May 20, 2014
JASPR Featured Article: Recruiting For Fit and Engagement
By Michael Griffin, Allina Health System, Minneapolis, Minn.
As physician recruitment professionals, it is vital that we know specific details about our organization and its culture. More importantly, we must familiarize ourselves with the particular department/team a physician is joining in order to determine if the pairing will be a perfect fit. ASPR’s Physician Recruitment 101 Module reviews, in detail, the physician candidate screening process, which includes gathering comprehensive information about the candidate, their work habits, philosophies and personal/professional interests. Based on this information, recruiters determine if a candidate is a match for the organization and department.
For the most part, the “standard” physician recruitment model matches skills and credentials with technical requirements. We do our best, through screening and behavioral interviewing, to find the most qualified candidate for the job. Getting them there, however, doesn’t guarantee a future in which the candidate will be passionate or committed to the organization, its culture or its brand. Sometimes hard-won candidates are just another expensive retention statistic. The question remains: How do we find physicians that we know will be engaged?
I had the pleasure of speaking with Danny Gutknecht, author of “Essence – The Secret to Engagement for Winning Cultures.” This book is based on years of research, and includes collaboration with researchers at Stanford and Arizona State University, plus videotaped interviews with more than 7,000 professionals and 4,000 physicians/providers. Through this process, Gutknecht procured a large amount of data both in and outside of health care. In his book, Gutknecht provides insight on engagement and how it relates to A.H. Maslow’s hierarchy of self-actualization.
After speaking with Gutknecht, I learned that typical job advertisements are tailored to appeal to our basic needs, such as safety and predictability. However, most practicing professionals – and many new graduates – seek personal fulfillment. Find ways to showcase belonging, esteem, autonomy and creativity in your ads in order to fulfill the needs of your candidates.
Essence mining, essence recruiting
Pathways TV developed a framework and methodology to help organizations understand and leverage their culture to recruit better – “Essence Mining.” With “Essence Mining,” a series of proven, scientifically based physician interviews are used to promote the organization. The videos are very personal and delve into the values and passions of the physician and get at the reason they joined the organization. This invariably reveals the shared, underlying themes that express the true—usually unspoken—essence of that organization.
At HealthEast, we wanted to do something innovative yet authentic with our job marketing. Something that would attract candidates to the special virtues we had to offer. My team of recruiters, however, was so busy screening and setting up site visits, we did not have time to step back and take on an essence video project; therefore, I decided to hire PathwaysTV to help us. Though I was a bit skeptical, it turned into so much more than we could have expected.
My ASPR colleague Lynne Peterson, Director of Physician and Advanced Practice Recruitment for Fairview Health Services in Minneapolis, MN said, “I knew what we were about, but I didn’t know how excited people were about it.” Watching the videos of her colleagues talking about Fairview, Peterson re-called, “I learned a whole new level of passion...I was even more proud of the work we were doing. People talk about primary care as a dead art, that people are disenchanted, but this was a very different message. I want everyone to see these videos.”
During her video interview, one young physician talked about a day when she was frustrated because she had a frantic schedule and one of her patients showed up late. She declared she was too busy and couldn’t see the patient. A senior level doctor took her aside and said, “You will be happy to see that patient. You have no idea what it took that patient to get here to see you. They are people who have lives, too.” The new physician now had the perspective it was no longer about her schedule and said, “That is how in-tune the physicians of Fairview are with their patients.”
Peterson said, “There might be doctors, who will see the video with that story and decide ‘That’s where I want to work.’ There might be other doctors who think ‘Whoa, I don’t want anyone telling me how to run my schedule.’ If that’s the case, then don’t come here. If we send the wrong messages, we’re going to get the wrong people.”
When a physician sees something that connects with his or her essence, that physician will come knocking – saving the company both money and time. Two different organizations may be able to compete on salary and benefits, even geography. But when it comes to connecting with an individual about his or her philosophy and convictions about what a practice should be, there’s no competition.
Once a company knows how to describe its essence in order to draw the kind of physicians who want to be there, there are many ways to get the message out. Social media is a popular one. The “Essence Mining” videos are effective because, as Peterson said, “You can see people exhibiting authentic excitement. Nothing is scripted.”
Joan Kilmartin, Director of Physician Recruitment at John C. Lincoln Hospital in Phoenix, Arizona has been recruiting for 23 years and has seen her fair share of sourcing and recruiting methods. Kilmartin shared her insight on PathwaysTV, “The Internet is the way people interact these days. Using the PathwaysTV software for recruiting speeds up the process considerably. It’s much more efficient than traditional models.”
