Recruiting in healthcare stands upended today, as the healthcare industry faces a slew of workforce challenges. With baby boomer and traditionalist professionals retiring, vacancies for Gen Z are growing by leaps and bounds.
According to an article in Becker’s Hospital Review, a top publication for hospital and healthcare business news and analysis that has compiled data from various prestigious sources, Gen Z is estimated to constitute 30% of the workforce by 2030, with their after-tax income expected to reach $2 trillion over the same time period.
If it was just filling up for the shortage of skilled professionals, that would have been one thing. But there is a twist to it.
It is not just the constitution of the healthcare professional workforce that is in focus here. What’s interesting—and challenging—is that this new crop comes with a distinct set of identity, perception and aspirations. This significantly alters the recruitment dynamics.
A little ado with the “why” of it.
Gen Z is noticeably different from the previous generations in various aspects. Their formative years have been marked by the deep integration of technology into their daily life. The biggest upending factor has been the pandemic that further immersed them in online communication. The health crisis led many to reassess their educational paths and question the conventional work practices.
Gen Z is noticeably different from the previous generations in various aspects. Their formative years have been marked by the deep integration of technology into their daily life. The biggest upending factor has been the pandemic that further immersed them in online communication. The health crisis led many to reassess their educational paths and question the conventional work practices.
Many saw their parents lose jobs, lose residences and grandparents return to the workforce to take care of finances. They have grown up amid economic and social upheavals. This is perhaps the most diverse generation in terms of race and ethnicity. It has witnessed major economic and social upheavals in real time through the internet, which has had a resounding impact on its thinking, including goals and expectations.
They may be born in a highly competitive environment, but they see their approach as more egalitarian. They believe they are more open-minded, accepting and active participants in social movements such as those pivoting on cultural diversity, inclusion, rights of minorities, and climate change.
Given their social disposition and distinct traits, they are more often attracted to the healthcare sector. Over 35% plan to pursue a career in healthcare, as per a survey by the University of Maryland-Baltimore. Many are rather considering the field early, such as college-bound high school sophomores, juniors and senior students. A large section views career in healthcare as an effective way to bring about a meaningful change in the world vis-à-vis making a lot of money, according to a survey by Wunderson Thompson.
Reality check
But the reality is different.
Talent shortage is a key challenge for recruiters in the healthcare industry. Whether it is for administration, housekeeping or for nurse-related work, recruitment professionals are increasingly finding it challenging to source Gen Z professionals.
As per an article by NBC News (dated May 9, 2023), nurses in healthcare are increasingly complaining of discontent and well-being-related struggles. It says job satisfaction has declined after being over 80% for over a decade—only 71% of respondents expressed contentment with the nursing profession in 2023.
The article also reveals that younger nurses were less happy with their jobs and careers than their older counterparts; therefore, they are unlikely to recommend nursing as a profession to others. Just about 42% of Gen Z and 43% of millennials would encourage their peers to pursue nursing, in contrast to 62% of baby boomers.
There is a developing conflict between aspirations and reality, which is characterized by burnout, stress, and anxiety. This is making healthcare professionals rethink their career choice, resulting in shortage of professionals.
What are the challenges in recruiting Gen Z?
Handling Gen Z, perhaps the most influential among socio-economic groups, requires an incisive understanding of their thinking and behavior.
This is a digitally native generation. They have grown up on technology and are highly tech-savvy. Hence, to reach out to them, the methodology needs to be different, not the conventional approach. To understand their thinking pattern, you need to scout social media platforms as frequently as they do. Only then can you know what’s trending, their concerns and issues.
How to reach them? To relate to these young adults, you need to tailor your products or services according to their needs. So, for instance, if you want to recruit them, either directly or through a recruiter, you will have to package your services. Since many of them may be on student loans, you could give some kind of debt relief.
They are hooked on to their devices – mobile phones. Therefore, time or location is not a constraint. They are intolerant of lengthy, verbose content for advertisements. They want content that is snackable – relevant and concise. They depend majorly on online reviews – peer group opinion matters more than ever. So, the greater your online presence as a brand, the greater the chances of striking the right chord with them.
They value authenticity and punish false information by shunning the brand. You cannot fool them. They perceive access to information and transparency as empowering. Give