Why Google & Social Media Are Outperforming Indeed Job Posts for Hiring

In terms of like job ads and stuff, I feel like there is a shift from like my generation of going to indeed or going to these job boards and actually just seeing on social media, like what companies do I love in my community and then following them organically and then when they have an opening, that's the first place I see it is on TikTok or on Instagram.

How to get smarter in business and in life. This is the question and I'm on a journey to get you that answer. I'm going to interview the world's top entrepreneurs and deconstruct their winning secrets. Going to talk about everything from marketing, money and living a bucket list life. I'm Rick Lau, healthcare entrepreneur. I grew and exited my 127 locations in my 30s. Welcome to the Clinic Boss Show. All right, everyone. Welcome to the Clinic Boss Show. So today we got two amazing guests on the talk. We got Neil, a good friend from practice promotion, and we got Shade, our Gen Z social media marketer. And today we're going to dive into a very interesting topic. We're going to talk about how do we use, like, Google and social media to hire, you know, like new grads or whether it's a PT Cairo or even like front desk. Right. So, yeah, thanks for coming onto the show, Neil and Cheta.

Awesome. Thanks for having us.

Cool. Why don't we just kind of jump into it? I'm curious and Neil, maybe you can start with us. What would you say is the traditional recruitment strategy that most practice owners use right now?

Yeah, absolutely. So I think in today's world, we can all agree that hiring has become a critical challenge. And we have to start to think a little bit differently at how we hire. When I was in practice like 15 years ago, it was tough to find a therapist in those days. And it's just become worse and worse over time. And the pandemic kind of accelerated that with, I think about 16,000 people leaving the profession just in the United States. And so there's been this void of enough staff to go around. So our traditional method of recruitment where unfortunately, we kind of wait till the last minute. So, you know, we all have that gut feeling when we hear, hey, can I talk to you for a minute? And your staff therapist comes up and says, you know what? I'm giving my two weeks notice. And then you're like, shoot, now I'm behind the eight ball. Like, what can I do here? You're gonna put that ad up on. Indeed. Or ZipRecruiter, wherever you can put your Ads out and you're gonna see.

I think most people are using indeed right now, right, Neil?

Yeah, a lot of people are using indeed for that. But the thing too, like that, if you look at it like, how long does it take you to actually hire a therapist? I mean, it's going to be anywhere from like 8 to 16 weeks or more, depending on where you're located and the competition with that. So, you know, you're going to be without a therapist for quite a few months sometimes before you can fill that with the way that the people are recruiting right now.

Yeah, I agree. So indeed. What about like ZipRecruiter? Is that something that I see quite popular right now, Neil?

Some people are using that. I think people are just using whatever they can out of desperation sometimes to fill positions. I know the AP in American Physical Therapy association has a job board.

Yeah, those job boards for those associations. I think a lot of people kind of rely on that, Right?

Yeah, exactly.

And then some of the more innovative people are, you know, like they are doing it through taking, you know, like doing coursework. Right. And using coursework as a funnel to, you know, sign up new grads or taking placements. Right. Or taking students at your clinic. They're maybe in their second year or first year and hopefully cross our finger one day that they'll come back and work with you. But that's a very long funnel, right?

Yeah, it is, it is. I think today we have to realize in practice that this has become and will continue to be significant. Important part of our business is finding and retaining top talent. And it's no longer where you could again, just put an ad up and someone would come in and you can get going. You have to like constantly be marketing now. Constantly. And have these different phones. You can't rely on just one source. You can't just rely on indeed. You need to have internships built out. You need to have workshops and seminars that you can run for clinicians in the area. You need to be using Google, you need to be using social media. There's so many different things that you need to do now. The way that we used the way that we think about marketing for new patients, we have to translate that now into also marketing to attract top talent.

Yeah, yeah. And you got to pay a lot of money to be on. Indeed. That is.

Indeed. You do.

We great. Indeed. Is expensive. Like, Neil, like, would you agree? Is that expensive stuff?

Oh, yeah. We use it too. So I know the cost of running ads on. On Indeed. For sure.

You're spending easily 5, 500, 1000 bucks a month. Right. You know, which is kind of like what you would spend on Google Ads to attract new patients. But I think this concept hasn't really hit owners in right now. Right?

Yeah, exactly.

I gotta spend money, you know, whether it is on advertisement, whether it's on Google or whether it's on social or even like other things you do within your practice to attract clinicians and disordered.

