CEO Dirk Burghaus reports on the new paths clinics need to take in order to assert themselves on the labor market
Mr. Burghaus, nursing professions in particular are affected by the shortage of skilled workers. How does this affect the search for employees?
Dirk Burghaus: Many new recruits no longer want to work in the sector, even though the job is attractive and brings a lot of reassurance and satisfaction. At the same time, demographic change is resulting in a smaller workforce. In addition, expectations of the workplace have risen. The term “work-life balance” is very present. Young people increasingly want to work part-time or in flexible time models and they have very clear ideas about what they expect from their workplace. Work should not only fulfill the purpose of earning money. It has to integrate seamlessly into their lives and be fun. The result: in most industries, qualified employees must be recruited and companies must make greater efforts to attract new employees. The public's perception of the company and the benefits on offer are a major factor when choosing an employer.
What does the change in the labor market mean for employers?
Dirk Burghaus: Good employer branding is needed. Active employer marketing and an attractive employer brand are essential. Building this brand is a process that takes time and is inevitably linked to a good brand image. The external image must match the product, the service and the employees. If this is not the case, the applicant will notice this very quickly. Employees and applicants are well informed via various Internet portals. And nursing staff and doctors in particular are networked with each other. If a prospective applicant likes the image of a company, the next step is usually to obtain personal feedback from employees who already work there or on review portals. This also has a reinforcing effect: if you have impressed a good employee, they often bring other employees with them. The employee becomes a brand ambassador and supports the employer brand.
What stage is the Hellersen Sports Clinic at in this process?
Dirk Burghaus: At the beginning, applicants were actively looking for a job and applied as part of a campaign, for example. That was a good start. In the meantime, we have established ourselves as an attractive employer in the public eye thanks to sustainable employer marketing and a strong brand. We also receive applications from people who are not actively looking. Our external image, our branding, has caught their attention and they have noticed: 'Hellersen Sports Clinic is an attractive employer. I would like to work there.
How is this reflected in practice?
Dirk Burghaus: We have a great response from applicants. This applies to all areas, including management positions. The feedback from job interviews shows that Sportklinik Hellersen stands out as a good and modern employer. This is based on a good reputation and professional marketing. Applicants, patients and interested parties see the clinic on our social media channels, how the employees show their faces and how we accompany their day-to-day work. This is authentic and is well received. This is underlined by the two Top Employer awards. The two seals, kununu Top Company 2023 and Top Employer Healthcare by the German Society for Consumer Studies, reflect the satisfaction of our employees and are an important sign for applicants.
Employer marketing doesn't stop with recruiting specialists. What do you do to keep them?
Dirk Burghaus: For employees to stay, they have to feel comfortable and valued. We pursue open, transparent communication at eye level and our employee app enables uncomplicated communication across hierarchies. Regular consultation hours with management are also possible. We listen to our employees and their individual wishes and needs. We are also constantly expanding the benefits for our employees with employee events, health projects and offers for net salary optimization. We have our own fitness studio for free use, e-bike leasing and car subscription models, to name just a few examples.
Press article:
regiomanager.de (Südwestfalen Manager)
Im Arbeitsmarkt-Dschungel zwischen Fachkräftemangel, Work-Life-Balance und Employer Branding
Press contact:
Sarah Burghaus
pr@dirk-burghaus.de
