others, and pull the potential employee deeper into a conversation that may speak to them in other meaningful ways.

SEO-Enhanced Job Postings

In today’s digital age, the visibility of job postings is crucial. Incorporating Search Engine Optimization (SEO) into job listings can significantly increase their reach. By using relevant keywords, crafting compelling meta descriptions, and optimizing content structure, facilities can ensure their postings appear prominently in search results, attracting a larger pool of qualified candidates. This strategic use of SEO is essential for standing out in a competitive job market and is particularly vital in light of the new staffing mandate. Healthcare entities ignore SEO far too often, and your willingness to engage could make the difference between open positions and operational success.

The “Same-Old” Doesn’t Work Anymore

The staffing crisis in long-term care is a multifaceted issue that requires a comprehensive approach. While the Biden administration’s staffing mandate addresses the need for adequate staffing levels, long-term care facilities must also take proactive steps to attract and retain employees. Strategic marketing efforts, such as reputation management, social media engagement, and SEO for job postings, are essential components of this approach. The good news? You don’t have to do it alone. Let Market LTC help with your approach to solving the staffing puzzle. Call 352-780-4736 today for a free marketing assessment and to learn more about our dedicated marketing partnership.