Pathways uses viral video for branding, recruiting
Chuck King at Pathways in Healthcare is using the Flip video cameras to bring awareness to www.MDPathways.com and www.RNPathways.com, two sites that enable hospitals and facilities to champion their brand to prospective candidates.
According to Chuck, “Each facility is sent the camera, along with sample questions of what to ask their physicians and nurses upon becoming a client of Pathways. What we convey to the facilities is - paint the picture of the organization and what it is like to work there. The client takes the camera, walks down the hallway and asks physicians and nurses some simple questions. They then take the camera back to their computer, flip open the USB port, upload it and send it to us. We take the video, clean it up a bit, and upload it to their page. The sites are secure and for physicians and nurses only. We have an internal team that monitors and validates accounts for accuracy and security.”
The physicians and nurses have overwhelmingly approved the idea because they realize the importance of peer-to-peer messaging. Candidates want to hear from like-minded individuals on what working at that facility is like. They would rather hear from their peers than from external recruiters.
This approach reduces the time frame of marketing an opportunity by getting candidates quick feedback about the facility directly from their peers. There is a trust level between physicians and nurses that simply can’t be replicated by a recruiter.
The CEO of Pathways, Danny Gutknect (in this photo), has been working in recruitment for more than 15 years. When the Flip camera was unveiled, he saw that raw, unproduced video could be an easy solution to a complex problem. Professionally produced video is expensive and time-consuming. The Flip, however, is just the opposite. It’s authentic, easy to use, and allows a staff member at a facility to catch a physician or nurse for five minutes before lunch and asked them some questions about the essence of their role.
Video is a powerful medium, says Chuck. Viral videos even more so. What a cool idea to bring the power of video into the healthcare recruiting industry.
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Comments
February 2nd, 2010 at 9:11 am
Linda – What was “viral” about the videos? Any examples or links that can be shared?
February 2nd, 2010 at 9:28 am
Can you embed one? Sharable means everything.
February 2nd, 2010 at 9:55 am
The “power of video” has been used in the healthcare industry for decades for recruiting, patient education, medical conferences and more. The use of the Flip camera is an interesting tactic among many that are being used successfully around the country.
February 2nd, 2010 at 10:53 am
Great question Dan.
We do our very best to maintain a secure Web site, placing the focus on the peer-to-peer interaction between doctors and nurses respectively.
The videos on the sites have the ability to be shared through social networks including email, Web sites (Twitter, Digg, etc) as well as the healthcare professionals online profiles (LinkedIn, Facebook and MySpace).
In fact, we have a 34% referral rate, meaning after viewing a practice opportunity, 1-in-3 physicians have passed the video and opportunity on to a friend or colleague. Viral video at work!
Also keep in mind, these are authentic and unscripted videos and unlike job boards, do not contain ads, logos or sponsorships that often interrupt the conversation and exchange of ideas that take place.
Dave-
This is an example from our Twitter account of how we assist our clients in marketing their opportunities:
mdpathways
2:39pm, Jan 28
General #Orthopaedist #practice op in picturesque Clarion, PA. View the viral video here: http://budurl.com/zz9d #job
February 2nd, 2010 at 2:46 pm
Great stuff Chuck – thank you for sharing!