In a healthcare landscape where organizations face steep competition to fill staff positions, recruiting and retaining top talent can be challenging. To stand out and attract the best candidates, businesses increasingly turn to creative and innovative recruitment strategies. This article explores 25 examples of creative staff recruiting that leverage marketing/communication, office culture, and management, all tailored specifically for the optometry practice.
Marketing/communication
When marketing to or communicating with recruits, consider:
1. Virtual reality (VR) job previews. Show that you embrace technology by offering a VR job preview. This 360° video would allow potential hires to experience a day in the life of an optometry professional, such as an associate optometrist or an optician, before the job candidate even enters the practice.
2. Culture campaigns. Showcase the vibrant culture of your office through social media. Post staff parties and events, staff during conferences and learning opportunities, staff benefits and perks, and any images showing your office having fun!
3. Personalized recruitment videos. Create personalized recruitment videos featuring practice owners, associates, and staff members discussing their experiences at and highlighting the unique aspects of your office.
4. Themed recruitment events. Host a themed-recruitment event to make the hiring process different and enjoyable. Consider hosting a “Spectacle Saturday” to meet the opticians, so job candidates can see what it’s like in the optical. Or, consider a “See the Vision” night, where candidates can mingle, meet the team, and learn your vision and mission.
5. Community engagement initiatives. Participate in community events and sponsorships to showcase your practice and connect with potential candidates. This helps build a positive reputation that can attract talent that aligns with your values.
6. Employee referral programs. Tap into your existing workforce by implementing employee referral programs. Offer incentives to staff members who refer qualified candidates to foster a sense of teamwork.
7. City hiring fairs. Watch for city or community hiring fares. Try searching using key phrases, like “job fairs in (insert city)” or searching city, community, or government websites in your area.
8. Artistic job postings. Create visually appealing and artistic job postings. Basic job posting text ads are so yesterday. Use graphics and unique designs to capture the attention of potential candidates.
9. Collaboration with the closest optometry school. Forge early relationships with optometry students by offering practicum or internship opportunities. These relationships can help identify and nurture talented individuals, and can turn into full-time jobs upon graduation. These schools also have job boards where you can post a free job placement.
10. Collaboration with optician or ophthalmic tech schools. Like the above, reach out to schools to offer to host a student for practical experience or a summer internship. You get summer help, and they get experience. Some also have job boards to post ads.
11. Mobile-friendly application process. Many candidates browse job opportunities on their smart phones, so a seamless mobile experience can make the difference in receiving a few résumés or many. Ease of application, such as providing a direct email address for submission, facilitates the process.
12. A recruitment blog. If you have a blog feature on your practice website, consider writing a blog that details the job position, responsibilities, and highlights the exciting aspects of working at your practice. Post it to your social media as well.
13. Virtual interviews. These save valuable practice time and give you enough of a glimpse into a job candidate to ascertain whether you want to proceed with an in-person interview.
14. Cultivating an online reputation. Candidates are checking you out as much as you are checking them out. They often do this by searching your online brand and presence. This includes Google reviews, reviews by staff on job sites, the look and feel of your website and of course, your social media. 15. Collaboration with your team. Involve existing team members in the hiring process. This could include group interviews or panel discussions to ensure potential hires align with team values and dynamics.
16. Transparent communication channels. Don’t leave candidates hanging. Once résumés start coming in, act fast. Interview those you are interested in. Keep an open communication with all interviewed candidates and inform all immediately once you have made a decision. Thank everyone for their time and interest.
Office culture
Because many candidates seek positions that align with their lifestyle, consider incorporating these ideas into your practice culture:
17. Flexible work arrangements. Any flexibility in your job offering is appealing to those juggling work and personal responsibilities. Therefore, consider being open to candidates who may only be able to offer part-time work and whether sharing a full-time job between two part-time candidates is possible.
18. Remote work. It’s the phrase of the day as many job candidates are looking for work-from-home options. If part of the job, such as billing, coding, social media, marketing, or data analysis, can be done at home, then consider a day or two of remote work in combination with office work.
19. Wellness programs. You can show you care about the wellness of your staff by providing fitness classes, stress-relief activities, health-focused workshops, or a flex day they can use any time during the year to work on their health. Mention this in your job posting.
20. Growth and development opportunities. Emphasize the growth and development opportunities within your practice. Even small teams can find ways to grow an employee through title and responsibility. You can offer CE support, mentorship programs, and clear pathways for career advancement.
21. Innovative benefits package. Consider perks like free glasses, additional paid days off, a 401(k) plan, and/or wellness stipends. You could also offer subscriptions to industry publications, online CE courses and association membership fees. Investigate what competitors and local chains offer and beat it.
22. Collaborative workspace design. A visually appealing and collaborative work environment will attract great candidates. Have a staff room? Show it off. Beautiful boutique optical? Show it off. Latest in digital phoropters? You get it…show it.
23. Diversity and inclusion initiatives. Highlight your commitment to creating a welcoming and inclusive workplace for professionals from various backgrounds.
Management
To ensure the continued success of your recruiting efforts, consider these ideas:
24. Proactive recruitment plan. Most recruiting is reactive. Someone quits and you start the process of recruiting. It’s arduous without preparation. To prepare, create a recruitment folder comprised of job descriptions, job posting ads, a list of where to post a job, and interview questions. Also, keep old résumés on file and review past interview notes to see whether you want to revisit a previous candidate.
25. Utilizing a professional employer organization (PEO). If you find yourself too busy running your practice and doing eye exams to do all the above, consider partnering with a PEO. A PEO can handle payroll, benefits, administration, and other HR tasks, including talent acquisition. This enhances efficiency and provides access to expertise in HR compliance and regulations. Eye care recruiters are also available to source, screen, interview, and make the job offer.
Crucial to business
Finding and keeping great talent must always be a part of your business planning, as it is required for patient care and practice operations. The more ready you can be to recruit, the better the recruiting will go. OM
