The Secret to Recruiting Optometrists
Have you heard the one about the clinic that tried to recruit a new OD for two years?
I hope you were not expecting a punchline, because this story is all too true! When TalentCare visited the recent Vision Source Exchange, we heard it over and over again. Members told us:
“Our clinic is in a rural area. Finding Optometrists is the hardest thing about growing our practice.”
“The last recruiter we hired just kept trying the same strategies. There was never a new approach. You know that old saying about the definition of insanity? Doing the same thing but expecting different results?”
“In our area, we are all fighting over the same candidates. Pretty soon, we will have all worked for each other!”
“I’ve tried placing ads, but it just doesn’t work.”
My personal favorite was the doctor who walked up to me and said, “I need help!” Recruiting is tough, and recruiting for high-level, specialty roles like Optometrists is even harder. These are the revenue-drivers in your business, and the length of time required to recruit high-quality doctors for your open positions can be the difference between growth and stagnation.
In 2017 alone, TalentCare has successfully engaged over 2800 providers for healthcare employers across the nation – and this is only August!!
So, what is the secret to recruiting Optometrists? Be intentional!
The reality is, there is no wand you can wave that will magically change the outcome of your recruiting efforts. There is no single approach that is infallible. The strategies that work perfectly in one market may fall flat in another. The factors that appeal to one candidate may deter others.
So, the most important thing you can do when recruiting Optometrists is to be deliberate about each and every step involved in the process.
The following tips will help you increase your success when recruiting Optometrists.
Tip #1 – Recruit in advance.
Even if you were not quite prepared to make a hire, wouldn’t it be a shame if you missed the opportunity to talk with a high-quality candidate who was interested in your business?
When recruiting for professionals in a specialty role, it is important to plan ahead. Learn to recognize when growth, performance issues, and potential turnover may lead to an opening, and get ahead of it.
Candidates’ desire to make a career change can be infrequent, especially in professions like Optometry, where professionals are serving a clientele. Recruiting in advance allows you to take advantage of a strategic opportunity when the timing is right for both you and the candidate.
Tip #2 – A Job Description is Not the Same as a Job Ad
When job descriptions are posted on job boards in place of ads, they tend to list all the duties, requirements and qualifications for a job, but fail to tell the job seeker why they might be interested in the opportunity. Job descriptions list so many responsibilities, they may even turn some job seekers away!
Instead of using the job description from HR, focus in on what would appeal to the candidates who are a fit for your organization – the selling points of the job. Then, provide a brief summary of responsibilities and qualifications.
Below are a few ideas to help you brainstorm your selling points.
- Your mission and values
- A description of the team and working environment
- Specialty equipment / modern facilities
- A step up in career path
- A voice in the office
- Location / easy commute
- Above-and-beyond PTO or other benefits
Tip #3 – Actively Manage Your Employment Brand
Sure, you may use social media and your website to engage with patients or payers. But, when is the last time you considered how your company’s online presence looks to potential employees? Do you recognize the contributions of your team publicly? Do you post photos of team events? Does your online presence allow a glimpse into what it would be like to work for you?
Your Employment Brand is more than just how you represent your own company. Your reputation on employment review sites is also important. Make sure you have claimed your company profiles, engage employees to leave positive reviews, and respond with appreciation to any feedback you receive.
Being intentional about your Employment Brand will help enhance your chances of recruiting top-quality, savvy candidates researching your company online.
Tip #4 – Consider Alternate Sources
When recruiting for hard-to-fill roles, being in the right place at the right time is essential. Often, traditional job boards fall flat when recruiting specialists. Ask yourself where that potential employee may be spending his or her time – physically or online. Now, find a way to showcase your opportunity to that professional in those places where he or she already spends time. Alternate sources may include:
- Alumni placement offices
- Publications and journals
- Continuing education events
- Networking events
- Social media
- Specialty career sites
- Your competitors’ websites
- And more!
will finish later…