How often do you check your email? Chances are that it’s at least once a day. Studies show that over 92% who go online do so to engage in email, and 58% of people check their email first thing in the morning. As part of a comprehensive candidate sourcing strategy, email can be a huge source of candidates for your opportunities. But how do you make sure that your physician recruitment emails are not only getting opened, but also driving physician candidates to respond?
Here are 5 ways you can improve your physician recruitment emails to get candidates to click.
1. Optimizing Your Subject Line
The first thing prospective physician candidates will see when they look in their inbox is your subject line, so it needs to make a good impression. Whether or not a physician even opens your email is based solely on the subject line.
To make sure a physician candidate clicks on your email, you should make sure your subject line is:
- Short – Brevity is key to a good subject line. Make sure to keep it under 50 characters to make sure it doesn’t get cut short in their inbox.
- Direct – Let the physician know what your email contains. With most individuals dealing with a crowded inbox, they likely don’t have time for mystery.
- Searchable – A physician candidate should be able to easily search for your email in their inbox later, if they don’t have time to act on it right away.
2. Using Dynamic Images
People have an instinctual, positive reaction to pastoral and panoramic images. Using an image that showcases your city or town not only helps to sell the community to the prospective candidate, but also draws the reader in and makes them want to continue reading your message.
3. Calls to Action
What is it that you want the reader of your email to do? Do you want them to submit their CV? Learn more about your practice by going to your website? Make it easy for the candidate to know what action they should take if they’re interested by using a colorful call to action.
A good call to action should:
- Stand Out: Make the desired action stand out from the rest of the email by using a bright button
- Be Clear: Make sure the text on the button makes it obvious what they will be doing by clicking on your call to action.
- Be Big: Make sure that your call to action is easy to click on, whether the physician is on a desktop or mobile device.
4. Using White Space
Just like a dense, cluttered job description makes a candidate’s eye glaze over, so does a cluttered email. Make use of ample white space to give the reader’s eyes someplace to rest and increase your message’s readability.
5. A/B Testing
Do you know which subject lines get the best open rates? Or which color call to action gets the most clicks? Conducting targeted A/B tests can help you find out what works best – and what doesn’t work at all. Using targeted A/B tests can greatly improve your email performance.
If you aren’t currently utilizing email as part of your physician recruitment and candidate sourcing strategy, then you are missing out on reaching a very large pool of qualified candidates. But when using email, make sure to follow best practices to get the most out of your efforts. Some key take aways:
- Brevity is key! Make sure to keep your subject lines short and concise, and make sure the body of your email isn’t too dense.
- Make it engaging by using dynamic images and bright calls to action.
- Always try and test different aspects of your emails to make sure that you’re doing what works best for you.