Rethinking Physician Recruitment: A Call to Interaction
The Challenge of Email-Only Recruitment Strategies
Relying solely on email marketing for physician recruitment is a narrow strategy for such a broad and complex goal. While email is an essential component of any recruitment strategy, it's important to reframe how you approach it. Conventional recruitment marketing revolves around a compelling Call to Action (CTA). However, at PracticeMatch, we suggest evolving this into a Call to Interaction. This shift in mindset can elevate your physician recruitment efforts, pushing beyond the traditional recruitment channels and fostering deeper engagement.
The Shortcomings of an Email-Only Approach
Emails are a convenient tool, but they often fall short due to their impersonal nature. Even with the use of merge fields, segmentation, and persuasive messaging, depending exclusively on email can limit your recruitment efforts. Email works best as part of a multichannel strategy that integrates other marketing tactics to boost overall engagement.
The average recruitment email campaign sees an open rate between 20-30%. This leaves 70-80% of recipients either missing your message entirely or merely skimming the subject line before moving on. While a quick glance at the subject line can still create a brand awareness touchpoint, you need to make the most of this limited opportunity. Including your organization’s name in the subject line and crafting a compelling message that’s short and sweet can help improve engagement.
When drafting your email, remember that your goal is to spark a conversation or interaction. Keep your messaging concise and intentional. What are you asking for? Their time? Their consideration? Be specific and clear. If you’re seeking their time, include a scheduling link to eliminate the manual back-and-forth often associated with setting up a phone call.
The Essence of Personal Interaction
In the realm of recruitment, nothing beats the efficacy of direct communication. There is much merit to be found in phone calls, video chats, and face-to-face meetings. These personal one-to-one interactions significantly enhance candidate engagement. Whether your team is large and divided by a focus on specialties, or you are a one-person show, responsible for physician recruitment across all specialties, maximizes any opportunity to be in front of your candidate audience. When planning your annual budgets, prioritize specialty conferences and in-person career fairs to build valuable rapport in person. Host happy hours and cocktail parties before or after these events to maximize your time with your desired candidate audience.
Whether your recruitment team is divided by specialty or you manage all specialties, maximizing opportunities for personal interaction is key. Budget permitting, prioritize specialty conferences and career fairs where you can build relationships in person. Consider hosting happy hours or cocktail parties during these events to maximize your time with potential candidates.
Engaging early-career residents and fellows is another valuable strategy. Those in training often remember the organizations and recruiters who helped them navigate their career paths. Building relationships by offering career guidance, conducting interviewing workshops, or assisting with CV writing can set your organization apart. For those needing help, PracticeMatch offers a Residency Program Marketing package that can get you in front of residents quickly and effectively.
Crafting a Call to Interaction Blueprint
Adopting a more intimate communication approach doesn't have to be daunting. Here are some straightforward strategies for incorporating personal touches into your recruitment efforts.
Make it personal. Though bulk email can be a large part of your strategy, starting wide and going narrow to become more airtight in messaging typically provides the best results. This process can be enhanced through personal touchpoints. Connecting with prospective candidates on LinkedIn is a great entry point to put a face to a name and build initial rapport. Once connected, your prospects can become your audience. The content you post matters – including your organization's news and highlights are a must. Showcase your brand as a recruiter and career guide for physicians. Don’t be afraid to get a little personal. Start posting to welcome new providers to your organization as they make their way through onboarding. Highlight the new talent joining your organization and tag them. You will gain the added benefit of your new hires network!
Use your ATS (applicant tracking system) to its fullest capabilities to record any touchpoints with your candidates individually. Those touchpoints can layer into a great reason for outreach down the road. “I met you at AAFP last year. You mentioned that you were considering moving to Texas. Did you ever make it down to the Lonestar state?” Small milestones or interactions can provide you with enough detail to turn a cold lead into something warmer, where interaction is natural and welcomed.
The Unmatched Value of Interactive Recruitment
Email has its place in physician recruitment, but its effectiveness can be greatly enhanced by layering other communication methods such as text messages, social media outreach, and in-person events. Nothing compares to the value of personal interaction when it comes to building lasting relationships and finding the right candidates. By incorporating a Call to Interaction in your strategy, you can create deeper connections with prospective physicians and stand out in a crowded recruitment landscape.
If you have any questions about enhancing your recruitment strategy or have suggestions for future articles, we would love to hear from you. Feel free to drop us a line at information@practicematch.com .
Clint Rosser is the CEO of PracticeMatch. He has been with PracticeMatch since 2016. He has overseen several departments within PracticeMatch including Inside Sales, Career Fairs, and the Client Services team. Clint, along with his team, has helped elevate PracticeMatch client services to move past a transactional vendor relationship to a full partnership with clients. This has allowed PracticeMatch to build stronger relationships and work with clients closer to ensure they can achieve the most ROI possible.
Prior to Joining PracticeMatch, Clint has been in Client service leadership roles for over 20 years. Clint serves as an AAPPR Board Member for Strategic Corporate Sponsors.
