Social Media for Recruitment Download · REACHING PASSIVE CANDIDATES 14. BE EFFICIENT ANDSTRATEGIC...
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How to Use Social Media for Physician Recruitment 1
Transcript of Social Media for Recruitment Download · REACHING PASSIVE CANDIDATES 14. BE EFFICIENT ANDSTRATEGIC...
How to Use Social Media for Physician Recruitment
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WHOdowetargetonsocialmedia
WHATissocialmedia
WHYdoweusesocialmedia
HOWdoweusesocialmedia
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87%of physicians
ages 26-55 are using social media
Source:CDWHealthcare2015HealthcareSocialMediaReport-http://www.cdwcommunit.com/resources/infographic/social-media/
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65%of “traditional” physicians
ages 56-75 are using social media
Source:CDWHealthcare2015HealthcareSocialMediaReport-http://www.cdwcommunit.com/resources/infographic/social-media/
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RISE OF THE DIGITAL OMNIVOIRE
ofall physiciansusesmartphonesforprofessionalreasons94%
Source:MaximizingMulti-ScreenEngagementAmongClinicians,Epocrates,Inc.2013;MedTech Media2015
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RISE OF THE DIGITAL OMNIVOIRE
ofall physiciansusesocialmediaforprofessionalnetworking31%
Source:MaximizingMulti-ScreenEngagementAmongClinicians,Epocrates,Inc.2013;MedTech Media2015
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WHYdoweusesocialmedia
WHATissocialmedia
WHOdowetargetonsocialmedia
HOWdoweusesocialmedia
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THEPHYSICIAN SHORTAGE
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If underserved populations had standard care utilization patterns, demand for physicians would rise substantially.
Projected physician shortfall between 40,800 and 104,900 by 2030.
Achieving population health goals will likely raise demand for physicians.
Demographic trends continue to be the primary drivers of increasing demand from 2015 to 2030.
Source:JacksonPhysicianSearchWhitePaper,PhysicianWorkforcethrough2030,August2017
Physician’s retirement decisions are projected to have the greatest impact on supply.
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THE FACE OF MEDICINE IS CHANGING
Source:AAMCTheComplexitiesofPhysicianSupplyandDemand,April2016
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84,280 111,295
92,652114,089
0
50,000
100,000
150,000
200,000
250,000
2007 2015
FamilyMedicine InternalMedicine
Active Primary Care Physicians2007 vs 2015
Though the total pool of active primary care physicians is growing, it is not enough to keep up with demand and population growth which
exceeds these numbers significantly.
PHYSICIAN SUPPLY INCREASING… BUT NOT ENOUGH
Source:AAMC2008PhysicianSpecialtyDataandAAMC2016PhysicianSpecialtyDataReport
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SHORTAGE IS ACCUTE OUTSIDE OF MAJOR CITIES
Only10%ofphysicianspracticeinruralareas
About20%ofAmericansliveinruralareaswheremanydonothaveeasyaccesstoprimarycareorspecialistservices.
Source:TrendWatch,AmericanHospitalAssociation,January2015andDoximity
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Not only are the candidates scarce, but it is becoming more
and more difficult to reach them.
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REACHING PASSIVE CANDIDATES
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BE EFFICIENT AND STRATEGIC
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Lessthan
10%ofrecruitercommunicationsarerelevantasreportedbythemajorityofphysicians.
39%ofphysiciancandidates
reportedbeingcontactedmultiple
timesperweekaboutjobopportunities.
RiseoftheDigitalOmnivore
Source:Doximity PhysicianSurvey
AND BE RELEVANT
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Embracingsocialanddigitalmedia asacorestrategyin recruitingphysicians andotherprovidershasbecomecentraltorecruitmentsuccess.But
leveragingsocialmediasuccessfully requiresbothakeenunderstandingofthecandidatepool andproficiencyinsocialmedia toengagementthem.
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WHATissocialmedia
WHOdowetargetonsocialmedia
WHYdoweusesocialmedia
HOWdoweusesocialmedia
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SOCIAL MEDIA
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SOCIAL MEDIA
Greatfornetworkingandbuildingrelationshipswithslightlymoreformal(butnotstiff)tone.
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SOCIAL MEDIA
Greatforhighlightingthegreatnessofyourtargetaudienceandofferingthempointedandvaluablejobsearchtips.
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SOCIAL MEDIA
Greatforsharingindustrynews,articles,stats--withyourwittyandsmarttakeonthematter.
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SOCIAL MEDIA
GreatforsourcingcandidatesandpotentiallysharingrelevantcontentthroughDoximity’s manyrecruitertools.
