David Schubert shares Baptist Health South Floridaâs strategies forÂ building its talent community.
By Debbie Bolla
Employer branding. Employee value proposition (EVP).Â Artificial intelligence (AI). Diversity and inclusion (D&I).Â These buzzwords have been around the talent landscapeÂ for the last few years and are here to stay. So how canÂ talent acquisition leaders get ahead in one of the tightestÂ markets in years? David Schubert, assistant vice presidentÂ of talent acquisition for Baptist Health South Florida,Â has some answers. In his role, he is the leader of hospitalÂ and outpatient recruitment for a $2-plus-billion healthÂ system with eight hospitals and more than 20 outpatientÂ centers. Schubert has been in the recruiting industry forÂ more than 20 years with success in contingent, corporate,Â international, and temporary recruitment and staffing.
Here he shares talent strategies that have led toÂ organizational success.
HRO Today: How do you leverage your organization’sÂ EVP and employer brand in the recruiting process?
Schubert: Our EVP is made up of five parts which, whenÂ combined, truly create a unique environment. BaptistÂ Health South Florida is a community of people who careÂ for one another and who help each other excel so thatÂ everyone achieves his or her personal best. At BaptistÂ Health, we work together to create a level of qualityÂ that could only be accomplished with a dedicated,Â collaborative team.
We leverage our EVP and employer brand by promotingÂ it during the recruiting process through our socialÂ platforms (LinkedIn, Facebook, Instagram, and Twitter)Â and email marketing. This allows us to show the talentÂ community members who eventually become ourÂ applicants the unique culture of Baptist Health SouthÂ Florida.
We are constantly monitoring the real cultural experienceÂ by engaging in realistic job previews for each position inÂ all departments. We know the employee experience isÂ very personal to the unit and team leader, so we striveÂ to align the EVP with those differences. In addition,Â this year we are in the process of auditing our EVP withÂ a third-party organization to make sure we are trulyÂ representing the culture.
For potential employees, we begin with our employerÂ brand to create awareness and to educate our audienceÂ on who Baptist Health is, and then start to introduce ourÂ EVP to further influence and compel our followers toÂ apply. For example, we will share brand ads on FacebookÂ when going into a new market or target audience, andÂ we also retarget individuals who engaged with ourÂ content by sharing more information on Baptist Health,Â including our career advancement opportunities, workÂ content, culture, and values. We also distribute EVPÂ content on our social media channels to source new leadsÂ for the talent community, continue to grow our overallÂ reach, and find the best candidates for Baptist HealthÂ South Florida.
HROT: In what ways does your recruiting processÂ support your organization’s D&I strategy and goals?
Schubert: We are very blessed in the South FloridaÂ market to have an extremely diverse cultural blendÂ of employees. That is not to say that we donât haveÂ opportunities to improve in this area. It has allowed usÂ to look more at the inclusion side of D&I. Our recentÂ diversity and inclusion summitâwith the majority ofÂ leadership in attendanceâprovided us an opportunityÂ to educate leaders on how microaggressions can occurÂ in the hiring process and how inclusive leadership, inÂ all its forms, is vital to hiring the best talent for theÂ organization. More content will be provided in theÂ future, including roundtables with leaders, so they canÂ understand and discuss the importance of inclusiveÂ leadership.
HROT: What new technologies have you implementedÂ and seen improvements from?
Schubert: Recently, we implemented AI and automationÂ through a tool that enables us to automate sourcing. ByÂ applying AI, it produces leads that are the best fit for ourÂ opening. It is too soon to tell if it will be predictive ofÂ behavior, but we are excited to modify our approach inÂ real-time, 24/7.
HROT: How are you working to make the candidateÂ experience a more customer-like experience?
Schubert: We are increasing our use of customerâfriendlyÂ tools in our social marketing to attract talent to our talentÂ community. For Facebook, we use lead-gen forms thatÂ facilitate leads to opt-in quickly and allow our recruitersÂ to then contact them in a timely manner and engage inÂ conversations about positions. In addition, the candidateÂ experience needs to follow the unique EVP we areÂ communicating to the community. So the work mentionedÂ above on authenticity of the EVP is vitally important forÂ the candidate and ultimately employee experience.
HROT: What is on your agenda for the rest of 2019?
Schubert: We are in a heavy growth and acquisitionÂ mode with a large expansion of very hard-to-fill nicheÂ positions as we expand our centers of excellence acrossÂ the system. In addition, we are upgrading some of ourÂ technology solutions, especially in the areas of sourcingÂ and converting leads to applicants to ultimately hires.
Every day, people form opinions about organizations as employers based on how they perceive them through social media. With the proliferation of online information available about employers today, that perception is candidates’ reality. Learn the secrets to creating and maintaining a great employer brand in this session from the 2019 HRO Today Forum, featuring anecdotes from both providers and practitioners of prior successes and challenges, and ways to meet them.[embedyt] https://www.youtube.com/watch?v=zYfu2m1S_8s[/embedyt]
Editor’s note: David Schubert is also a member of the TalentÂ Acquisition Leader Executive Network Team (TALENT). For moreÂ information, visit our website.