What Healthcare Organizations Need to Know About Candidate Motivations in 2025 - Insights from Our Latest Survey

Recruiting and retaining top healthcare providers is more competitive than ever. While compensation remains a key factor in career decisions, candidates in 2025 are looking for much more than just a paycheck. Healthcare organizations must go beyond salary discussions and focus on the full employment experience—work-life balance, career growth, and a strong organizational culture all play critical roles in attracting and keeping top talent. The findings below are just the beginning—stay tuned here and on our social media to get your copy of the 2024 National Physician & Healthcare Provider Preference & Insights Survey, launching March 27!

Beyond Salary: What Really Matters to Providers? 

While competitive compensation is essential, it’s no longer the sole deciding factor in a provider’s job search. According to The Medicus Firm’s 2025 National Physician & Healthcare Provider Preference & Insights Survey, candidates today prioritize: 

• Work-Life Balance – With 71.7% of physicians working more than 41 hours per week—an increase from 63.3% in 2023—burnout remains a persistent issue. Among female physicians, only 47.4% report satisfaction with their work-life balance, compared to 55.6% of male physicians. Organizations that actively address workload and offer flexible scheduling will stand out. 

• Professional Growth – Career development remains a priority, with physicians and advanced practice clinicians (APCs) seeking leadership pathways, mentorship opportunities, and access to continuing education. Over 39% of APCs prioritize career flexibility, and many are opting for employment settings that offer autonomy and upward mobility. 

• Job Stability & Organizational Reputation – Hospital employment remains a top preference (25.1% of physicians, 18.6% of APCs), but rising interest in concierge medicine (8.9%) and solo practice (11.3% for APCs) suggests that providers are exploring alternative employment models to improve work satisfaction. 

• Diversity, Equity, and Inclusion (DEI) – The survey shows that younger providers, especially Gen Z, are more likely to value DEI initiatives in their workplaces. Digital engagement, transparency in recruitment, and a strong commitment to equity influence their job decisions. 

Organizations that fail to recognize these motivators risk losing top talent to competitors who are actively fostering a provider-centric work environment. 

Strengthening Employer Branding to Showcase Culture 

A strong employer brand is crucial in today’s recruitment landscape. But what does that mean in practice? Healthcare organizations must go beyond generic job postings and actively communicate their values, workplace culture, and provider experience. 

• Authentic Storytelling: Employee testimonials and provider success stories help build trust and allow candidates to envision themselves as part of the team. 

• Transparency in Recruitment: With 75.9% of physicians and 77.4% of APCs emphasizing salary transparency in job ads, employers should clearly outline expectations, benefits, and career pathways upfront. 

• Showcase Work-Life Balance Efforts: Nearly 60% of APCs rank flexible hours or remote work among their top three desired benefits. Highlighting wellness programs, mental health support, and flexible scheduling can differentiate your organization from competitors. 

A strong employer brand isn’t just about attracting candidates—it also improves retention. Providers who feel valued and aligned with an organization’s culture are more likely to stay long-term. 

The Role of Career Advancement and Work-Life Balance in Retention 

Retention is just as critical as recruitment. If providers don’t see a future with an organization, they won’t stick around. Here’s how healthcare employers can foster long-term commitment: 

• Offer Clear Career Progression Paths – 33.3% of dissatisfied APCs cited career growth as a reason for job changes, underscoring the need for structured leadership development and mentorship programs. 

• Address Workload Concerns – 43.2% of physicians cite family or personal reasons as barriers to job changes, making it crucial for organizations to offer better work-life balance initiatives. 

• Encourage Professional Development – 49.4% of physicians prioritize flexible work options, but access to CME credits, certifications, and skill development initiatives also play a major role in long-term job satisfaction. 

Organizations that prioritize both professional growth and work-life balance will see higher retention rates and a more engaged workforce. 

Recruiting a Multi-Generational Workforce 

Today’s healthcare workforce spans multiple generations—each with unique motivations and workplace preferences. Tailoring recruitment strategies to different demographics is key to attracting top talent across all career stages. 

• Gen Z (Born 1997-2012): Digital engagement is key, as 73.9% of physicians and 72.4% of APCs use LinkedIn for job searches. Flexibility, mentorship, and DEI commitments are their top concerns. 

• Millennials (Born 1981-1996): Prioritize career advancement, work-life balance, and job stability. Leadership opportunities and strong work culture messaging resonate with them. 

• Gen X (Born 1965-1980): Often balancing career and family, they value stability, strong benefits, and leadership roles. Offering flexibility and experience recognition is key. 

• Baby Boomers (Born 1946-1964): Many are delaying retirement or seeking flexible part-time roles. Leverage their expertise in mentorship programs or consulting roles. 

A one-size-fits-all recruitment approach no longer works—customizing messaging and benefits for different career stages makes hiring efforts more effective. 

Final Thoughts: Meeting Candidate Expectations in 2025 

Healthcare recruitment is evolving, and organizations that fail to adapt will struggle to attract and retain top talent. By addressing providers' priorities—beyond salary—employers can build stronger teams, improve retention, and foster a positive workplace culture.