Your PT Job Ad Is Probably Selling the Wrong Thing

What if the goal of your next physical therapy job ad wasn’t to attract more people?

What if it was to repel almost everyone except the few clinicians who would actually love working for you?

Jimmy McKay and Tony Maritato dig into recruiting, advertising, AI and psychology after Tony asks a fascinating question:

What would advertising legend David Ogilvy want to know before writing a job ad for a physical therapist?

That question produces a 12-part framework clinic owners can use to evaluate their own recruiting.

The conversation starts with the basics: Who exactly are you trying to hire? What does the employment model look like? How much control does the therapist have over their schedule? What does compensation actually look like?

Then it gets more interesting.

Jimmy and Tony argue that employers should explain not only what clinicians GET to do, but also what they DON'T have to do.

Scheduling.

Insurance verification.

Marketing.

Faxing plans of care.