merchandising

Merchandising to Job Seekers

If you don’t “pitch” your practice, you could miss the best candidates.

GINA M. WESLEY O.D., M.S., F.A.A.O.

We would like to think the most employable, skilled and educated job applicants immediately find our practices when we are looking for them. After all, doesn’t that niched pool of people (that just happen to live in your area) know to look on Craigslist when your office is looking for opticians? If you are lucky, yes. Most likely, however, the answer is maybe. But are you missing out on even better candidates by not “pitching” your practice first?

Believe me, if I had a crystal ball that told me the best way to attract qualified employees, I’d… well, I’d probably not be writing this article. But in the years I’ve been running my practice, I have learned a few key points when it comes to job candidates and merchandising your biggest asset: your practice.

Start with the job description.

I’m not just suggesting you list the expected tasks and duties of each job. Begin your posting, wherever that may be, with the basis of your clinic. What’s your mission? For instance, “Seeking technologically oriented applicant who is eager to take on continuing acquisition of advanced ocular instrumentation,” may better inform a candidate of what your office is about vs. a generic, “Seeking motivated applicant who enjoys working with people.” Additionally, in this example, you may save yourself time, energy and possibly money by warning away people who are not adept at learning new systems.

Invite candidates to research your office.

I actively tell candidates to look at my office’s website, Facebook page and to research us before coming to their interview. I spend a lot of time ensuring information about my clinic, and my mission is repeatedly ingrained at each touch point. This should give each candidate an idea of whether my office is a place they’d like to be.

Admittedly, I’ve had candidates decline interviews after researching my office because they’ve said they are looking for slower-paced opportunities.

Post for jobs in many places.

For my office, the best places to post job listings have been generously shared by my private practice network. There is no one “best” place, because we all live in different markets. However, I would suggest not counting on one type exclusively — especially if, like me, you keep striking out when taking candidates from that one type.

Also, “Merchandising” my office through various sites, colleges and networks has actually brought me new patients: “No, I’m not interested in your position, but I am looking for an eye doctor,” has been a nice side effect of spreading my outreach. The main benefit, of course, being the attraction of good candidates from a variety of sources and backgrounds.

Attracting candidates

Thinking of merchandising your office to potential employees may sound odd at first, but remember: They have to want to work for you as much (if not more than) you want them to work for you. In general, I think employees want to like where they work, so why not try to sell them on your office before they even get there? OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, WHICH SHE OPENED IN 2008. SHE WAS HONORED AS MINNESOTA’S OPTOMETRIST OF THE YEAR IN 2011. E-MAIL DRWESLEY@CECOFMEDINA.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.