Transcript Creating a National, Mobile Physician Recruitment Strategy

The Inline Group
Creating A National, Mobile
Physician Recruiting Strategy
CHRIS MATHEW
Why are we discussing ‘mobile’?
• Mobile advertising will lead this year’s rise in total
media ad spending in the US. Advertisers will spend
83.0% more on tablets and smartphones than they
did in 2013—an increase of $8.04 billion.
• By the end of this year, mobile will represent nearly
10% of all media ad spending, to become the thirdlargest individual advertising venue, only trailing TV
and desktops/laptops.
• Having your jobs available to a mobile world is not
recommended, it is required.
• An evolution to “Mobile Recruiting” requires
strategy
Adapt to Survive
“It is not the strongest of the species
that survive, nor the most intelligent,
but the one most responsive to
change.”
Charles Darwin
Has adapted to freeze up to 65% of the
water in his body to survive the winter.
He will thaw again in the spring.
Arctic Frog
Objectives
• Review the physician candidate marketplace
• Change the paradigm of physician recruitment
in your organization
• Define mobile recruitment and the path to get there
• Identify where your organization’s efforts are in the
mobile recruitment continuum
• Arm yourself with the information necessary to
initiate a serious discussion with your facility’s
budgetary authorities about the strategy required to
recruit in the 2015 – 2025 timeframe
Changing the Paradigm
• Hospitals cannot exist without providers
• Supply is limited
• Your role just became a top priority of the hospital
• Recruitment thinking must change
Physician Recruiting is not a luxury; it is a necessity!
Necessity Breeds Invention
Candidates tell
us that they are
looking at 5-7
opportunities at
any given time!
Today’s recruitment processes must be:
• Evaluated
• Automated
• Customized
• Focused on the Candidate Experience
Time Allocation Evolution
Time Allocation Today
Time Allocation in the Future
Sourcing /
Database
Mining / Cold
Calling
Sourcing / Database Mining / Cold
Calling
Phone Screenings
Phone Screenings
Interview Preparation
& Interview
Multiply by the Number
of Searches in Progress
Interview Preparation
& Interview
Contract Negotiation
Contract
Negotiation
On-Boarding Candidate
OnBoarding
Candidate
Physicians Are Connected Consumers
• 95% have a mobile phone
• 56% use a mobile tablet for education not simply patient care
• 70% look at email on their mobile devices
• 63% view job opportunities on their mobile device
• 33% requested information with their mobile device
• 25% practicing physicians get 24-40 jobs solicitations a month
Source: AMD News
Disconnect Between Recruiters & Candidates
3 of 5 candidates rate
their recruiter as nonresponsive at some
point during the
recruitment process.
ADP Research Group reports 46% of
recruiters feel their current processes work
well while only 16% of candidates agree.
Candidate Experience
Apple, Samsung, Starbucks, Nike, Macy’s, Ford,
and Amazon…
These companies created high level consumer
expectations with the ease in which consumers
can connect and use their sites.
Providers expect this level of experience!
So…What is a Mobile Recruiting Strategy?
Mobile Recruitment
• A mobile optimized website, that allows the candidate to self
educate and to initiate contact
• Tools to draw candidates to your mobile friendly site
• Coordinated social media to build brand awareness, provide
content and improve community
• Educate – Interact – Update
Where Are You Today?
Evaluate Your Current Situation:
“Mobile Recruitment Evaluation”
Going “Web” Mobile
Three Options for a Mobile Friendly Web-Site:
Option 1
Build a native mobile application from scratch
• Requires a programmer
• Can take time and
significant financial
investment
Going “Web” Mobile
Option 2
Build a responsive site that automatically
adjusts to fit the user’s screen
• Can be programmed in house
• Can be package purchased, but
must say that the site is
“Responsive”
www.theinlinegroup.com
Going “Web” Mobile
Option 3
Auto-detect and redirect candidates to a
standalone mobile app
• Site identifies the device
and offers the option of
going to the standalone
mobile site
• Still have to create the
App
www.fandango.com
Custom-Built Mobile Website or App
Outsource web creation:
• Elance.com
• Freelancer.com
In House Web Developer
• Purchase of a custom product will
require your IT staff to assist with
any integration, unless you buy a
full service package with hosting
Mobile Website Templates
Purchase a Mobile Ready Site:
• www.themeforest.net
• www.wordpress.com
• www.web.com
Be sure it is
“Responsive!”
