We all get bombarded with too many emails every day, and most of them are not worthy of our attention. Those in the market for a new job likely get dozens more emails from recruiters looking to sell their opportunity. It’s the same for physicians, and even worse considering the physician pool is shrinking but the number of positions to fill is not! Considering the number of emails physicians receive (and the little time they have to actually read them!), it’s no wonder that recruiters are always scrambling to create enticing subject lines that will ensure their email is read. After all, if you can't even get the candidate to open your email, you have no chance of getting a response and aren't moving any closer to having them consider your opportunity!
If you turn to the internet to search for ideas of great subject lines, you will without a doubt find a plethora of examples and maybe even a few variations that you've never tried. You're also likely to come across a variety of tips that help you to create impactful subject lines, but overall, there are a few key guidelines to follow:
Personalize, personalize, personalize. Move beyond the common "Re: General Surgery Opportunity in Kentucky." I've written it in other blogs and repeat it over and over on webinars and in workshops: “If you're not personalizing your emails, you're missing the mark entirely.” I realize that time is an issue and email blasts are tempting, but the more you can send personalized emails that speak to the candidate specifically, your time is better spent. Although technology has changed the way we communicate, the personal touch will continue to remain critical in turning prospects into hires! Remember, they're receiving hundreds of emails from recruiters just like you, including specific details from their candidate profile or their PracticeLink inDepth Candidate Interview, for example, will go a long way.
Keep it short and sweet. Statistics show that subject lines between six and 10 words have the best open rates. Use the most impactful words first; these could be location specific, include compensation or benefits, and be targeted directly to their interests.
WIIFM. What’s in it for me? Or more specifically, what’s in it for the physician? When crafting your subject line, the body of your email, or your job posting, remember that you need to include value before your sales pitch. Provide information that answers some of their questions like, “What will I get to do?” “What will I get to learn?” What will I get to accomplish?” With whom will I get to work?” “How will I be recognized and rewarded?”
Don’t be too generic. Again, it’s all in the details. Pique their interest by including information that showcases your organization, facility, and community.
Be authentic. One of the worst strategies you can use is to put “Please Read” or “Urgent” in your subject line when in fact it isn’t either. This will immediately break down any trust you’re attempting to establish and likely result in emails from your organization never being read by the physician.
Your job description itself is just as important as your email subject lines. Your headline has to be appealing so the candidate won't hesitate to click and read your job posting. When a candidate searches the database, they are presented with pages of opportunities that match their search. If you were a candidate, which would headline would most appeal to you?
“Seeking anesthesiologist for TN Hospital”
“Work in music city, Nashville, TN – Anesthesiologist, work 9 days on, 9 days off”
From writing appealing email subject lines to crafting remarkable headlines and job postings, taking the time to create communication that will speak to the candidate on a personal level and showcase your value proposition will deliver better results. Your ultimate goal should be to gain their attention, interest, desire and finally, their action to reply to your email or click “Apply” to your opportunity!
