With fast-paced growth, an aging population, and a shortage of healthcare professionals, healthcare recruitment can be challenging to say the least. In such a competitive recruitment environment, health care providers must go above and beyond to show potential hires why their organization is an employer of choice.

The University of Virginia Physicians Group, known as UPG, approached The Ivy Group with one goal in mind--provide a boost to recruitment efforts. To support UPG's online presence and raise its profile among stiff healthcare competition, The Ivy Group developed a recruitment microsite.

 21st Century Recruitment

The new UPG site is a "microsite," a small number of pages in support of one specific goal. A microsite conveys highly targeted information in a way that full websites cannot. Because they are single-focused, microsites eliminate the clutter and distractions that come with a full website.

The UPG recruitment microsite has a mobile-responsive design and was developed with Word Press, a user-friendly content management system. Mobile responsiveness is particularly important for healthcare recruitment, with so many on-the-go professionals, particularly physicians.

The Word Press content management system makes it easy for UPG's Human Resources staff to update the site content. The recruitment team can quickly post open positions and swap out content in the feature boxes, which highlight priority openings and promote practice locations. The microsite also helps the Human Resources team save time with prospecting with Contact Forms on the Physicians and Advanced Care Practitioners pages for candidates to quickly and easily express interest in UPG careers.

Positions fall into one of five career buckets: Physicians, Advanced Care Practitioners, Certified Clinical Support, Business Professionals, and Billing and Practice Support. Each career page speaks to its respective benefits and features both open positions and hiring locations. The recruitment microsite romances UPG careers and the Central Virginia lifestyle, while always making it easy for candidates to "apply now".

UPG: A Team and Mission Putting People First

The microsite showcases UPG's team environment, features open positions, and highlights practice locations. UPG prides itself on its commitment to its team members and the health of the communities it serves. The domain name of the microsite, "Join Team UPG," speaks to UPG's collaborate culture and positive work environment. Social media advertising, managed by The Ivy Group in close collaboration with UPG, sends prospective hires to the microsite to learn more about career opportunities.

Serving as the "arms of UVA Health System," UPG provides world-class health care to communities throughout Virginia. The microsite promotes practice locations across the UPG service area, including Charlottesville and Central Virginia, the Culpeper Piedmont Region, and the Shenandoah Valley. The location profiles showcase the unique character of each community and demonstrate why UPG team members are thrilled to call them home.

About The University of Virginia Physicians Group

The UVA Physicians Group is the physician group practice of the University of Virginia, representing doctors and other allied health professionals who provide care within the UVA Health System and regional primary care practices. The UVA Physicians Group is responsible for recruitment and human resource management for over 1,500 clinical and specialty employees.