Staffing is a huge problem in health care practice. You have an opening that threatens your business or your practical needs that are persistent in your practice. As an expert in recruiting health care, I was asked several times, "What is the best method to recruit therapists or nurses?" The simple answer is "no best method." Just as it there is no "best way" to treat shoulder pain, we need to examine current practice, determine the optimal resources and develop a recruiting health plan. If this sounds like your clinical approach to treatment .. . it is simplistic solutions will not work in treating patients and they do not work in recruiting healthcare We have several methods of active and passive recruitment;.. and each has its advantages and disadvantages
Should I use email blasts, direct mail, job sites on the Internet or newspaper ads?
in 2010, ICOM (the largest independent advertising network and agencies marketing communication) conducted a study on response rates to advertising. The relevant recruitment of health care sales comparisons are listed in the table below.
So how can you use these data with recruiting health care?
First, it is obvious that sales by telephone (cold calling) has the highest response rate. Next would be clearly oversized mail and email would be the smallest. With direct mail, bigger is better.
Does this data surprise you with all the current push to email blasts? It really should not ... how many shots unsolicited do you really trust or read. Also, how many of these unsolicited emails are blocked by your server or sent to a junk file with your software? People do not trust unsolicited emails. So why do we still see a lot of shots of unsolicited email? The answer is in quantity. If you have a huge potential audience of millions; then even a low response rate can mean a lot. In health care, we do not have the advantage of a huge amount of therapists or nurses in the target area.
From the table, you see also the internal lists have a higher response rate on the general list. In-House lists (internal) are those that you build from trade shows, your social media site, etc., people who are interested in your business. We expect answers are higher with internal lists against a list of perspective (General Commercial)
active recruitment methods
Some active current recruitment methods are :. Email, Direct Mail (postcards plus sized cards, and letters), and Internet Job Boards Cold Calling
- Benefits -. Sophisticate links provided in the message so people can link to your sites
- Against - typical match rate to locate the email address for a list of names is 10-15% (submit 0 names and you will find email addresses 20-30). Furthermore, the mistrust of filters or mail peoples unsolicited emails will block most of these emails. Finally, you should pay attention to the law and fines CAN-SPAM and blocking of the website to communicate with people if you do not follow this act
- Better use -. Keep an internal list of people who have an interest in your practice. Use email to contact them with any opening
Direct Mail (letters and cards)
- Pros -. places your message in the hands of a target audience. In addition, they can swipe the card / letter to a friend, or hold for a later date. Finally, the card can perk interest, even if the candidate does not actively seeking work
- Counter -. poorly designed cards will be thrown open. (Proper design and precise delivery equal success message.)
- Better use -. Places a solid recruitment message for the regional area
Internet Job Board
- Pros - Nationwide audience. Some sites are inexpensive and can even provide reference to other sites for the cover
- Counter -. Requires a person to be actively looking for work. In addition, there is a lot of competition among job boards. (We recommend using a site like JobsTherapy.com or PTjobs.com, designed specifically therapists. We do not recommend using sites like MonsterJobs.com, SimplyHired.com, etc., which is more likely send a non-therapist for you)
- better use -. use job board as a supplement to attract technology savvy person seeking employment. You get the punch national call
Cold Calling
- Pros -. One on one contact and able to answer questions. You can provide a positive response if they show interest. cold calls phone is an old method, but it works
- Counter -. It is increasingly difficult to find phone numbers (We used to get 80% of phone numbers, but now we find around 65%)
- better use - ... Places a solid recruitment message to the region
Let's do some math
If your practice is in a moderate sized metro area you may find 250 therapists at a driving distance of your clinic. The 250 is your first candidates to hire because they do not require reinstallation.
With email, you expect to find 15% of e-mails, which would be 38 therapists. From the market research, we expect less than 0.1% to open and respond to the mail (.001 x 38 = 0). We really do not expect answers.
With the cards, we expect to locate nearly all the 250 therapists (subtract some who have moved without reference or have their e-mail sent to a corporate office where that card could be discarded and not included). Assumes 220 cards are delivered. We expect 6 to respond to the message (220 x 0.025 = 6).
With calls, we start with 250 therapists, but only locate 65% of phone numbers, which is 163 contacts. With calls, we have the highest response rate (163 x 0.09 = 15). We expect 15 to respond.
The above figures assume a market where we expect people to not consider the offer. It loses some effect with people who are not willing to change jobs, but the calculation is clearly on the side of calls and direct mail to communicate with a local market. Combine that with the national job boards market on the Internet and you have optimized the calculation.
In future articles, I will develop techniques for recruitment and effective advertising.
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Steve Passmore, DPT
Dr. Steve Passmore graduated as a physiotherapist in 1977 and has had a unique career from clinical, management, operational, counselor. In 02, he created Recruitment healthy dissemination tools and services targeted later. These companies specialize in recruiting and marketing tools for health care (mainly nurses and therapists). We helped facilities for rent hundreds of therapists and nurses each year.
For more information, contact Steve at spass@healthyrecruiting.com, visit our Web site at www.recruitingtherapy.com, or call 888-993-9675. Also available is an in-service training on the job for conferences and our book, "Recruiting health care: Unlocking methods and magic - 2nd Edition", available via Amazon in paper or Kindle version of
. Latest posts of Steve Passmore, DPT (see all)
- When should we use Email in recruitment - June 13, 2016
- active recruitment - care methods comparison health Recruitment - Part 3 - April 11, 2016
- Passive Recruitment - Comparison of health care methods Recruitment - Part 2 - March 28, 2016
- Compare health Methods recruitment - Part 1 - January 11, 2016
- recruiting between generations: Part 2 - recruitment plan - May 21, 2014
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