$7,000, Six LinkedIn Posts, One New PT Hire

PT Breakfast Club | Jimmy McKay, Dave Kittle & Tony Maritato

Finding and hiring great physical therapists is one of the biggest challenges facing clinic owners.

Dave Kittle decided to experiment.

Rather than relying solely on job boards and traditional recruiting, Dave took six of his best-performing organic LinkedIn posts and invested approximately $6,000–$7,000 to get them in front of more physical therapists.

A candidate saw two of those posts, visited his website, applied, interviewed, and accepted a full-time position.

The result sparked a bigger conversation.

What if physical therapy recruiting isn't just a staffing problem?

What if it's also a communication problem?

What's Inside This Episode

The Real Cost of Recruiting

Dave explains his LinkedIn advertising experiment, why he considered the expense comparable to other recruiting costs, and how he learned which posts his newest hire had encountered.

What Makes a Great Physical Therapist?

The hosts discuss professionalism, curiosity, confidence, communication skills, and the differences between clinical knowledge and the ability to connect with patients.

Growth Isn't Always Bigger

Tony shares why he has consolidated his practice, sold a building, and focused on improving revenue and profitability while operating at a smaller scale.

Why Job Advertisements Don't Work

Jimmy challenges clinic owners to stop relying on vague promises such as competitive salary, flexible schedules, and great culture.

If those benefits are genuinely different, show people what they mean.

The Recruiting Message That Worked

Dave's posts focused on fewer patients, fewer notes, and greater earning potential.

Jimmy explains why those benefits may attract the right candidate more effectively than a long list of job responsibilities.

BLUF: Bottom Line Up Front

The hosts use ChatGPT to rewrite an actual physical therapy job posting, bringing essential information forward and making it easier to scan.

Recruiting People Who Aren't Job Hunting

Dave shares an unconventional strategy: sending personalized recruiting letters directly to physical therapists at their current workplaces.

The hosts debate the effectiveness of the message, its presentation, and why reaching employed clinicians may require something beyond traditional job boards.

The Big Takeaways

Hiring requires more than posting another vacancy.
Specific benefits communicate more than generic promises.
The best message won't appeal to everyone, and that's the point.
Candidates assess employers just as employers assess candidates.
Recruiting investments should be evaluated against actual results.
Better communication starts by answering the questions people genuinely care about.

Mentioned During the Episode