Healthcare staffing professionals are tasked with finding the "perfect match" for the hospital entities they represent. Thanks to a diminishing physician supply and increasing demand, that undertaking isn’t always achievable in its truest sense. Time constraints and an overfull docket of open positions often results in staffers pushing out a blanket list of open positions with no energy or resources for targeted—and thus valuable—communications.
So, instead of sweetening the deal with an inbox full of “treats” (aka: job incentives), candidates are left to weed through the same old posts with nothing to entice them to take further action. It’s not intentional trickery on the staffers’ part, but it does lead to a frustrated end user—one who might end up ghosting you in the end.
For healthcare staffing to be truly successful, it must be about more than just the job post.
“Effective RM [recruitment marketing] tells candidates about the company and what it’s like to work there,” said Shauda Zilich in this MarketingTrends.com article. “It’s about the rocket ship, not just a seat on the rocket ship.”
Step 1: Segmenting Your Candidate Base
For healthcare staffing to be truly successful, it must be about more than just the job post
Of course, attracting and keeping the attention of physician candidates by highlighting your organization’s strengths is difficult to do if you don’t have a comprehensive understanding of your base. An email list with only a skeleton of information (name, email address) doesn’t provide much to go on when it comes to targeted messaging. You can’t speak to candidates as if they’re all goblins when there are zombies, superheroes, and pirates in the mix.
On the other hand, working with a list that’s been built out with individual details such as specialty, geographic location, alumni associations, and includes physicians’ preferred email addresses allows you to tailor your communications to their specific interests and preferences.
Step 2: Sweetening the Deal
Once you’ve established your segments, you can craft the type of messaging that helps each group learn more about your “rocket ship.” For example, you might showcase:
- Growth opportunities within the health system
- Awards, high praise, or top ratings from U.S. News & World Report
- Community culture and culture of the health system itself
- Testimonials from current physicians and other support staff
- Alumni affiliations
It’s about the rocket ship, not just a seat on the rocket ship
All of these sweet treats help candidates decide whether or not they want to apply, which is what recruiting expert Tim Sackett says should be the ultimate goal of recruitment marketing. “Great RM is about helping candidates decide if you’re a fit for them,” he explains. Making that perfect match forms the foundation for a long-lasting hospital-physician relationship, lessening the risk of future turnover—which is a very costly liability to overcome.
Healthcare staffing can sometimes seem like a frightening endeavor. With the right strategy and a robust, high-quality email list, you can ensure physician candidates only get treats in their inboxes, no tricks.