The #1 Human Capital Challenge Over the Next Decade

It’s a healthcare candidate’s market. To be competitive, you need to understand today’s candidates evolving employment expectations and align your recruiting messages, activities and media to gain their attention and interest in working for your organization.

Healthcare talent shortages are fueled by retiring Baby Boomers, an exponentially growing 65 plus population and the introduction of Accountable Care which brought tens of millions of Americans into the healthcare system.

In today’s highly competitive market for healthcare talent you need new and innovative approaches to securing the quality talent you need.

Introducing Employer Branding and Digital & Social Recruiting from TC Human Capital Solutions (See Branding & Digital Recruiting tab)

About the Healthcare Talent Shortage

Nursing demand is projected to grow by 1.2 Million by 2022. The shortage is expected to be twice as large as any nurse shortage experienced since the introduction of Medicare and Medicaid in the mid-1960s. The shortage is exacerbated by an insufficient number of nursing programs and faculty.

Demand for physicians continues to grow faster than supply, leading to a projected shortfall of between 46,100 and 90,400 physicians by 2025. The lower ranges of physician shortages are predicated on the introduction of advanced practice clinicians to the staffing mix. According to the Bureau of Labor Statistics (BLS), from 2014 to 2024, projected growth for Advanced Practice Clinicians will increase by 31%.
According to the Bureau of Labor Statistics, projected growth for healthcare technical staff will increase by 17% and support staff by 23% through 2024. This includes physical therapists, occupational therapists, speech therapists, nursing assistants, medical lab, respiratory therapists and imaging staff.
Employer Branding
An employer brand is the perception that your prospective employees have in their minds about the employment experience at your company. Employer Branding is about telling your organization’s unique story of who you are and what you believe in. Your employment brand has a direct impact on hiring, talent retention and your company’s reputation. The end game is to create relevant messages to attract the people you want to recruit and retain. Through these messages, you’ll share a unique Employee Value Proposition (EVP) - the balance of rewards and benefits that are received by employees in return for their work.

What is the perception employees and candidates have about your employer brand? Why would someone want to work for you instead of the competition? What percentage of your employees would recommend your company as a great place to work?

Through research we’ll uncover the emotional, pragmatic and aspirational values and benefits that will resonate and engage candidates. We’ll address the thinking, behavioral and communications differences among Millennials, Generation Xers, and Baby Boomers. This research will allow us to develop messaging to differentiate employment at your organization. We’ll also Identify relevant traditional, digital and social media to connect with active and passive candidates to create relationships with candidates and their influencers.

Companies that have adopted employer branding include Facebook, Amazon, KPMG, LinkedIn, IKEA, Amtrak, Google, IBM, Marriott, 3M, and EY.
Digital & Social Recruiting​​
Unlike digital job positings you regularly see on Facebook and LinkedIn, Social and Digital Recruiting is different. Social and digital recruiting is a shift in connecting active and passive candidates to employers. It’s about moving from transactional to relationship-based recruiting. It’s about fishing where the fish swim.

Social media allows candidates to network and find people with like professions that they would have never met before and gather information and hear their opinions. Candidates now get information 24/7. Using social media as a recruitment tool also allows your current employees to put their social media network to work to help you recruit and reach a broader audience through a digital megaphone.

The Cosmitto team plans and executes comprehensive integrated digital recruitment programs based on research and strategy that is continually optimized and results driven.
Organic social media and paid efforts are combined to most effectively identify, attract, engage, convert, and retain the best and most fitting talent.  Efficient and constantly optimized online pathway provide recruiters better candidates that are nurtured and more qualified at the point of contact than currently possible.
  • Understand the motivators, tradeoffs and priorities of candidates when they are selecting among various hospital job opportunities
  • Preliminary test messaging to check for appeal and resonance as well as messages and words to avoid
  • Understand the values and lifestyles of prospects to assist in focusing placements in the digital/social recruiting messages
  • Understand the awareness and perceptions of the hospitals and/or hospital system as an option for employment
  • Understand how candidates want to connect with a recruiter and their expectations around response time, i.e. how long it takes from showing interest to hearing from a recruiter or receiving a next step
Employer Branding Outcomes
  • Seven out of ten 18-34 year olds report having found their previous job through social/digital recruiting   
  • More than half of all recruiters rated candidates sourced from social/digital recruiting as “highest quality”
  • 90% of employed adults hired within the last year took a digital media action
  • to find a job 6 months prior to being hired: 49% visited an online job site; 46% visited company career sites; 27% visited an online professional social networking site
  • 31% of job seekers have reported finding a job through this social network
  • Employer Brand International found social media (58%) to be the No. 1 channel for communicating the employer brand
  • 90% of Millennials are on Social Media; Connected to an average of 16 co-workers on Facebook ; 70% have ”friended" their managers and/or co-workers on Facebook
  • LinkedIn's 2015 Talent Trends Report shows that 62% of Millennials visit a company’s social media site to find out information about jobs   
Today's Healthcare Cadidates and Social Media

Our Digital & Social Services 

  1. Splash Page
    A site specifically created to host all relevant digital recruiting content and act as the hub and destination for paid acquisition (paid search, paid social, retargeting), social media activity, and email.
  2. SEO/Keyword Strategy
    The site created with keywords that are being searched by the target audience at various stages of the talent journey and continually optimized to increase likelihood of discovery and engagement based on interest areas.
  3. Content Generation
    Original blog content published regularly and utilizing keywords and SEO intelligence to attract the audience through both paid and organic means. This content will serve as an engagement tool helping the target audience gain insight into the positioning, employment offering, and differentiators of the various hospitals.
  4. Paid Acquisition
    a. Paid search, social, retargeting, and other fitting tactics that help attract and convert the audience via content and other strategic pathways. Social Media Management: On-going posting and community engagement You can edit text on your website by double clicking on a text box on your website. Alternatively, when you select a text box a settings menu will appear. Selecting ‘Edit Text’ from this menu will also allow you to edit the text within this text box.
  5. Social Media Management
    On-going posting and community engagement driving discovery, meaningful engagement among the target audience, and interactions among other individuals and organizations with aligned audiences.
  6. Email Marketing
    Monthly email(s), and date/event specific emails distributed to people that have shown interest to keep potential, current, and past talent engaged including calls-to-action to progress them towards a conversion point.
Each Generation Thinks, Behaves & Communicates Differnetly

Baby Boomers

Generation X


Number 74.9 Million Americans
Now the largest living generation in America and includes 75.4 Million people