Are Your Practice Descriptions Written To Entice A Candidate’s Response?Job-Seeking Physicians DO Read These Ads!
Do Your Ads Motivate Them To Call?You’re quite aware there’s an ever-growing need for physicians across the country.
To attract physicians to your openings, advertising must accomplish several important functions. Are you using job descriptions that incorporate these critical factors? The kind that:
Do your descriptions entice candidates to respond? In other words, are you really “selling” your practice opportunity to your target audience in such a way that inspires them to take a closer look?
Pull out some of the physician practice descriptions you have running right now. Do they look like any of these? Note: The following are actual job descriptions gleaned off a couple of popular physician job posting sites. Names and locations have been removed to save some embarrassment. (If these are YOUR ads – we need to talk!) Now put your self in the job-seeking physician’s shoes and see if these real world job descriptions motivate you to take a closer look.
”BC/BE EM or Primary care specialty with ER experience ACLS, ATLS”
==================================================== If you were an Orthopod, would this ad motivate you to find out more? ”Medical Center has a great full-time opportunity for an Orthopaedic Surgeon. Please submit your CV to me for consideration.”
==================================================== And then there’s this one… ”Medical Center in California is seeking a Neurologist who is interested in joining an established private practice in the hospital's service area in northern central California.We are prepared to offer a very attractive financial package that includes relocation, a highly competitive income and overhead guarantees.”
==================================================== One more:
Medical Group located in Sacramento, CA is seeking a general neurologist(s) to join a multidisciplinary team of neurologists and neuroscience subspecialties.
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Okay, that’s enough! Thank you for patiently (painfully) reading these actual job descriptions. Perhaps you now have a better insight to the frustrations our doctors are having during their practice search. They want to discover the ideal practice, but with the information presented...their search continues. In all fairness, many physician ads do a decent job of highlighting the hospital’s services -- and perhaps the local community. But as far as really selling the actual opportunity, there’s so much more that could be accomplished. As doctors job surf, you only have one golden moment to fire-up their interest. If not obtained...it’s gone. Forever.
The most important “what’s in it for me?” question is left unanswered. It’s not even addressed! This question is asked by every candidate reading your opportunity. Your ad must be designed with this question in mind.
Creating a typical physician job ad is usually delegated to someone within the hospital ranks. The job lands on someone who may not have the time to construct a truly creative opportunity description. Since time is a factor, the actual description created is often just a few bullet points about the job. Tack on the hospital’s services and some community info gleaned from other marketing materials --- and there’s your ad.
Fortunately there are many proven marketing techniques that:
If these marketing techniques are included in the opportunity description, a candidate’s interest, desire, and call-to-action will greatly increase. Yes, indeed!
We've reviewed ads that are lacking. |