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How and where ECPs advertise job opportunities has evolved so dramatically over the years that the methods of outreach signify a totally new landscape. ECPs use omnichannel marketing driven in large part by social media and online job boards. There is consensus among the experts that, for the most part, traditional advertising modalities no longer apply.

“There are a variety of places to advertise open OD positions. Schools and state associations typically have job boards,” stated Brett Kestenbaum, COO of Eyes On Eyecare. “Large, generic hiring sites such as Indeed or ZipRecruiter are available, and niche websites such as eyesoneyecare.com, where I am one of the co-founders, are also available options.

He continued, “The best approach is to be as wide as possible with your efforts because the goal here is speed-to-hire. Prolonged vacancy is what a practice really needs to try to avoid, and all options should be on the table to speed up the hiring process. I always recommend practices start the hiring process well in advance of having a need. For example, if a practice sees that they have an expanding patient base, and they ‘may have a need for another optometrist in the future,’ I’d recommend starting the process when they begin to get that sense. Work to hire someone one day per week.”

Kestenbaum said that hiring a recruiter is a great approach as recruiters work on contingent contracts, meaning, they only get paid if they find a physician who ends up taking the job and working at the practice. “At Eyes On Eyecare, we’re able to reduce hiring times by over 50 percent through active recruiting versus advertising methods only. The faster the physician is hired, the earlier they’ll be available to see patients. And the biggest missed opportunity for a practice is a missed patient engagement, since every patient is also the potential for a referral, so if you miss the opportunity for one patient, you may actually be missing the long-term opportunity of two, four or eight patients,” added Kestenbaum.


Casting a Wide Net
Colleen Halfpenny, MD, a managing partner at Valley Eye Professionals and clinical instructor at the cataract and primary eyecare clinic at Wills Eye, said that they’ve found most of their physicians through the network of residents and fellows that she or her colleagues already knew or personally trained. “If you live in an area with a lot of residency programs, it’s a great resource, especially when you’re involved in teaching them and can recruit them at an early stage, if they’re interested in staying in the area.”

“This past year, VSP Vision conducted a study examining how optometrists in various stages of their career are navigating the profession,” stated Quy Nguyen, OD, director of doctor relations at VSP Vision. He noted that one segment of respondents—the novice practitioner, comprised of Millennials and Gen Zers—are prioritizing their health and well-being to create a lifestyle that’s beneficial to a career in optometry. “When hiring this next generation of optometrists, all practice modalities should be mindful of providing a supportive practice environment, mentorship and growth opportunities as this group looks to learn, grow and pay off student debt.”

Dr. Nguyen continued, “Through VSP Premier Edge Career Support, practices are advised to go a step beyond simply listing their open position. They’re encouraged to highlight their mission and work culture to ensure both the practice and the candidate’s passions match. It’s important to note that approaching the hiring process with a ‘one size fits all’ method can have an adverse effect. Each practice should be thoughtful about what exactly they’re looking for in a candidate, whether it’s a skill set, perspectives or behaviors, and try to stay true to those needs as best they can. Customized job postings help ensure practices hire the right candidate the first time around.”


Where to Advertise
According to Dr. Purcell, today’s optometrists typically advertise job openings through industry job boards like AOAExcel and Vision Monday, as well as using LinkedIn. In addition, practices often post listings in regional or state optometry association newsletters. Outreach methods are expanding to include networking at trade shows, alumni associations from optometry schools and targeted email campaigns. Practices are also adopting referral incentives for current employees to attract high-quality candidates through word of mouth.

Evan Kaplan, OD, associate clinical professor (Emeritus), SUNY College of Optometry, pointed out that social media has largely replaced local newspaper advertisements, church bulletins and educational in-person events as the primary advertising method. “Social media platforms such as Facebook and Instagram allow practices to use direct ads for products or share posts containing general educational content, whether in written or video format. These posts can cover topics like disease awareness, the importance of regular eye examinations, or the introduction of new technology and products at the practice. These are all excellent ways to increase visibility and promote the practice to a broader audience,” he said.





“Our members find success with LinkedIn, Indeed, ZipRecruiter and PECAA Classifieds, which is open to both PECAA members and non-members and connects people through open jobs at private practices, as well as equipment and practices for sale across the country,” stated Kathy Long, operations advisor, Professional Eye Care Associations of America (PECAA). “However, I also recommend asking your patients for referrals and posting on your practice’s website and social media pages. Reaching out to state colleges and junior colleges that offer medical assistant programs can be effective as well. The goal is to attract as many qualified candidates as possible via multiple avenues.”

Long continued, “Since younger generations are more tech-savvy, recruitment practices need to adapt. Your presence on online review sites, as well as your website and social media pages, are now more critical than ever. These platforms form the first impression for candidates, not just your patients.”

Fraser C. Horn, OD, president of the Association of Schools and Colleges of Optometry (ASCO), noted that “there is often an individual at optometry programs who can forward advertisements for openings. There are also some programs that have job fairs where recruiters can be present and interact with optometry students and plant the seed of why their practice should be their next clinic. The job fairs have been fruitful for many colleagues and industry partners.”

“With demand for eyecare from doctors of optometry well recognized, it’s critical that efforts be made to ensure that all Americans have access to the eyecare they need now and into the future, and recruitment methods are rising to meet the challenges,” said Steven T. Reed, OD, president of the American Optometric Association (AOA).

“Each career path is different. Many talent recruiters are looking for optometrists with business knowledge and leadership skills, as well as social and networking capabilities to connect, advocate or affect the larger industry and profession. Potential ways to recruit include alumni placement offices, profession-focused publications and journals, continuing education events and networking events,” he said.

Dr. Reed continued, “The optometrist recruiter plays an important role in actively identifying doctors who will fit the specific skills that one is seeking, from clinical expertise to someone interested in purchasing the practice in the future. A recruiter can provide a full range of services to help practices find their right fit, including marketing to source candidates; screening candidates; interviewing; offering a position; and onboarding. Recruiters can work with practices to create and manage an onboarding process for newly hired doctors, acclimating them to the practice and work expectations.”

Speaking of candidates’ expectations, Long stated that in the current job market now it’s more important than ever to emphasize your practice values and team dynamics, which promote a strong office culture to candidates. “Your job posting should highlight these elements, along with all benefits, pay range with possible incentives, any flexibility with work schedules, and your vision for providing patients with the best possible experience and care. In short, it’s no longer enough to simply list the qualifications you’re looking for from potential employees.”

The experts agree that when entertaining any potential candidate, it’s important to remember not to hire too quickly; you first have to ensure the person will work well with your existing team and can offer a level of patient care consistent with what patients expect from your practice. Holding multiple phone calls and bringing candidates into the office for at least one physical interview can help you get a better feel for their personality and demeanor, as well as how they interact with the other staff.