The role of content marketing in healthcare talent acquisition
When it comes to attracting top talent in healthcare, content marketing is your secret weapon. Whether it’s writing blog posts, creating videos, or using email newsletters, content marketing helps healthcare organizations connect with the right people in the right ways.
At GA Creative, we’ve seen firsthand how a smart content marketing strategy can transform talent acquisition for healthcare systems.
Content marketing means creating and sharing valuable, relevant content that attracts your target audience. For healthcare recruiting, this could include:
The goal is to build trust and show potential hires why your organization is a great place to work.
Here’s how content marketing can make a meaningful impact on your talent acquisition efforts:
Healthcare professionals want to know what it’s really like to work at your organization. Content like employee stories and behind-the-scenes videos makes your organization feel relatable and authentic.
People trust organizations that consistently share useful, honest information. Blog posts that address common questions or concerns about working in healthcare help establish that trust.
Your talent network includes people who have shown interest but aren’t ready to apply yet. Regular emails with helpful content keep your organization top of mind until they’re ready to make a move.
At GA Creative, we’ve partnered with Providence to create a wide range of content marketing materials, including:
Example: We created a video with Allied Health caregivers talking about why they love working at Providence.
Example: TikTok videos generated significant impressions, video views, and engagement.
Example: We created an ad speaking to finding a place you belong and featuring real caregivers.
⦁ Blog posts: We’ve written dozens of blog posts about working at Providence, showcasing everything from mental health benefits to career growth stories.
Providence Careers Blog: A reminder to prioritize your mental health this fall
Example: We send a monthly email newsletter to the Providence Talent Network.
Who are you trying to reach? For healthcare systems, this could include nurses, allied staff like radiology technologists, or support roles like security guards, housekeepers, or food service workers.
Focus on content that answers common questions or solves problems for your audience. For example, a blog post about the flexibility offered could resonate with potential hires.
Providence Careers Blog: One Ukrainian surgical scrub tech found confidence and a team she calls family at Providence
Share your content where your audience spends their time. This might include your blog, social media platforms, email newsletters, and even ads.
Track the performance of your content (e.g., views, clicks, applications) and make adjustments to improve results over time.
What type of content works best for healthcare recruiting?
Videos, blog posts, and email newsletters are particularly effective. Employee stories, career growth tips, benefits blogs, and culture highlights are topics that perform well.
How do I measure success in content marketing?
Key metrics include website traffic, social engagement (likes, shares, comments, video views), and conversions (job applications or sign-ups for your talent network).
How can GA Creative help with content marketing?
GA Creative is a branding and advertising agency with 20+ years of experience helping healthcare organizations run ad campaigns. We specialize in content development, website design, digital marketing, video production, and social media advertising. We bring deep expertise in healthcare recruiting, delivering strategies that build trust and drive results.
Ready to get started?
Whether you need blog posts, videos, or a full campaign strategy, GA Creative has the expertise to help you attract the right people and keep them engaged.