Right.

So yeah, Shane, I wanna throw it to you because you're kind of our Gen Z expert. Expert, you know, since you are a Gen Z. So I want to pick your brain. Like what is the mindset of like a Gen Z when it, it comes to them selecting or hiring? Like hiring? Yeah, hiring.

Yeah. Well, I just kind of look at where do my friends and I spend our time nowadays or most people. And it's mostly on social media. Right. So Instagram, Facebook, Tick Tock and how I research like products or where I want to travel is also on social media. So it kind of makes sense that I would use those platforms to kind of look at what companies are on social media and which of them are hiring. So I think in terms of like job ads and stuff, I feel like there is a shift from like my generation of going to. Indeed. Or going to these job boards and actually just seeing on social media, like what companies do I love in my community and then following them organically and then when they have an opening, that's the first place I see it is on Tick Tock or on Instagram. So I do think there's a shift from going from traditional job ads to actually recruiting on social media now.

Yeah, interesting. Yeah.

Shayda has a really good point there. Just to piggyback off what Shade is saying there, we have to look at who is our ideal physiotherapist or chiropractor or front desk, like whoever we want to bring into our organization. It's someone who's not necessarily been let go or on the cusp of getting let go from their job and now they're starting to look for a job. We want to look for the person who's really, you know, a great therapist and a good hard worker and maybe there's just they're not quite fulfilled at where they're at. How can we start to reach them and they're going to be on social media looking and if you can portray the culture of your clinic and how that's different from where they're at now, it starts to create some interest and then they can start to Gravitate and learn more about, you know, your practice versus where they're working right now.

100%. And I would also say, like, the clinics that do this really well and recruit a lot of clinicians from social media, they treat it not as like an immediate hire, right? Like you're treating it to keep these people warm. So, like one clinic, they'll go and do like a workshop or an event. And then, for example, they'll like take a selfie with every, like, new grad that was there and then send it to them on Instagram. Be like, hey, like, you should follow us. It was nice to see you, blah, blah, blah, like a super organic message.

And.

But then you have that person in your ecosystem to keep them warm over weeks or months. And then if you consistently show them how fun your, your staff is having, how much fun your staff is having at the clinic, that's the first clinic they're going to think about when they're thinking of making the switch.

Yeah, I love that. And Neil, this is kind of your, you know, you're big. You're big on nurturing and inbound marketing. So you're kind of using content marketing to like, start nurturing these people who may not be looking for a job right now, but they may be like looking like six months or 12 months down the road. Right?

Yeah. Just to give you an example, this is old school, but, you know, 15 years ago, before social media, one thing we did in our practice was we would do seminars and we would also send our patient newsletter by direct mail every month that would go to our patients, but every three months I would actually send that to a list of about a thousand PTs and PTAs in our area. So it was still creating that publicity that, you know, public relations to them and showing all the cool things that were happening in our clinic. And I would often hear from clinicians when I went to events or they came to our seminars. Like, I get your newsletter and I see things about having your practice. Today's world, we've got that supercharged with social media. And you really have to, again, show your culture, show the wins that are happening from within your practice and start to create that buzz. Right. About why you're better, why you're different.

Yeah, yeah. You know, Neil, we were just in Chicago like a few weeks ago, and, you know, I did a talk with D builds on front desk hires. And email newsletters is still a very effective way to be able to attract like, you know, like, people on your list. Some people may be clinicians But a lot of them could be a patient that may want to do that front desk role. Right. And so back to what you said originally. I think when you think about marketing now, like you have to look at all the marketing assets you have, whether that's social, that's your email list, or maybe that is even how you use Google and SEO to like market to not only people that want to work with you, but also to patients.

Right.

Shayda, you know, let's pick your brain. So what have you seen as being effective in social media when it comes to hiring, recruiting people?

Yeah, I think from a content perspective, what I would focus on is clinic culture content. So what kind of content can you create that really showcases every team member and how fun it is to work at the clinic? So this can be super simple. I think an example that we might show is like a mobility challenge, like getting the staff to do this fun mobility challenge together. Yeah, I would say clinic culture content. The other type of content I would be doing is community based content. I do think people like my friends and I and this generation, like Gen Z, they really do look at how are you contributing to the community. Like, it's kind of more about giving back. So, like, what local events is your clinic going to? What sports teams do you sponsor? What causes do you give back to? I think I would focus on those two buckets. So clinic culture content and also community content showing how you're part of the community.

