Don’t lie to us; we know you browse your Facebook at work. Rather than scrolling your News Feed under your desk, put that time to use! It turns out posting a few tweets here and a blog post there can not only enhance your entire brand, but attract quality, connected physician candidates.
Getting the attention of physician candidates means you need to relate to them, get their attention, and visually show what your health group has to offer. With a good strategy and a little time investment, you’ll be able to leverage social media platforms in order to improve your presence and find competitive potential physicians. Besides LinkedIn, these three social media platforms are a great place to start.
Quora.com, a question-and-answer site, is not your typical social media platform. Users can ask, answer to, respond to, and collect questions. As a recruiter, you can interact with physicians on Quora in a few ways. You can answer questions physicians post online, thus establishing your health group as a thought leader. You can browse physicians interacting on the site, and consider them as candidates. You can also see what the word on the street is as far as recruiting, what’s hot in the medical industry, and what’s important to physicians.
“[On Quora] You ask a question and experts answer…I recently engaged in several conversations with physicians who eventually became candidates, but I did not broadcast a job opening,” said Angela Keen, manager of physician services at Straub Clinic and Hospital. “I developed friendships and privately messaged physicians to let them know I had a position open. It takes careful communication.” Designating someone to browse and interact with physicians on Quora will let you see physicians from a different angle. Quora gives you a little more insight into the current discussions in the industry, including what candidates are talking about.
Facebook isn’t just a handy place to have a business page; it’s a tool you can use to find your next physician. Your first step in recruiting via Facebook should be taking a look at your business page. As far as content goes, here are a few tips:
- Make it clear where physicians can find your hospital’s job opportunities.
- Post videos and testimonials that showcase what life is like at your health group.
- Post blogs and other relevant content to show you’re in touch with the industry.
- Keep your content and posts consistent with what you’re posting on your website and other platforms.
While not every physician is using Facebook to browse job opportunities, you’ll connect with many who are. You’ll also be setting yourself up with a solid web presence that physicians might check later on in order to get a feel for your company culture.
The next step is interacting with physicians on Facebook. Follow leaders in the medical industry, as well as patients and employees. Ask questions, post about what’s going on in the office, and make it an interactive community. This gives you a solid foundation to reach out to physicians you think might be good candidates. Plus, observing how they interact on Facebook can give insight into how they interact in the real world (but be careful not to judge: one bad Facebook post doesn’t indicate their overall professionalism).
Donald Glover said it best when he stated, “If you’re on Twitter, what you’re saying is, ‘I’m important enough for you to care what I think.’” With a Twitter account, you’re telling physicians you have something to say. You have something to say about how parents can recognize health risks in their children, how nurse practitioners can make the most of their time with patients, and why physicians should look into joining their health group. You’re not just promoting your business, but acting as a source of insight and medical knowledge. “Rule #1 of creating an engaged community on social media—provide value,” says Lars Schmidt, founder of AmplifyTalent.com. “This applies to organizations as well as individuals. You want to be generous and provide something interesting and/or useful to your followers.” Don’t just post about jobs; join in on the industry conversation and how physicians at your health group see things.
Recruiting on Twitter begins by following the right accounts. Follow fellow doctors, medical schools, and research institutions. Not only will they post quality content that you can retweet, but it also indicates that your health group is participating in medical conversation and is engaged in what’s happening in the industry.
Like Facebook, your next step is to start interacting. Follow, tweet, and favorite content from potential physicians. You can direct message them about job opportunities and tweet questions about what their perspective is on a current topic of discussion in the healthcare industry. With these daily efforts, you’ll be constantly strengthening your brand and connecting with physicians.
If your health group doesn’t yet have a strong online presence, then start by creating an account on one of these platforms. It won’t take long to see how social media can give your recruiting efforts an edge.
PhysEmp is ready to further help you connect with the right physician candidates. Contact us at www.physemp.com.