A quick survey of healthcare recruitment websites shows that today’s top staffing firms are invested in content marketing. Most recruiting websites publish lists of current job openings, plus extensive supplementary content for both clients and candidates.
Producing this content costs time and money, so it needs to deliver results. For recruiters, that means two things. Website content must:
- Convert prospective health system customers into loyal clients
- Move physicians along the path from candidate to new hire
Like digital marketers in every other industry, healthcare recruiters spend a fair amount of time wondering what kind of content will accomplish this best. But you have a secret weapon that other industries lack: digital audience identity technology.
Designing Website Content Raises Questions
Your firm’s website team undoubtedly devotes a lot of time to questions like these:
- Are HCP candidates reading our blog posts?
- Will they make the effort to download our compensation survey?
- Does our vast content library add value to our site, or is it just window dressing?
Without accurate data about which content your website visitors view, answering these questions is nearly impossible. You can guess whether HCPs are more interested in reading about work-life balance or interviewing techniques, but you can’t truly know.
Audience Identity Data Provides Answers
Audience identity management technology addresses many of these questions by identifying the "tagged" HCPs who visit your recruitment website. This technology doesn’t identify clients or prospects who visit your site, but it can report the name, NPI number, specialty, and geographic location of your HCP candidates.
Audience identity data helps you develop content that keeps HCPs engaged with your brand throughout the recruitment process.
You can use this data to ID physician website visitors, even when they don't apply. Following up with these candidates by phone or email is probably your top priority. But you can also use audience identity data to make sure you’re spending your website budget wisely.
Though Google Analytics reports what your website visitors click on most often, it can’t tell you who those visitors are. By contrast, audience identity data tells you how often individual physicians, NP/PAs, and nurses visit your website, how long they stay, and what pages they view. You’ll know how many HCPs read a specific piece of content, how many of them are physicians, and exactly who each physician is.
Data Drives More Meaningful Content
By monitoring this data, you can determine what formats your target physicians prefer, for example list posts or in-depth articles. You can experiment with different topics, perhaps replacing some lifestyle articles with information on the various geographic areas you serve, or a comparison of different healthcare work environments.
If you discover that many of your readers fall into one or more specialties, you might focus more content on their specific concerns. Or if your audience is made up primarily of young doctors looking for their first job, you could consider partnering with a veteran doctor to offer guidance on establishing a medical career.
Regardless, audience identity data provides insight into the candidates who visit your website, so you can develop content that keeps them engaged with your brand throughout the recruitment process.