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SOCIAL MEDIA
36%jobseekers
83%jobseekers
40%jobseekers
70%jobseekers
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HOWdoweusesocialmedia
WHATissocialmedia
WHOdowetargetonsocialmedia
WHYdoweusesocialmedia
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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CREATING BRAND AWARENESS
Hospital BrandA reported 56% of job seekers ranked employer brand – the company’s reputation as a great place to work – as the deciding factor when choosing an employer.
Hospital Brand
Industry Brand
Recruiter Brand
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CREATING BRAND AWARENESS
Hospital BrandKnow your hospital or facility’s digital reputation by monitoring the company’s pages as well as online resource sites.
What patients are saying(Healthgrades, GooglePlus, Facebook)
What are employees are saying (Glassdoor, also Facebook).
Hospital Brand
Industry Brand
Recruiter Brand
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CREATING BRAND AWARENESS
Personal Recruiter Brand• Create a professional account tied to
your work email• Optimize your profiles• Use relevant key words in your
descriptions• Use professional and high quality cover
and profile photos. • Build and engage your prospect
network • Continuously post relevant content
Hospital Brand
Industry Brand
Recruiter Brand
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CREATING BRAND AWARENESS
Industry BrandAlso keep up with what is going on locally and nationally within your industry and formulate your social media strategy and presence accordingly.
Hospital Brand
Industry Brand
Recruiter Brand
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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SHARING CONTENT
PostsfromYourHospital•Articles•Pictures•Videos•UpcomingEvents
PostsfromIndustrySitesandExperts•Articles•News•Infographics•Videos•UpcomingEvents
PostsfromPhysicianChampions•Stories•Pictures•Quotes
CreateYourOwn•DayintheLifePhotosandVideos•SuccessStories•VideoHowTo's (ie InterviewTips,etc)•AskQuestionsofYourNetwork•StylizedJobPostings•UpcomingEventsYouareAttending
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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Network On (and Off) Line
TargetYourCRM
inFacebook
PhysicianChampions
andInfluencers
PostLinkstoYourPages
JoinSocialMediaGroups
BoostPoststoTargetedAudience
BUILDING YOUR NETWORK
NetworkingandEvents
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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SOURCING CANDIDATES
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DoximityTalent Finder Tool
LinkedInLinkedIn Recruiter Tool
FacebookNetworking with Followers, Groups, Industry Leaders
POSTING JOBS
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Not every single job – but highlight very interesting or unique jobs as engaging content to facilitate networking.
PRO TIP: Partner with marketing or a colleague with a great eye to create engaging images to go with your jobs!
Approach these social media recruiting activities with a strategic and effective protocol.
We’ve created an acronym to help you out.
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SEGMENTENGAGEAUTHENTICRELEVANTCREDIBLEHABIT
HOW TO “DO” SOCIAL MEDIA STRATEGICALLY
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SEGMENT (AND TARGET)
OnFacebook,LinkedInandTwitter• KeyWordSearches• FindandJoinRelevantGroups• HashtagSearches• BoostPoststoTargetedAudience(i.e.byjobtitle)• UseaMarketingPlatformtoMapCRMDatatoSocialFollowers
OnDoximity• TalentFinder
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ENGAGEOnFacebook,LinkedInandTwitter• Findandfriend/followprospects• Findandfriend/followphysicianchampionsorinfluencers• Postengagingandrelevantcontent,articles,news,andjobs• Shareandlikewhattheypostwhenitisrelevanttoyourjob(don’tbecreepy)
• Findandjoinrelevantgroupsonsocialmediaproperties• Answerphysician’sgeneralquestionsregardingjobsearch,etc• UseHashtagstomakeyourpostsdiscoverable(http://hashtagify.me/)
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AUTHENTIC
ShareEngagingandRelevantContent
UseaPersonable
and“Real”Voice
BeProfessional
andApproachable
FitHospital’sCulture,ComfortLevelandCapabilities
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RELEVANT
Whatyourphysiciancandidateaudiencecaresabout
Whatinsiderinformationortipsyoucanoffer
#1#2
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CREDIBLE
Becredibleasarecruiterandasatrustedresourcewhoaddsvalueandexpertisetofollowersandwithingroupsanddiscussions
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HABIT
Makeitahabitandbesuretopostregularlyandfrequentlytokeepyourpagesfreshandtokeep
yourselfintheirnewsfeeds
Postregularly,3-5timesperweekoneachchannelyouuse
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SEGMENTENGAGEAUTHENTICRELEVANTCREDIBLEHABIT
HOW TO “DO” SOCIAL MEDIA STRATEGICALLY
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For more guidance on how you can optimize your recruiting strategy – and how to add social media to your process – reach out today.
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[email protected] | 1.866.284.3328
