Once upon a time, a solid physician recruitment strategy meant a stack of CVs and a large Rolodex, but I can definitively say that world is long gone. However, I believe it has been replaced by something far more effective. As Regional Vice President of Recruitment for Jackson Physician Search, I have witnessed the evolution of physician recruitment from direct mail to online job boards to a comprehensive digital strategy that meets physicians where they are — whether they are in an active job search, or, more likely, not.
Multiple studies suggest that less than 11% of physicians are actively seeking new jobs. National research consistently shows that the overwhelming majority of physicians consider themselves passive job seekers. That is, they aren’t looking for a new job, but they are open to the idea. The takeaway? If you’re only fishing where the active candidates swim, you’re competing for a small fraction of the talent pool.
So, how do hospital and health system recruiters identify, connect with, and actually communicate with the physicians they need? After two decades of successfully placing physicians, I am happy to share what I have learned.
Identify: Go Where Physicians Spend Time
The best candidate for your opening is busy seeing patients, not refreshing a careers page. That’s why your sourcing has to start on the platforms physicians use every day. Online professional networks, including LinkedIn, as well as physician-focused networks such as Doximity, allow recruiters to search millions of physician profiles, both active and passive, to find specialty, geography, and training fit before ever sending a message. Some physician job boards provide access to similar databases that allow recruiters to see real-time job search activity, which is invaluable when you need an active candidate quickly. Both traditional and specialty job boards still belong in the mix, but treat them as one channel among many, not the whole strategy.
Connect: Build a True Multi-Channel Campaign
Once you’ve identified the right physicians, reaching them takes more than a single email blast. Data shows that 90% of job seekers are using mobile technology, 97% of physicians prefer to receive job opportunities via email, and 86% check their email multiple times daily. The takeaway is simple: meet them on their devices.
Email remains the workhorse, but it must be used strategically. Personalize all communication. Reference a candidate’s specialty, location, and a salary range in the subject line and opening, but the call schedule and patient volume should be easily accessible, too. Highlight whatever it is that makes your opportunity attractive and unique. Lead with the factors that help a physician decide quickly whether the role is a fit.
On the more technical side, avoid “no-reply” sender addresses, watch your open and click-through rates, and A/B test your subject lines and calls to action. Take steps to protect the reputation of your sending domain. Emails flagged as SPAM will never make it to your candidate’s inbox.
Text campaigns have become one of the fastest ways to start a conversation. SMS open rates routinely exceed 90% (much higher than email), and physicians are more likely to respond in minutes rather than days. A short, respectful, opt-in text that links to a clear job overview can re-engage a candidate who never got around to opening your email. As with email, you will need to employ a tech-focused strategy to ensure deliverability.
Platform-specific messaging within online professional networks and job boards is also a critical piece of the puzzle. Click-through rates are often higher when the sending domain is a platform the physician uses and trusts. When you message a physician on a platform they recognize and trust, with a salary range and relevant details up front, you are more likely to break through the noise and get a reply. As the only firm to provide every recruiter with a Doximity license, we see this often.
Communicate: Speed and Accessibility for the Win
Identifying and connecting only matter if you follow through. Be easily accessible and available to respond as soon as a candidate expresses interest. This means making time for the candidate when they have time, be it after hours, on the weekend, or before work. By respecting their time and commitments, you are showing the candidate that you value them from the first interaction. You are also minimizing the time during which they might lose interest.
The biggest recruitment issues stem from organizations delaying the process. For any number of reasons, they delay the call, wait to provide feedback, or put off scheduling the interview. Weeks or months can go by in which the candidate is likely approached about 10+ opportunities that they may find more appealing. Organizations that schedule the next step while enthusiasm is high are more likely to keep the positive momentum going.
At Jackson Physician Search, we begin candidate acquisition within 48 hours of launching a search, and we reply promptly to every physician who shows interest, because we know each response is the start of a relationship. If a candidate waits a week to hear back from you, they have likely taken three other calls during that time.
Additionally, whatever you do, don’t disappear. Good news, bad news, or no news, every candidate should get a timely response. This builds trust and gives physicians a reason to pick up the phone the next time you call.
Physician Candidate Outreach for Today’s Market
A modern outreach strategy built around strategic sourcing, personalized email, smart text campaigns, and fast, transparent communication is how you compete for the physicians your community needs. However, it can be a lot to manage alongside everything else on a recruiter’s plate. That’s where a strong partnership with a trusted physician recruitment firm with a national reach can make all the difference.
If your team is stretched thin, or a search has stalled, that’s exactly where we can help. With more than four decades of recruitment innovation, Jackson Physician Search has both the expertise and digital reach to connect you with active and passive candidates alike. Reach out to our recruitment team today to learn more.
About Neal Waters
Neal’s career in retained physician search began 20 years ago. Early on, he recognized the strain an entire community feels when there is a shortage of physicians to meet patient demand. Since his first successful placement, Neal’s passion for identifying the best providers for each healthcare organization with which he recruits has grown.
Neal serves as Regional Vice President of Recruiting. In his role, he serves as a mentor to a growing team of Jackson Physician Search recruiters. He also enjoys collaborating with in-house recruiters who are dedicated to optimizing their physician recruitment and candidate acquisition strategies. Likewise, Neal specializes in helping physicians, especially residents and those early in their careers, advance their professional careers by finding the right fit.
