Can You Tell Your Group’s Story Really Well?
We ask hiring managers, “What are the top two to three selling points about your group that would entice someone to leave their job and come work for you? Why did you join the group and why do you stay?”
We usually hear something like this, “We are a great place to work. We have been around for a while. We have good tenure.” Or, “We have good medical benefits and everyone is laid back.” The problem with these is there are no specifics, just general statements like “great” and “good.” And the answers are too short. Thus, it may seem like the group doesn’t have much to offer. About 90 percent of the groups we interview sell their story like this. If you are a high performing A-player, would you want to join this type of company?
When telling your company’s story, you must touch on four things:
- Where your group came (Be specific, for example, the year founded, number of locations, number of people on the team, etc.)
- Where your group is going. (Your Be specific. What exactly are you trying to accomplish in the next five to ten years? What is your core purpose?)
- Why this role is vital to the success of your organization.
- How you value and appreciate your employees (Again, be specific.)
TWO EXAMPLES OF TELLING A COMPANY’S STORY WELL
- “One of our top clients is seeking a family Nurse Practitioner to work full-time in a primary care setting. They are among the nation’s leading providers for employer-based health services. They were founded in 2005 by Richard Tarrant with the vision that wellness needs to be as much about the well as the unwell. They are based in Vermont and are in forty states and several industries, such as finance, school districts, and manufacturing. One of the things I love about this company is that they keep their mission at the forefront of all they do, and that mission is to improve their population’s health by identifying health risks and working with people one-on-one to help mitigate those risks. They do this through thirty-minute visits with every patient—at a minimum! (And we know this is sometimes hard to find in health- care these days.) They emphasize health coaching to support individual lifestyle changes and health outcomes within their patients, and they have their own proprietary EMR, which enables them to truly see health progression in the patients they serve. They’ve recently been ranked by Modern Health as one of the best places to work in the country, because of the way they value and appreciate their providers through programs that offer regular recognition, education, and support. And they give all their employees a platform to bring new ideas to the table and implement growth. Their core purpose is to put health back into healthcare.”
- “David Wolfe, founder and CEO, started NP Now in 2012 in order to meet a basic need in the market for quality NP permanent placement services. David saw that there were a lot of recruiters doing poor-quality work, and health systems needed better service on the permanent NP recruiting side. David started NP Now with one part-time marketing person (Monica, who is still with the company) after he took all of his savings from the earnings from his previous recruiting position. Each year the company has grown in revenue 30–50 percent, and now the serve close to five hundred health systems. In 2016, they became the number-one NP search firm in the United States for permanent placements, according to the United States Bureau of Labor Statistics (fact taken from Bureau of Labor Statistics, “Nurse Anesthetists, Nurse Midwives, and Nurse”). The company’s ten-year vision is to place six hundred NPs and PAs per year in new, permanent positions by 2027. They truly live out their three core values: ‘We deliver, we serve, and we get better every day.’ It’s not something they just say. Their core purpose and why they do what they do is: ‘We connect people to improve life.’ Everybody on the NP Now team acts like they own the company; they are all extremely invested because they have a voice in how things are done and they really care about the overall service they provide. The new recruiter role will play a big impact in the growth of the company by helping the company find NPs for our clients that they had no hope in finding on their own.”