Online Media and Web 2.0 for Physician Recruitment & Retention

May 4, 2009

byBeth A. Brooks, Ph.D., R.N., FACHE

President

Learning Objectives

• Reviewing recruitment & retention empirical evide

• Discuss emerging and online media.

• Demonstrate new media solutions.

Overview and Agenda• Evidence-based R&R

• Online MediaJob boardsVideoBehavioral Targeting

• Search Engine Marketing (SEM)Pay-Per-Click (PPC)Search Engine Optimization (SEO)

• Web 2.0Social NetworkingMicro-BloggingBlogsWikis, RSS

Elaboration Likelihood Model

• Recruiter characteristics and influence on applicants

• Demographic characteristics• Job incumbent• Functional area• Behaviors

ELM….persuasive communication process•Central processing•Peripheral processing

(Erickson & Brooks, submitted in 2009)

Realistic Job Previews

• The presentation by an organization of both favorable and unfavorable job-related information to job candidates

(Rynes, 1991)

Relatively inexpensivePayoff in lower selection, turnover costsOrganizational commitment, satisfactionValue orientation, copingMediumTiming

http://www.bellsouth.com/employment/rjp/

(Hom et al., 1998; Phillips, 1998; Rynes, 1991)

Career Web Site & Branding

• Recruiting vs. Screening• Low Involvement Strategy

Exposure to logo

• High Involvement StrategiesWOMAdvertisements, MessagesCompany RepresentativeCareer Web site

Employer Branding

• 5 Organizational Personalities:Boy ScoutInnovativenessDominanceThriftStyle

• Related to: Organizational AttractivenessJob PursuitAcceptance Intentions

Employer Branding

• Standing out during labor shortagesApplicants’ initial attractionInfer traits about organizationsSymbolic attributesOrganization and job attributesTraits as differentiators

• The recruitment processRecruitment materialsPhone etiquetteFollow-up

Employer Branding

(Harold & Slaughter, 2006)

• Insert Tenet Journey Map here.

Children’s EVPCompany: A highly respected and committed organization that impacts the lives of children by providing staff with ample amounts of stability and leading edge technology in a superlative workplace.

Competition:Others talk about child health care but they are not consistently recognized for delivering health care excellence and exceeding staff expectations in the areas of benefits, reputation, culture and environment.

Social Context: There are not enough health care professionals coming out of the educational system. This directly impacts a multi-generational workforce. Also, there are rising numbers of uninsured patients which may affect Children’s bottom line.

Employee: emotionally resilient while impacting the lives of children and their families.

Strong enough to care enough.

•

In the first 2 months, 369 videos were loaded to BlueTube with 13,220 views.

We Form Our Opinions From:

• The Web• Advertising• Television• Newspapers, Magazines• Films• Radio• Our day-to-day experiences

But most of all…

…from our interactions with others

Web 2.0

• Web 2.0 is about connecting people and distributing information in new and efficient ways.

• Web 2.0 is about ‘communicating’, not ‘advertising’…

• Promotes sharing, dialogue, connection and collaboration– not just of information, but of insights, experiences and opinions

• Candidates will gain an even deeper understanding of the values, atmosphere and ethos of a potential employer via content

Online World

Brand Reputation Protection

Internet for Recruitment

• Nearly six in 10 job hunters said they gathered employer and job information onl

• 57% of job hunters submit resumes and applications.

Online Media

• 36% more likely than average to go online 1

• 19% more likely to look for a job online 1

• 44% more likely to access email 1

• 146% more likely to look up medical information on the Inter

• 71% of nursing school graduates reported that the Internet was a primary tool identifying internship/job opportunities 2

• 22% of health care graduates proactively applied to jobs/internships on the Internet 2

1: 2007 MRI Doublebase; information is based on 70% nurses, 25% allied health professionaand 5% physicians

2: Health Care Advisory Board 2005

Online Media

• Registered Nurses– 56% access the Internet daily– 74% access the Internet at home– 56% search for jobs (Web site, online service)

(2007 Harvey Research Inc. study with RNs)

• Nurse Practitioners– 68% access the Internet daily– 72% look for clinical practice information– 73% look for continuing education information– 56% look for a job online

(2006 American Academy of Nurse Practitioners membership survey)

Online Media2008 2006 2003

• Internet 58% 77% 38%

• Personal Networking 28% 76% 61%

• Physician Recruiters 39% 55% 43%

• Residency Program 21% 52% 25%

• Specialty Society 25% 17% 4%

• Journal Advertising 34% 7% 19%2008, ’06, ‘03 Merritt Hawkins &

Associates

Internet for Recruitment

Recruitment Tools

ConsiderationPrint, Online, WOMPeaks curiosityOne-to-one engagementEvaluation

ActionOnline, DM, OOH, RadioCall to actionReminder messageInvites prospect to visit website

AwarenessTV, Print, Radio

EntertainmentRelaxed environment

Evokes Emotion

DIFFERENT MEDIA TYPES ARE CONSUMED AT DIFFERENT

STAGES OF THE CONSIDERATION PROCESS

How media influences target audience interest and action

Media Influence

Online Media Budget*

• Employment Web Site – 25%• General Job Boards – 20%• Rich Media – 15%• Search Engines – 15%• New and Emerging Media and Technology – 10%• Niche Job Boards – 5%• Social Networking Sites – 5%• Tracking 5%

*Print not included.

