How to Turn Healthcare Employees Into Brand Advocates

In today’s competitive market, it’s more important than ever to have a strong healthcare employer brand. A positive brand can help you attract and retain top talent, improve patient satisfaction, and boost your bottom line. One of the best ways to build a strong employer brand is to turn your employees into brand advocates. Employee brand advocates are those who are passionate about your company and willing to share their positive experiences with others. In this article, we will discuss what a healthcare employer brand looks like, strategies to build one, and how to turn your employees into brand advocates.

What Does a Healthcare Employer Brand Look Like?

A healthcare employer brand is the sum of all the perceptions people have about your organization as an employer. It includes your company culture, values, benefits, and reputation. A strong healthcare employer brand is:

• Authentic: Your employer brand should be a true reflection of your company culture and values. It should be evident when candidates come to your organization for an interview.

• Compelling: Your employer brand should be something that attracts top talent. For healthcare workers, this should include prioritizing high-quality patient care.

• Consistent: Your employer brand should be communicated consistently across all channels. Potential applicants may discover your health system from social media, news articles, or even word of mouth.

While community involvement and other business initiatives can certainly contribute to a positive brand image, it’s crucial to also consider the impression that current employees have of the organization and how they portray that to potential candidates.

Why Does Healthcare Employer Branding Matter?

Healthcare is a competitive field, especially when it comes to attracting top talent. Here are a few key reasons why employer branding matters at every stage of the hiring process:

• Attracting Top Talent: A strong healthcare employer brand can help attract top talent to your organization. When candidates are considering multiple job offers, they’re more likely to choose the organization with the best reputation.

• Retention: A positive healthcare employer brand can also help retain your best employees. Employees who are proud of their workplace are more likely to stay with the organization long-term.

• Productivity: A strong employer brand can lead to increased productivity. Employees who feel that they align with the mission of the healthcare organization are more likely to be engaged and innovative.

• Customer Satisfaction: A positive healthcare employer brand can also lead to improved customer satisfaction. Patients are more likely to be satisfied with their care if they receive it from employees who are happy at work, and from an organization they trust.

How to Develop Your Healthcare Employer Brand Strategy

Building a strong healthcare employer brand requires time and effort, and it’s essential to have a well-established brand in place before you begin recruiting employees as brand advocates. Here are some key steps to jumpstart your healthcare employer brand strategy:

1. Define: Identify and define your company’s unique culture, values, and mission. For example, you may emphasize your organization’s commitment to patient-centered care, teamwork, and continuous learning.

2. Develop: Once you have defined your company’s unique value, develop a compelling Employee Value Proposition (EVP). In this proposition, be sure to highlight the unique benefits and rewards that make your company an attractive employer, including if you offer competitive salaries, comprehensive benefits, and opportunities for professional growth and advancement.

3. Communicate: Ensure your employer brand is strategically and cohesively communicated across all channels, including your website, job postings, social media platforms, and recruitment materials.

4. Engage: Don’t forget to include your current employees. Depending on how they perceive your organization, your current staff can either be the best recruiters or the biggest detractors. Share testimonials and stories of employee achievements, promotions, and career journeys on your website and social media channels.

5. Partner: Collaborate with universities, colleges, and healthcare institutions to offer internships, mentorship programs, scholarships, and educational programs. This will not only provide a steady stream of talent but also improve your brand awareness as a leader in the field.

7 Ways to Turn Healthcare Employees Into Brand Advocates

Of all the steps listed above, one of the most pivotal and difficult is engaging current employees to turn them into brand advocates. Healthcare employees face many challenges from the industry as a whole, which may impact their view of your organization despite your best efforts. Therefore, it’s essential to be intentional about turning employees into brand advocates.

1. Identify Brand Advocates Early: Actively seek out employees who are enthusiastic about your company’s mission and values. These individuals are already invested in your brand and are more likely to be effective advocates. Look for employees who consistently go above and beyond to deliver exceptional patient care or actively promote your brand on their personal social media accounts. Conduct employee surveys to gauge brand advocacy sentiment and identify potential advocates.

2. Develop an Employee Ambassador Program: Establish a formal employee ambassador program that outlines the roles and responsibilities of brand advocates. This program should provide training on your company’s brand guidelines, values, and key messaging to ensure that brand advocates are aligned with your company’s goals and values. Offer incentives and recognition for employees who actively participate in the program to motivate them and reward their efforts.

3. Empower Brand Advocates: Provide brand advocates with the resources they need to effectively promote your company, such as access to marketing materials, social media tools, and training. Encourage them to share their own unique experiences and perspectives on your brand to make their advocacy more genuine and authentic. Trust brand advocates to be ambassadors for your company and allow them to have a voice in shaping your brand’s message.

4. Support Brand Advocates: Offer ongoing support and guidance to brand advocates to ensure that they have the tools, resources, and time they need to be successful. Be responsive to their questions and concerns and provide them with regular updates about company news and initiatives. Additionally, they may be offered reduced productivity requirements or reduced duties while working on initiatives that will improve your healthcare employer brand.

5. Celebrate Brand Advocates: Publicly recognize and reward brand advocates for their efforts. Feature them in company newsletters, social media posts, and other marketing materials to showcase their dedication and impact. Offer exclusive perks and benefits to brand advocates as a way of expressing your gratitude and their value to your organization.

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6. Encourage Friend and Family Involvement: Encourage your employees to involve their friends and family with your company. Offer incentives for successful referrals and other forms of engagement to incentivize employees to spread the word about your company. By involving friends and family, you can extend your reach and tap into a wider network of potential customers and advocates.

7. Be Consistent Over Time: It can be exciting when an employee ambassador program is first launched, but eventually that excitement will fade. Maintain consistency with your employee ambassador program, especially when it comes to celebrations and perks, and rotate new ambassadors to avoid burnout. Employee ambassadors who are burnt out can have a negative effect on recruiting top talent, rather than a positive one.

Turning employees into brand ambassadors in the healthcare industry is no easy task, but it is well worth the effort. Employees can provide the most trusted and accessible insider information to potential candidates, making brand ambassador programs extremely effective for improving your healthcare employer brand.

Take Charge of Your Healthcare Employer Brand

Creating a positive healthcare employer brand is essential for attracting and retaining top talent, boosting productivity, and increasing customer satisfaction. By engaging current employees and turning them into brand advocates, healthcare organizations can amplify their reach, enhance their reputation, and build a strong healthcare employer brand that sets them apart in the competitive healthcare landscape.

Looking for more healthcare hiring advice? Visit the iHire Resource Center.