Since creating Local Eye Site in 2008, I’ve read thousands of job ads recruiting Optometrists, Ophthalmic Technicians, Opticians and Ophthalmologists. Sadly, one thing hasn’t changed. Employers don’t place enough emphasis on their Ophthalmic employer brand and the importance of using job ads to display recruiting messaging that “sells.” Selling is critical in order to differentiate your organization’s opportunity, and drive interest by Optometric candidates that are the cream of the crop.
Well in advance of the need to make a new hire, organizations should thoughtfully formulate messaging around the cultural advantages, benefits and unique qualities of employment opportunities that will attract Optometrist, Ophthalmic Techs, Opticians and Ophthalmologists to their company. That messaging should be the lead of every job ad, followed by detailed candidate requirements and other less compelling, but important ideas.
Finally, think of job ads the same way you would think about advertisements that target consumers or paying customers. When formulating business messaging, obviously company’s put a lot of thought into messaging that will compel consumers to become customers. In order to find success in recruiting, take that same detailed mentality to the creation of your job advertisement.
Follow this link to see a few questions that will prompt brain-storming around the development of your organization’s “selling” message that will help you recruit the industry’s most talented candidates.