How content marketing attracts top healthcare talent
Finding and keeping top healthcare talent has never been more challenging. With workforce shortages, burnout, and high turnover affecting hospitals and health systems nationwide, organizations need more than job listings to stand out. They need a compelling, people-centered recruitment marketing strategy.
Content marketing is your secret weapon.
At GA Creative, we’ve seen firsthand how a smart content marketing strategy can help healthcare organizations connect with the right people at the right time.
In this blog, we will show how to use content marketing to:
• Humanize your brand and connect authentically with potential hires.
• Build and maintain a warm talent pipeline.
• Leverage blog posts, videos, social content, and email to attract top talent.
• Learn from real-world strategies we’ve used with Providence.
Content marketing involves creating and sharing valuable, relevant content that attracts and engages potential hires. For healthcare recruiting, this often includes:
• Blog posts about what it’s like to work at the organization.
• Videos featuring real employees sharing their experiences.
• Social media posts showcasing workplace culture.
• Email newsletters that keep your talent network engaged.
The goal is to show potential hires why your organization is a great place to work so top candidates actively seek you out over your competitors.
It humanizes your brand
Healthcare professionals want to know what it’s really like to work at your organization. Employee stories and behind-the-scenes videos make your workplace feel more relatable and authentic.
It builds trust
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.
Search engines also prioritize pages that are consistently updated with helpful, credible information—so content establishes “trust” with them, as well.
It keeps your talent network engaged
Your talent network includes people who have shown interest but aren’t ready to apply. Regular emails with helpful content keep your organization top of mind until they’re ready to make a move. When they do, thanks to your content, they might already feel more connected to your organization.
A great real-world example of content marketing for talent acquisition is our ongoing partnership with Providence, a large healthcare system with 50 hospitals across seven states. To attract qualified caregivers, we created:
• More than 200 authentic videos
• Over 2,000 employee portraits
• Hundreds of caregiver interviews
We featured these assets in ads, social media content, blog posts, and on careers sites. contributing to a record-breaking year for hiring in 2023 and a 38% year-over-year reduction in agency contract labor spending.
Here are some of the strategies we used that other healthcare organizations could replicate:
The careers page of a website should give candidates a clear picture of what it’s like to work at an organization. Videos featuring real employees sharing their experiences are a great way to highlight culture, growth opportunities, and real career paths. Hearing experiences straight from employees builds more trust and goodwill than hearing from the company’s HR Director.
For Providence:
We created an Allied Health video featuring caregivers sharing why they love working at the organization.
View the video.
Just like your patients, potential candidates are on social media. Short, eye-catching videos for Instagram, Facebook, LinkedIn, and TikTok can attract new candidates and create an emotional connection in scroll-stopping formats.
For Providence:
We created a series of videos that generated significant impressions, video views, and engagement.
Check out Providence’s careers Instagram.
Using authentic content for programmatic video ads on streaming platforms is a great way to reach healthcare professionals where they spend their time in a credible way.
For Providence:
We developed multiple video ads for Providence recruitment.
Check out the streaming video we created for Providence in Eastern Washington and Montana.
Blog posts are a powerful way to show what it’s like to work at your organization and address frequently asked questions. They also boost SEO, helping potential candidates find your careers website. Topics can cover everything from employee stories to benefits.
For Providence:
We’ve written dozens of blog posts about working at Providence—from mental health resources to caregiver career journeys.
A particularly popular blog post: A reminder to prioritize your mental health this fall.
Email marketing is one of the best ways to get your recruitment content in front of potential candidates. You can share blog posts, videos, and job openings with your talent network and keep leads warm even if someone isn’t interested in applying right now.
For Providence:
A monthly email newsletter is sent to the Providence Talent Network to keep job seekers engaged.
On their careers website, they have an email sign-up for candidates who want to join their Talent Network.
Define your audience
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. Understand what each audience values, then tailor your content accordingly.
Create valuable content
Answer the questions your audience is already asking. Share real stories, highlight benefits, and show what makes your workplace unique. For example, a blog post about workplace flexibility could resonate with potential hires. Or a blog about transitioning from school to the floor could appeal to new nurses considering where to begin their careers.
Use multiple channels
Distribute your content where your audience spends their time—social platforms, through email, and via digital ads.
Measure and adjust
Track key metrics like content views, email clicks, social shares, and job application submissions. Use this data to refine your strategy and amplify what works.
It’s also important to track SEO performance, starting with organic search traffic numbers and how those visitors behave once they reach your site. By understanding what keeps them engaged (and what doesn’t), you can make informed adjustments so that your organic efforts are supplementing your paid efforts for the best overall results.
What type of content works best for healthcare recruiting?
Videos, blog posts, social media posts, and email newsletters tend to perform best. Focus on employee stories, culture highlights, tips for job seekers, FAQs, and benefits.
How do I measure success?
Look at website traffic, content views and clicks, social media engagement (likes, comments, video views), and conversions like job applications or email sign-ups.
What should I include on my healthcare careers page?
Beyond job listings, include videos, employee testimonials, benefits summaries, an email sign-up, and blog links to give candidates a complete picture of your culture.
What makes a good healthcare recruitment video?
Authenticity is key. Feature real employees discussing their roles, workplace culture, team dynamics, and personal growth. Show footage of them on the job and even, if time and budget allow, doing something they enjoy off the clock.
How often should I publish recruiting content?
Maintain consistency. In a perfect world, you’d publish a new or two blog weekly and have at least three social posts per week, plus a newsletter every month and at least one new video per quarter to stay visible and relevant. But it’s important to pick the cadence that you feel you can handle with your internal and agency resources available.
How can GA Creative help?
GA Creative is a branding and advertising agency with over 20 years of experience helping healthcare organizations attract top talent. We specialize in:
• Content development
• Video production
• Website design
• Digital and social media marketing
We bring deep expertise in healthcare recruiting to deliver strategies that build trust and drive real results.
If you’re ready to strengthen your healthcare recruiting strategy with content marketing, GA Creative can help you connect with the right candidates and keep them engaged.
