In his book “The Tipping Point,” Malcolm Gladwell defined a tipping point as a threshold or critical moment leading to a sudden or dramatic change. While the veterinary profession has undergone countless changes over the past several decades — some surprising, some not — many practices hope that effective branding is the tipping point in their efforts to hire veterinarians.
Despite any rumblings you might hear about a looming economic recession, the demand for veterinarians remains red-hot. I can tell you that during the Great Recession, which was the last true U.S. economic downturn, a lack of veterinarians existed even then. I know that for a fact because my firm placed more veterinarians in jobs in 2008 than in any prior year.
Because of the workforce shortage, veterinary hospitals need every edge they can get in their quest to hire doctors. That’s why employer branding is so critical. Branding isn’t a cute catchphrase or buzzword. Instead, it’s a crucial part of an organization’s efforts to acquire talent. Without positive branding, employers have little chance of seriously competing for top performers.
Become an Employer of Choice
But first, a definition: An employer brand is an organization’s reputation in the marketplace and how the company is perceived, either through the direct experience of people or the indirect perception of those without direct knowledge. Think of indirect perception as word of mouth, or when someone with direct experience tells others.
Employer branding includes the experiences of job candidates during the hiring process and of current team members. Obviously, you want the experiences to be the same. In other words, if a candidate has a stellar time during the hiring process, the person should have a stellar experience once on board. When that’s the case, the organization can brand itself positively through indirect perception when employees tell friends, family members and colleagues about the experience.
Company culture, on the other hand, is related but different. It’s the culture experienced by employees and is a component of the employer brand. It’s the difference between saying you are something and actually being that something. For example, an employer can brand itself as fun, energetic and forward-thinking. However, if the culture doesn’t reflect the fun, energetic and forward-thinking brand after you hire a candidate, problems can arise.
An “employer of choice” is the best way to brand an organization. According to Balanced Careers, employers of choice share these 12 characteristics centered on what they provide workers:
- Competitive salary and benefits
- A compelling mission or vision statement
- Job security
- Empowerment and authority
- Access to information
- Commitment
- Involvement
- Positive co-worker relationships
- Work-life balance
- Performance culture
- Fairness
- Recognition
What Works Against You
On the flip side, I know the characteristics of organizations not considered employers of choice. That’s because job candidates told me. Among the attributes are:
- Poor reputation in the marketplace
- Non-competitive compensation and benefits
- Unorganized (a lack of systems)
- Poor treatment during the hiring process
- Lack of technology, such as no electronic medical records
- Lack of mentorship opportunities
(a turnoff for new graduates) - Lack of continuing education or chances to learn new skills
- Lack of growth opportunities
At this point, the question is, “How can you brand yourself correctly, especially to job candidates during the hiring process?” Here are four great ways.
1. Assess Your Brand
First, count all the job offers your veterinary practice made to candidates over the past two years. How many were accepted? If few to none, why? Also, audit how many employees left your hospital during the same period. Second, research the review websites to see where you stand. The
biggest ones are glassdoor.com and Google Reviews, but among the others are indeed.com, greatplacetowork.com, careerbliss.com and comparably.com.
2. Identify Your Coveted Brand
What is your practice’s reputation in the marketplace? Why do you want to be viewed as an employer of choice? You can’t brand yourself how you want until you identify and create the desired brand. The effort includes asking current employees what they think your brand is. Their answers might surprise you.
3. Communicate Your Brand to Everyone
By everyone, I mean current employees and job candidates. Your employer brand must be evident, understandable and attractive to candidates throughout every stage. Describe what someone will experience as an employee, not just the job responsibilities. In today’s market, you must attract applicants using what I call “sizzle.” Your job ad must sizzle like bacon on a grill and entice candidates to want to talk to you.
4. Legitimize Your Brand
As I said earlier, if you brand your practice as fun, energetic and forward-thinking, your company culture must also be fun, energetic and forward-thinking. If not, new employees will think you pulled a bait and switch. Here’s an example:
My firm placed a candidate with a company operating multiple practices in the area. The candidate took the job because he could work near his house. However, the employer transferred him to a hospital an hour away because the veterinarian at that practice had left. The new employee thought about quitting, but I spoke with his employer about the discouraging situation, and the company moved him back to the original practice.
Veterinary organizations lacking a good workplace culture and an effective employer brand won’t see candidates tip in their direction.