Wow. And with the community content, you know, if you collaborate with them, you also like double or triple your reach as well. Right. Because that same person may be following your clinic, but they're also following maybe that brand that they love within the community. Right?

Totally. And this could be as simple as asking your therapist, like, what's your favorite local coffee shop? And then doing a post about that and tagging those local coffee shops and having them repost it too. Right. So it's just really showing that these people that work for you are integrated into the community in all of these different ways.

Wow.

Wow. Cool.

Why don't we share a couple of examples? Right. You know, and so let me, let me share my screen here. Hopefully this works. Yeah, let's look at this one. Shayda, let's talk about this one.

Okay, so this one. Yeah, you can see this had 608,000 views, which is crazy.

And it's 8,000. Is that, is that, is that for a clinic? Like how many?

Yeah, this is for the clinics and you can see it in the bottom, right?

Yeah.

And it's so simple. It's just a flexibility challenge with people like on the team. Right. I find this type of content too. It's so simple. And especially the number one hurdle clinics have is their clinicians don't want to be involved in the social media because they think it's a big time commitment. But doing something like this can take your clinic like five minutes a week to just film this fun, silly video.

Yeah. Well, I love this. And then, and then I think you talked over the past couple of months, like, there's a lot of positive impact on what it actually does with clinic culture and retention of the staff working at the practice as well. Can you maybe share a little more about that?

Yeah, yeah. So I've heard from so many clinics that their culture improved when they started doing these like fun videos. And I think what it is is typically day to day, you're in a very professional setting with your team members as well. So the minute that you kind of get to like be silly and do like a mobility flexibility challenge or do like a silly dance or something, it really shows like another side of the people that you work with that you don't typically see day to day. So yeah, it's definitely a great way to build culture and connect with your team members on a deeper level.

Wow. Neil, what's your thoughts about that?

Absolutely. I think if you look at the mindset of someone that you're trying to attract, they're gonna do their deep research on you before they ever reach out. They're gonna look on your social media channels, they're gonna look at your Google reviews, they're gonna look at indeed reviews, all these different parameters before they ever send a resume or call you. So I think the investment that you put into social media is a double benefit. One, it helps you be in the community, attract new patients to you, and then this is what top talent's looking for too. They're looking for that environment that they can be part of and that contributes to their community. So I think it's just a win. Win all around.

Yeah, I love that. And Shada, what was the thing you tell me, like, when you go on, you and your like generation, like when you guys look at people's, when you decide where to work, you're also looking at the people that are tagged. And, and also I would say I think you called it creeping. Like, you're creeping who else works there? And like what do they like to do outside of work? Right. Like you're going actually going like all the different levels down.

Oh, Totally. Yeah. We're definitely a generation of detectives like online. So yeah, I'll go to a clinic's place page, like see who works there, look at those people's like social media to see if I actually want to work with those types of people. And it's just like research based, right? Like it takes me five minutes to do, but it'll will give me a better idea of what it'll, what it will be like working there.

And let's be honest, like we do that too with like the people that we follow. So if we're watching something on social and in this post is tagging like someone like you're like, who is this person? Right. You know, like what, what does this person do? You're actually clicking on them and you're actually checking out like their entire like profile and what they do and what other images and then you get into this rabbit hole of like, like researching on them.

Totally.

Yeah. Wow. Super cool. All right, there's one more example we'll share then. And then let's jump into, let's jump into that. Let's see if you enjoy my content. I read a clinic owner newsletter. I share with you what's trending right now in marketing. So selling your business, recruitment operations, front desk and more. Become a better clinical owner. Join over 22,000 clinic owners who get this free newsletter each week. Go to clinicowner.com to sign up today. Here's another one. I think it is this one. Maybe you could talk about this one. What do you like about this one?

Yeah, so I just wanted to show this one because this is just for the people that say it's so like time consuming or complicated to create content. Like this is a very simple video that you could do in any clinic. So just getting people to open the door and wave. And I just love this for the simplicity and like the, how easy it is to do this in any clinic. But you're also showing like a way better part of the team versus just a photo or just a professional headshot. You're showing like day to day, what does the clinic look like? What does the team look like?

And these ones, I guess the easier you make it like the more involvement you're going to get all the staff because some people like are introverted or they're quiet, they want to be involved. There's too much work, right?

