Practices that never struggle to hire do this

What Top-Recruiting Veterinary Practices Do Before, During, and After Recruitment…

Ask almost any veterinary practice owner or manager about their biggest challenge and recruitment will be near the top of the list. Workforce pressure is real. Roles remain open for months, applications can be scarce, and promising candidates may disappear before a meaningful conversation begins. In that environment, “there’s no one out there” can feel like the only reasonable conclusion. Yet the shortage is only part of the story, because while many practices continue to struggle, others attract, engage and recruit strong candidates consistently, including veterinary professionals who were not actively planning a move.

These practices are rarely relying on luck or geography. They take a whole-of-practice approach that begins long before a vacancy appears and continues well beyond the contract being signed. They build a visible reputation, tell an honest and compelling story, stay present across the channels veterinary professionals already use, and create an experience that confirms the promise once someone joins. Great hires seldom begin with a single job advertisement. They grow from consistent actions, credible moments and a practice that remains quietly ready to meet its next team member. Here is what that looks like before, during and after recruitment…

Connect With New Team Members

The pre-game strategy

Creating magnetic appeal before a role even exists

The practices that consistently attract top-tier veterinary professionals don’t start recruiting when a vacancy appears… they’ve been laying the groundwork all along. They understand that by the time most clinics are drafting a job ad, the best candidates are already several steps ahead or committed elsewhere. So instead of reacting to a hiring need, these practices build presence, curiosity and appeal well in advance. They think of recruitment as something always “on” – not a switch they flip when someone hands in their notice.

What do they do differently?

• They show up before they’re needed – keeping their social feeds active with meaningful moments from team life, client wins or behind-the-scenes snapshots

• They tell a real story – through authentic content that shares values, personalities and leadership tone

• They build a quiet reputation – as a place professionals respect, even if they’re not ready to apply just yet

• They lean on social proof – letting current team members, photos, and mini-wins speak louder than any job ad ever could

• They stay findable – with well-maintained career pages, good local visibility, and simple, welcoming language across touchpoints

They also invest in subtle signals that build professional trust: contributing to thought leadership pieces, showcasing clinical innovation or mentoring, and highlighting team wellbeing. These moments of discovery plant a seed… especially with passive candidates… that grows over time. And when a role does open up, that candidate is already warm.

It’s this combination of proactive visibility, consistent storytelling and subtle magnetism that makes recruitment easier later on. Because when your next hire already knows who you are and likes what they see, you’re not just another clinic advertising a job… you’re already a place they’ve considered joining.

Next Step
Pick one recent moment of team culture, growth or client success and turn it into a quick social post with a photo. Don’t overthink it – the goal is to stay visible and human, not perfect.

We used to scramble every time a vet resigned. Now, we treat recruitment as a daily mindset. Our socials, our team culture, even how we show up at conferences… it’s all part of the story we’re telling. And it’s working; good people reach out even when we’re not hiring – Josh L, Clinical Director – Austin, USA

Telling the right story – everywhere it matters

Strategic outreach that gets to the right people, not just the available ones

If you’ve done the groundwork – if your culture is strong, your values are clear, and your team is thriving – then it’s time to tell that story. Not once. Not in one place. But everywhere that matters.

The best practices don’t wait for candidates to find them… they go where the right people already are. They craft messaging that feels real, purposeful and worth a second look – then share it strategically across multiple platforms. From your own social feeds to private veterinary job groups, from LinkedIn to Instagram, from targeted emails to One-to-One Outreach – these touchpoints aren’t noise, they’re a rhythm. And over time, that rhythm builds awareness, trust and eventually… action.

At the core is this: a great story, well told. Not a laundry list of equipment or responsibilities, not a tired “we’re hiring” post – but a compelling snapshot of what it’s like to be part of your team. It’s the why behind the role. The sense of belonging. The leadership mindset. The lifestyle and the future they could be part of. When the story is well crafted, well distributed and well timed, it draws in the right candidates – even the ones who weren’t looking.

