Effective Marketing for Recruiting Great Providers
Whether you’re hiring a permanent staff physician or a locum tenens provider, it’s important to make a good first impression on job candidates. The following tips will help ensure you present your facility, company, and culture well, and that you’re very clear about expectations for the job.
Know your selling points.
Do you know what sets your company apart from similar businesses? What do your employees say they like best about working there?
Find out the answers to these questions and showcase them on your website and social media channels. Then mention them when interviewing job candidates. Examples include:
- A unique approach to patient care
- An energy-efficient office building
- State-of-the-art equipment
- National awards or recognitions
- A strong volunteer program in the community
Also, consider what a physician is looking for in a new facility and city. Does she have a young family and therefore would be looking for great schools and playgrounds? Does he spend most of his free time outdoors? Other selling points for your practice might include proximity to skiing, hiking or fishing, a thriving downtown with plenty of activities, and an arts council that supports museums, concerts, and other performances.
Finally, discuss your company culture. Physicians, especially millennials fresh out of residency, are often looking for a facility with a healthy work/life balance. They also want opportunities to grow and move forward in their careers and a friendly culture in which to work.
Write an effective job description.
Ensure the requirements for the job are clear and that you’ve included enough details to capture a candidate’s attention. Here are a few tips for creating an effective job description:
- Keep the physician in mind. You’ll receive more qualified candidates if you create a profile of your preferred clinician before you even post a job listing. Think about what an ideal doctor would bring to the job and craft the listing based on those characteristics.
- Create a search-friendly headline. Many physicians turn to search engines first when they’re looking for a new position, so make sure your headline includes the specialty, job location (city and state) and the term locum tenens if you’re hiring for a temporary position. Leave other details for the description.
- Include a job summary and limit tasks. One of the quickest ways to lose a physician’s interest is to fill an entire job description with bullet points of tasks. Start with a friendlier approach by first summarizing the position, including specific details about who the physician will oversee, the size of the department and patient population, and the general schedule and expected hours. The requirements, such as education, board certification and years of experience, can be included as bullet points, along with a few tasks. However, listing more than 20 tasks can be overwhelming and difficult to read.
- Be conversational but professional. Avoid using a lot of jargon or industry abbreviations so your job description is easy to read and makes physicians want to learn more about the position and the company. However, your descriptions should be professional as well and reflect your company’s voice and core values. Use keywords whenever you can so your description is more likely to show up in search results.
- Conclude with a call to action. Once you’ve written a great job description, make sure candidates know exactly how to apply for the job, whether it’s sending a CV to a specific email address, filling out a form on the website, or emailing an application directly through a link at the bottom of the page.
Promote with social media.
In addition to looking for jobs on facilities’ career pages or on healthcare job boards, many physicians find jobs through social media. Successful physician recruiters also leverage their company and personal social media accounts to source physicians.
Here are some tips for using social media channels to promote open positions:
- Use Twitter to reach socially active physicians. This social platform is great for sharing Industry news, research results, and appropriate humor (such as industry-related memes).
- Make sure your company profile is succinct and uses industry keywords (such as physician or locum tenens) and hashtags so you’re more likely to be discovered, and double check all tweets for typos before sending them out. A clear, professional image of yourself (if using a personal profile) or the official company logo as the profile image is also important.
- Sites like Followerwonk and TOPSY can help you find physicians who are active on social media, as can monitoring industry hashtags and following doctors who use them.
- Make your Facebook profile appealing to physicians. Because Facebook is a visual platform, photos, videos and infographics perform well there. Share a mixture of job postings, surveys, industry news, interview and job search tips, CV and resume help, and videos from your own company and physician publications.
- To build your network, send friend requests to partners you’ve worked with before, colleagues, staff members and providers you’ve helped to place in jobs. Use Facebook’s search function to find doctors in specific specialties, and join related groups so you can participate in discussions and further promote your company.
- Once you’ve become friends with a few physicians, check out the “about” section of their profiles to see which groups they’ve joined and determine whether you should join them as well. If you use a personal Facebook profile as a physician recruiter, ensure that your photos and personal details—such as your phone number, birthday and wedding day—are private so you don’t give too much away to people you don’t know. Your cover photo and profile photo should be professional and reflect the company you work for.
- Build connections with active job seekers on LinkedIn. This social network is designed for professionals looking for new jobs or connecting with past and current coworkers, which makes it the perfect place for posting jobs.
- As with other social media channels, upload a professional profile picture and cover photo, and use your real name and title so physicians and clients can find you. Include a summary of your job, explaining what you do and listing your goals and things you love about your work. A complete work history is recommended as well, and ask current and former colleagues to endorse you or include recommendations on your page.
- Once you’ve established your profile, join LinkedIn groups to connect with doctors and other physician recruiters and post frequently so people begin to recognize your name. Share open jobs once or twice a week so you don’t overwhelm followers, and post news about your company and upcoming events that are relevant to physicians as well.
Whether you’re talking to doctors face-to-face in interviews, hoping to attract them through job descriptions, or chatting with them through social media channels, keeping a friendly, professional attitude and thinking about what they need most in a job will help you successfully recruit your best candidates.