Interactive Insights

Recruiting Licensed Practical Nurses

A Deep Dive into Talent Sourcing and Recruitment Advertising Benchmarks

Licensed Practical Nurses

A Bit About These Talented Professionals

Chances are we’ve all encountered these medical superheroes… where compassion meets expertise and healing becomes an art. Licensed practical nurses (LPNs) are the linchpins of patient care, combining skill, empathy, and a touch of magic to make a difference in the lives of those they care for.

So, is the occupational outlook for LPNs on par with the rest of the healthcare industry? Yes, yes it is and it’s projected to grow at a heart-pumping 6% from 2021 to 2031! Between occupational drain and job creation, that translates to approximately 59,000 openings each year. Two main drivers are keeping these numbers up: the gracefully aging baby-boomers and widespread chronic conditions like diabetes and obesity. Well, that’s not all. The medical profession is also experiencing significant drain due to pandemic-related burnout and retirement. Yikes!

Ready to find the pulse of the market and get more great-fit LPN candidates for your funnel, at the most optimal cost?

It’s time to let Joveo’s data do the talking!

Year-on-year decrease in CPC
Year-on-year increase in median advertised salary
Year-on-year decrease in unique postings

CPA App-lause or App-loss

CPAsCost per application (CPA) measures the cost incurred by an organization to receive one job application from a potential candidate. depend on CPCs, in addition to a number of other factors! While you can’t control everything (market conditions, for one) you can definitely work on honing that apply process.

When it comes to optimizing the apply process, there are a few key factors: employer brand, recruiter time and effort, CPA, application quality, and candidate experience. While easy apply typically delivers lower CPAs, recruiters might not obtain all the info they need, and applications from unqualified or less committed candidates may stack up. On the other hand, if you’re using a lengthy app, it can lead to a high drop off, subpar candidate experience, and an increased CPA.

Recommendation: Examine your app process. What info does your team need? Whether easy apply, ATS-based, or another approach, your recruitment strategy should be guided by data. Hands down

Source: Joveo and Lightcast Research

CPC, Ya You Know Me!

Nationally, we are seeing an average CPCCost per click (CPC) is the cost incurred by an organization for each click on a job advertisement or recruitment campaign. of $1.15… but that’s not going to help you plan, is it? Maine offers the lowest cost-per-click, at a mere $0.29. Conversely, West Virginia finds itself at the opposite end of the spectrum, with the highest CPC at $2.91.

Recommendation: Make sure you’re making the most of your resources! Leverage this data, get a handle on seasonality and macro trends, and stay nimble. Keep an eye on performance across states and engage in A/B testingA/B testing refers to a randomized experimentation process. Two or more versions of a variable (job title, job description, etc.) are shown to different segments of users at the same time. The goal is to determine which version leaves the maximum impact and drives conversions. to enhance CPCs and conversion rates.

Source: Joveo and Lightcast Research

Demand-Supply: The Golden Ratio

There’s a definite trend in these numbers, as the ratio of hires to postings hovers very close to .76 over the months. What does this mean, you ask? Well, less than one hire is made for every one posting.

Recommendation: If your ratio is less than .76, we strongly recommend an old fashioned recruitment marketing audit. That means reviewing job titles, descriptions, compensation, and benefits compared with your competition. Oh, and don’t neglect reach, ad dollars, and return on ad spend per source!

Source: Joveo and Lightcast Research

Mind Your Demand-Supply Gap… by State

Wondering how aggressive your sourcing needs to be in a given state? Well, we’ve got a chart for you… check out state-specific demand-supply gap The demand-supply gap is calculated by dividing the number of unique job postings by total employment in the occupation. The higher the number, the greater the demand-supply gap, compared with the national average. for LPNs, and get an idea of just how aggressive you need to be when it comes to talent sourcing or job advertising.

For example, if you’re looking to hire in Mississippi, West Virginia, or Arkansas, you shouldn’t have a problem. In fact, these three top our list of easiest to fill states when we take a look at demand and supply of LPNs. On the other end of the spectrum, filling your hiring funnel in Rhode Island, New Mexico, or Colorado is going to be a challenge, given the low supply and high demand!