The Tools………

Job Boards

Video

• Fastest growing medium in 2008

• Job postings• Job blogs • PPC • Social networks• Web sites

http://www.med.umich.edu/careers/career-profiles.html

Search Engine Marketing (SEM)

Search Engine Marketing is:

• Pay-Per-Click advertising (PPC)Paid

• Search Engine Optimization (SEO)Organic

• PPC and SEO are completely different, but equally effective

Search Engines

24

34

34

38

47

46

50

56

57

67

71

Salespeople in shops

Newspapers/magazines

Television

Content provided by your Internet Service Provider

Customer opinions/reviews on web sites

Product information in shops

Reviews/opinions on the internet written by experts

Price comparison websites

Web sites of well known retailers

Personal recommendations

Search engines %

57Web sites of well known brands

Pay-Per-Click (PPC) Advertising

A method of contextually advertising on search engines and web sites where the advertiser is charged only when a user actually clicks their ad.

Search Engine Optimization (SEO)

SEO is the art of optimizing a Web site so that it ranks in the top position in search engine results for a particular keyword or phrase.

SEO vs. PPC

SEO• Longer-term results

• Limited message control

• Optimize for priority keywords

• Initial upfront investment

• No per-click charges

PPC•Immediate results

•You control the message

•Target “Unlimited” keywords

•Ongoing expense

•Charged for each click

Search Engine Marketing

• A Web site to drive traffic to. – Google can provide free landing pages as well.

• Ideally you will also have:

– A career Web site.

– A method to track conversions/applications.

– Web site traffic reporting/analytics in place.

– Custom designed landing pages to effectively engage visitors.

SEM Fees• SEO• Fee $10,000 - $150,000

Average project is typically $20,000

– Timeline3-month project centered around the development of a Wesite12-month project

• PPC• Fee $20,000 – $1 million+

Average campaign is typically $50,000-$60,000 (annual)

– Timeline3-month “starter” campaignAnnual campaign

Social Networks

• Social networks have overtaken Webmail as the primary form of Web-based communication.

• Previously people would normally communicate fears in a one-to-one email • Now it’s semi-public

Social Networks

User’s time…….

• 60.3 million broadband subscribers in US (largest pop.)

• Internet captures more than half of people‘s spare time

• 21-year old graduate typically has:• 5,000 hours of game play experience• Exchanged 250,000 e-mails / IMs• Spent 10,000 hours on their mobile phone• 3,500 hours surfing the internet.(September 2006, Marc Prensky)

• More than half the visitors to social-networking sites are age 35 or older

(IAB SmartBrief | 03/10/2008)

Social Networking

•• Growing 47%,

year over year, reaching 45% of Web

NIELSEN// NETRATINGS

http://www.youtube.com/watch?v=6a_KF7TYKVc

FacebookFastest-growing demographic is 25+ age group. 30 million active users

95% college/recent grads are active users (Rothberg)

62m total users, more than the population of the UK

17m/month

150k/day

1% of all time spent on the Internet is on

•

•

Professional Networks—LinkedIn

• New Users 1 M/month• Registered Users 19 million• Monthly Unique 5.5 million • Monthly Page Views 435+

million• Pages per login 57• Avg session length 12 minutes

• Every Fortune 500 Company has C-level representation on LinkedIn

• Grads have an average of 71 connections

13 – 14 millionIn 29 days

6 – 7 millionIn 94 days

3 – 4 millionIn 132 days

0 – 1 millionIn 477 days

LinkedIn

Video Sharing

YouTube

•

Bloggers & Blogging

The conversations are happening…

whether you like it or not… ☺

So it’s time to… observe…

listen…and join in…!

Blogging Facts

“A public, frequently updated journal (or newsletter) reflecting the personality and views of the author”

– Aug 08 – 120 million blogs and counting– That number is doubling every 8 months– About 175,000 new Weblogs are created each day– 1.6 Million postings per day (18.6 posts per second)

• Blogs focus on the writer of a particular blog – each blog is used as a stimulus for readers comment or a conversation string

• The more evolved blogs are not just an online diary – dialogue is the idea, not monologue…

• That’s where they dovetail with advertising/recruitment communications

Used in Health Care

• Absolutely…

• First, they reflect ‘Communities of Practice (CoP)

‘the process of social learning that occurs when people who have a common interest in some subject or problemcollaborate over an extended period to share ideas, findsolutions, and build innovations’

• Second, every type of health care professional is blogging physicians, nurses, paramedics…

• The health-related topics are many and varied

• Vibrant, challenging, proactive community who also respect their HIPAA responsibilities

Micro-blogging

Twitter & Tweets

http://twitter.com/EdBennett/statuses/1629799745

Social bookmarking, avatars, mobile..

Social Bookmarking

• Facebook• Digg• Del.icio.us• StumbleUpon• Windows Live

Favorites

http://www.oakwood.org/?sid=10

Final thoughts………

• Mobile Phones: All age groups below the 454 age bracket text more than they call.

• “Facebook and LinkedIn know more about your employees than you do.” – HR Executive, October 2, 2008

• Ten hours of video are uploaded onto YouTube every minute.

Presidential Campaign

- 84 Million Views on YouTube

- 10,291 mentioned in Blogosphere

- 2 Million Facebook supporters

- 794,000 MySpace supporters

- 22 Million Views on YouTube

- 3,924 mentioned in Blogosphere

- 564,000 Facebook supporters

- 190,000 MySpace supportersNew York Times – October 22, 2008

Opportunities

• Web 2.0 is not simply a new means of sourcing candidates - it should be incorporated into all facets of communication.

• Web 2.0 requires a new way of thinking - open dialogue, and constant collaboration.

• Web 2.0 is here whether you like it or not. Don’t be afraid – view it as an opportunity.

• Employers need to explore, measure and refine best practice use of Web 2.0 tools - at the same time as evaluating what’s next…

Questions? Comments? Thoughts?

bethbrooks@thebrooksgroupllc.net