In healthcare, a compelling employer brand is the difference between being well-staffed and constantly hiring.
Health systems say their people matter, they support their teams and that their culture sets them apart. But if everyone’s making the same promises, the only thing that matters is who can actually deliver.
And healthcare workers desperately want these things to be true. They’re paying attention to see if you mean it. Currently, 83% of job seekers say reputation plays a role in where they apply, and in an industry with 1.37 million open roles and nearly half of workers considering leaving, that credibility is everything.
Establish credibility and trust by addressing what matters to your employees
That credibility gap has fundamentally changed how healthcare workers evaluate their options. They’re asking harder questions and expecting clearer answers.
In today’s healthcare environment, “what’s in it for me” isn’t selfish—it’s survival. Healthcare workers want to know:
- When you say you support work-life balance, what does that actually mean during flu season?
- When you talk about adequate staffing, are you committed to realistic ratios or just hoping for the best?
- When things get overwhelming, what resources are available?
Healthcare workers want employers who understand the unique pressures they face and can clearly articulate what they have to offer with concrete examples over good intentions.
Organizations that can respond to these concerns with specifics rather than generalities are building employer brands that hold up under pressure.
Turn employee care into a competitive advantage
Most healthcare organizations talk about clinical excellence or cutting-edge technology. But there’s a better story to tell: that your culture of care extends beyond patients to include everyone who makes that care possible.
This feel-good messaging is also smart positioning. Healthcare workers are tired of giving so much of themselves without getting much back. They want you to show that your culture of care extends beyond patients to include them too.
This kind of employer brand isn’t just about being nice. It’s about demonstrating that you prioritize your people and recognizing they’re the engine that produces those patient outcomes.
What makes a healthcare employer brand strong
To make this work, you need to:
- Define and communicate what makes your organization and culture unique throughout the job candidate and employee journey
- Set realistic expectations about career opportunities and work environment
- Acknowledge what’s hard about the work alongside the specific support you provide
- Demonstrate your commitment to employee wellbeing alongside patient care
- Use authentic employee voices to build credibility
- Show you deliver on commitments through measurable actions and results
- Address the unique demands of healthcare work as well as the support resources available to them
A thoughtful internal communications strategy—one that actively promotes your employer brand and celebrates employee success—strengthens engagement and helps slow the revolving door of talent. Instead of repeating generic promises, connect those promises to the day-to-day reality of the work. Show employees what they can expect and demonstrate the organization’s commitment to delivering on those expectations.
It’s about making sure the story you’re telling holds up.
