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9/14/2017
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How to Use Social Media for Physician Recruitment
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How to Use Social Media for Physician Recruitment
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Becky CasiasSenior Search Consultant,Jackson Physician Search
Over 20 years of healthcare recruitment experience with more than 200 physicians placed.
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Audience Poll Time!On your phone, tablet or laptop
go towww.pollev.com/jacksonphysLog-in NOT required
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WHOdo we target on social media
WHAT is social media
WHYdo we use social media
HOWdo we use social media
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87%of physicians
ages 26-55 are using social media
Source: CDW Healthcare 2015 Healthcare Social Media Report ‐http://www.cdwcommunit.com/resources/infographic/social‐media/
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65%of “traditional” physicians
ages 56-75 are using social media
Source: CDW Healthcare 2015 Healthcare Social Media Report ‐http://www.cdwcommunit.com/resources/infographic/social‐media/
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RISE OF THE DIGITAL OMNIVOIRE
of all physicians use smartphonesfor professional reasons94%
Source: Maximizing Multi‐Screen Engagement Among Clinicians, Epocrates, Inc. 2013; MedTech Media 2015
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RISE OF THE DIGITAL OMNIVOIRE
of all physicians use social media for professional networking31%
Source: Maximizing Multi‐Screen Engagement Among Clinicians, Epocrates, Inc. 2013; MedTech Media 2015
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WHYdo we use social media
WHAT is social media
WHOdo we target on social media
HOWdo we use social media
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THEPHYSICIAN SHORTAGE
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If underserved populations had standard care utilization patterns, demand for physicians would rise substantially.
Projected physician shortfall between 40,800 and 104,900 by 2030.
Achieving population health goals will likely raise demand for physicians.
Demographic trends continue to be the primary drivers of increasing demand from 2015 to 2030.
Source: Jackson Physician Search White Paper, Physician Workforce through 2030, August 2017
Physician’s retirement decisions are projected to have the greatest impact on supply.
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THE FACE OF MEDICINE IS CHANGING
Source: AAMC The Complexities of Physician Supply and Demand, April 2016
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84,280 111,295
92,652
114,089
0
50,000
100,000
150,000
200,000
250,000
2007 2015
Family Medicine Internal Medicine
Active Primary Care Physicians2007 vs 2015
Though the total pool of active primary care physicians is growing, it is not enough to keep up with demand and population growth which
exceeds these numbers significantly.
PHYSICIAN SUPPLY INCREASING… BUT NOT ENOUGH
Source: AAMC 2008 Physician Specialty Data and AAMC 2016 Physician Specialty Data Report
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SHORTAGE IS ACCUTE OUTSIDE OF MAJOR CITIES
Only 10%of physicians practice in rural areas
About 20%of Americans live in rural areas where many do not have easy access to primary care or specialist services.
Source: Trend Watch, American Hospital Association, January 2015 and Doximity
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Active Primary Care Physicians901
Physicians Under 60
632
Est. 7% Turnover44
(+) 3Y Residents19
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23% Int’l Medical Graduates
MONTANA PRIMARY CARE CANDIDATE POOL
Source: 2015 AAMC State Physician Workforce Data Book
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Not only are the candidates scarce, but it is becoming more
and more difficult to reach them.
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REACHING PASSIVE CANDIDATES
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BE EFFICIENT AND STRATEGIC
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Less than
10%of recruiter communications are relevant as reported by the majority of physicians.
39%of physician candidates
reported being contacted multiple
times per week about job opportunities.
Rise of the Digital Omnivore
Source: Doximity Physician Survey
AND BE RELEVANT
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Embracing social and digital media as a core strategyin 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 engagement them.
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WHAT is social media
WHOdo we target on social media
WHYdo we use social media
HOWdo we use social media
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SOCIAL MEDIA
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SOCIAL MEDIA
Great for networking and building relationships with slightly more formal (but not stiff) tone.
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SOCIAL MEDIA
Great for highlighting the greatness of your target audience and offering them pointed and valuable job search tips.
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SOCIAL MEDIA
Great for sharing industry news, articles, stats ‐‐with your witty and smart take on the matter.
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SOCIAL MEDIA
Great for sourcing candidates and potentially sharing relevant content through Doximity’s many recruiter tools.
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
36%job seekers
83%job seekers
40%job seekers
70%job seekers
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HOWdo we use social media
WHAT is social media
WHOdo we target on social media
WHYdo we use social media
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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CREATING BRAND AWARENESS
Hospital BrandA reported 56% of job seekers ranked employer brand – the company’s reputation as a great place to work – as the deciding factor when choosing an employer.
Hospital Brand
Industry Brand
Recruiter Brand
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CREATING BRAND AWARENESS
Hospital BrandKnow your hospital or facility’s digital reputation by monitoring the company’s pages as well as online resource sites.
What patients are saying
(Healthgrades, GooglePlus, Facebook)
What are employees are saying (Glassdoor, also Facebook).
