Healthcare recruitment is not just about filling shifts. It is about safeguarding patient care, reducing staff burnout and supporting a resilient, sustainable workforce. But with demand rising and resources stretched, hiring and retaining the right people is becoming increasingly difficult.
Whether you are recruiting for a hospital in regional Australia, a busy NHS Trust in the UK, or a large health network in the US, the challenges are remarkably similar.
Here are five trends shaping healthcare recruitment, with practical strategies to help your team stay ahead.
Trend 1: Demand for healthcare talent keeps rising
The challenge
Shortages of skilled healthcare workers continue to intensify. In Australia, healthcare and social assistance roles make up over 15% of the workforce. The UK faces a shortage of more than 100,000 NHS staff. In the US, demand for registered nurses is projected to grow by 6% by 2032. Yet the supply of talent is not keeping pace.
What you can do
Focus on building long-term talent pipelines. That means connecting with passive candidates, graduates, career changers and even retirees returning to work. Establish ongoing talent pools for priority roles like aged care, mental health, nursing and support staff.
To reach target talent segments, test new recruitment tactics, new channels, and new ways to leverage their existing networks. Focus on proactive relationship building with qualified candidates before positions open. That way, when roles arise, you’re able to fill them faster.
Practical tips:
- Partner with universities, colleges and training providers to engage emerging talent
- Set reminders to follow up with previous applicants or former staff
- Use workforce data to identify future shortages and begin pipelining early for critical roles
Trend 2: Competition is coming from all directions
The challenge
Healthcare professionals are being approached by non-traditional employers including private clinics, digital health start-ups, corporate health providers, pharmaceutical companies and even wellness brands. These sectors often offer more flexible work, career development and better work-life balance. Causing traditional healthcare organisationsorganizations to adapt their talent attraction strategy to remain competitive.
What you can do
Stand out by strengthening your employee value proposition (EVP). Go beyond pay and highlight what people value most – meaningful work, supportive leaders, flexibility and team culture. Make sure your EVP is reflected clearly in your career site, job ads and throughout the candidate experience from application to offer.
Practical tips:
- Survey staff to understand what they value, and lead with that in your messaging
- Share real stories of people who have built careers or found purpose in your organisationorganization
- Promote flexible shifts, wellbeing programs, relocation support or clear career pathways
Insight: Healthcare workers are 14% more likely to prioritiseprioritize supportive managers, and 8% more likely to value job security and flexibility compared to professionals in other sectors.
Trend 3: Retention is recruitment
The challenge
Burnout continues to be one of the biggest threats to healthcare workforces globally. The impact of COVID-19 left lasting strain on already stretched teams, leading many healthcare professionals to leave the sector or reconsider their future. Today, organisationsorganizations across public and private healthcare are grappling with high turnover, fatigue and ongoing resourcing challenges. Retaining experienced staff has become just as critical as attracting new ones.
What you can do
Keep your people engaged through internal career development, regular check-ins and meaningful wellbeing initiatives. Satisfied employees are your strongest advocates, and the best way to reduce time-to-fill and recruitment costs.
Practical tips:
- Conduct regular stay interviews to understand why staff stay, and act on what you hear
- Promote internal job opportunities before advertisingadvertizing externally
- Launch mentoring or buddy programs to build connection and belonging
Quick win: Feature employee stories and photos across your career channels. It creates authenticity and helps future candidates picture themselves in your workplace.
Trend 4: Long time-to-fill is adding pressure
The challenge
In many healthcare organisationsorganizations, roles can remain vacant for months. According to RogueHire’s 2024 Healthcare Benchmark Study, 34% of healthcare positions take five months or more to fill. These delays place extra pressure on existing teams and are often hindered by dated technology and operational challenges.
What you can do
Assess your recruitment technology and processes to identify bottlenecks and inefficiencies. Where are your pain points? What would create a smoother hiring experience for both candidates and hiring managers? What tools do you need to streamline processes?
Practical tips:
- Use SMS or messaging tools to reduce interview drop-offs and engage talent faster
- Pre-build job ad templates and automate approvals where possible
- Search internal talent pools or re-engage past applicants before going to market
Bonus tip: Track time-to-offer as well as time-to-fill. A fast offer shows intent and keeps candidates engaged in competitive markets.
Trend 5: Budgets are tight but hiring must continue
The challenge
Recruitment teams across healthcare are being asked to do more with less. Wage increases, inflation and operating costs are putting pressure on hiring budgets – yet roles still need to be filled quickly and effectively.
What you can do
Focus on what delivers return on investment. Understand which sourcing channels are working, reduce manual admin, and redirect resources to initiatives that have the most impact on time-to-fill and quality of hire.
Practical tips:
- Run a sourcing channel audit to identify what is delivering quality candidates
- Automate repetitive admin like interview scheduling or reference checks
- Tap into shared talent pools across health networks or partner organisationsorganizations
Try this: Reconnect with candidates who previously applied or left on good terms. A simple “Still interested?” email or message can help you fill roles faster with minimal cost.
Bonus trend: Diversity and inclusion is non-negotiable
Healthcare workers want to join organisationsorganizations that value people from all backgrounds. Diverse teams lead to better decision-making and patient outcomes. But surface-level DEI efforts are not enough – authenticity and action are key.
Practical tips:
- Review your job ads and recruitment materials for inclusive language and accessibility
- Diversify your hiring panels to reflect the communities you serve
- Promote real stories of inclusion, belonging and allyship from within your workforce
- Partner with organisationsorganizations that support underrepresented groups to broaden your reach
The future of healthcare recruitment is people-centred
Healthcare recruitment will always be complex – but the right approach can turn that complexity into a competitive advantage. By investing in long-term pipelines, creating meaningful candidate experiences and embracing the right technology, healthcare organisationsorganizations can meet the workforce challenges with confidence.
How PageUp supports healthcare recruitment
Healthcare recruitment teams need tools that are flexible, efficient and built for complex environments. PageUp helps healthcare organisationsorganizations across Australia, the UK and the US streamline recruitment processes and create better experiences for candidates and recruiters alike.
With PageUp, you can:
- Build proactive pipelines for high-demand roles, helping you connect with talent before roles become urgent
- Reduce time-to-fill with automation, AI-powered screening and faster workflows
- Promote internal mobility by making it easier for existing employees to see and apply for opportunities
- Showcase your employer brand with customisablecustomizable career sites and employee stories that bring your EVP to life
- Make smarter decisions using built-in analytics to track sourcing performance, cost-per-hire and engagement
Whether you are hiring for one site or managing recruitment across a national health network, PageUp gives you the tools to hire with confidence – even in a competitive market.
Discover how PageUp can support your team or request a demo.
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