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Suddenly there’s a position to fill, the practice owner or manager updates the job description, writes the advertisement, decides where to advertise and hopes the right person sees it.
It feels like recruitment has just begun.
In reality, much of the recruitment process started months, or even years, earlier.
By the time someone reads your job advertisement, they’ve often already formed an opinion about your practice. They may have heard about your team from a former colleague, completed a placement there as a student, worked alongside one of your vets or nurses at another clinic, covered shifts as a locum, met one of your team at a conference, or heard your practice mentioned online.
Whether you realise it or not, your reputation as an employer is being built every day, not just when you’re hiring.
The Australian veterinary profession can be a small world.
People move between practices. They attend conferences together, study together, complete placements together and belong to the same professional networks. It’s not uncommon for someone considering a role to ask a trusted colleague, “What’s it like to work there?”
Those conversations aren’t about gossip. They’re about reducing uncertainty.
When someone is considering changing jobs, they’re trying to build a picture of what life at your practice might be like. They’ll often trust the experiences of people they know just as much as anything they read in a job advertisement.
That’s why every interaction matters. The way placement students are welcomed, how locums are supported, the experience of former employees and even how unsuccessful applicants are treated all contribute to your reputation over time.
Many employers assume (or at least hope) that if they write a great job advertisement, applications will follow. Unfortunately, recruitment isn’t always that straightforward.
I’ve seen practices offer above-award pay, flexible hours, no after-hours, modern equipment, experienced nurses, a supportive independently owned team and the opportunity to build long-term relationships with clients. On paper, they’re exactly the type of roles many veterinarians say they’re looking for.
Yet attracting applications has still been challenging, which doesn’t necessarily mean there’s anything wrong with the job.
Sometimes the challenge isn’t convincing someone the role is worthwhile – it’s convincing them to imagine building a life there.
And sometimes, despite everything you’ve done, the right person just isn’t looking for a job at that point in time.
Every candidate is making two decisions.
The first is:
“Would I enjoy this job?”
The second is:
“Would I enjoy living here?”
For practices in major cities, the second question often answers itself. However for practices in regional areas or locations that candidates may be less familiar with, it’s a much bigger consideration.
Someone thinking about relocating isn’t just changing jobs. They’re wondering whether their partner will find work, what weekends might look like, how often they’ll be able to see family, whether they’ll make new friends and if they’ll enjoy living in the community.
If they can’t picture that future, they may never submit an application, regardless of how attractive the job itself might be.
Help candidates picture the lifestyle as well as the role. Many job advertisements describe the clinic well but say very little about what life outside work could look like.
If you’re asking someone to relocate, don’t assume they know what makes your town or region special.
What would you tell a friend who was thinking about moving there?
Perhaps it’s an easy commute, affordable housing, beautiful beaches, national parks, great schools, local cafés, sporting clubs or the sense of community that comes with living outside a major city.
Those details help candidates picture themselves building a life in your community, not just working at your practice. And when they can picture themselves living there, they’re much more likely to take the next step and apply.
Recruitment isn’t something that starts when a vacancy appears – it’s something you’re building all the time.
Your website, your social media, the experience people have when they visit your practice, the way your team talks about working there and the relationships you build within the profession all shape how future candidates see your practice.
When you eventually advertise a position, you’re not starting from scratch, you’re building on the reputation you’ve already created.
Sometimes you can offer an excellent workplace, write a strong job advertisement, promote your location, offer flexibility and competitive pay – and still receive few (if any) applications.
That doesn’t necessarily mean you’re doing anything wrong.
We all know that the Australian veterinary industry is still under pressure in many areas. In some locations there may just be very few people looking to relocate. At other times, the right candidate may already be happily employed, or not looking for a change.
While you can’t control when someone decides it’s time for a new opportunity, you can control how easy it is for them to find and learn about your practice when that time comes.
That’s one of the reasons I believe building your employer brand over time matters so much.
Recruitment isn’t always about attracting someone this week. Sometimes it’s about making a positive impression today that leads to an application six months from now.
Visit your website and social media as though you’ve never heard of your practice before.
Would you come away with a clear picture of what it would be like to work there?
Think beyond the clinic walls.
What would convince someone that your location offers a great place to live as well as a great place to work?
Whether it’s a placement student, a locum, an interview candidate or a departing employee, today’s experience could influence tomorrow’s recruitment.
Your reputation isn’t built when you advertise a vacancy.
It’s built every day.
We all know that recruitment rarely has a quick fix – especially in the veterinary industry. Building a reputation as an employer, attracting the right people and finding someone who’s ready to make a move all take time (and some luck).
That’s exactly what I want to build with Vetme. Not just somewhere to advertise a vacancy, but a place where employers can showcase their practice even when they’re not recruiting, connect with future candidates and access practical resources that make recruitment just a little easier.
Recruitment will probably never be easy, but I know we can make it better.
I'm the founder of both Vetanswers and Vetme, Australia's growing veterinary recruitment community. After more than a decade supporting veterinary practices and professionals through Vetanswers, I saw firsthand the challenges of veterinary recruitment and the opportunity to build something that went beyond a traditional job platform. Vetme brings together employers, job seekers, practical recruitment resources and career support in one community. I'm passionate about strengthening the Australian veterinary profession by building a recruitment community that puts the needs of employers, job seekers and the wider veterinary industry first.
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