In nurse recruitment, email is a tool you use every day. But how can you enhance the way you use it to reach the best-fitting candidates?
Email remains the most preferred and efficient method recruiters use for outreach, according to Entelo’s 2020 Recruiting Trends Report. Whether you’re a healthcare recruiter, hiring manager, or human resources representative, email gives you an advantage in nurse recruiting. But even for the most experienced recruiters, email marketing to nurses can be tricky.
When email marketing to nurses, there are many facets to consider, including targeted messaging, calls to action, and accurate job descriptions. As you develop and implement email marketing strategies, consider the following tips to help your nurse recruitment efforts.
1. Prioritize your platform
It’s common to see people reading, online shopping, or watching their favorite shows on the go. Consider adopting a mobile-first format when designing an email or e-newsletter.
The following elements can help ensure your email messaging (especially when optimized for mobile) is clean, readable, and easy to navigate:
- Keep the format in single-column design, avoiding JavaScript, Flash, PHP, or SQL.
- Ensure file specifications are under 53 KB in size and are a maximum of 600 pixels wide for an HTML file.
- Use mobile friendly or email-safe fonts like Arial, Courier New, Verdana, or Times New Roman.
- Font sizes should be between 14 and 16 points for the body text.
2. Create a clear call to action
A powerful call to action (CTA) can generate clicks — increasing your conversion rate. The first step should be to choose a location. While most CTAs appear at the end of the email, Indeed stated that you can also place it at the top or in a sidebar. When drafting your CTA, use enticing words and phrases such as “apply now,” “hurry,” and “expires” to garner more attention. Be careful not to bury the CTA in the body of the email, and make sure to review your content closely for broken links, double check tags for accuracy, and use images that are clickable.
3. Say it with the right subject line
You’ve carefully written, designed, and curated the perfect email for your potential nurse candidates with the goal of receiving thousands of clicks. But what if no one ever gets past the subject line?
When you’re crafting your subject line, the shorter, the better. Subject lines should be 50 characters or fewer — 35 for mobile readers, with a 100-character limit for preheader text. Also, try to avoid using words and phrases that over-sensationalize or overpromise. Terms such as “free,” “guaranteed,” and “100%” may be overlooked by potential candidates but are also at risk of being filtered into spam folders. When it comes to nurse recruitment, suggested phrases include “sign-on bonus,” “loan forgiveness,” and “relocation bonus.” Action words like “join” and “advance” are also recommended for a captivating subject line.
Adding a touch of personalization to the subject line can also be helpful, according to Indeed. For certain prospects, using their first name and stating their current position in the email body can help you create a stronger connection. This, in turn, can increase the likelihood they’ll engage with your message.
4. Testing, testing, testing
In addition to testing your email campaign among various platforms, including multiple desktop and mobile clients, conducting AB testing can help increase your reach. The process is simple — divide your audience into two segments, sending one type of message to group A and another to group B. Measure the results to determine which types of emails are the most useful.
While also increasing your reach, AB testing can help in updating your email designs, understanding your nurse audience’s preferences, and enhancing your overall performance, according to Litmus. Implementing AB testing allows you to finetune your email marketing strategy to reach the most qualified candidates in the most effective way.
5. Dive into the data
As it does with AB testing, data can play a significant role in engaging your audience and reaching more nurse candidates. When email marketing to nurses, for example, you can segment the audience based on specialty, location, and education level. If you have openings for ICU positions, tailor the message specifically for critical care nurses, and send the email to nurses in your database who fit that description. Sending targeted messages can increase open rates, improve email performance, increase revenue, and reduce opt-out or unsubscribe rates.
Email marketing can be a valuable tool in nurse recruitment. By taking time to prioritize, create, test, and finetune your email marketing plans, you can reach and engage the most suitable nurse candidates for your roles.
Editor’s Note: This blog was originally published in May 2020 and has been updated with new content.