Medesthetics

JAN-FEB 2019

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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medestheticsmagazine.com | JANUARY/FEBRUARY 2019 45 Build Your Presence One way to improve your online presence is to tie together all your Internet activities. Your social media posts can invite people to visit your practice website, for example. Once there, prospective candidates should be able to view employment opportunities. "There should be an easy way for visitors to fi nd out where the career information is," says Mazin. "This can be as simple as a tab labeled 'Join Our Team' that takes visitors to your employment page." You can also connect with promising candidates by becoming active in your alumni and industry groups that are hosted by LinkedIn, Facebook and other platforms. "Regularly post items about new activities, locations, launches or whatever else is newsworthy about your business," says Mazin. You can then post messages in those same group forums about your need for people with specifi c expertise. This gives everyone the chance to get involved with your success. "Everyone likes to receive a job invitation," says Craig. "And people will appreciate the opportunity to help their friends by suggesting them for available positions." Pay To Play Informal messaging isn't the only way to mine social media for new talent. You can also pay for employment ads. This is especially effective when you are in a hurry to fi ll an opening. "Sometimes ads are successful and sometimes not," says Mazin. "It doesn't cost a fortune to try—maybe a few hundred dollars, and it is another good way to reach candidates who are not actively looking for new positions." The key to success here is to pinpoint your efforts. "You can target your social media ads to your specifi c markets and demographics," says Kleiman. For example, you may want your ad to be seen only by people who live in nearby zip codes, work at certain employers or have experience in a specifi c job category. Ordering your ad this way will give you the most bang for your buck, or in modern day terms, the best candidate for your "pay per click." "You can link your ad to a video or to a web page that talks about the benefi ts of working with your practice," says Brock. The successful recruiting effort begins by understanding how your current employees use social media, then designing your interactions accordingly. The key word there is interactions. "Social media recruiting is not about blasting out a message to people," says Craig. "It's about interacting with your social network in a way that builds your brand and encourages them to share your message with people in their own networks who would be a good fi t for your business." Phillip M. Perry is a freelance writer based in New York City. PICK YOUR PLATFORM There are numerous social media outlets on the internet today, and each offers unique tools that can help you get the word out about current job openings. Following are some tips on how to use today's most popular sites. LinkedIn now has 560 million users happily connecting with colleagues while getting a leg up on new job openings. Tips: • Participate in groups. LinkedIn groups, including professional and alumni groups, help you establish your business presence and are a good place to post job openings. • Use "LinkedIn recruiter" to fi nds passive candidates. The system recommends the best search fi lters to fi nd the candidates you need. Facebook is the world's biggest social network with 2.2 billion monthly users. The atmosphere is a bit more informal than the more professionally minded LinkedIn. Tips: • Chat with your current and prospective clients. Invite them to assist in your recruiting efforts with posts such as, "Do you happen to know anyone with the following skills who might like working for us?" • Place paid Facebook ads customized for display only to users with specifi c demographics such as zip code, current job position or title, current employer or degree obtained. Twitter boasts 330 million monthly users posting about everything imaginable. Twitter has a more open communications environment, meaning you can reach out to people in your target employment pool without seeming too intrusive. Tip: • Use Twitter hashtags such as #hiring or #jobs to help people quickly fi nd your job postings. Instagram is a video- and photos-only social network. If your current employees and customers utilize it to share images, you may want to establish a presence as well. Tip: • Establish brand awareness by sharing "behind the scenes" pictures of your workplace. Snapchat is another photo network, but the difference is that the images of its 330 million users disappear after a set period of time. Like Instagram, Snapchat is a vehicle for showing off your business brand to potential job candidates. Tips: • Use "snaps" to tell stories about your company events and staff interactions. • Close each story with an invitation to visit your website or to participate in your other social media activities.

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