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December 16, 2024
Photo Credit: Getty Images
Staffing an optometric practice is a high priority these days as a result of limited resources and scarce candidates. Whether your practice focuses on myopia management or considers this just one of your many specialties, hiring staff is among the initial steps necessary.
To find out how to best initiate the process and ensure it runs smoothly, Review of Myopia Management caught up with Brett Kestenbaum, Co-founder and Chief Operating Officer of Eyes on Eyecare, which specializes in the hiring process for optometric practices.
RMM: There are a number of considerations when hiring for an optometric office, but let’s focus on the pitfalls. Can you explain why this is a good place to start?
B.K.: The experiences your patients have with your team — whether it’s the front office personnel or the optometrists — play a crucial role in shaping their overall impression of your practice. In today’s competitive landscape, consumers have numerous options, and with online review platforms making feedback easily accessible, leaving a positive impression is vital!
Most practice owners recognize the significance of their staff in driving business success. However, they often invest minimal time and resources into the hiring and retention of exceptional talent. Therefore, I feel it is important to share the most frequent hiring pitfalls I’ve observed among practice owners.
Pitfall #1 – Delaying the Hiring Process
RMM: Why is it important to be proactive rather than reactive?
B.K.: If you were in the market to purchase a home, would you wait until after selling your current one to start your search? Of course not! You would begin your search well in advance of knowing you needed a new place.
The same principle applies to hiring. Waiting until you have an immediate need for an employee forces you into a “reactive decision” rather than allowing for a “proactive decision.”
Taking a proactive approach not only reduces the time your practice remains understaffed (which can be a significant financial burden depending on your revenue per patient and daily patient volume), but it also increases your chances of hiring the right candidate. Securing the right person can be your best long-term investment, while hiring the wrong individual can lead to costly repercussions for your practice.
Pitfall #2 – Lacking a Structured Hiring Process
RMM: What’s the best approach to establishing a formal hiring process?
B.K.: Just as you have a systematic approach for patient intake and dispensing eyewear, you should also establish a formal hiring process. One of the most significant errors in optometry hiring is neglecting to maintain structured processes during recruitment. Without a defined hiring process, decisions may be made based on emotions rather than objective criteria. This can result in communication issues and may leave a newly hired candidate with a negative impression before they even start working.
Pitfall #3 – Assuming Candidates Will Come to You
RMM: How do you ensure you encourage the best possible applicants?
B.K.: If you were fortunate when launching your practice, you may have experienced an influx of patients right from the start. However, that’s often not the reality. More commonly, practitioners face challenges in attracting patients or depend on insurance companies for clientele, often at the expense of lower revenue per patient.
You likely had to promote your practice through various means — local events, online and print advertisements, and increasingly through social media. The same effort is necessary when searching for employees. They need to know about your job openings. Utilize social media, search engines, job boards, networking, and LinkedIn. You are essentially marketing your job opportunity and investing in your future.
While there are effective ways to find great employees without incurring advertising costs, it will require a commitment of time — approximately four hours each week dedicated to sourcing talent.
Pitfall #4 – Crafting a Job Description That Fails to Attract the Right Candidates
RMM: How important is developing a job description?
B.K.: Your job description serves as the initial point of contact for potential candidates interested in your practice. Consider this: Would you be impressed by a resume filled with grammatical mistakes or lacking attention to detail?
Job seekers share this perspective. They also evaluate the content of the job description itself. If you aim to attract top talent, your job description must reflect that standard. Invest time in creating an outstanding job description as it can significantly impact your hiring success. Neglecting this step may result in attracting mediocre candidates who do not take your practice seriously.
