Normally my blog pieces are for our travelers. The healthcare professionals that trust us with their professional license, and in turn their career. It’s a responsibility that I take very seriously and I like to communicate with all of you as much as I can.

But this one is for our recruiters (or recruiters in general). By now, most of you in healthcare staffing have heard it — or lived it:

“They ghosted me.”
“I had them locked in, then they flipped to another agency.”
“I thought we had a great relationship…what happened?”

It stings. It’s frustrating. It feels personal. But here’s the truth in the world we live in now, and it might help you reframe it:

The Post-Pandemic Traveler Is Practical

That line comes from Youssef Eid, CEO of Vetted — and whether you love it or hate it, it’s a solid take on the industry right now. Travelers aren’t making decisions to hurt your feelings or disrespect your hard work. They’re simply doing what all of us do in nearly every area of our lives: optimizing. They are making decisions in their best interest. That isn’t a slight to anyone. It’s just smart.

So…What Are Travelers Optimizing For?

It’s not complicated, but it is specific. Here’s what most travelers care about, in this order (give or take):

1. The Best Pay
   Not always the highest pay — but the best value. That includes benefits, reimbursements, hours, and how fast you can get them started. All this figures into the “pay” conversation. I’ve seen several “recruiter-only” social media groups where the topic almost daily is about JUST the pay. They are skipping the most valuable part of the conversation. The additional VALUE that the company provides. It’s almost as if the Vivian effect along with the post-pandemic hangover has made recruiters forget their value in the equation. I’m here to tell you that YOU STILL MATTER.
2. Location, Location, Location
   Proximity to family, ideal weather, license-friendly states, or just a place they haven’t seen yet. You may love that job in Kansas, but they want the coast. That’s not about loyalty. That’s preference. We dislike the word “sales” in this industry, but isn’t that what it is? Either they are selling you, or you are selling them. A good salesperson listens and adapts. A not so good salesperson tries to jam a round peg into a square hole repeatedly, then gets mad when it doesn’t work. Location is a BIG factor, and the more you listen and adapt, the better off you’ll be.
3. A Recruiter Who Follows Through
   Call when you say you will. Submit when you promise to. Follow up, send updates even if it’s “…nothing yet, but I’m still trying”. Get answers instead of ghosting. Following through beats being “nice” every time. I recently had this experience with a realtor. She is no nonsense, short and to the point, and does what she says she’s going to do every time. I understand who she is and that her time is just as valuable as mine, and I appreciate her communication style. Is it my communication style? No. But it works in this context, and that’s all that matters.

Now…What Do You Do with That?

Stop chasing loyalty and start competing on value. If you can do this, everything shifts.

• Transparency is more important than charm
  Travelers don’t need a new best friend. They need someone who gets them submitted fast, keeps them in the loop, and doesn’t BS them about rates.
• Consistency is more important than flash
  One grand gesture means less than ten follow-throughs. You don’t have to be flashy. Just reliable.
• Respect will ALWAYS be more important than control
  Stop trying to “lock people in.” Respect their process. Give them the info they need to choose you — not because they owe you, but because you’re the best option today.

Loyalty Is Earned Every Assignment

But wait Rich, you just said to stop chasing loyalty?

The minute you stop thinking of loyalty as a permanent status — and instead as something you earn again and again — the job changes.

Loyalty isn’t about how many shifts they’ve worked with you. It’s about whether they believe you’re still the best person to help them make their next move.

Want to be that choice? Be transparent. Be fast. Be real. Own your shortcomings, and try to get better every day.