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Why employer branding is critical for physician recruiters - Winter/Spring 2016
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Bronze Corporate Contributor Feature

If a physician was to search for information about your organization, what would they find?

Whether you like it or not, your employer brand is out there; if you don’t define your employer brand, someone else will define it for you. Business Insider author Josh Tolan says, “Today’s workplace is like an echo chamber. Both positive and negative impressions of your company will be carried by employees, friends, connections, and complete strangers.”

Employer branding is simply your chance to tell potential candidates why your organization is precisely the place they want to work.

Just as your public professional profile (your CV, Linkedin and Doximity profiles) conveys your personal brand — that is, who you are and what you’ve accomplished as a recruitment professional — 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.

As a physician recruiter, you can’t showcase your employer brand to physician candidates if you don’t know what it is in the first place. Do you know what your company’s mission, vision, and values are? If they’re not clearly defined, then they won’t be clearly apparent when a physician looks up your organization.

The whole point of employer branding is to attract candidates — and here’s the most important detail of all: Before physician candidates even consider an opportunity with your organization, they seek out information about your brand first. Why? They want to know what it’s really like to work there.

Shape and control your employer-branding ­message.

Is your organization the kind of employer that physician candidates dream of working for? If it is, do some humble bragging. Physician candidates are looking for much more than a salary. They’re interested in opportunities to make a difference. They want opportunities to forge meaningful work relationships. Some candidates might be attracted to a benefits package that includes family leave or medical school loan repayment. Most candidates (especially younger physicians) are interested in technology, so tout your organization’s Electronic Health Record (EHR) system.

It’s also vital for physician candidates to understand how your organization can help build their careers. They want an opportunity that will carry them into the future. Employer branding enables you to think like a career coach and lead candidates well beyond just monetary factors.

No company is perfect, so start with what makes your organization unique but share the rough realities, too. When you’re straightforward, physician candidates are more likely to trust your organization. Once hired, they’re also more likely to stay with your company for the long haul.

Try these employer branding tips, and physician candidates are likely to see a future with your organization.

  1. What makes your organization different? Identify it and communicate it consistently across all platforms, from your website to job postings, your email messages to career-specific landing pages.
  2. Make sure all of your job posts are authentic and current. Your job descriptions are employer-branding pieces. So, keep them honest and update them frequently.
  3. Be consistent. Make sure the branding story you tell about your organization (why it’s a great place to work) remains the same at a basic level. You can brag (a bit) and you can use descriptive adjectives, but make sure the core values are consistent.
  4. Make sure you are branding where your audience is. Think about where your physician candidates would look for information on your organization and make sure the information you want them to see is easily accessible.
  5. Ask your physician candidates for feedback. First impressions are lasting impressions. The best way to get a first impression about your organization (and your hiring process) is to ask the candidates. But don’t stop there — use their feedback to address problems and make improvements.
  6. Turn new hires into brand ambassadors. Engage with new hires and communicate their great feedback to new physician candidates.

Employer branding is an opportunity to make your recruiting pitch stronger. What are you doing to promote your employer brand? Doximity Talent Finder’s new Career Page is a great place to start: over 60% of US physicians use Doximity to manage their career.

© 2016 Association of Staff Physician Recruiters. All rights reserved.
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