User Analysis
While going through our seven year patent “process,” we test marketed Online Job Tour with employer clients in 15 different states, in communities as small as Paris, Kentucky, to Oklahoma City and Reno suburbs. The sizes of the hospitals have ranged from 50-bed to Level One trauma center campuses. Physician practice clients who have benefitted from Online Job Tour have included cardiology, oncology, and multi-specialty groups in communities including Gadsden, Alabama, Greenville, South Carolina, to Memphis.
Developed by our founder, Carl Brickman, when he was a medical recruiter, during those times, Carl received direct feedback from the physicians and professionals he was recruiting for his employer clients, while Online Job Tour was providing his prospects the information and features of the clients and the community that other employers weren’t. Carl decided to leave physician recruiting specifically because his clients wanted to continue using the Online Job Tour he produced for the specific placement, but for all their career openings, specifically because of its success and the candidate feedback and their enthusiasm.
_____________________________________________________________________________________________________________
Jason Scott, Director of Physician Relations, with his hospital CEO, was responsible for recruiting physicians through Lake Cumberland Regional Medical Center’s $110 million campus expansion, including establishing its Spine and Heart programs; with Online Job Tour as his only recruiting tool, feedback from the Interview Prep Form was vital to establishing initial rapport and comfort from the candidates, key information was provided to frame their candidacy, and later help him close them and their families by being their advocate for making the best decision
“Creating Feedback” that the Client can use – the Interview Prep Email:
As a Sales/recruiting tool that is provided on a web format, the design of Online Job Tour has always been to generate a feedback for our client recruiters that give them key information to help them to develop relationships with candidates and eventually be an advocate for them, to assist them to make the right decision, for both parties.
In the final section of each Online Job Tour, which we now call “End/Recruiting Portal” in our latest Version 2.0 design, is an “Interview Prep E-mail” which candidates are instructed to use, which allows them to give their impressions from their first use of the production, and allows them to ask questions of the client recruiter. In fact, each jobseeker/referred pre-candidate is instructed by Online Job Tour as well as our client recruiters, to use Online Job Tour, and completing the Interview Prep Email, as “the first step” to considering a career with the client. Obviously, some candidates will not follow the instructions, some write a little, and others would write a lot, often because of their enthusiasm, which was much better illustrated in this format, indelible, and of record for the candidate’s file, vs. comments during a phone call.
-
Conversations with candidates revealed they were more likely to re-visit the Online Job Tour, share it with important people in their circle of relationships who may influence their decisions, and actually refer it to other jobseekers.
-
Client recruiters got to know them faster, develop conversations with candidate while knowing their likes and interests, plus design their real interviews around comments that started from this crucial form.
-
When closing the candidates, our client recruiters were able to recall their Interview Prep Form comments in order to help them properly compare the client and its location to the other options of the candidate.
It became clear to us that getting prospects/pre-candidates to complete the form was an important way to ensure they were a) using the production and not just claiming they were, and b) getting important initial information that would “set the stage” for their candidacy, and c) the feedback also helped the client evaluate and prioritize which candidates may be initially favored, based on that feedback from the form.
Additionally, along with surveying selected physicians, we could monitor the Interview Prep Emails to the client to study what changes needed to be made; for instance, we knew if there were complaints or repeated questions or confusion about the same issue, we could take proactive steps to change Online Job Tour, and then see if those comments went away.
Jason (with the Chief of Staff and a physician on his houseboat on Lake Cumberland) recruited more than 60 doctors/practitioners to the hospital and community – when he left that position after more than three years, he had 100% retention of those professionals, another record set among all the recruiters in his 50+ hospital company
See Jason Scott’s Recommendation Letter from 2009. Jason is now an industry recruiter and consultant, and provides orientations to our new clients to ensure the get off on the right foot with our productions.
See Interview Prep Form email samples received by Jason during his tenure at this hospital
You can tell by Interview Prep Email comments how recruiters can effectively establish relationships with the prospects – first impressions are the strongest and they are commenting on subjects clearly most important to them. Additionally, the level of enthusiasm in the comments, or whether a candidate is even willing to complete the form at all, can impact how candidates are ultimately ranked by the client.
-
The indelible, physiological advantage of prospects physically writing their emails and sending them to professionals whom they have seen and are familiar from the Online Job Tour, cannot be understated in getting off to the best possible start with these prospects, vs. the client’s competitors who do not have anything like it.
___________________________________________________________________________________________________________
A Note on Web Analytics: Web analytics is the measurement, collection, analysis and reporting of web data for the purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring web traffic, but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website.
This technology is most used in commercial (“industry”) markets to help companies measure the results of advertising campaigns. It helps to estimate how website traffic changes after the launch of a new advertising campaign. Web analytics can provide information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends and those statistics can be considered in strategic development as well as for target advertising and other strategies.
The measure of the effectiveness of Online Job Tour is not in the amount of times it is viewed, but whether it is used properly and effectively. Unlike the sale of candy bars or a new shoe, our clients do not advertise Online Job Tour, but refer it to responders of their advertising as well as to prospects that clients have paid to source.
-
Because Online Job Tour productions do not have financial dollars attempting to drive any traffic to them, measuring the amount of “hits” to any Online Job Tour would not be an accurate measure of its effectiveness.
-
Another component of selling in this forum and the design of Online Job Tour to have maximum impact, is that it is a “generally comprehensive” production; in other words, one candidate may not have children and not visit any pages in the section of the production dedicated to schools. Jobseekers ranging from entry level nurses to fellowship trained specialty physicians, will view our pieces (only physicians complete the interview prep form; staff are directed to the client job board to apply for jobs of their choosing).
Online Job Tour is a recruiting tool that is provided to jobseekers, AFTER advertising by our clients have driven them to open jobs or their own websites, or Online Job Tour is personally given to respondents of classified ads, by the recruiters themselves. The measure of their excitement, happiness, and their enthusiasm for Online Job Tour is best evidenced in their comments shared on their Interview Prep Email to the client recruiter.
While our productions are not commercial websites selling any product but a simulation of the interview visit that is provided to any jobseeker, the use of different measures, including our Online Job Tour is negotiated, and which pages are more popular, have always driven our development and served to help us provide the best possible recruiting product for our clients.