Recruiter Spotlight: Creative recruiting lands hard-to-fill roles

About Laura

Laura Lazewski, a senior talent acquisition partner at Marathon Health, is using Findem to get creative with tough-to-fill roles while building the Marathon brand for future recruiting success. 

As part of a 7-person recruiting team supporting more than 700 health centers across 40 states, Laura specializes in finding talent for clinical roles, including physicians, nurses, and counselors.

Convincing candidates to consider Marathon

In early 2024, Everside Health and Marathon Health merged to operate as a combined entity under the Marathon brand. Laura, who had started working with Everside in 2021, recognized the challenges that come with a merger.

“With Everside, before we merged with Marathon Health, the company name was unknown,” Laura said. “The model of medicine is new to most in my candidate pool, and we’re trying to convince clinicians they want to work at a company they’ve maybe never heard of.”

Marathon partners with employers to connect employees with healthcare providers across the country. Physicians, nurses, and counselors are available in-person or via telehealth and work as part of the Marathon Health network.

For Laura, that meant not only building brand awareness for Marathon, but educating clinicians about the company’s business model. Tackling the challenge started with her switch to Findem.

Better campaigns to a more targeted audience

Laura had previously used platforms like Doximity and PracticeLink to search and source for physician talent, but they made it difficult to find the right candidates. Findem delivered a greater breadth and depth of candidates, with 3D data and enriched profiles giving her the right insights to personalize outreach.

With Doximity and PracticeLink, Laura’s emails yielded just a 10% open rate. Findem, on the other hand, is delivering 60% open rates for Laura. This has helped her team improve Marathon’s brand awareness in the market. 

Even if candidates don’t convert to hires immediately, a majority who receive emails are opening them and learning about the company. “If 60% of people are opening and reading an email, they are seeing the name,” Laura said.

Laura has partnered with Findem’s customer success team to streamline email outreach templates, resulting in significant time savings for her team. Today, she only needs 10 minutes to go from a search to a sourced candidate, and can turn a candidate into a hire in just one week.

Opening up the talent pool with creative campaigns

The customer success team is also helping Laura come up with creative ways to search for candidates. As a result, she’s expanded her talent pool with new strategies designed to find the right talent for hard-to-fill roles.

One such strategy is running relocation campaigns — outreach designed specifically to target candidates who are open to relocation, sometimes to towns you may have never seen on a map.

“I recently inherited what feels like an impossible position in a small town that has been open for some time,” Laura said. “By running a relocation campaign with Findem, I’ve sent 5,000 messages to candidates and generated more interest than ever before.”

Another strategy available with Findem is targeting candidates who may have been recently laid off. Laura’s team sent communications to everyone who had been impacted by a national healthcare company layoff. While other tools limit outreach capabilities — in turn limiting the ability to get creative — Findem does not impose the same send cap.

“We were able to send communications to everyone without fear of credits running out or missing the right people,” Laura said. “I like that I can get creative with Findem.”

Talent pool insights set expectations

Laura is using creative messaging and campaigns for long-term engagement, all automated by Findem. But how is she tracking efficiency and success? Findem gives Laura access to insights and unique data on candidate pools directly in Findem’s Talent Data Cloud.

“I have a physician opening in Topeka,” Laura said. “There are only so many people in the talent pool. I’m able to share this info with hiring managers to help set realistic expectations.”

She’s leveraging insights reports — available in Findem — to build confidence and trust with hiring managers on some of her most difficult searches. These reports break down details about potential candidates in any target area, with insights about top companies and job titles. 

“You can edit your job posting to attract top talent, or adjust your search to ensure you’re targeting all potential candidates,” Laura said. “I look forward to utilizing it on some of my more difficult searches.”

Creative freedom to land hard-to-fill roles

When Everside Health and Marathon Health merged, Laura felt the pressure to continue filling hard-to-hire roles with the added challenge of brand awareness. That meant Laura needed a solution to unlock both possibilities. She found it with Findem.

Findem’s precise search capabilities have expanded Laura’s talent pool. Automated outreach makes it possible for her to reach out to every candidate in a personalized way. Together, they’re giving Laura the creative freedom to tinker, test, and try new things with every search.

“I actually received a signed offer today,” Laura said. “I needed a master’s-level therapist, licensed in California, who speaks Spanish to work remotely. It’s a big pool to find someone from! But I found the perfect candidate the same day that the requisition opened.”

Marathon Health plans to integrate their ATS with Findem, further improving efficiency and recruitment capabilities by turning previous employees, applicants, and referrals into an effective hiring channel.