Whether you realize it or not, most of the purchases you make are likely the result of good branding. Take those adhesive bandages in your bathroom cabinet: did you buy the generic brand or the trademarked brand? Most of us don’t even recognize the term “adhesive bandages” – we know them as Band-Aids® – and we call them that (and purchase them) because of branding. A generic store brand may offer a nearly identical product, but there’s just something about the branded product that’s more appealing.
The same is true of physician recruitment. A reported 56% of job seekers ranked talent brand – the company’s reputation as a great place to work – as the deciding factor when choosing an employer; plus, 83% of today’s employers agree that employer branding significantly impacts their ability to hire (according to Careerbuilder.com). Yet, a recent report from Gallup says only 41% of employees felt that they know what their company stands for and what makes its brand different from its competitors’ brands.
This is where marketing and recruitment go hand-in-hand. You’re a physician recruiter, but are you a brand ambassador of your organization?
Your brand is the highly social, totally public version of your employer brand that incorporates what physician candidates think, feel, and share about your organization as a place to work. Your employer brand tells people who you are as an organization – including what employees who work there care about and what makes your company different.
When you understand what candidates want, you can start to think about how to effectively attract them towards your brand. In the case of physicians, they want an opportunity that will carry them into the future. How can your organization help build their career? Is your organization known for being a place where physicians are valued? Do the physicians who work for your organization feel that their input makes a difference in decision-making? Ask yourself these questions:
- What does your organization stand for?
- What makes your organization different from the others in the marketplace?
- Can you explain the most important elements of your organization’s brand?
Your Doximity recruiter profile is a great place to start (make sure you have a photo, so candidates can identify a real person behind the career opportunities). It’s here that you have power to communicate what makes you a great talent recruiter. Doximity Talent Finder Career Pages are another ideal place to host a collection of resources and build your employer brand. Dedicated web pages within the Doximity Network focused on careers at your organization, Career Pages are searchable by physician members, optimized for mobile, and provide an ideal place to host a collection of resources.
Employer branding is simply your chance to tell potential candidates why your organization is precisely the place they want to work. Paying attention to your employer brand will make physician candidates feel more valued – and more likely to take a position with your organization. It’s a powerful resource could be the difference between your hiring success and failure. It can also improve your bottom line: one study by LinkedIn found that the cost-per-hire for companies with strong employer brands is almost half that of companies with weaker employer brands!
If you have questions about your organization’s Career Page, contact your Doximity Talent Finder success manager. To learn more about Doximity Talent Finder Career Pages, click the button below to access a slideshow on employer branding and career pages:
If you’re not using Doximity Talent Finder to source and recruit the best physician candidates for your opportunities, we invite you to schedule a FREE live demo now.