Yeah. And I find most clinics when they say like my staff doesn't want to be involved, they leave the ideas up to the person. They're like, oh, can you just film something for social media and they're like, I don't know what you want me to film, so I'm just not going to do it. But like with the clinics we work with, if you give them a recipe and you do like the work up front to see what's trending, what's going on on the platforms and you tell them exactly what you want them to film, chances are they'll be way more open to it versus leaving all the work up to them.

Yeah. Wow. Neil, anything else you want to add to this before we jump onto like Google and how you can use Google to attract new hires?

I think Shayda's done a phenomenal job guiding clinics to, to leverage social media a lot more. And as we talk about here, it's just such a critical part of hiring today and how people are really going to see how you are, like how your team is, and they're going to be that deep detective before they really reach out to you. So the more I think we've got to, as clinicians and business owners, we've got to realize that we have to really beef up our online presence. Right. From many, many different factors. You know, social media, Google Website, you name it. Like, we just have to really polish ourselves up and show more of what's happening within the clinic to the world.

Yeah. Okay, so Neil, tell us what's happening in the Google world to help attract like new hires. You know, I think you're doing something pretty innovative. Like we talked about this in Chicago. I was like, okay, let's go a little deeper. Like what's the strategy?

Yeah, absolutely. So as we've been talking about here, we need to be all over the place online and we need to get in front of people search wise. And I think a very underutilized resource that we haven't really tapped into yet is leveraging Google and especially Google Jobs. And so most people are not quite aware that there's actually a Google Jobs center. And if you ever type in, say, Physical therapy near me, what you're going to find is that the usual map section is replaced with Google Jobs. And what you'll see in there is usually the advertisements from your post, your ads on indeed or ZipRecruiter or Snagajob or any of these other job boards, there's hundreds of them. They're actually going to pull from there into Google Jobs. So when someone types in physical Therapy jobs near me, they're going to see that list of Indeed ads and everything like that. Now what happens though, is that, let's say someone is in the air and like, oh, what's this job here? They'll click on it. There'll be some details that pop up in Google right away. And then you can click to, let's say it's an Indeed ad. It clicks you right into your Indeed job ad post. Now when you get to Indeed, it's just pretty much all text, right? So you get to learn about the company, but it's not really exciting. And then if you think, huh, you know, I might want to look at this company a bit more, then you might bounce off to their social media, might bounce off to their website, look at their reviews and start going deeper. But you have to realize you're competing with all those other companies that are doing the same exact thing. Thing. So we looked at this a little bit differently and said, how can we use our client's website to get in front of people that are looking for other careers? We were able to create specialized job posting centers within their website. And that actually now ranks up when you type in physical therapy jobs near me, for example, that actually ranks at the top of that Google job board, outpacing the Indeed and ZipRecruiter ads. And so what will happen now is someone clicks on that, they'll see the same data and information that they would on an Indeed ad, but now they click direct to your website.

And this is organic search, Neil, or is this organic search? Or a bit of both.

Yeah, a bit of both. So you can, you can do the organic one, which is putting the specialized job center within your website, and then you can supercharge that with Google Ads, which we can talk about here in a second. But the key thing here is you want to have as much opportunity in those few precious seconds that you're trying to attract someone to get them to go to your website, because that is where they're going to start to really connect with you. Instead of just a plain text ad on Indeed, you've got much more chance of really starting to sell them just.

So I can summarize the bigger strategy. So what you're saying is that if I'm, if I'm a new grad and I'm like, I want to find, I want to, I'll be searching like physiotherapist job in Nashville, right? And then you're saying that there's going to be a website from, there's going to be a webpage from your website that's going to outrank like Indeed and like even like the Google Jobs board. Right? Is that what you're saying?

Exactly.

Okay.

Yeah.

Wow. And is most clinics doing this right now or like, you're just kind of pioneering innovating?

No, we kind of. We kind of figured that one out. So our team's been hard at work on that, and we've got some great solutions there, and it's working really well for our test clients on this.

Yeah. And is it just like your typical SEO, you're going after, like, those keywords and just optimizing that page so that that page, like, ranks on the top?

There's a little bit of that. And there's also some other structural things within that page that help it that Google likes better than, let's say, an Indeed. Yeah. Wow. Cool.

And then like, you can add gasoline to the fire and then like, with like, paid ads.