Successful practices don’t just post jobs – they run recruitment marketing campaigns. These campaigns work because they’re consistent, well-placed, frequent and human. They’re tailored to fit different channels and audiences. And they don’t just go out once and wait… they show up repeatedly, with intention.

Next Step
Instead of only listing jobs on your website, build a “Working With Us” page that includes video, team photos, a message from leadership, and the three most meaningful benefits your current team values. Then link to that page in every job-related post, email or outreach message.

They already knew our story, so when our job ad launched, they were primed for action, and that made all the difference – Tanya R, Practice Owner – Vancouver, Canada

The first impression framework

Turning curiosity into genuine interest

OK, you’ve laid the groundwork. Your Facebook page regularly shares patient wins and team moments. You’ve started building a modest but engaged following on LinkedIn. Your website clearly reflects your values, culture and leadership. You’ve done the work to make your practice discoverable and attractive. Now you have a specific role to fill – and you can confidently press “go” knowing that when a candidate starts doing their homework, what they find will strengthen your case.

This is where the first real interactions matter. And not just with active applicants, but especially with passive candidates who may be weighing up whether it’s worth the effort to take a conversation further. Top-performing practices treat these early moments as the first chapter in a much larger story – one that candidates want to keep reading.

Great practices focus on:

• Speed with care – replying fast, but not generically

• Tone that reflects your culture – warm, confident, human

• Personal touches – referring to something in the candidate’s background, interests or even recent work

• Providing a glimpse behind the scenes – a team photo, a link to a recent event, or a simple anecdote about practice life

• Flipping the dynamic – encouraging the candidate to ask their questions early, not just sit through yours

This approach quietly communicates: we’re organised, we’re professional, and we care about who joins our team. And even if someone chooses not to proceed, they’re far more likely to leave with a positive impression – which matters in a tight-knit industry like veterinary.

Next Step
Create a dedicated careers@ email address and link it to an auto-responder that sets expectations clearly. A simple message like “Thanks for reaching out – we’re reviewing your message and will respond within one business day” gives candidates confidence and shows that you value their time.

Every contact point with a candidate is part of the hiring story. Every email, call and message is from someone who genuinely wants them on our team – Emily C, Operations Lead – Bristol, UK

The interview as experience design

Turning interest into commitment

By the time someone agrees to an interview, especially a passive candidate, they’ve already invested some curiosity and emotional energy. At this stage, the opportunity is yours to lose – and standout practices know exactly how to use this moment to turn interest into genuine commitment.

The most successful practices don’t treat interviews as one-way evaluations. They design them as mutual experiences – respectful, engaging and real. These conversations aren’t just about what the candidate can do for the practice, but what the practice can offer in return. It’s about connection, alignment and shared potential.

Instead of a string of formal questions, interviews are often structured to include:

• Team involvement – casual chats with peers, not just management

• Real-life case walkthroughs – to showcase clinical approach and collaboration

• Culture cues – not just a tour of the clinic; arrange one-on-one time with key team members in a quiet place, and brief your team beforehand on how to engage and support the candidate

• Open conversations – around what success looks like for them, not just the role

• Transparent discussion – about growth, challenges and leadership style

The best practices show, rather than tell. Culture isn’t described in vague terms – it’s experienced through interactions. From how the team greets them, to how schedules are discussed, candidates start to picture themselves there… or not. And that’s a good thing – clarity leads to better matches.

Next Step
Don’t just talk about your team – involve them. Schedule time for the candidate to have informal chats with several future colleagues at all levels who can share what it’s really like to work there.

What made the difference for me was meeting the actual team, not just the owners. The people I’d be working alongside were engaged, honest and happy to share their experience. That made my decision easy – Priya S, Associate Veterinarian – Manchester, UK

Contract to day one

The critical conversion window

The contract is signed. The relief is real. But the hiring process isn’t over – not even close. In fact, the most important phase may be just beginning. Because in the gap between signing and Day One, passive candidates are at their most vulnerable. Second thoughts, counter-offers, cold feet, or simply losing the emotional momentum that got them to say yes in the first place – all of these can derail even the most promising hire.

