Recruitment Marketing Is a Thing, a Critical Thing

By Shawn Tryce, Em Dash Communications, LLC

If you've been worried about the marketing that you're not doing, you may have more reason to be concerned than you suspect. As competition for professional Veterinary recruits gets more intense, you've spent a fortune on the best recruiting consultants, bumped up salary rates, increased paid days off, and padded offers with signing bonuses. Being competitive means knowing what other practices are offering and staying successfully engaged with multiple online marketing channels; Website, Google Ads, Social Media, Email Campaigns, and Content Marketing. Each of these tactics is an opportunity to create positive impressions on employee prospects.

After reading your job post, interested candidates won't call or email you; they will browse your website and research your Google rating and reviews, Glassdoor reviews, and even Yelp reviews. Potential recruits will likely touch your online brand eight times before contacting you. If your site needs updating, here's the reason to get it done. Your website should not only be a resource for new and current clients; it should have a modern design aesthetic, be easy to navigate, and it should reflect your work culture and how awesome it would be to work there. Choose a design concept that reflects your brand, from modern medicine to work-family.

As the "Vets" page is typically the first place all your visitors will go after your landing page, why not have a dedicated page just for Veterinarians and Veterinary Nurses? Start with the owner(s), then list Vets by seniority. Forego the obligatory photos of staff holding pets, as visitors know that your team has an affinity toward animals. Save these photos for your practice gallery. Instead, opt for a smiling (happy) headshot with gray or white background in a fresh lab coat. Avoid group photos so that staff can be easily removed from your website should they leave.

Don't write bios that read like their CV; devote space for hobbies, stories, family, and pets. Your prospects will now have an opportunity to relate to potential coworkers. No team member should have a separate page, not even the owner(s). Keep your "Vet" page scrollable. You want your new client's journey to start with awareness, consideration, and appointment; you want your new employee's journey to start the same way.

Next to human resources, marketing is the most important investment you will make in your veterinary practice. If you are ready to execute traditional marketing methods with professional expertise and enter the digital landscape with confidence, Em Dash Communications is here to lead the way and show you how to "Stay Pawsome." Let's start the conversation.

#veterinarymarketing #veterinaryrecruitment #recruitmentmarketing