You see headlines about SEO all the time, but you’re not entirely sure what it is or if it’s relevant to physician recruitment.
SEO or Search Engine Optimization is the term given to any activity that attempts to improve search engine ratings. In other words, it’s that thing you do to ensure your website and job posts are the top results in web searches – and you do it by making sure your job posts and other online content use words and phrases that your candidates will be searching for.
SEO is simpler than you think.
Consider that hundreds of millions of job seekers start their job searches via Google and other search engines every month – which means implementing SEO into your physician recruitment strategy is a must.
You’ve probably heard the saying “content is king”. The single best thing you can do for SEO is to have great content. Content is anything you feature on the internet- job posts, websites, profiles, articles, etc. Remember, physician candidates will discover your company’s Career Page and job posts on Doximity via Google and other major search engines, so make sure your SEO strategy includes this content and that you’re effectively communicating your employer brand on them as well.
To start, think about which words and phrases physician candidates are using to find your company and opportunities and write them down. After that, implementing an SEO recruitment strategy is simple as these three steps:
- Use the words and phrases you came up with to write useful job posts and other content.
- Make it easy for physician candidates to share your job opportunities with other candidates.
- Repeat steps 1 and 2.
SEO is constantly changing.
Google is always updating their search engines to return better, more relevant results for every search. Physician recruiters have a distinct advantage here because you’re constantly adding and refreshing your job posts. Google rewards sites that add consistent, relevant, and high-quality content by placing them at the top of the search results. Only 6% of Google searchers go to the second page of results, so it pays to be first.
Your job posts are an important part of your online presence as a physician recruiter. They’re also a great opportunity to engage with physician candidates. Just remember: keep your keywords conversational and relevant. While creative headlines and clever adjectives appear to attract talent, straight-forward headlines and descriptions of opportunities are what candidates actually search for. At Doximity, we’ve learned that job posts and DocMails with creative and less relevant descriptions and subjects receive fewer responses on average. Don’t try to “overstuff” your job posts with keywords, either. Just keep them simple, engaging, and relevant.
If you’re struggling to find the right keywords, try using Google AdWords: Keyword Planner. You’ll need a Google AdWords account, but you can create one for free. Just sign up with your email address. When you sign in, you’ll find a helpful link at the top called “How to use keyword planner.” You can start by adding a few known keywords related to your opportunities or company, then Google will suggest others.
Last, keep in mind that SEO isn’t all about getting found, it’s also about being relevant to the candidates searching for you. Select the right keywords and you’ll be successful at both.
SEO is an opportunity to make your recruiting pitch stronger. If you’re not promoting your employer brand as part of your SEO strategy, Doximity Talent Finder’s new Career Page is a great place to start. To learn more, request a demo or try a free trial of Doximity Talent Finder now.