“Come back to Columbia, Mo.”
That’s what the ad on the righthand side of my Facebook homepage said. It caught my eye as I scrolled through my newsfeed one day just a few months after I’d moved away from Columbia, Missouri, where I’d recently finished grad school. The ad included a little picture of what students called “the Columns,” undoubtedly the most recognizable spot on the University of Missouri’s campus and most iconic symbol of the school.
And, boy, did it tug on my heart. (“Hit me right in the feels,” as they say on the internet.) I was in the midst of that unenviable, inevitable post-grad job-seeking stage, trying to figure out where to put my new degree to use. I’d deliberately moved to be nearer family—to be home—but that little ad (produced by the school’s alumni department) tugged on the part of me that knew I had left another home behind. Out of all the countless Facebook ads I have scrolled past over the years, that ad is the only one whose headline and image I still remember.
Just as Facebook advertisers could target (and tug at) me based on my current and past locations, physician recruiters, too, can use PracticeLink to target specific physicians based on their current and past locations. You can create effective “heartstrings campaigns” by sharing your jobs with specific audiences whose hearts are already tied to your area in some way.
