Embracing social and digital media as a core strategy in recruiting physicians and other healthcare professionals has become central to recruitment success. But leveraging social media successfully requires both a keen understanding of the candidate pool and proficiency in social media to engage with them. This presentation will review nationwide trends as well as explore what hospital administrators and recruiters can do today to better utilize social media for physician recruitment.
How to Use Social Media for Physician Recruitment
Who do we target on Social Media
87% of physicians ages 26-55 are using social media – Source: CDW Healthcare 2015 Healthcare Social Media Report
65% of “traditional” physicians ages 56-75 are using social media – Source: CDW Healthcare 2015 Healthcare Social Media Report
94% of all physicians use smartphones for professional reasons – Source: Maximizing Multi-screen Engagement Among Clinicians, Epocrates, Inc.
31% of all physicians use social media for professional networking – Source: Maximizing Multi-screen Engagement Among Clinicians, Epocrates, Inc.
Why do we target on Social Media
- Projected physician shortfall between 40,800 and 104,900 by 2030
- Demographic trends continue to be the primary drivers of increasing demand from 2015 to 2030
- Physician’s retirement decisions are projected to have the greatest impact on supply
- If underserved populations had standard care utilization patterns, demand for physicians would rise substantially
- Achieving population health goals will likely raise demand for physicians
Though the total pool of active primary care physicians is growing, it is not enough to keep up with demand and population growth – Source: AAMC 2016 Physician Specialty Data Report
About 20% of Americans live in rural areas where many do not have easy access to primary care or specialist services. Only 10% of physicians practice in rural areas. – Source: Trend Watch, American Hospital Association and Doximity
- 11% of physicians are actively seeking
- 76% are passively seeking
- 13% are not seeking
Embracing social and digital media as a core strategy in recruiting physicians and other providers has become central to recruitment success. But leveraging social media successfully requires both a keen understanding of the candidate pool and proficiency in social media to engage with them.
What is Social Media
LinkedIn – Great for networking and building relationships with slightly more formal tone. (36% Job Seekers)
Facebook – Great for highlighting the greatness of your target audience and offering them pointed and valuable job search tips. (83% Job Seekers)
Twitter – Great for sharing industry news, articles, stats. (40% Job Seekers)
Doximity – Great for sourcing candidates and potentially sharing relevant content through Doximity’s many recruiter tools. (70% Job Seekers)
How do we use Social Media
Create Brand Awareness
Hospital Brand – 56% of job seekers ranked employer brand, the company’s reputation as a great place to work, as the deciding factor
Recruiter Brand – Have a professional looking account that uses keywords, high-quality photos, and relevant content to establish your personal brand
Industry Brand – Make sure that your social media strategy reflects your understanding of the industry
Sharing high quality, engaging content is the best way to be successful on social media.
Build Your Network
Use your CRM for targeting
Connect with influencers
Boost posts to targeted audiences
Promote your social presence at Networking Events
Doximity – Talent Finder Tool
LinkedIn – Linkedin Recruiter Tool
Highlight interesting or unique positions
Make your job posts visually appealing
Include important information and a link to the position
Remember this Acronym
You can find more physician recruitment tips here.
Our last post regarding the importance of developing a brand for your healthcare organization identified what factors to consider when developing how you want the community and potential employees to view your system.
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