First and foremost, sell the positive aspects of the agency itself. For example, if you are hiring for a boutique or mid-sized agency, the firm may offer better work hours than a larger agency with a more established healthcare division.
It is also a good idea to emphasize the point that because your firm has fewer healthcare clients, its PR pros won't have to juggle as many accounts at once, thus giving them more time to focus on each client.
Another selling point for a less-established healthcare practice is that its PR executives would have a greater opportunity to bring in new business and help grow the division. Reassure candidates that if they're successful in doing so, they'll be compensated come bonus time, or in commission, depending on what type of pay incentives your employer offers.
Finally, if the agency has successful, supportive, and talented leaders, you will have an excellent chance of attracting top-flight healthcare PR talent. Remember, people want to work for individuals they like and respect, no matter the size of the agency or any particular unit.
Jane Waldman is president of Waldman & Co. Executive Search.
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