I actually quite like that the paid ads is going to be at the top. And the thing is, one of the things that you're paying for with an Indeed ad is the Indeed ad to spend money towards Google Ads. So when you type in, say, physical therapy jobs near me, Indeed will actually pay for a Google Ad to be up there, as well as its organic posts. And so why would you pay Indeed? You could probably do it a lot cheaper using your website and just a straight Google Ads campaign that's optimized. And now you can be at the top there for the sponsored part and also in the top of that top three Google jobs. Yeah.

My hunch is you're paying way less. Right. Than job post. Right.

Well, here's a great example. So one of our test clients in the Massachusetts area, their job ad went up within about 48 hours. It was outpacing Indeed and ZipRecruiter at the top of the organic. And then we supercharged it with like 5, 400, $500 of ads there. And they got seven applicants within less than two weeks. Wow.

Really?

Yep.

That's crazy. And why don't we look at some examples? Cause I think you showed it. You shared this with us. You can kind of walk us through, but this is pretty. This is pretty cool, you know?

Yeah, I'll say too with. With these clinics is they have a very awesome multicultural approach. They're leveraging social media hard. They have a great website with us. They put a lot of effort into taking pictures and video from within the clinic that we can use in their marketing. But yeah, if we look here on this page, this is how, again, when you type in anything to do with jobs or careers, it replaces the normal Search with the Google Jobs posting board. So at the top we have usually one or two sponsored ads, which is your Google Ads. And then right below that is the top three out of sometimes like 50 or 100 different ads that are ranking up in there. So what you can see here is this clinic. It actually you'll see there, right at kind of the bottom of that little bit of ad, it'll say their actual clinic website name. Whereas if you look at the other ones, it says like, snag a job. And the bottom one says indeed, those are job ads that are coming from those job board sites. But in this instance, you can get the actual website, your clinic website, job posting pages to rank up there, beating everybody else out. And that's no cost, Right? Like you just have that people running to that and you can keep it running. That's the nice thing too. You're not having to pay for the Indeed ads to run all the time.

Yeah, yeah, cool. Well, let's talk about this. Indeed, you're paying based on impressions, whereas, you know, on Google Ads, you're paying based on click. So at least every person that clicks on that, Elliott, Physical therapy, like, you know, at least they're hitting that page. Right? Whereas, like, you're not getting that with Indeed.

Right, yeah. And we have a lot of tracking and metrics on that too. So we can see how many people are coming to the website, how many people are calling from there, the filling an application form. Wow. Yeah. All kinds of cool stuff that you can really track with that. So I think from these ads too, like just the organic side of things. I think it was something on the order of like 400 plus views to that job, that job ad within their website.

You know what's interesting about this, Neil, is that when I look at this page, I'm like, wow, Indeed is also using Google paid ads to like rise up to the top. And so you're actually competing with like Google Ads. Right, but that's what I was saying is that my assumption is that like, because like your clinic is more like local, like, you're like, this is like more local SEO. It's gonna be way more relevant, right?

Absolutely. Yeah. And, and that's what I was saying is that you're out, you're already paying. Indeed. For boosting or whatever, you know, more ad spend. What they're really doing is they're just putting that on Google Ads. Right. So you're paying the middleman. Indeed. To post on Google Ads when you could do it within your own Google Ads campaign.

If you're setting up, wow, this is super cool. And this is a job board you're talking about, right? You know, at the very bottom, that's the Google jobs. And that just like, it's kind of like kayak or Expedia. It just summarizes all the job postings.

Exactly.

Into, like, the bucket, right?

Yeah, absolutely. And, you know, one thing I would say here, that again, this clinic, you know, they've done a phenomenal job of a lot of internal content. So they're really awesome with their social media. We built out a great careers page, a cultural page, internship page. So if you can take your website and beef it up a lot more with talking about mentorship programs, talking about your internship program, talking about your cultures and values, what makes you special, what makes you different, that's what's going to attract people, too. So just sending them to your website and it's like a very boring couple of paragraphs. Like, that's not gonna excite people. But if you take them to the website and they see tons of pictures of what it's like to work there and the events that you do and things that you're already probably doing already in your practice, but you're just better at taking pictures and recording them, it excites them to want it to see what. What you have to offer.

Wow, that's super cool. So I think this is very similar, right?

Yeah. And here we're seeing they've got a PT and a PTA job. I mean, you can do the same thing for front desk jobs. We're testing that out right now.

