Advertising Alone Fails to Secure Qualified Healthcare Applicants for Open Positions

Share Article

Based upon extensive research with healthcare professionals and the analysis of millions of career website interactions, Fusion Marketing Group, Inc. presents a point of view about moving away from relying solely on advertising as a recruitment resource and opening up to new strategies and tactics designed to produce results even in challenging circumstances.

Advertising alone no longer works for healthcare recruitment. It’s a partial solution at best. What’s required is a full suite of marketing tools to attract, engage and convert visitors.

Despite record understaffing in the healthcare field, 9 out of 10 visitors to healthcare recruitment jobsites abandon the webpage without filling out an application. That is one of the most surprising conclusions from a combination of data analysis and survey results conducted by Fusion Marketing Group this fall. Their findings on job seeking behavior among healthcare professionals revealed essential insights for recruiters on how to improve the results of recruitment marketing programs.

Fusion Marketing Group’s co-founder, Georgia Dardick summed up why these findings matter so much for recruiters and HR professionals in the healthcare industry, “Advertising alone no longer works for healthcare recruitment. It’s a partial solution at best. What’s required is a full suite of marketing tools to attract, engage and convert visitors. Advertising can help to attract, but the program will fail if it doesn’t engage website visitors and convert them to applicants.”

Fusion’s Advanced Analytics team studied over 4 million hospital career website visits tracking a clear path from visitor to applicant. They then compared the raw data to their qualitative research study involving one-on-one, in-depth interviews of RNs. This supplied a critical piece of the puzzle in understanding the “whys” behind candidates’ attitudes and behaviors. Dardick explained the significance of these findings in the big picture of hiring the best and brightest, “As we analyzed both the research and analytics data, it became clear that the path to a new job was very distinct for healthcare professionals.”

Using the insights from this survey, recruiters can improve their overall results by redirecting their efforts and resources in nurse and physician recruitment to converting website visitors into applicants through candidate engagement programs. Fusion Marketing Group revealed a completely original and proven approach to optimizing the recruitment process.


Fusion developed their quantitative research study of hospital RNs expressly for this reason: to better understand their attitudes and behaviors of RNs towards searching for job opportunities. The objectives of the survey were to measure their adoption of new methods in job search such as the various sources of employer awareness, the likelihood of using different resources, and perceptions of applying via mobile devices.

About Fusion Marketing Group

Fusion Marketing Group offers a suite of unique recruitment process optimization solutions designed to attract, engage and convert healthcare professionals into new hires for our clients. We focus solely on the healthcare industry and have a proven track record in consistently increasing applicants for hard to fill healthcare disciplines while improving the ROI for recruitment budgets. Our Patent Pending solutions are grounded in understanding and tracking candidates’ attitudes, behaviors and actions. To begin with, in order to understand the healthcare target audience, we invest in more proprietary market research than anyone else. This research tells us what drives a healthcare professional to change jobs and predicts how they are most likely to go about finding a new one. All of our recruitment marketing and candidate engagement programs are tracked through Fusion Advanced Analytics to measure every interaction with the employer’s website and every source of visitor through to the point of completed application, offer and hire. Fusion employs a unique process for continual improvement called the Optimization Model. We look at the entire recruitment process from first touch through completed application, and measure progress based upon the conversion funnel to determine areas of improvement including marketing channels, messaging, the applicant tracking system and more. This is the optimization process continual testing and improvement. Fusion’s clients include Mary Washington Healthcare, Lakeland Regional Medical Center and Northeast Georgia Health System and NCH Healthcare System.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Marianne Santilli
Follow us on