Tips to Create a Compelling Careers Page for Senior Living Recruiting

How can senior living providers attract qualified job seekers to fill open roles? The most effective resource to engage with prospective employees is your website. Your website has the power to differentiate your community from competitors, convey your brand story, spotlight your culture and philosophy, and highlight fulfilling career opportunities in a way unlike any other channel.

If potential new hires find your website and job postings confusing or difficult to navigate, the likelihood of an individual reaching out or converting is slim at best. Prospective employees will assume your website is a direct reflection of your organization. Meaning, if your digital presence is sloppy and unorganized, candidates may ascribe these perceptions to your community’s physical location and will assume your workplace suffers from the same red flags of disorganization and chaotic management.

In 2020, your digital presence must mirror that of your physical locations. The same care and consistent attention to detail that are taken to maintain your physical grounds must be applied to your website. This is especially true during COVID-19, where employment is handled almost exclusively online and competition for qualified candidates is greater than ever.

An updated, optimized and dedicated careers page on your website helps your community capitalize on search demand and keeps your community on prospective employee’s radars during their job hunt.

Continue reading to learn tips to improve the effectiveness, reach, and experience of your careers page to fulfill your staffing requirements. And, to learn about turnkey staffing and recruitment solutions.

Optimize Careers Page Content for “Jobs” and “Careers” Searches

Due to the Coronavirus, many people that have been laid off or furloughed are now eagerly seeking employment opportunities. In addition, McKnight’s addressed the senior living staffing crisis, citing a 44% year-over-year turnover rate. These in-market, qualified job seekers and other motivated candidates will begin their employment search online.

If your senior living community isn’t discovered at the time of search, it’s missing a massive opportunity to engage with these candidates. To ensure that your community’s careers page appears in the search results of qualified job seekers, let’s start with the content on these page(s). There are likely places where copy can be replaced with relevant keywords. Optimizing for these keywords will increase the chances that your job openings appear on search engine results pages (SERPS).

Essential keywords to incorporate on a careers page are “Jobs” and “Careers”, but your team should dig deeper to unearth more relevant keywords. One tool that can help your community is Google Trends. Simply type in different phrases and keyword combinations into Google Trends to see general search demand for keywords. This additional effort will help your careers page rank on search engines, which improves the effectiveness of your senior living recruitment efforts.

Embed a Video About Your Community to the Careers Page

After your careers page is optimized for relevant keywords specific to the roles your community is hiring for, consider going one step further by embedding a video. According to WordStream, one-third of online activity is spent watching video. Additionally, 59% of executives agree that if both video and text are available for the same topic, they are more likely to choose video.

Videos are an effective way to establish an emotional connection between your brand and motivated job seekers. By having both video and text complimenting one another, your community is giving interested applicants multiple ways to engage with your careers page. Consider adding the following elements to your videos:

  1. Testimonials from dedicated staff: Interested applicants will want to see how employees at your community have grown their careers. Feature employees who exemplify the quality of care and commitment to your residents. As a best practice, try to feature several employee spotlights from different roles to show how these positions work together with the same goal in mind.
  2. Footage of your community’s campus: Serious candidates considering employment at your community will be interested to see your campus. Consider including pan out shots that show your sprawling campus and the surrounding area. Your location is one of the perks of employment, so mixing in shots that show your offices are equally important to feature, so employees can set their expectations accordingly, instead of going just off of the pictures featured on your website and social media channels.
  3. Music beds and production value: Your community doesn’t have to break the bank in terms of production to produce a high quality, polished recruitment video. For instance, there are numerous options for royalty-free music beds that can keep costs affordable. One area your community shouldn’t cut corners is in editing and production. Consider hiring a freelance videographer or production studio to direct your video or entrusting the editing of your video to internal staff with specific expertise. Shop around and leverage referral and freelance talent to have several quotes available to review. This will help your community determine the option that fits your budget and needs.
  4. A Call to Action (CTA): A call to action for your senior living recruitment video will appear toward the end and clearly states the action you want interested candidates to take. Whether the CTA is “Apply Today”, “Contact HR with Questions”, “Join our Team” or “Submit Your Resume”, it will add urgency to your video and will help convert applicants.

Embedding a senior living recruitment video to your careers page is not an expensive, promotional move made for the sake of vanity. Like optimizing your careers page copy for relevant keywords, videos improve your SEO efforts and can also rank on search engines separate from your careers page. According to Brightcove, video drives a 157% increase in organic traffic from search engine results pages (SERPs).

A recruitment video embedded on your careers page leads to more page views, extends the reach of your message, enhances the candidate experience and helps attract even more applicants for open positions.

Partner with Linkmedia 360 for Senior Living Staffing and Recruiting

To supplement a community’s careers page to help providers capture the influx of job seekers, Linkmedia 360 created a turnkey online recruitment strategy consisting of paid search and social media advertising. Fill out the form below to improve your senior living staffing and recruitment efforts for any of your locations!

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This new program utilizes the following channels to maximize the visibility and impact of senior living recruitment and staffing strategies:

  • Pay Per Click (PPC) search advertising
  • Display advertising
  • Facebook
  • Facebook Jobs
  • Facebook careers retargeting
  • Boosted posts

Unfortunately, there is no silver bullet to ensure your senior living recruitment requirements are met. However, by applying the tips above, your community will have increased visibility to make this goal attainable. We’re also here to help. Contact our team with any questions your staff has in terms of improving its staffing strategy. Whether it’s through our new program or a customized strategy, we’re here to help you hire the best candidates in a timely manner.

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