Hospital Brand
Industry Brand
Recruiter Brand
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CREATING BRAND AWARENESS
Personal Recruiter Brand• Create a professional account tied to
your work email
• Optimize your profiles
• Use relevant key words in your descriptions
• Use professional and high quality cover and profile photos.
• Build and engage your prospect network
• Continuously post relevant content
Hospital Brand
Industry Brand
Recruiter Brand
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CREATING BRAND AWARENESS
Industry BrandAlso keep up with what is going on locally and nationally within your industry and formulate your social media strategy and presence accordingly.
Hospital Brand
Industry Brand
Recruiter Brand
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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SHARING CONTENT
Posts from Your Hospital
•Articles
•Pictures
•Videos
•Upcoming Events
Posts from Industry Sites and Experts
•Articles
•News
•Infographics
•Videos
•Upcoming Events
Posts from Physician Champions
•Stories
•Pictures
•Quotes
Create Your Own
•Day in the Life Photos and Videos
•Success Stories
•Video How To's (ie Interview Tips, etc)
•Ask Questions of Your Network
•Stylized Job Postings
•Upcoming Events You are Attending
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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Network On (and Off) Line
Target Your CRM
in Facebook
Physician Champions
and Influencers
Post Links to Your Pages
Join Social Media Groups
Boost Posts to Targeted Audience
BUILDING YOUR NETWORK
Networking and Events
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Create Brand Awareness
Share Content
Build Network
Source Candidates
Post Jobs
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SOURCING CANDIDATES
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POSTING JOBS
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TIP:Approach these social media recruiting activities with
a strategic and effective protocol.
We’ve created an acronym to help you out.
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SEGMENTENGAGEAUTHENTICRELEVANTCREDIBLEHABIT
HOW TO “DO” SOCIAL MEDIA STRATEGICALLY
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SEGMENT (AND TARGET)
On Facebook, LinkedIn and Twitter
• Key Word Searches
• Find and Join Relevant Groups
• Hashtag Searches
• Boost Posts to Targeted Audience (i.e. by job title)
• Use a Marketing Platform to Map CRM Data to Social Followers
On Doximity
• Talent Finder
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ENGAGEOn Facebook, LinkedIn and Twitter
• Find and friend / follow prospects
• Find and friend/ follow physician champions or influencers
• Post engaging and relevant content, articles, news, and jobs
• Share and like what they post when it is relevant to your job
(don’t be creepy)
• Find and join relevant groups on social media properties
• Answer physician’s general questions regarding job search, etc
• Use Hashtags to make your posts discoverable
(http://hashtagify.me/)
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AUTHENTIC
Share Engaging and Relevant Content
Use a Personable
and“Real” Voice
Be Professional
andApproachable
Fit Hospital’s Culture, Comfort Level and Capabilities
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RELEVANT
What your physician candidate audience cares about
What insider information or tips you can offer
#1
#2
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CREDIBLE
Be credible as a recruiter and as a trusted resource who adds value and expertise to
followers and within groups and discussions
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HABIT
Make it a habit and be sure to post regularly and frequently to keep your pages fresh and to keep
yourself in their newsfeeds
Post regularly, 3‐5 times per week on each channel you use
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SEGMENTENGAGEAUTHENTICRELEVANTCREDIBLEHABIT
HOW TO “DO” SOCIAL MEDIA STRATEGICALLY
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QUESTIONS & ANSWERS
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Resources
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Physician Salary Calculator
White Paper: Physician Workforce Through 2030
Guide to Developing a Strategic Physician Recruitment Plan
Infographic Guides: Physician Trends, Engagement and Networking
Case Studies
Find these and more at: www.jacksonphysiciansearch.com
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Becky CasiasSenior Search Consultant
The most rewarding part of my jobis utilizing my background as an in‐house physician recruiter, especially my experience placing physicians and advanced practitioners in rural markets, to recruit candidates that provide a long‐term fit for the provider, hospital and community.
Biography
With nearly 20 years of medical practice and hospital experience, Becky Casias has been Senior Search Consultant in the Denver office of Jackson Physician Search since 2015. Previously, she was Physician Recruiter at Parkview Medical Center, in Pueblo,Colorado, since 2002. Becky was directly responsible for practice acquisition, and for recruiting physicians and mid‐level providers including facilitating site visits and interviews, Visa applications and paperwork, on‐boarding, and relocation. She also coordinated physician events and retention efforts for the medical staff. Becky has placed more than 200 physicians and healthcare providers.
Jackson Physician Search specializes in permanent recruitment of physicians and advanced practice providers to hospitals and health systems across the United States.
Jackson Physician Search has been recognized as one of Modern Healthcare’s Best Places to Work in 2016 and 2017, and certified as a great workplace by the independent analysts at Great Place to Work® in 2017.
[email protected]‐643‐5546
