- About Us
- Join ASPR
- Annual Conference
- Industry Data
- Members Only
- Career Center
- Physician Resources
- Website How To
|Show leadership your value in four easy steps|
By Shawn Kessler, Senior Strategist, ab+c Creative intelligence
Becoming more successful in your recruitment efforts doesn’t always take more money; however, given today’s ever-dwindling supply of physician candidates, it sure does help.
In order to get extra funding, you need buy-in from your organization’s senior management team—and that can be difficult. CEOs, CFOs and other financial executives tend to view physician recruitment as an expense to the organization, rather than an investment. It’s your job to convince them otherwise—and that requires conclusive numbers and a step-by-step plan.
Step 1: Mention the physician shortage.
As the shortage worsens, the time to fill vacant physician openings increases. AAMC research shows that searches open for more than one year rose from 36 percent in 2010 to 42 percent in 2011.
Step 2: Share the costs.
Visit missingphysician.com to get answers specific to your organization. On the site, you can calculate exactly how much your organization loses when a physician position goes unfilled—by the number of days, number of searches conducted and annual revenue lost. You can also calculate how much increased net revenue your organization could earn by shortening time-to-fill by just 5 percent, 10 percent or more.
We guarantee the numbers will get your attention. Once you’ve seen them, you’ll want your chief financial officer or other financial executive to see them, too. Invite them to run their own organizational numbers on the site with you. Keep in mind, net revenue gains in the millions are not unusual.
Step 3: Share your plan.
Ensure management also understands the measurable value of a strong brand in landing the most sought-after physician candidates. Nationally recognized studies by CareerBuilder and LinkedIn confirm that having a strong employment brand draws 3.5 times more applicants per position and gets passive candidates to seriously consider your opportunities. In many cases, a strong brand from a seemingly strong organization is a major factor in many physicians’ willingness to work for less than their desired salary.
Next, share the value of robust marketing tools, including: banner ads, pURL-style emails and QR codes that direct candidates to a recruitment-specific Web portal. Keep in mind, the portal should have tracking technology to identify visiting candidates - which pages they explore and how long they stay on those pages - so you can follow up soon after their visit.
Step 4: Request the resources.