The skilled labor shortage in the Swiss healthcare sector is no longer just an abstract buzzword, but an everyday reality in hospitals, nursing homes and Spitex organizations. In a market where dozens of open positions compete for every healthcare professional, the dynamic has fundamentally changed: those working in healthcare today no longer have to search extensively, but can choose the easiest and most efficient path. But where exactly does this journey actually begin?
For healthcare professions in Switzerland (e.g. registered nurses HF/FH, SRK nursing assistants, Spitex, retirement and nursing homes), search behavior differs somewhat from the general labor market. This is mainly due to the specific demographic structure of applicants as well as the current market situation.
Current situation (2025/2026)
In general, around 70–80% of all job seekers in Switzerland begin with a Google search (for example “nursing jobs Zurich”, “care assistant Bern”, etc.). Google for Jobs aggregates job ads from various job platforms such as jobs.ch, Spitex portals or directly from company websites.
For healthcare professions, however, this percentage is significantly higher. Estimates from recruiting practice and current industry reports show that 75–85% of active job seekers start directly with Google. In some cases, up to 50% of qualified applications are generated directly or indirectly through this channel.
Why is the Google share higher in healthcare?
There are several reasons why the healthcare sector has such a strong tendency toward search engines:
Practicality & regional focus: Many healthcare professionals search spontaneously and regionally (e.g. “healthcare job nearby” or “Spitex position Winterthur”).
Demographics: The target group is often between 30 and 55 years old and therefore less active on specialized networks such as LinkedIn.
Skilled labor shortage: With an estimated 60,000–70,000 missing healthcare professionals, applicants have the advantage of choice. They look for the fastest and easiest route.
Google for Jobs: The system works very efficiently for local searches and immediately displays suitable positions from various sources.
Important differences compared to the general market
Although the search usually starts on Google, other channels still play a role later in the process, albeit with different importance:
Traditional job portals: Platforms such as jobs.ch, jobscout24.ch or ostjob.ch are still widely used, but usually no longer serve as the first entry point. Many candidates first reach these platforms through Google search. Companies that publish their jobs through two.jobs also benefit from their positions being automatically optimized and made visible on Google for Jobs. This significantly increases reach, especially for regional searches.
Company websites: The websites of Spitex organizations, retirement homes and clinics play a major role, as many healthcare professionals apply directly to well-known employers.
Specialized healthcare portals: Industry-specific platforms have some relevance, but their reach is significantly lower than Google’s.
LinkedIn: This network is mainly relevant for highly qualified healthcare professionals (HF/FH). For nursing assistants or care assistants, it is almost negligible.
Regional differences
In German-speaking Switzerland, especially in the Zurich and Winterthur region, the Google trend is even more pronounced. Due to the massive demand for healthcare personnel, local search queries (including commuting distance) lead to results very quickly. Strong candidates often find suitable positions already during their first Google search, as the enormous density of open positions becomes immediately visible there.
Conclusion
Around 75–85% of active job seekers in healthcare professions begin their search on Google rather than directly on a job platform. This means that the percentage is higher than the average across all other professions.
Employers, whether Spitex organizations, nursing homes or clinics, who want to recruit successfully must ensure that their job ads are optimized for Google for Jobs and that their career page is of high quality.
An optimized entry point through Google is crucial. But what happens when candidates arrive on your website? Learn here how transparent social media recruiting can look in practice and how two.jobs can optimize and measure your application process.