And then. And then when you actually go on this page, like, what do they actually see? Like, what's on the page on here?

Yeah, if you. I could. I don't think I might have a share thing here. Let me see if I can share my screen. All right, so let me see here. So. Oh, great. Here we go. So this is like a typical example of when you get to a website and this is their join our team page or careers page. It's really boring, right? And just a few text in here, applied today kind of thing. Right? But. And here's another example, right? So, like, if you came here, even if you work to rank these up, you're paying money to send people here. It's gonna be hard to convert someone off of this. They're not very exciting.

Okay, sir, don't do that. Right?

Don't do that. Exactly. Spice it up a little bit.

Right?

Make it exciting. Show who you are. And that's What I really love about Elliott, they've worked very hard. They're great people. And this is their page here. Again, we built these job posting centers within their website here, but they've done a great job of really showcasing the culture. Right. They take a lot of great pictures, they get reviews from their staff. That's a critical thing you should be doing is getting reviews from your staff. And then again, they put effort into who they are. They build this out like, who's our cult? What's our culture about? What's our values about? Right. And so they've done a great job with that. Another example here is Platinum pt. And again, you can see here that they're really showing what it's like to be in that clinic. And again, we're able to put the job posting sites within those. So that's really a key thing there is. You have to have some effort into basically your landing pages, right? Where you're sending people on what those are going to look like.

Yeah.

Wow.

And then what type of, what kind of like, numbers are you seeing? Like, cost per, like, lead, you know, for signups, you know, like based on Google Ads to, like them actually filling out that form saying, hey, I'm interested in interviewing or like jumping on a call?

Yeah, I would say that probably the cost per lead. I don't have the full details and everything yet, but probably looking at about say 100 to $200 max from that, you know, which is pretty incredible. Think about if you're going to actually use a recruiter. You know, depending on where you are, if you're using a recruiter, you can pay 30% of first year salary. So that could be 15 to 30 grand that you might spend to fill a position. Right. Or if you're using Indeed, we might be spending 3, 4, $5,000 on Indeed ads to finally get enough candidates where we can have selection. And it's nice to have people come to you where you have choice. I think that's one of the frustrating things as a practice owner is that, you know, I remember being in practice and you'll take anybody that's breathing and has a license. Right. And so you're kind of at the effect of the market and you're having to take anybody that comes in, even if they're not like the best fit. Right. And they may not jive well with the rest of the clinic and then you have to have a situation arise months later. Whereas if you have, you know, multiple applicants come in, now you've got choice. Right. You can find the right fit for you, who's going to be a great clinician or front desk or whoever it may be, and you can build your team the way that you want to build it.

Yeah, I love that.

You know the other thing I would say too, about that, so we can get very local right from the Google, like if someone's really searching that one town. But what's great with Google Ads is that you can target different areas. So let's say you're a little bit more of a rural clinic and you pull people from a big city that might want more of a rural lifestyle. And so if you can, you can then use your Google Ads to show up near universities in a city or, or a particular town or hospital systems or things like that. So you can be a bit more specific where you target. Because I know we have some clients, like I'm up in Alaska, and they can actually pull people from like, Phoenix who are sick and tired of the heat and want a bit more outdoor, like the outdoorsy lifestyle. So they can actually use Google Ads to be in the Phoenix area while they're at a clinic in Alaska.

Yeah, this is actually, this is a good use of using paid ads now. Right. You know, so you're targeting that, you know, that universe, you know, those university students in, for example, like University of Anchorage. Right. You know, and you're trying to pull them, you know, into a rural clinic. Right.

That's clever. Yeah, yeah. And so what you'd want to do, especially on that kind of, let's say I'm a clinic in Alaska. Well, I want to draw people that love the Alaska wilderness lifestyle. Right. So on my careers page, I might even have a page all about the lifestyle of the clinicians that work there and show maybe like, they like fishing and hiking and all these kind of things really like to paint the area as part of, you know, that job posting, because that's going to draw the kind of people that like to live in those areas. Again, you can target the. Maybe more of a city personnel that's looking for something different.

Yeah, that's clever. And are you getting. Are you seeing good results of that or that's something you're still experimenting right now?

We're still experimenting and testing with that, but with our test.

Hypothesis is good. It's a good.

Hypothesis is good. Yes. And now we got a lot of other things dialed in. We can start testing with some of our rural clients. Yeah, we're about to launch this, actually, for all of our clients here in 24 and 25.