Now, Kilmartin may place an ad on the Pulmonary Journal web job board featuring an embedded video of the pulmonologist who is recruiting for an associate. The candidate then has the opportunity to watch the video of not only the pulmonologist speaking about his practice, culture and relationship with the hospital, but those of administrators, nurses and medical directors who share the same culture. Metric tools track how many videos the candidate watched and how many times they watched them. Then, the candidate has an opportunity to click through and express interest in the position.
“Say you’re doing a project looking for a primary care physician and you show them the video and have them hearing the information right from the doctors in the ACO. Nobody else is doing that. If I was a physician deciding whether to sell a practice or not, it would be nice to hear what the organization is about without having to call the doctor and make an appointment. This takes that first step out of it and puts everything out there in the beginning. People who contact me from the videos are hot leads! The best thing is that the C-suite is looking for someone who is going to buy into their culture, not someone who wants to change it or has no interest in it. This is the type of candidate we uncover through these videos,” Kilmartin said.
Cynthia Forsyth, a Network Physician Recruiter for Mercy Medical Center in Des Moines, Iowa, recruits physicians for 15 affiliate hospitals located in Central Iowa. She conducted a SWOT analysis comparing traditional rural recruitment efforts versus “Essence Mining” and estimates the network saved more than $700,000 in the last two years. Forsyth explained “I knew we needed to combat the misconceptions of rural practice. The general sourcing strategies of databases, ads, lists and career fairs did not give us the results needed. We wanted to showcase that we were innovative and offered a lucrative and rewarding career path – a best kept secret providing the true work/life balance physicians seek. I have always been a value-based recruiter who can benchmark a candidate within a conversation, but these videos helped me provide a clear, consistent and concise message that makes me look like an adviser of choice while changing the perception of my organization. This arrangement of high level and carefully created videos can visually benchmark intangible core values and organizational mission.”
My personal recruitment story using essence videos at HealthEast was with an endocrinologist candidate engaged in a national search. She looked at many opportunities before reviewing our practice and with her seven years’ experience and accomplished career; she knew exactly what she wanted. When she watched the videos of our three endocrinologists telling their story, she said she absolutely resonated with their approach and philosophy and she knew even before she met them in person that it was the practice for her. It made the rest of the site visit preparations and conversations much easier and we could talk on a deeper level during her time with us. She and her family are still very happy in St. Paul!
By engaging in a process such as “Essence Mining,” you are able to uncover key insights about what really makes the team tick. This adds value to the process and builds your credibility as an innovator in the recruitment process. Too frequently, candidates are treated like commodities – but they’re not. The opportunities offered to them go far beyond plugging a commodity into a job. If you market the essence of your organization and share it through technology (video/ software), you move from “recruiter speak” to the distribution of your best qualities.
Special thanks to contributing author, Danny Gutknecht, CEO and co-founder of Pathways, Phoenix, Arizona, a technology company that helps businesses uncover and communicate “Essence” for deeper engagement and more effective talent acquisition. Gutknecht is the author of “Essence – The Secret to Engagement for Winning Cultures.’’
Now Two Ways to Earn an ASPR Annual Conference Scholarship!
ASPR provides four scholarships for attendance to the conference each year. Each scholarship covers registration fees for the main educational conference, one Fellowship Program module (Physician Recruitment 101, 201 or 301), hotel lodging for up to four nights (room and tax only), and round-trip economy or coach class airfare or rail fare (not to exceed $600) to Minneapolis, MN in August 2014.
The recipient is responsible for making all travel, hotel and registration arrangements (air travel must be secured with a 21-day advance fare) and will be reimbursed by ASPR upon submission of a receipt. All prizes are non-transferable and cannot be used in conjunction with other prizes/awards.
Submit your application online before May 30, 2014.
In addition to the four ASPR scholarships, ASPR vendor – Enterprise Medical Services – has announced that they will also be awarding a scholarship to one lucky ASPR member!
Enterprise Medical Services is proud to be an exhibitor and sponsor at the 2014 ASPR Annual Conference. To show their support, they are offering one scholarship to a qualifying ASPR member. This scholarship includes the conference registration fee, a 3-night stay at the Hyatt Regency Hotel and roundtrip airfare. To apply for the Enterprise Medical Services scholarship, please visit https://enterprisemed.wufoo.com/forms/enterprise-medical-services-aspr-scholarship/. Applications will be accepted until June 10, 2014.
You may submit an application to both ASPR and Enterprise Medical Services to double your chances of earning a scholarship to the conference!
