When was the last time you saw a really great commercial? Think of one you'd pause DVR to watch — one that made you laugh or cry and remember the company or product name.

Why do you think this message caught your attention when so many others go forgotten or unnoticed entirely?

Most likely, this commercial resonated with you because its writers and producers had done excellent marketing research before they ever created it. They conducted surveys and interviews and ethnographies to find out not just what you look for in a product but also what you value in other areas of life. Then they crafted their message with you in mind. They probably even tested it on focus groups and tweaked it before buying the TV airtime.

As a physician recruiter, you have a vested interest in getting physicians to read and remember job postings, but they have hundreds of opportunities to consider. How can you make your jobs memorable?

Here's your power tip: Take a page out of advertisers' playbook and do a little marketing research. You don't need to hire a marketing firm; just talk to other physicians within your organization, specifically those hired for the specialties you are currently seeking if possible. Find out about these physicians' experiences as job-seekers. Ask questions such as:

• What would make you click on a job posting?
• What would make you close a job posting without applying? 
• What were your biggest job-search considerations?
• What did you want to know about an organization or an area in order to consider it?

Use your newfound findings to craft your next job posting, and if possible, run it by a physician or two afterward to determine if it needs any tweaks before you post it online.

By considering your audience, you'll write more targeted, relevant and meaningful job postings, the kind that include all the details physicians seek and resonate with who they are and what they want in work and in life.