Recommendation: If the color of your state is in the deep gold, it may indicate that you need to jazz up your job content, A/B test titles A/B testing refers to a randomized experimentation process. Two or more versions of a variable (web page, job description, etc.) are shown to different segments of users at the same time. The goal is to determine which version leaves the maximum impact and drives conversions., expand across locationsGeographic optimizations expand the targeted location to include surrounding communities. This is an easy way to extend your reach and reduce CPAs by sourcing from less competitive markets., and spend considerably more on recruitment marketing and job advertising to attract more great-fit candidates.

Source: Joveo and Lightcast Research

Who Posts the Most?

When it comes to recruiting LPNs, posting competition is pretty run of the mill, with an average posting intensity Posting intensity is the ratio of total job postings to unique job postings. A higher posting intensity means employers are sending copies of their reqs to several job sites or other locations on the web, to reach a bigger talent pool. of 3:1 across the occupation, nationally. Top employers like CenterWell Home Health, Maxim Healthcare Services, and Fresenius distribute their jobs with the same intensity, while other widely-known employers like Aveanna (5:1), Sevita (6:1), Angels Of Care Pediatric Home Health (7:1) beat the national occupational average. Genesis Healthcare tops them all with a posting intensity of 8:1!

Recommendation: Make sure you get your posts out to all the right job boards and on social media. We may be a little biased, but one great way to automatically post jobs across the best-performing sites is to use programmatic job advertising – plus you can take advantage of job title Job title expansion means leveraging alternative job titles, using commonly searched terms. These are published as new listings in addition to the original post. and geographic Geographic optimizations expand the targeted location to include surrounding communities. This is an easy way to extend your reach and reduce CPAs by sourcing from less competitive markets.expansions.

Source: Joveo and Lightcast Research

Show Candidates the Money!

While the national median salary is approximately $54,500, advertised median salaries over a 12-month period hit $65,000, as of September of 2023. This difference (17%) can be attributed to two main factors: Employers with higher salaries are the ones that generally tend to advertise them. Also, some employers tend to only advertise the upper end of their salary brackets. This gives them an obvious competitive advantage when it comes to sourcing.

Recommendation: If you offer a great salary, don’t forget to call it out in your job description, even if your state doesn’t enforce it legally. Currently, 40% of unique job postings for LPNs include wage info. This will help you attract more candidates, lower CPCs, and fill your funnel faster.

Source: Joveo and Lightcast Research

An Eye on DE&I: How Do You Measure Up?

We know diversity is important! In fact, three-quarters of today’s candidates take a serious look at potential employers’ DE&I programs, and what they find influences their decision making. Big time. And, as we well know, the more diverse your workforce, the better your business outcomes!

Recommendation: Wondering how diverse the occupation tends to be? Well check out the top and bottom three across the nation. If you’re falling a bit short, have no fear! There are a slew of relevant job boards to give your DE&I program the fillip it needs.

Source: Joveo and Lightcast Research

How About Those Skills?

Successful recruiting includes making sure your job postings compete with the best and attract the candidates that are right for you. Yep – it’s time to knock your competition out of the water! One important piece in the job posting puzzle? Skills. When it comes to recruiting LPNs, make sure you keep up with the Joneses!

Recommendation: Take a note of distinguishing Distinguishing skills are advanced skills that may sometimes be called for. An employee with distinguishing skills is probably more specialized and differentiated from others in the role. skills that impact compensation, such as experience working in nursing homes, blood pressure, and wound care, and plan accordingly.

Source: Joveo and Lightcast Research

Occupational Gain to Attract and Retain

Understand what occupations LPNs typically come from and tailor your job ad content and channels to reach those audiences. This means more potential candidates above and beyond the standard LPN talent supply in your location. For example, many licensed practical nurses previously worked as registered nurses, nursing/medical assistants, or aides.

Recommendation: Identify the right channels with a combination of keyword research, using a programmatic job advertising partner with publisher-level historical data and expertise. Now go get those great-fit candidates!

Source: Joveo Research

Curious about how your own talent sourcing and recruitment advertising efforts compare? Find out what it takes to be best-in-class and leave your competition in the dust.