Veterinary Employer Branding: Can You Afford to Neglect It?

Gone are the days when veterinary practices could post a lazy job advert, sit back, and wait for a flood of keen candidates. Times have changed and job seekers are getting choosy. If you want to attract top talent these days, you need to get serious about building your employer brand.

What’s an employer brand, you ask? Simply put, it’s your reputation as a workplace. It’s what people think of you as an employer, both inside and outside your organisation. And in today’s competitive market, a strong employer brand is your secret weapon for recruitment and retention.

The reality is, most people don’t trust what employers say about themselves. According to one study, only 12% trust you. Ouch. So you can’t just talk the talk, you’ve got to walk the walk. That means authentically showcasing what it’s really like to work for you.

This is where recruitment marketing comes in. By leveraging your website, social media, and job ads, you can give job seekers a genuine window into your workplace culture, values and employee experience. Share behind-the-scenes photos and videos, testimonials from your team, and insights into your mission and vision.

The key is to build relationships with potential candidates at every stage of their job search journey. Whether they’re just curious or actively looking for their next role, you want to be top of mind as an employer of choice. That way, when the time comes to hire, you’ll have a pipeline of engaged talent ready to go.

Now, I know what you’re thinking – “But we don’t have any openings right now! Why should we bother with veterinary employer branding when we don’t need to employ any vets?”

Well, recruitment isn’t a tap you can just turn on and off. Building a strong employer brand is a long game, but it’s one that pays off – now more than ever. Here are just a few reasons why you can’t afford to neglect it:

  1. You’ll attract better quality candidates who are a good fit for your culture
  2. You’ll reduce time and cost per hire by having a pool of warm leads
  3. You’ll boost employee engagement and retention by delivering on your employer value proposition
  4. You’ll enhance your reputation and differentiate yourself from competitors
  5. You’ll future-proof your organisation for whenever hiring needs arise

So don’t get left behind. Take a good hard look at your current recruitment approach. Is it transactional and soulless or authentic and engaging? Are you empowering your people to be brand ambassadors? Are you giving job seekers a true sense of your employee experience? If not, it’s time to up your employer branding game. Your dream team is out there – make sure they know why you’re the practice for them.

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