In response to the growing shortage of nurses in the U.S., online publisher Vertical Alliance Group Inc. recently launched a recruiting Web site where hospital administrators can advertise open positions and nurses can search and apply for jobs.
Much of the content on NurseUniverse.com is advertising and job description space. Hospitals and other health care organizations buy ad space for a monthly fee, which includes customer support, ad tracking, advertising consulting and recruiter training.
Texarkana, TX-based Vertical Alliance hosts more than 40 sites that use a “response engine marketing” approach. The company provides an online forum to connect those seeking a particular service or job and those advertising them directly.
In the case of NurseUniverse.com, the method generates pre-qualified leads and aims to reduce hiring time and costs while increasing retention. Users of the site submit their information directly to their preferred medical facility by selecting a health care institution’s advertising unit, which expands to a detailed profile page.
Each page is designed to educate the nurse about the hospital, position and region. A profile page often includes audio and video messages as well as custom-written copy and graphics. It is designed to prepare a job applicant before he or she speaks with a recruiter.
Chevez White, advertiser on NurseUniverse.com and CEO of Staffing MyWay, an Arizona-based nurse recruiting company, says the site has a 60 percent higher rate of conversion from lead to employee than other nurse recruitment methods.
