“Social media is about the people. Not about your business. Provide for the people and the people will provide for you,” says Matt Goulart, CEO of Ignite Digital.
Providing for the people—in your case, millennial physicians in search of jobs—takes a well-thought-out strategic plan. Placing ads is one of the best ways to engage potential candidates. Ads make your outreach efforts powerful. You’re not just posting attractive opportunities and compelling content, but you’re directing it to the right people.
Use the following 3 social media platforms to attract millennial physicians the next time your health group is hiring.
Facebook link advertising
With approx. 2.9 billion people actively using Facebook, including millions of millennials, it’s no wonder that companies recognize the power and reach of a Facebook ad.
To find millennial physician recruits, try Facebook link ads. They’re one of the most successful Facebook ads for a reason: visible on mobile or desktop, this ad style includes an image, title, description, link to click, and the ability for the viewer to like/share/comment on the ad.
The versatility of this ad means a few things for your health group. First, it’s visually appealing. An ad with an image is much more likely to break through the online clutter. Use either stock images or professional photos taken in your office of physicians at work caring for patients.
These ads also offer a link option that physicians can click to be directed to your page or website. That means less work for them and more visibility for you. You also have the opportunity to say what you want to in the text description: Consider posting about why physicians love working for your hospital or how you use research to break through barriers in the healthcare industry.
With link ads, you won’t have to worry about annoying or deterring physicians with pop-up ads or overly long interactive displays. Put physicians’ Facebook scrolling to good use by posting a variety of ads to attract their attention.
The golden ticket of an online presence is having your page come up on page 1 in a Google search. There’s no doubt that a good chunk of millennial physicians’ days are spent researching job opportunities. Being high up on the search list puts you at a great advantage.
“Create multiple ads within distinct ad groups to determine which performs best and adjust your keyword or bidding strategy on the fly,” recommends Thornley Fallis Communications, when using Google Ads. “Impressions, click-throughs, keyword performance, cost-per-click are just a few insights you can get from Google.”
Between the exposure that Google Ads gives your health group and the ability you have to easily track how successfully your ads are performing, this should be one of the first techniques you try in reaching out to millennial physicians.
LinkedIn is a top business networking site, a job board, and a great place to research organizations and individuals. What better way to connect with millennial physicians than on a platform where they’re actively searching for jobs?
Before you begin, make sure your own profile is well written, informational and laudatory. Be sure to “Follow” the companies and industry leaders in the healthcare world, showcase the best features of your company in your description, and upload quality professional photos.
Next, create your ad. LinkedIn lets you design multiple ad options and tests each one for you, so you’ll know which ads are performing and which need changing. You can use ads that directly promote your content to specific LinkedIn audiences.
Decide which one is right for your company and begin creating ads to get your health group noticed. You could post about ways that your health group values innovation or offer tips on how to provide consistently good care in a constantly evolving field.
Social media is ubiquitous in the lives of millennials, even busy millennial physicians. The opportunities for connecting are endless, allowing you to harness networking conversations and appeal to physicians who can best fit your work culture.
Ready to start connecting with physicians? Contact PhysEmp today for a free demo.