The first COVID-19 vaccines were shipped to frontline healthcare workers this week, and we’re feeling something we haven’t felt in a while: hope. The pandemic rocked the healthcare world, and for organizations that took significant steps (or had missteps) during the crisis, physician candidates are paying attention. Here’s why that matters.
Long before a physician candidate considers an opportunity with your organization, they seek information about your company. They want to know what it’s like to work there, and your employer brand – the public image of your workplace culture, or how you’re viewed as an employer by former, current, and prospective employees – tells them a lot. It differentiates you from your competition, and candidates are taking notice.
Your unique value proposition and reputation as an employer can help attract the best talent. In fact, your employer brand is essential: 84% of job seekers say a company’s reputation as an employer is critical when applying for a job, per TalentNow. Most companies (96%) also believe employer brand and reputation can positively or negatively impact revenue, per CareerArc.
Physician candidates are looking for much more than a salary. So, what else does your organization offer? An opportunity to make a difference? A chance to create meaningful work relationships? Benefits packages that include family leave or medical school loan repayment? Most candidates (especially younger physicians) are interested in technology, so make sure to highlight any innovation that would be a part of the role. Whatever makes your brand stand out, do some humble bragging, and let physicians know.
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 monetary factors.
No organization is perfect, so start with what makes yours unique. Be realistic and straightforward, and candidates are more likely to trust your organization. They’re also more likely to stay for the long haul.
Here are some tips to help you boost your employer brand:
- What makes your organization different? Identify it and communicate it consistently.
- Make sure all of your job descriptions are authentic and current. Job posts are a reflection of your employer brand. Keep them honest and update them frequently.
- Be consistent. Ensure the branding story you tell about your organization (why it’s a great place to work) remains the same at the most basic level. You can brag, and you can use descriptive adjectives all you want, but it doesn’t matter if your core values aren’t consistent.
- Ask candidates for honest feedback. First impressions are lasting impressions, and the best way to get a first impression about your organization (and its hiring process) is to ask the candidates. But don’t stop there – use their feedback to address problems and make improvements.
- Turn new hires into brand ambassadors. Engage with new hires and communicate their great feedback to potential candidates.
In the eyes of top physician candidates, a strong employer brand stands out. Just as you convey your personal brand as an accomplished recruiting professional every day, your employer brand tells people why they should work with you. Here’s an interesting look at some other employer branding stats, too.