11 Examples of How Healthtechs Approach Employer Branding
It’s no secret that the healthcare industry has changed drastically over the last several months. In a fully remote world, digital solutions are vital, making healthtech one of the most essential industries today.
As the need for innovation grows, so does the market. In fact, the global healthcare information technologies market is expected to reach $270.3 billion by 2021, up from $227.5 billion this year. That kind of rapid growth requires serious manpower, meaning technology professionals are and will continue to be in hot demand. Naturally, that leads to a fight for talent.
In this article, we break down how notable healthtech companies promote some of the most desirable employer qualities. Use this analysis to inspire your own employer branding efforts and keep tabs on the competition.
1. Kyruus’s Career Growth Advice
Highlighting individual members of your team is an excellent way to foster a sense of connection and understanding between your company and prospective employees. Even better is showing candidates how employees are progressing in their own career paths.
In this article, Kyruus’s engineering manager, AJ Jenkins, explains what the experience of transitioning from individual contributor to team manager was like and shares some of the most impactful learnings.
Not only does the article position Jenkins as a thought leader, it also makes Kyruus seem approachable. Willingly offering career advice in an effort to support other tech professionals in their development endears prospective employees to the team. Jenkins’s advice alone demonstrates his empathetic leadership style and consideration for his direct reports — something every candidate wants in a new boss.
Furthermore, Jenkins highlights Kyruus’s emphasis on feedback as a way to help employees grow. This goes a long way in attracting high quality candidates and retaining great employees: 48 percent claim that asking for their feedback and acting on it would help to reduce voluntary turnover.
2. OrthoFi’s “Win-Together” Culture
Company culture plays a significant role in a job seeker’s decision making process. In fact, 46 percent cite culture as “very important” when evaluating a job opportunity and 56 percent of employees say company culture is more important than salary. Regardless of industry, employers must make a concerted effort to promote their workplace culture. OrthoFi, a notable provider of software solutions for the orthodontic industry, leveraged this article to do just that.
VP of Technology Steve O'Quin shares his experience as an OrthoFi employee, highlighting what distinguishes the team from other tech companies. “Many companies focus on culture, but it is often a difficult concept to pin down,” says O’Quin. “At OrthoFi we feel culture, and our incredible team members are the foundation of everything that we do.”
This inside look at the team’s company culture helps prospective employees get a better sense of what it’s like to work at OrthoFi. Not only does this entice top talent, it also helps them make a more informed decision, improving the chances of hiring a well-suited candidate.
3. Cedar’s D&I Spotlight Video
Diversity, equity and inclusion (DEI) are more important than ever. Employers must create safe, entirely inclusive work environments in which all individuals can thrive. Your efforts will significantly impact your employer brand as well as your ability to recruit and retain top talent — 67 percent of candidates seek out diverse companies and 13 percent of employees monitor how frequently senior managers discuss diversity and inclusion.
In this Insider Video, NYC-based healthtech, Cedar, puts its team members front and center to discuss how they’re addressing the essential workplace issue of DEI. Doing so allows Cedar to provide prospective employees with the information they desire from the people they trust the most. Furthermore, each employee has the opportunity to speak to the aspect of Cedar’s DEI initiatives that mean most to them. This helps highlight diverse voices from across the organization and illustrate how the company takes a multifaceted approach to diversity, equity and inclusion.
4. InterSystems Elite Tech Team
A product is only as good as its tech team, which means a group of highly skilled developers and engineers is vital. That’s especially true for InterSystems, the information engine behind some of the world's most critical healthcare applications. In order to quickly and securely meet user needs, InterSystems needs skilled, agile tech professionals on its team.
InterSystems’s Insider Page goes beyond the typical tech company overview. A full page dedicated to the people behind the product offers candidates a glimpse at the kinds of problems the team is dedicated to solving. Not only does it give prospective tech employees a sense of what projects they might be working on, but the opportunity to truly envision themselves as part of the team.
5. Medici’s Mission-Driven Product
An organization’s core values should be at the heart of everything the team does — from how they do business and treat customers to how employees interact and work together. Promoting your company’s core values and mission will not only attract well-suited candidates who uphold similar morals, it will also help establish a strong employer brand.
Core values are not something to set and forget; just like a company culture, values must be thoughtfully set, maintained and upheld across the organization. Healthcare messaging platform Medici is redefining the doctor-patient experience — always with their core values in mind.
This Spotlight article allows Medici to tell the story of how its overarching mission drives product evolution. By including multiple perspectives from across the organization, the team shows prospective candidates that its core values touch every aspect of the business. As a true healthcare technology leader, Medici genuinely “C.A.R.E.S.,” an acronym the team used to create a strategic workforce founded on its key values: caring, ambitious, resourceful, excellent and speedy.
Furthermore, the fact that leadership is credited with modeling values and celebrating mission-driven behaviors is a huge credibility boost for the team. Disingenuous executives — those who preach but don’t live by the company’s values — are extremely off-putting to prospective employees. The Spotlight shows job seekers that Medici’s values are integral to the success of the organization and embodied at every level.
