How to make your practice more appealing to physicians
Posted by Georgia Scott
What’s wrong with a little push?
With mounting physician shortages and the expectation of more than 24,000 openings for physicians and surgeons every year through 2032, it’s understandable for job seekers to bask in the canyon of options. Those options, however, are weighted with significant considerations, including location, potential career growth, quality of life, pressure for performance metrics, impact on their family, compensation, advice from mentors, working hours, telemedicine opportunities and a host of other factors.
This can make it challenging for physician recruiters. After all, recruiters must traverse the tundra of influences to get to the heart of a candidate. PracticeLink’s Customer Success Managers (CSM) pitched in to offer tips on how physician recruiters can make their job openings and healthcare organizations stand out and how to make your practice more appealing to physicians.
- Get them to click your post
Use a wider range of keywords in the post
Job seekers put a gamut of words in the search bar. It’s on you to try to match as many of them as possible. When writing your post, don’t use the same word twice. Instead, use synonyms such as fast-paced and high-volume. Also, consider using adjectives. For instance, if you’re in Phoenix, think about words like sunny, warm, spacious, suburban, sports town, metropolis, big city and open. Of course, don’t put all of them in one sentence, but pepper them in organically so that it feels natural. If you need help with crafting your post, reach out to your CSM for advice.
Use strong, active words in the headline
Active words help combat "scrolling addiction" by luring candidates in with clarity and conciseness. This also helps use fewer words compared to passive language, avoid vague ideas and provide a clear picture of the job opportunity.
Add photos or a video
PracticeLink’s platform allows for up to ten images, as well as a video. Photographs help drive higher interest and engagement, break up the monotony of text-only postings, enhance the appeal of the organization and convey information more effectively. When choosing photos, select brightly lit exterior and interior shots, showcase the charm of your downtown and add a variety of locations within the organization and around the community.
If you’re promoting a great outdoor lifestyle, add a map of local topography or photos of scenic trails. If your organization has rooftop access, include that. Always get written permission to use copywritten images. For help obtaining quality images, consider reaching out to your local newspapers, visitors bureau, chamber of commerce and businesses.
Add a unique line or two in direct emails
PracticeLink sends emails directly to registered candidates, and recruiters also have the option to email candidates directly through the Recruitment Management System. To stand out, consider personalizing that direct email with a little information about your organization.
Insert a photo in direct emails
Direct emails from recruiters generally include the organization’s logo. To stand out even more, add one of the photos from the job post. This will visually draw the candidates in as they read your message.
- Turning them from candidate to recruit
Frame everything in a positive way
Maybe your city only has one Starbucks, which, for some, is an indicator of how small a place might be. Emphasize other community draws, like perhaps lovely family-owned cafes and bistros with a lounge vibe and scenic outdoor seating.
Share what you like about the organization and community
Positive, personal stories are infectious. If you love the sunrise on your hospital’s rooftop or your favorite dog park gives out free treats, those and other brief stories about what’s fun to do and see are a nice way to break up the conversation with a little light color.
Emphasize what’s fun and lively
If the whole city gets involved with the annual derby or baseball home opener, or the whole hospital comes together for New Year celebrations, share those stories. It will help the candidate envision a life outside of seeing patients.
It’s natural to want to make connections organically, with just the strength of the amazing opportunities your organization has to offer. Lasting connections, however, rarely come without a little push. When it comes to recruiting physicians, it’s crucial to harness all the tools at your disposal to ensure your posts are seen and the right opportunity reaches the heart of the right candidate. PracticeLink has those tools and our CSMs are eager to help you succeed. So, where would you like to begin?!