Attracting hospital talent takes more than competitive pay and benefits—hospitals need a brand that truly stands out. And in a world where nurses, techs, and providers do their homework before applying, that means having a strong, authentic, and modern employer brand.
If your organization is struggling to fill roles or losing candidates to systems with similar offerings, it may be time for an employer brand refresh.
This guide will help you evaluate your current brand, refresh what’s outdated, and build a compelling identity that draws in the talent you need.
Table of Contents
What Is Employer Branding in Healthcare?
Your employer brand is the perception people have of your organization as a place to work.
It includes:
- How your workplace is described by current and former employees
- What job seekers see online about you
- The tone and visuals in your job postings
- Reviews on Glassdoor, Indeed, and social media
- Your values, leadership voice, and messaging consistency
In short: It’s not just what you say—it’s what people believe.
A great employer brand:
- Attracts the right candidates
- Filters out the wrong ones
- Boosts application volume and quality
- Reduces cost-per-hire
- Increases employee retention
Signs Your Employer Brand Needs a Refresh
If you’re seeing any of the following, it’s time to take action:
- Declining applicant volume despite active promotion
- High drop-off rates between interview and offer acceptance
- Poor or inconsistent Glassdoor/Indeed reviews
- Outdated or templated career site messaging
- No presence (or outdated content) on social platforms
- A brand that talks about patients—but not staff
Step-by-Step: How to Refresh Your Hospital’s Brand to attract healthcare talent
1. Conduct an Employer Brand Audit
Start with an honest review of how your brand shows up online and internally.
Audit:
- Careers site content
- Social media presence (Instagram, LinkedIn, TikTok)
- Glassdoor & Indeed reviews
- Job descriptions and images
- Internal engagement surveys
- Exit interview feedback
Key questions:
- Do our values show up in how we market our roles?
- Would a clinician know what it’s like to work here?
- Is our branding consistent across roles and departments?
2. Define or Revisit Your EVP (Employer Value Proposition)
Your EVP is the answer to this question:
Why should someone work here instead of somewhere else?
A great healthcare EVP is:
- Aspirational but authentic
- Based on real employee experiences
- Aligned with the values and strengths of your system
- Adaptable to different roles (RNs vs. imaging techs vs. surgical team)
EVP Examples:
“We believe in care without compromise—and that starts with our people.”
“Big enough to grow, small enough to matter.”
“Here, you’re more than a badge number. You’re family.”
Once defined, infuse this messaging into all your campaigns.
3. Develop Employer Brand Content for Key Roles
One generic video about your hospital won’t cut it.
Create tailored content for high-need clinical roles:
- RN-focused videos featuring real shift teams
- Quick-hitting social reels on benefits, culture, DEI
- Spotlights on surgical techs, imaging, lab, and support staff
- Testimonials about mentorship, growth, or work-life balance
Content types to prioritize:
| Format | Ideal Channel |
| Short-form video | TikTok, Reels, Stories |
| Day-in-the-life blogs | Careers site, LinkedIn |
| Instagram carousels | Culture & events |
| LinkedIn posts | Professional credibility |
| Email + SMS snippets | Warm leads / re-engagement |
4. Align Branding Across Channels
Your employer brand should be everywhere your candidates are—and it must look, feel, and sound consistent.
Audit and update:
- Social bios
- Careers page headers
- Job posting language
- Brand photography and tone
- Recruitment event collateral
- Automated email and ATS templates
Pro tip: Match the visual tone of your patient-facing brand, but make the message about your people.
5. Empower Internal Champions
Authentic employer brands are built from the inside out.
Steps:
- Recruit frontline staff for content features
- Encourage nurses, techs, and leaders to post about their experiences
- Launch a recognition campaign tied to core values
- Highlight promotions and team wins
Bonus: This boosts referrals, engagement, and retention—not just attraction.
6. Monitor and Evolve
Your employer brand is not “set it and forget it.”
Track:
- Social engagement
- Brand sentiment in reviews
- Application rates by campaign
- Survey results from new hires and exit interviews
Refresh messaging every 6–12 months based on feedback and hiring goals.
Final Thoughts
A strong employer brand isn’t a luxury for healthcare organizations—it’s a strategic hiring advantage.
In 2025’s competitive recruiting environment, you can’t afford to be invisible, outdated, or vague about why someone should work for you.
A brand refresh is your opportunity to:
- Reintroduce your hospital to the workforce
- Tell the real story of your culture and values
- Improve every step of your candidate journey
- Attract, engage, and retain the people who deliver your mission every day
Ask yourself: Is our current brand attracting the right people—or pushing them away?
If you’re unsure, it’s time to refresh.
Check out more from Rave Health
Looking for more ways to improve your healthcare recruitment campaigns? Want to stay in the know of the latest news, tips, and tricks? Then be sure to check out our other blog posts, and keep up with us on social media!
