We’re an empathetic profession, except when we’re recruiting

Being empathetic means that you’re able to see events and situations from another’s perspective — to put yourself in their shoes. The veterinary profession is known for being caring and compassionate. And it’s good for business. When you convey empathy, you build trust and rapport with your clients. They feel heard, which leads to greater client loyalty, improved compliance, and better outcomes for your patients. You do well when you do good.

Smart marketers know that empathy is at the heart of their profession too. Empathetic marketing is about seeing the world from the customer's point of view. To be successful, they must gain a deep understanding of who the customers are, the challenges they're facing, and what motivates them to act. Skilful marketers achieve this by asking themselves firstly, what problem the customer is facing now, and secondly what the solution is that the product or service they’re selling, provides. This problem/solution dynamic is at the core of all effective marketing communications.?

When it comes to marketing veterinary job opportunities, the empathy bar is on the floor.

When it comes to marketing veterinary job opportunities, the empathy bar is on the floor. “COME AND WORK IN AUSTRALIA” a recent ad headline for a vet job opening shouts, “WEEKLY CHOCOLATE INCLUDED”. This job ad can only be empathetic if you’re a raging chocoholic and the only way to get your fix is by upping sticks and moving down under. Then there is the clinic looking for a “coffee drinking nurse” to join their team of vets and nurses who “offer great support and join in on the daily laughs.” Presumably, tea drinkers need not apply. At least the frivolity bar is sky-high. The job ad that had me shake my head in disbelief, however, was shared to a private Facebook group for veterinary employment. It was by an agency who are “leading veterinary recruitment”. The requirements for the job are, among others, “Ability to multitask while remaining unflappable” and “Can roster-juggle blindfolded with hands tied behind your back”. This is a “Great job in a long-standing practice” with an “Excellent team to welcome you”. Not a word about the salary, perks, hours, leave or anything the successful candidate can expect in return for the near impossible skills they require. We can and must do better.?

People are your greatest asset.

Veterinary employers should see employer brand management and recruitment as a source of value creation and not merely a cost to be minimized. People are your greatest asset. It’s no secret that there are more job opportunities in the veterinary industry than there are people to fill them, and candidates are looking for reasons to dispense with opportunities they would never take. Job ads, like peacocks’ tails, are costly forms of signalling. It’s an investment of time, effort, resource, and money into signalling to candidates exactly why they should work for you. What signals are your job ads sending?