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Promoting your Employment Brand – the Wavelength way

Forgive me an indulgence but this week’s topic is a somewhat shameless promotion of our new interactive “Work for Us” website which we launched this week. I will, however, also dwell on the broader theme of employment brand and what it could mean for health employers.

It is well known that doctors are a scarce resource worldwide. Good recruiters, believe it or not, are also in short supply. I emphasize the word good and anyone who read my last blog would understand where I am coming from on this one.

In any candidate-short market you have to do something to stand out from the crowd – there is plenty of competition for the talent that you want and if you cannot differentiate yourself  you are doomed to suffer chronic staffing problems, whatever industry you are in.

What does Employment Brand mean in a practical sense?

Generally speaking, when people walk into our office to meet us they want to work for us. The hard part can be getting them to take notice in the first place.

We have traditionally relied on good recruitment firms (yes we use recruitment firms) and winning awards such as placement on the BRW “Great Place to Work” top 50 list to put our message out in the marketplace. This works well but can only go so far to describe what it is truly like to work here.

So why build a website solely for the purpose of attracting staff? We realized that there is something unique about the Wavelength environment that is hard to describe in a few words and very hard to convey through some text on a job board.

We put our heads together and came up with an interactive website that we hope showcases some of the professionalism and satisfaction of working at Wavelength. We had a lot of fun making it and we are very pleased with the outcome. We hope you like it to.

What can health employers do about Employment Branding?

Sadly, the concept of employment branding seems to get little airplay in the health industry, particularly in the public sector. Yet we have demonstrated for our health clients, again and again, that good marketing of a job, a facility and a location can make the difference between no candidates and a healthy shortlist.

It requires some strategic thinking and a bit of courage on the part of health management to give it a go but imagine if your organization had a promotional video or website to direct prospective employees to when you were recruiting. What a difference it would make to the process of attracting staff. Just read the next job description you send out and ask yourself how excited you would be reading it.

Every hospital and clinic has its own unique selling points and unless you present them in an accessible and appealing way then the message is lost before you begin – you can’t talk a candidate round if they never apply in the first place.

In the meantime one final plug for our own “Work for Us” website – we're pretty proud of it but we’d love to hear your feedback.

Dr John Bethell

Director, Wavelength International

"Like" our Facebook page before 1st April 2012 and we will donate $1 to Médecins Sans Frontières. Read some gripping accounts from MSF doctors in the field.

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