Interviewing as a Marketing Tool: Sell Your Role Without Overselling
Interviewing isn’t just about assessing candidates, it’s also your chance to raise the profile of the role, team and organisation. Done right, an interview becomes a powerful tool to attract the right talent. Done poorly, it can create misaligned expectations and lead to costly turnover.
So how do you strike the balance between showcasing your opportunity and staying grounded in reality? Here’s how to sell your role without overselling it.
1. Present the Role Authentically
Avoid the temptation to present the position as “perfect”. High-quality healthcare professionals aren’t looking for perfection, they’re looking for purpose, growth, support, and clarity. Be honest about the day-to-day responsibilities, the pace, and the challenges.
If it’s a high-volume environment with tight schedules, say so. If the team is still evolving and processes are being built out, frame that as an opportunity for someone who thrives on creating structure and leading change.
Tip: Use real-world examples. “This Theatre Manager role supports five operating theatres, but we’re aiming to increase capacity. We’re looking for someone who can naturally engage with consultants and help drive that growth.”
2. Highlight the Value, Not Just the Perks
Yes, salary, benefits, and development opportunities are important. But what truly keeps healthcare professionals engaged is the value they find in their work.
Use the interview to highlight the role’s impact on patients, the wider community, and the team. Share stories of how current staff have grown, stepped into leadership, or made meaningful improvements to patient care. That’s the kind of connection candidates remember.
Tip: Instead of leading with perks, lead with purpose. “One of our ward sisters started here as a newly qualified nurse five years ago. She’s now leading service improvement projects and mentoring junior staff.”
3. Market the Culture with Honesty
Every organisation has strengths and weaknesses. Candidates appreciate transparency about both.
Don’t just say “we’re collaborative” explain what that looks like. Does senior leadership engage with junior staff to improve practice? Are team huddles used to share best practice? Providing this kind of context builds trust and helps the right candidates self-select.
Tip: If the team is navigating change or undergoing leadership transitions, acknowledge it but also explain what support structures are in place.
4. Tailor the Pitch to the Candidate
Great marketers know their audience and so should interviewers. If you’re speaking with an entry-level nurse, emphasise training, supervision, and mentorship. If you’re interviewing a seasoned hospital director, focus on autonomy, innovation, or major projects.
An interview should never feel “one-size-fits-all.”
Tip: Spend the first few minutes understanding the candidate’s goals, then tailor how you describe the role to align with their priorities.
5. Set Realistic Expectations Early
Overselling may get someone in the door but unmet expectations are the fastest way to an early exit. Be upfront about on-call requirements, shift patterns, resourcing levels, and organisational challenges.
Tip: Transparency builds credibility. Candidates are more likely to trust you and accept an offer when they feel you’ve painted the full picture.
4. Empower Internal Referral Programmes
Employee referral programmes don’t just fill roles faster - they also reinforce trust and pride. When a team member refers someone, they’re putting their personal reputation on the line. That’s brand advocacy in its purest form.
Final Thought: Every Interview is a Branding Opportunity
Whether or not a candidate is hired, they will walk away with an impression of your organisation and they will share that impression with others.
Make sure it’s one of professionalism, honesty, and respect. By using interviews as both an assessment and a marketing opportunity, you strengthen your employer brand and attract candidates who are not only capable, but truly aligned.
If you're reviewing your interviewing and want to align it more closely with your recruitment strategy, we’re here to help. We work with healthcare employers to build hiring journeys that don’t stop at the offer but support success long beyond day one.
For further Hiring Manager and Recruiter advice, consult Fertility Talent or simply call us on 01904 230002.