6. Pager’s Engineering Spotlight
Showcasing employees and their experiences is a highly effective recruitment strategy. Why? Because 66 percent of candidates believe the best way to get a sense of a potential employer is by interacting with current employees. Furthermore, candidates trust employees 3x more than a potential employer and 83 percent of job seekers are likely to search for company reviews when deciding to apply to a job.
This spotlight article allows Pager — a mobile-first, AI-powered solution that helps people navigate the healthcare system — to showcase members of its engineering team. Highlighting leaders and individual contributors shows how every member of its engineering team contributes to the success of Pager.
The article allows the organization to share the story of its mission and culture while simultaneously promoting its innovation. It’s an impactful way to showcase Pager’s team dynamic, managerial styles and collaborative approach to engineering.
7. Evive's Emphasis on Learning and Development
No matter the role or industry, employees crave growth opportunities. As a result, candidates seek out employers who support professional development. Employees are also more likely to stick around if they feel supported in their career: 86 percent of millennials say that career training and development opportunities would keep them from leaving their current job.
In this Spotlight article, Chicago-based healthtech, Evive, highlights its proprietary learning and development program, Evolve. Including the perspective of three different employees from across the business shows how the organization supports employee development and empowers each individual to take control of their career growth. Highlighting its leaders willingness to mentor employees signals to candidates that Evive is an organization that invests in its employees’ future.
8. GHX Collaborative Office Space
Despite today’s remote world, employees want an exciting office environment — one that lends itself to collaboration and innovation. Not only would 81 percent of job seekers turn down an offer if they didn’t like the office, but 97 percent of employees view the office space as representative of how companies value their work force.
Showing off your office space gives prospective employees a sense of what a typical workday would be like. On top of that, your office should reflect your company culture and therefore help candidates understand what you value. GHX — a cloud-based solution that helps healthcare organizations manage their supply chain — gave job seekers a peek behind the current in this article, showcasing its standout office features and the intention behind each.
The open, communal space illustrates GHX’s emphasis on cross- and intra-departmental collaboration. On top of that, the onsite gym and close proximity to outdoor hiking trails shows that GHX isn’t just about creating a product for healthcare professionals, but empowering employees to lead healthy lives.
9. VillageMD CTO’s Vision for the Future
Senior leaders are responsible for the broader business strategy and touch just about every aspect of the organization. It goes without saying that they have a significant impact on the employee experience. Even if they’re not completely accessible, employees want visibility into their leadership’s goals and plans for the future. More than half (61 percent) of employees cite trust in and with senior management as important to their satisfaction. Showcasing your leaders will help cultivate a relationship between the C-suite and team members.
With the healthtech landscape constantly evolving, spotting and predicting trends early is crucial. VillageMD — a household healthtech name — used this article to highlight its CTO, Mike Roberts. It provides Roberts a platform to share how the team continues to innovate and stay abreast of patient and provider needs. Furthermore, it also gives him an opportunity to forecast the future of healthtech, establishing him as a thought leader. Giving candidates insight as to where the company is heading will make them eager to work alongside such a forward-thinking leader.
10. HealthJoy’s Tech Stack Staple
The healthtech industry is constantly evolving, making innovation a core tenet of a successful business. Candidates want to know that by joining your team, they’ll be part of some of the industry’s most exciting opportunities. While you can’t reveal all your secrets, allowing employees the chance to share what they’re working on and most interested in is the perfect place to start.
As the first and only benefits experience platform that helps employees navigate the healthcare system, HealthJoy is constantly innovating. In this article, senior software engineer Jaime Ballesteros gives job seekers a peek behind the curtain of one of the team’s most impactful projects.
In the article, Ballesteros explains why Python is the best programming language for the job, allowing prospective employees a glimpse into the methodologies that drive innovation at HealthJoy. It’s a phenomenal way to demonstrate thought leadership, connect individual contributors to meaningful work and show candidates how they can enjoy similar opportunities.
11. Lose It!’s Work-Life Balancing Act
One of the most important parts of a job is work-life balance. Employees want a boss who will support them in their passion outside the standard 9 to 5. In fact, it’s a huge factor in attracting candidates: 76 percent of employees report seeking jobs with more flexibility because of work-life balance. Furthermore, employees who positively view their work-life balance are 10 percent more likely to stay in their current role.
In this Insider Spotlight, two members of the Lose It! team explain how the organization supports people development — offering opportunities to explore the here and now, in and outside of the office. Through exciting trips and retreats, Lose It! demonstrates its appreciation for its employees with a totally unique experience.
But it’s not just that: by encouraging employees to prioritize their needs beyond their work responsibilities — going to the gym, spending time with family, pursuing passions — Lose It! shows that it makes work-life balance a part of its employees’ day-to-day. In that, it becomes a reality.
Whichever strategies you choose to pursue when cultivating your employer brand, be mindful of the fact that candidates are unique and will have varying priorities. To appeal to a wider talent pool, you should aim to vary your approach. Think about the parts of your organization that resonate most with your current employees and market them to candidates. Doing so will help create a more effective and authentic employer brand.