When it comes to physician recruitment, a good strategy and hard work are the keys to success.

As the marketing manager for PracticeLink, I am constantly analyzing my marketing strategy. By doing this, I am able to change my strategy for optimal performance. As a physician recruiter, you probably adjust your physician recruitment strategy in a similar way. When you have an opportunity in a hard-to-recruit specialty, you adjust the way you source for candidates.

There are a lot of connotations associated with millennials: They are transparent. They tend to over share. They are always on their phones, they are lazy, and they want instant gratification.

As a millennial, I will tell you that all of these things are true…depending on how you look at them.

Being transparent and over-sharing to a millennial means being open and honest and expecting others to be the same. We embrace technology and use it to better the world we all live in. Lazy is a bit harsh; we prefer a work-life balance with emphasis on life. Let’s be honest—no one likes to wait. Millennials have just been blessed with the technology allowing us to not have to wait.

By 2025, millennials will comprise 75 percent of the workforce in the United States.

I’ll give you a moment to let that sink in.

Your employer brand is the reputation your company has built as a place to work. In other words, it is anything that can tell a candidate why they would or wouldn’t want to work for your company.

Even before the internet, the reputation and name recognition of a company has played a role in gaining new customers and product sales. In fact, some companies have created such a strong product brand that you may not even know that you refer to everyday objects by their brand name instead of their product name: Kleenex (Facial Tissue), Crockpot (Slow Cooker), Jet Ski (Personal Watercraft), Jacuzzi (Hot Tub) are examples of brand names, not products.

With constantly evolving technology, employer brand has become a key factor when recruiting talent—especially millennials, and even physicians.