Member Profile: Miranda Grace
You may recognize Miranda’s name and face from the pages of JASPR. Miranda has been an active member of ASPR since starting her career in April 2011 and has served in several volunteer positions in the organization. She is currently the chair of the JASPR committee and is responsible for procuring content, editing stories and making sure the Journal is published on time. The chair position is perfect for Miranda who said “I love writing, editing and most of all, learning – all central in my role as editor of JASPR. Each issue we produce, I learn more and more about physician recruitment and what it means to be a recruiter.”
Miranda is a graduate of Penn State’s Bachelor of Science, Health Policy & Administration program with a minor in Labor Employment Relations and currently works as a Professional Staff Recruiter for Geisinger Health System. Miranda is fortunate to have only physician recruitment responsibilities in her current role but is kept on her toes due to the recent merger of Lewistown Hospital and Geisinger Health System. She’s had to transition from a small community hospital recruiter to a systemwide specialty recruiter. She is now involved in the placement of physicians at multiple practice sites throughout the state of Pennsylvania.
Her first job since graduating from college, Miranda thoroughly enjoys recruiting physicians. “I love all of the people I get to meet from all over the world. Everyone has such a unique and interesting back-story, which keeps things exciting,” she said. While Miranda enjoys most aspects of her position, she doesn’t enjoy sharing bad news with great candidates. “It’s awesome when you’re in a position that allows you to have several stellar candidates to choose from, but at the end of the day, you may have to choose only one. I grow close to many candidates and it can be hard to let them go.”
Since Miranda is new to the workforce and physician recruiting, she has found her ASPR membership to be extremely beneficial. The networking and educational opportunities afforded to her have been a huge part of her success in recruiting. Miranda attended all three Fellowship Certification Modules and obtained her FASPR Certification last August. “I’m very proud of this certification and all that it represents – a wealth of knowledge in the field, loads of resources, and hard work put into the courses by the fellowship committee, speakers and co-chairs.” She’s also been fortunate to have many great mentors in ASPR who have provided guidance as she launched her career. ASPR members Lori Jackson Norris, Donna Ecclestone, Marci Jackson and Laura Screeney were always willing to answer her questions, share resources and provide valuable advice when dealing with difficult situations.
Miranda has learned that in life – and physician recruiting – patience is a virtue.
Within the ASPR Community on the new website, you can create a circle of ASPR members to network with. These Connections are similar to the connections you may have on LinkedIn, Facebook or other social networks. Once you are logged in to the system, you may view or edit your Connections by selecting Manage Profile from the right navigation menu and then selecting Connections.
Adding a Connection
To add a Connection, search for a member in the Member Directory. Once you locate the member, click on the Connect link found in the search results or at the top of the member's personal page.
When you click the Connect link, you will be taken to the Send Message page where you can attach a personal message to the connection invitation. Once you send the message, the recipient will receive a personal message notifying him/her of the invitation. The recipient may then Accept or Decline the connection request.
Accepting a Connection Request
To accept a connection request, click the Accept Connection button that appears in the connection invitation. The person who sent the invitation will automatically be added to your connection list and will receive an automated message from you informing them that they are connected to you.
Declining a Connection Request
To decline a connection request, click the Decline Connection button that appears in the connection invitation. The person who sent the invitation will not be added to your connection list.
Viewing Your Connections
Once you have started to create Connections, you'll be able to view your connections, email them (as a group or individually), view their profiles and categorize them into groups for easy sorting.
Managing Your Connection Preferences
Make sure you visit the Preferences section of your Member Profile to adjust your settings related to Connections. You may determine whether you allow other members to see your Connections, get an email when someone wants to connect, or get email notifications when one of your Connections makes changes to his/her profile.
To learn more about managing your connections and your member profile, check out the Website How To’s.
Webinar Next Week: Pay for Performance – Impact on Hiring for Quality
Date: May 28, 2014
Time: 10 a.m. PT / Noon CT / 1 p.m. ET
Presenters: Greg Schoen, M.D. (Family Medicine); Chair, Physician Compensation for Fairview Health Services; Lynne Peterson, Director, Physician Recruitment-Fairview Health Services
You’ve probably been hearing a lot lately about pay for performance and the importance of quality with respect to reimbursement. Perhaps your organization is considering or in the process of implementing a compensation model based on pay for performance. What metrics are used in pay for performance models? How does quality play into compensation?
With quality being highly emphasized, it has become imperative that physician recruitment departments incorporate new processes to address this priority. How do you recruit for quality? How do you assess candidates differently during the interview to ensure that you will hire physicians that will be focused on quality? This session will discuss various physician compensation models with particular focus on pay for performance. Presenters will also discuss tips on how to interview and recruit physicians that will focus on quality resulting in improved clinical care and overall organization performance.