WHEN IT COMES TO hiring, optometry practices have their work cut out for them. As if the current job market wasn’t competitive enough, the Bureau of Labor Statistics predicts optometrist and optician jobs will grow at 18 and 15 percent, respectively, through 2026 — faster than other industries. Couple this with a widening skills gap and it is easy to see that optometry practices must turn a closer eye to hiring strategies. As you grow your practice, set your sights on these three strategies for winning the war for talent.
Focus on Your Job Ad
Your job ad is exactly that—an ad. It must be easy to read and compelling enough to capture the attention of candidates scrolling through pages and pages of openings.
Here are a few tips for creating an effective ad:
Hook your reader. Make your ad stand out with an enticing lead-in and include something unique about the position or practice in the headline (e.g., “Optometrist — Growing Practice, Sign-On Bonus”).
Embrace SEO. Ensure your ad is found by the right candidates by following search engine optimization (SEO) best practices and incorporating keywords in the job description. Keywords comprise industry terms, desired skills, location information, and other elements that applicants may include in their queries.
Be specific. Describe what the open position entails, emphasize growth opportunities, and provide a glimpse of what it’s like to work at your practice.
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Close with clarity. Without a clear call to action and instructions for applying, you may lose out on a great hire; note when interviews will be scheduled or when the applicant can expect to hear from you.
A Marketer’s Lens
Take a cue from marketing and treat your candidates as if they were a sales lead by keeping them engaged throughout the hiring process. Share information about your practice and emphasize your unique company culture. Are hours flexible? Do you provide paid time off (PTO)? Do you offer a wellness program?
A recent survey of optometry professionals revealed health/medical insurance, compensation/bonuses, and flexible scheduling as the top three most desired workplace benefits. If you offer these, incorporate them into your ad.
Build Your Talent Pipeline
How many times have you had a “silver medalist” candidate — that one who was not quite the right fit? Or, maybe the silver medalist narrowly missed out to someone just slightly more qualified. Odds are you politely turned them down and they moved on.
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Keep a short list of silver medalists and other potential hires on the backburner. By building this talent pipeline, you can quickly fill future positions without having to start from scratch. As you build your pipeline, maintain communication with your runners-up. For example, include these applications in your email marketing database so they receive occasional updates from your practice, or simply add them as a connection on LinkedIn.
With the war for talent showing no signs of letting up, it’s a great time to revisit your recruiting efforts — even if you aren’t actively hiring. These strategies will equip your practice with qualified personnel who will help keep your patients happy and healthy.
