Why it Matters and How to Begin.
Finding your ideal team members over the last few years has been a real challenge for many practices. The practices that have maintained loyal, consistent, and harmonious teams generally have one thing in common: a strong dental employer brand.
In the competitive world of dental practice, much of the focus tends to be on the business brand—how it attracts patients and differentiates itself in the market. However, there’s a crucial element often overlooked: the dental employer brand. Your dental employer brand is a reflection of your practice’s culture and values, and it plays a pivotal role in both attracting your ideal team members and shaping patient perceptions. Your people matter! Many businesses say this often yet they don’t follow through and therefore don’t get to unlock the potential of their greatest asset.
Why Dental Employer Branding Matters
An effective dental employer brand highlights what makes your practice a great place to work and helps you stand out in the crowded job market. It’s more than just a tool for recruitment; it’s integral to how patients perceive your practice. The team delivering your services represents your brand every day, and your team’s satisfaction, professionalism, and commitment directly impact patient experiences on a conscious and unconscious level. In reality, perhaps this is where your marketing dollar may be better spent.
Imagine a dental practice where new employees frequently replace the previous ones. A practice with a lack of a defined dental employer brand often struggles with consistency, impacting both employee morale and efficiency. A squandered opportunity and a team that is taken for granted perhaps. This instability not only affects the quality of care provided but also impairs the efficiency of daily operations, making it difficult to maintain a positive and productive workplace. Patients feel this. An impression of instability and lack of cohesion can deter potential patients and make it difficult to build long-term relationships with existing ones.
Now imagine a dental practice where employees feel valued and engaged. A practice that actually believes its greatest resource is the brainpower, imagination and energy of its workforce. In this kind of environment, team stability leads to consistent, high-quality care and smooth daily procedures. The team understands the practice, they work well together and little slips through the gaps. Patients notice this positive atmosphere, which builds their trust and loyalty. Therefore, a strong dental employer brand not only attracts your ideal team members but also reinforces the positive image of your practice.
Steps to Create a Compelling Dental Employer Brand
- Define Your Unique Culture and Values:
Your practice is unique. Start by identifying the core values and culture that make your practice tick and ensure everyone knows this, regardless of level. What sets you apart from other dental practices? Is it your commitment to open and clear communication? Your collaborative team environment, or your focus on continuous learning? Clearly defining these elements will help you create a dental employer brand that resonates with both potential employees and patients.
- Articulate Your Employee Value Proposition (EVP):
Your EVP is a promise of what employees can expect in return for their skills, experience, and commitment. This includes career development opportunities, life balance, recognition, and rewards. Make sure your EVP is compelling and reflects the true nature of your practice across the board.
- Communicate your Employee Brand Consistently:
Consistent communication is key to a strong dental employer brand. Use various platforms—such as your website, social media, and job postings—to share your practice’s culture, values, and EVP. Highlight testimonials from current employees to provide authentic insights into what it’s like to work at your practice.
- Create a Positive Work Environment:
Your practice’s internal culture reflects the values you promote. Foster a supportive and inclusive environment where employees feel valued and empowered. People want to find meaning in and be committed to their work, to see themselves as part of something larger than simply a narrow job definition. This may include providing opportunities for professional growth, recognising achievements, and maintaining open communication.
- Engage with Your Team:
Involve your current employees in shaping and sharing your dental employer brand. Their feedback can provide valuable insights into what works and what doesn’t. Engaged employees are more likely to be enthusiastic advocates for your practice, both internally and externally.
- Monitor and Adapt:
Regularly assess the effectiveness of your dental employer brand. Gather feedback from employees and job candidates and make adjustments as needed. Staying responsive to changes will ensure your dental employer brand remains relevant and appealing.
By focusing on building a strong dental employer brand, you can attract your ideal team members and enhance the overall perception of your practice. A well-defined and effectively communicated, and lived, dental employer brand helps create a positive work environment where people are attracted to, want to stay and will refer others to… potential team members and patients alike.
Human potential is the only limitless resource we have.
Your people are your greatest asset.
How your employer brand can attract patients – watch out for it in our next newsletter
