Last week my colleague, Chris Lee, suggested a few presentations that may be valuable as you build your 2018 ASPR conference itinerary. His presentation entitled “No Login Required: Identify The Physicians Reading Your Job Posts,” will discuss the leading benefits of housing our audience identity management technology on your recruitment website.
One of the most important uses—indicated by its inclusion in the presentation’s title—is the ability to capture information about potential candidates without requiring them to log in or create a profile on your website. When you know who is on your site and what they are doing, you can proactively partner with them.
Don’t Let Candidates Slip Away
We all know how busy physicians are. Whether a medical student finishing up residency is searching for his first real job or a well-established surgeon is contemplating a career shift, taking that extra step to create login credentials (and having to remember one more username/password combo) is often one step too many given a doc’s hectic schedule.
Unfortunately, unless you have an alternative way to identify interested applicants, you’re left high and dry. Potential candidates slip through your fingers, sending your hiring efforts back to square one.
Audience identity management technology is that alternative. It allows for a recruitment strategy that not only bridges the gap between physician interest and recruiter outreach but solidifies the connection by providing actionable data.
Individual Details Reported in Real Time
Audience identity management technology allows for a recruitment strategy that bridges the gap between physician interest and recruiter outreach.
The technology works by providing full provider name, NPI number, medical specialty, geographic location, and pages visited. This information can be available in real time, so there’s no lag in reaching out to physicians who have viewed job opportunities—a significant consideration in the race against time for physician talent.
Reports also provide data on which pages physicians visit and how much time they stay on each, additional enlightening insights from which to refine outreach.
Refined Outreach: A Use Case
Knowing how much time visitors spend on individual pages allows you to gauge level of interest across posted positions. For example, Dr. Middleton perused the urologic oncologist position located in Myrtle Beach for a full five minutes but only spent 45 seconds scanning the same available opening in Kansas City, Kansas. Even though the population of Kansas City is almost five times that of Myrtle Beach proper, and the Kansas hospital is ranked highly with U.S. News for urology (the Myrtle Beach hospital is not), the anecdotal evidence of a coastal draw provides clues.
At the very least, you have identified Dr. Middleton as Eleanor K. Middleton, MD, a urologist practicing in Minnesota, and thus are in an advantageous position from which to follow up about her expressed curiosity. Prior to the existence of audience identity management technology, Dr. Middleton would have been one of those “lost” physicians—a nameless statistical fragment of aggregated website traffic. Instead, you can proactively reach out to initiate a conversation about her site exploration.
This is really just the tip of the iceberg for recruitment opportunities upon implementing an audience identity management platform. If you’re heading to ASPR, Chris's presentation is part of the new Innovation Theaters series, Monday, April 23 starting at 1:45 p.m. I hope to see you there!