A well-designed website is an essential tool for healthcare recruiting. As the digital face of your health system, it allows you to convey a consistent message about your brand and value. It’s also the best place for doctors to read detailed information about open medical positions, and hopefully, apply for a job.
Yet a recruitment website is also a significant investment of time and money. Maximizing your return is essential. Until recently, though, it’s been hard for recruiters to determine if this expensive channel is really paying off.
ID Your Digital Audience, Even When They Don’t Apply
When a doctor applies online, you know your website is working well. When you have far more traffic than applications, it’s less clear. Some anonymous viewers may eventually turn into promising candidates; others may not.
Digital audience identification is eliminating that uncertainty by reporting the names of the “tagged” physicians who visit your website. If you know who views your job listings—even when they don’t apply—you can follow up through email or in person, and begin building lasting relationships.
Learn From What Doctors Do After Clicking Through
Imagine you sent an email notifying a select group of cardiologists about an opening at a prestigious health system in California. Click-through data will tell you if a doctor clicks the link in your email and is taken to your website, but it can’t answer any of these questions:
- Did the physician apply for the job your email promoted?
- Did she simply glance at the job description and then leave your website?
- Did she spend 15 minutes looking at other job descriptions? If so, which ones?
- What do those positions have in common with the original job? How are they different?
Digital audience identity technology provides insight into questions like these by reporting the name, NPI number, specialty, practice location, and browsing behavior of your website visitors. If you know which job descriptions a doctor viewed, how much time she spent reading each one, and how often she returned, you can gauge her interest and follow up accordingly.
Know Which Residents Visit Your Website After An Event
Also consider this example. After you host a job fair, you know who attended and can send a follow-up email. But unless a resident clicks-through on your offer or requests another interaction, it’s easy to lose contact.
When you know who views your job listings—even if they don’t apply—you can follow up personally.
Knowing the names of your website visitors changes that. It lets you determine which residents visit your website, whether right after the job fair or months later. You’ll also know how often each one returns and what content he views.
When a resident does reach out, you’ll have a clear understanding of his current job preferences. Even if you never hear from him directly, you can send a discreet email highlighting positions similar to those he’s viewed most recently. Either way, you strengthen the relationship you initiated at the job fair.
Integrate Your Recruiting Efforts
Savvy healthcare recruiters are focused on building long-term relationships with physicians.
Using individual website data to create an integrated experience across email, website, and job fairs is one of the most effective ways to do this. And it has the added benefit of turning anonymous visitors into identified candidates, thereby increasing recruitment website ROI.