Keep In Mind
• Content must be candidate specific
• Responsive to all smart devices (iOS, Windows, Android, etc.)
• Include clear directions for contact and include an auto-response
• Include Social Media Links
• Follow-up with candidates who contact you
Search Engine Optimization (SEO)
• With 49% of candidates performing job searches online,
SEO is important
• Identify key words (meta tags) – think about what a
candidate would use to search your job
• Current content with your key words is the single most
important thing on your website for SEO
• Responsive sites rank higher in Google searches, because
Google knows the user experience will be better – April 21,
2015 it became the standard
Search Engine Optimization (SEO)
SEO Options
• Hire an SEO Specialist – Orange Soda
• Ask for help from IT
• Read SEO for Dummies
Tracking Your Hard Work
Why Add Analytics
• Measure and track ROI
• Connect with interested candidates
• Confirm investment to management
How
• Google Analytics
• Must have ability to access your site’s programming to implement
Get The Word Out
• Using Your Data
• Social Media Coordination
• Automate Email Campaigns
• Direct Mail
Candidate Pool
• Past candidates - to see your new presence
• Your Database – keeping the data accurate
• List Services –many resources exist to buy
lists of names and phone numbers
Size does not
always matter!
In healthcare, whoever has the best data wins
the best candidates!
Social Media
• Not a substitute for a mobile web
presence
• Great place to share information
• Can be used to communicate
• Can be used to broadcast openings
• Choose platforms wisely
How do I
choose?
• Do not easily translate to viable
candidates
Social Media
• Content on social media is king – be
prepared to create content
continually
• Be consistent with your mobile image
– use tools like www.hootsuite.com to
ensure all sites are consistent
Presence on Social Media ≠ Mobile Strategy
• 31% of recruiters believe that it is crucial to bringing in talent
• 47% believe that it helps create successful strategy on a budget
• 63% believe it is essential to building brand loyalty
Interestingly, only 16% of candidates
really agree that Social Media plays a
role in which job they take.
Source: Gongo’s Research
92% of the
World’s data
was created
in the last
two years!
Email Campaigns – Get Them Opened
•
•
•
•
•
•
•
Evaluate each word in the message
Write like you are talking to a friend
Carefully consider subject line
Provide specific details
Provide a direct call to action
Do not abuse the email privilege by sending too often
If you promise follow-up – follow through
Automation - Email Campaigns
Email is perfect for automation
• Upfront - setup and planning
• Ongoing - timesaving and more candidates
Option 1
Use Internal Hospital Email Server
• Potential for spam issues with hospital IT group
• IP address blacklisted
• Requires IT to build in tracking
Independent Email Services
Option 2
Use External Email Service
• Data uploads from CMS
• Volume pricing
• Eliminates spam risk
• Templates available
• Data segmentation and
tracking already included
Snail Mail – Is it Dead???
• Vague junk mail goes in the trash
• Can be useful for cleaning data and reaching passive
candidates
• Be specific about the job
• Start local then expand the area
Find a creative
picture for the
front to keep it out
of the trash!
ASPR Work Flow
Determine
Physician Needs
in Organization
Reevaluate
Candidate and
Determine
Match
Develop and
Implement an
Effective
Recruitment
Program
Extend Offer and
Close the Deal
Source and
Develop
Candidate Pool
Screen and
Match
Candidates
Recruitment
Visit
Pre-Employment
Plan
Implementation
Orientation and
On-Boarding
Ongoing
Communication
and Retention
Time Allocation Evolution
Time Allocation Today
Time Allocation in the Future
Sourcing /
Database
Mining / Cold
Calling
Sourcing / Database Mining / Cold
Calling
Phone
Screenings
Phone Screenings
Interview
Preparation &
Interview
Multiply by the Number of
Searches in Progress
Interview
Preparation &
Interview
Contract Negotiation
Contract
Negotiation
On-Boarding Candidate
OnBoarding
Candidate
Final Thoughts – A.B.R.
A Final Reminder – Always Be Recruiting
As candidates become scarce:
• Keep the ones you have happy
• Involve their families in your community
• Listen to their concerns
• Communicate – Communicate – Communicate
• Treat departing physicians like old friends –
they are excellent ambassadors to your facility
Thank You
• Google Mobile Recruiting Trends
• In an Hour – This is the tip of the
proverbial…
• Immediate Options – Look at Potential
Partners