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Your dental practice’s brand is the total experience patients have with your practice. This encompasses everything from the first look a person has at your website, to their first phone call to your front desk, to their interactions with you and the rest of your team, and more.

Therefore, every interaction your team members have with patients is a marketing opportunity – or an opportunity to build up and promote the brand. In an earlier post, we shared how to build a marketing culture within the practice. But what can we do during the hiring process to attract and hire the right personalities to add to our marketing dream team?

Attract the right candidates with a creative job description

When it’s time to hire a new employee, no matter what the position, include marketing requirements within the ad copy.

Here’s the thing:

If your ad doesn’t stand out from the rest, why should you attract talent that stands out from the rest? 

Here are a few ideas for simple yet creative and engaging phrases that could be added to any job description to help set the expectation that the entire team contributes to marketing:

“Here at [PRACTICE NAME], we ALL help promote the practice! Tell us: Do you have any experience with blogging, social media, uploading videos to YouTube, or online optimization? We’d love to hear about it!”

“We LOVE sharing our amazing practice with our community online. If you have any background with social media, blogging, or other online marketing efforts, please tell us!”

“Are you a social butterfly? You’ve found your new home!”

“In addition to being a [JOB TITLE], you’ll be a Brand Ambassador with ample opportunities to contribute to our practice’s marketing!”

“Tired of just being a [JOB TITLE]? Here at [PRACTICE NAME], you’ll also have the chance to help out with exciting marketing efforts!”

“Do you LOVE being social? How do you feel about taking selfies, shooting fun brief videos, and interacting with others online?”

Set the right expectations during the interview process

It’s helpful to let the candidate know the entire team is involved in marketing the practice – set the expectation right from the get-go.

Consider adding a few of the following questions or practice exercises to the interview:

  • Ask for an idea for a social media post.
  • What types of topics would they suggest blogging about?
  • Do they follow any dental industry influencers on social? If so, what’s their favorite type of content?
  • Ask for a couple of ideas for a custom hashtag for your practice to use in social posts.
  • Do they have any experience working with blogs, YouTube, social media, etc.?
  • What ideas do they have for a Facebook Live video?
  • Ask how they would find marketing moments, even with a full schedule.

The purpose of these questions and projects is to help you identify candidates who will enthusiastically support your new marketing culture. It also helps you create an expectation from the very beginning that every single member of the team has a responsibility to contribute to the practice’s success.

Over to you: What are your top tips for finding and hiring the right candidates for your practice’s culture? We’d love to hear!


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We connect and educate more than850,000 job seekers in the U.S. and Canada to build better places to work through teams that excel.

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