Using social media in physician recruitment has become something that many organizations are finding necessary in order to find and engage with prospective candidates. Not only is it a great way to show off your company culture, it is also a great to for finding and engaging with passive candidates.
But while most organizations have an active presence on LinkedIn for physician recruitment, fewer are as active on Facebook. This is a missed opportunity as the vast majority of Americans – in all age groups – are active on Facebook on a regular basis, and also use the platform to support and engage with organizations.
But how do you effectively use Facebook for physician recruitment? Below are five quick tips to help you get started in using Facebook as a part of your physician recruitment strategy:
1. Go for Quality Over Quantity
It might not seem like it, but posting less frequently can actually get you more engagement. Organizations that post just once or twice a day get 73% more comments and 32% more likes, showing that it’s the quality of the posts that matters – not the quantity.
2. Monitor Your Interactions
Especially if you’re posting information about your company culture and job opportunities, you need to be ready to respond to any questions or comments quickly. Individuals are used to receiving speedy responses to questions and comments from companies on social media, and failing to respond can cost you a candidate.
3. Videos Can Pay Off
Photo posts used to me the gold standard for Facebook engagement, but now video is king. While photos are more common, video posts can generate over 60% more engagement. Even more, videos on users feeds automatically begin to play on mobile devices, which is how the vast majority of users engage with the site.
4. Encourage Employees to Engage with You
We’ve said it before and we”ll say it again – employees are your biggest asset when it comes to recruiting on social media. This is especially true when using Facebook for physician recruitment. Many users don’t put in their current work information, so even your Facebook ads may not reach your target demographic. But by having employees engage with and share your content, you increase your reach – especially to other physicians
5. Always Mix It Up
When people engage with organizations on social media, they want to be provided with educational or entertaining information, not just blasted with job openings. Because of this, make sure to vary the types of content you post, as well as the format of the content. This will help keep your followers engaged and interested in what you’re posting, and increase the likelihood that they will apply for an open position with you when one comes up.
Key Take Aways:
- Posting higher quality content less frequently can actually lead to more engagement and interest from potential candidates – just make sure to mix up the type and format
- Make sure to keep a close eye on your feed and engage in conversations with potential candidates in a timely manner
- Connect with employees to broaden your reach and utilize them as your organization’s ambassadors