Okay. Okay. Yeah. Wow. That's super cool. You know, like, I think this is a very innovative way of using Google Ads and also like local SEO to be able to solve, let's be honest, I would say the biggest challenge that most practice owners have right now, like in the world, not only just the US but in Canada and also in Australia.

Right.

It's the same problem everywhere just because of.

Yeah.

The global shortage. Right.

Yeah. And that's not gonna get, it's not gonna get any easier for a long, long time. Right. Because we, we have a demographic change. Right. We have overall less young people than we do older people. Right. And that's going to keep shifting over time. We've gone to the one or two kids instead of three, four, five kids. Families that used to be 20, 30 years ago. Right. So it's just the way the world is and we have to change the way that we operate now as a business. And it's going to be a fight, it's going to be a fight for top talent. And those clinics that really master this, master marketing for talent as well as new patients. Right. They're the ones that are going to thrive in this economy.

Yeah. I love this. Right. You know, so one of the things.

That we're going to be innovating on too for next year and trying out is there's a lot of ways that you can use AI now to scrape information on the Internet to get names and emails and build lists of therapists that you can market to and then use, you know, email marketing with the opt outs and stuff that you need in there. But to be able to be more, you know, outbound if you will, in your, in your reaches to talent. Right. So if you have all your inbound stuff set up with your, you know, your ads and your reviews and all these kind of things, then your outbound can work a lot better too.

Yeah. Wow. And then you outsource to these AI voice recorders that would call the clinicians too.

There's all kinds of stuff there. Yeah. So it's those clinics that are going to be innovative and think in those different directions again that's gonna be getting more of the pool of people out there.

Wow. I love this. I love this. And so, and what would you say are like maybe the top like challenges people have with implementing this strategy, Neil? Right. Cause it sounds like it's fairly technical, right?

Yeah. It's something you definitely wanna outsource. You can't do this kind of stuff on like WIX or Squarespace websites. Right. You have to have professional developers and people that know the industry. Cause you gotta have the right kind of language and SEO and things like that. The other key challenge I think, though, is really the mind shift set that the clinic owner has to have of let me show more of what's happening internally to the world. And just like we were talking with Shada there, like, that's a key part of getting out of your comfort zone and being willing to work with your clinicians and work with your team to show more of, like, the wins and the stories and the successes that are happening within the clinic and get more people's participation. So that's part of the challenge too, is kind of getting out of your comfort zone to be able to do that. And one of the things I would suggest is, and I think Shada talks a lot about this too, is that as a practice owner, you can drive the ship, but you don't need to be the one getting all of the content. Right. Certainly if you're a little bit bigger, that's something you task a marketing coordinator, an office manager or someone. Like, someone needs to be pushing all the time for the content within the clinic. Like, we need more pictures, we need some video, we need this. And here's some ideas. And let's just quickly record this or quickly take a picture of this. And then you have this ammunition to use in your marketing for new patients, but also for the talent acquisition part of it.

Yeah, I love this. And my biggest takeaway just from just chatting with you on this episode is how important we have to change our mindset when it comes to marketing. Right. That we're not just only marketing, like new patients and evals, but we're also marketing, like, talent. And I think that's a big shift that most people aren't seeing. And like, you're already, most practicable, already have a huge marketing budget on, like, on. Indeed. But they don't classify it as like, ad spend.

Yeah.

They're bucking as like an HR expense, right?

Yeah, exactly.

But it's overall your entire ecosystem of like, what you do on your website, what you do, social media, all the content that you create. Like, that needs to be everywhere from. That's resonate throughout, like, all your content, like, and all your marketing assets. Right?

Absolutely.

Okay, super cool. So, Neil, how do people find out more about you and how you can help practice owners with their websites?

Absolutely. Yeah. Just go to practicepromotions.net we've got tons of free resources for you to look at, get ideas about your practice and then if you'd like to see what we can do for you, you can just schedule a demo right on there and connect with one of our team members.

Okay. Amazing. Cool. Thanks for coming on the show, Neil.

Hey, thanks for having me, Rick. It's always a pleasure to collaborate.

All right, if you found this helpful and want some free resources to help you be an even better clinic owner, head over to clinicbosstools. Com. We got tons of free stuff on getting new patients, bone strips, selling your clinic, managing clinical teams, and much more. Head over to clinicbosstools. Com.