Some of my best memories are in the kitchen: cooking, snacking or sharing a meal with my family while watching a Sunday Steeler’s game.
Building a physician recruitment marketing campaign is a lot like cooking. It requires adding several ingredients together in the right order to create that perfect combination.
In this final installment of a physician recruiter’s guide to email, I’m going to show you how to cook up a killer CTA.
A CTA, or call to action, is a key ingredient you should have in every recruitment email. It gives your email purpose and tells your reader what specific action you’d like them to take. Should they send their CV? Reply with their interest? Apply now?
According to HubSpot, a marketing tool, CTAs should be:
- Attractive and enticing
- Short and to the point
- Use an action verb
- Easily visible (contrasting in color and big enough to draw attention)
- Easy to understand
Here is an easy-to-follow recipe for cooking up a killer CTA.
Ingredients
1 Action: The next step you want the candidate to take after reading your email.
This could be as simple as asking them to apply for the job or to view an online video of your facility. Be clear about what action you’re asking them to take. If you’re asking them to apply, don’t make them browse your site or job board for it—link them directly to the job so they can take the action with just one click.
Examples of recruitment CTAs include:
- Submit your CV
- Take a virtual tour
- Hear from our staff
- Get started
- Discover ABC Healthcare
- Learn what we do
- Explore our community
- Find out more
- Apply today
1 Actor: The person who will be reading your email—in this case, the physician candidate
Keep your reader in mind when deciding what you will be asking them to do. Physicians are busy. If your action is too time consuming, you could end up with your email in the trash.
1 Incentive: The benefit the person will get if they follow through with your action
What’s in it for them? Let the candidate know what they’ll gain by acting, such as an opportunity to run their own department, be included in the first round of interviews or living in an outdoorsman’s paradise.
1 Deadline: The time in which you give a candidate to complete the action
Instill a sense of urgency to compel the candidate to follow through. (The fear of missing out (FOMO) is a popular and successful tactic.)
Instructions
Step 1: Start by determining the purpose of your email and your desired result. (Remember to consider the actor!)
*Include just one CTA so the candidate knows the action you want them to take! If you include multiple options, they may choose one that does not accomplish your goal.
Step 2: Add your incentive and your deadline.
Step 3: Add a link, attachment, phone number …whatever the next step requires.
Step 4: Once your message feels right, test it the email by sending a copy to yourself first.
Step 5: If you’re happy with how it reads, send it!
Every email should be written with a purpose. Writing an effective CTA can make a big difference in your recruitment process.
Read more:
Part 1 of this series: Getting your email delivered
Part 2 of this series: Getting your email opened
Part 3 of this series: Inspiring action
