When it comes to supply and demand in the physician recruitment market, there are more positions available than job-seeking physicians to fill them. Rather than focusing solely on the physicians who are actively looking for a new opportunity, physician recruiters must reach out to passive candidates as well.

Who are the passive candidates? They're those physicians who aren't actively looking for a new job but would be open to a better fit if the opportunity presented itself. It's your job to present it. Because these candidates are often relatively happily employed, it takes more work to get them to see and consider your jobs, but it's worth the effort — passive job-seekers are often the most qualified candidates out there.

Here's your Power Tip: Make sure your recruitment strategy incorporates tactics specifically aimed at recruiting passive candidates. Exhibit at specialty meetings, where you'll meet physicians who prioritize continuing education. Advertise online and in print with targeted messages that share your opportunities and build your employer brand. Set up a referral system within your organization that rewards those whose referrals result in hires. Post every job online for maximum exposure. Search candidate databases and Google itself, and don't be afraid to reach out to any physician whose credentials match what you're looking for.

When you do, be prepared to explain why your opportunity may be better than their current role. In the end, that's what will win over passive candidates: a better job — whether it's due to better salary, leadership opportunities, patient mix, work environment, colleagues, location or other factors. Figure out what makes your opportunity the best, and make that the primary message in your communication with passive candidates.