Practices that consistently secure their hires through to start date understand this risk, and act accordingly. They treat this window as a continuation of recruitment, not a wrap-up. The tone is warm, confident and inclusive – focused on reaffirming the candidate’s decision and continuing the connection.

Here’s what they do well:

• Keep communication flowing – a quick check-in call, an email with onboarding info, or a team “we’re excited to have you” message

• Handle counter-offers head-on – acknowledge the possibility and prepare the candidate with language and confidence to stand by their decision

• Start onboarding early – share practical details like first-week schedules, lunch invites or even uniforms… small things that reduce anxiety

• Involve the team – assign a buddy or welcome contact so the new hire already has a familiar face

• Celebrate the commitment – post a welcome note on socials (with permission) to signal that someone great is joining the team

This phase is about more than logistics – it’s about emotional reinforcement. You’re not just confirming details; you’re confirming belonging. The practices that get this right walk into Day One with a confident, committed new hire who’s already feeling part of the team.

Next Step
Ask your newest team member what helped them feel most confident between signing and starting – then turn that into a repeatable checklist for every future hire.

What sealed it for me wasn’t the contract. It was the personal texts, the welcome note from the team, and the fact that they still checked in even though everything was ‘locked in’ – Daniel T, Emergency Vet – Melbourne, Australia

Beyond day one

Turning a strong start into your next recruitment advantage

The first few months shape far more than whether someone settles into the role. They influence what that person tells former colleagues, how confidently they speak about your practice, and whether they become part of the quiet reputation that brings future candidates closer. A well-supported new team member can become one of your most credible recruitment voices because their experience is recent, specific and lived.

Practices that maintain a low-key recruitment mindset treat onboarding as part of the same story. They check in before small frustrations develop into doubt, make expectations clear, create space for honest questions, and help the new team member build connections beyond their immediate manager. This strengthens early confidence, helps people contribute sooner, and gives them genuine reasons to speak positively about where they work.

Strong practices often:

• Schedule structured check-ins during the first 30, 60 and 90 days
• Ask what has matched the expectations created during recruitment, and what has not
• Identify one early development goal and provide practical support around it
• Invite feedback on the onboarding experience while the details are still fresh
• Share appropriate team moments, with permission, that show the new hire becoming part of practice life

When the experience is positive, the effect begins to travel. A new team member mentions the practice to a former colleague, recommends an open role, appears in a team story, or speaks warmly about the culture at a conference or professional event. These quiet, credible signals mean your next recruitment campaign may begin with recognition and trust rather than a cold introduction.

Next Step
Within the next seven days, speak with one team member who joined your practice during the past year. Ask what helped them settle in, what surprised them, and what would have made their first months easier. Use their answers to improve one part of your 30, 60 and 90-day onboarding process, then identify one genuine moment from their experience that could become a future team story.

The clearest proof of your recruitment story is what a new team member says after they arrive.

Closing thoughts…

A recruitment advantage built over time

Workforce pressure will continue to shape veterinary recruitment, but it does not remove your ability to influence who notices your practice, who feels confident enough to engage, and who chooses to stay. When recruitment becomes part of how you communicate, lead, welcome and support your team, you stop depending on a vacancy to create momentum. Your reputation begins doing some of the work before the next role even exists.

Within the next seven days, choose one recent moment that reflects the experience of working in your practice. It might be a new team member settling in, a colleague reaching a milestone, or a small example of support during a demanding week. Capture it in a photo and a few honest sentences, then share it through one channel where veterinary professionals already see you.

Small investments like this help ensure that when the need arises, recruitment is not a scramble. Your team is already known, already trusted…and already on the radar of the people you would love to work with next.

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