In today’s healthcare environment, particularly within the fields of ophthalmology and optometry, recruiting and retaining high performing talent is more crucial than ever.
Human resources specialist Kasia Groves believes practices that can successfully attract and retain talent with skills and knowledge in specific areas of clinical care not only improve patient outcomes but also secure their long-term business growth.
Demand is growing exponentially for practitioners with particular interest in clinical areas, like myopia, dry eye disease, glaucoma, and orthokeratology.
More than just a driver for better patient care, teams equipped with advanced knowledge and experience are pivotal for business growth, as they enable differentiation within a competitive market. However, the challenge of recruiting practitioners with niche knowledge and skill sets is exacerbated by the competition, not just from other private practices, but from large, well-resourced healthcare systems and academic institutions.
To build and maintain high-performing teams, human resources (HR) strategies must focus on both recruitment and retention. Let’s delve deeper into the steps that can be taken to ensure success.
If an eye health practitioner sees a clear path to advancing their career within your practice, they are far more likely to stay long term
Understanding the Talent Landscape
The current workforce landscape in ophthalmology and optometry is marked by several key trends. One of the most pressing is the shortage of practitioners with the experience and knowledge to enable practices to offer niche clinical services. This is partly due to the rigorous and lengthy education and training pathways required.
Moreover, technological advancements, particularly in areas such as telemedicine and artificial intelligence-powered diagnostics, are reshaping the profession. Optometrists and ophthalmologists are increasingly expected to have knowledge of these technologies, adding another layer of complexity to the search for talent. Practices must therefore not only seek candidates with specific clinical skills, but also those who can adapt to and integrate new technologies into their workflows.
To succeed in this competitive environment, practices must align their HR strategies with the realities of the talent landscape. This involves targeted recruitment efforts and retention strategies designed to keep top talent engaged and motivated.
Recruitment Strategies for Specialised Talent
Target the Right Candidates
The recruitment of talent with specific skills and knowledge requires a targeted approach. Crafting job descriptions that clearly outline the specialised skills required is the first step in attracting the right candidates. These descriptions should emphasise not only the clinical expertise needed but also the potential for professional growth within the practice. Highlighting opportunities for continuing education, advanced certifications, and leadership development will appeal to ambitious professionals seeking more than just a job.
Partnering with universities, colleges, and professional bodies is another effective way to build a pipeline of qualified talent. Many institutions have robust optometry programs and, by collaborating with these entities, practices can tap into a fresh pool of candidates who are eager to develop specific skills sets.
In addition, leveraging digital platforms and networks that are popular within the ophthalmology and optometry communities is essential. Professional networks such as LinkedIn and industry-specific social media forums – such as Facebook groups SiCo Optometry Cases, Independent Optometry Practice Owners of Australia, and Myopia Profile – provide avenues to identify and engage with potential candidates. Active participation in online communities can enhance your practice’s visibility and attract candidates who are looking for specific roles.
Build Your Employer Brand
To attract top-tier talent, practices need to develop and promote a strong employer brand. This begins with creating a culture that values development, innovation, and patient outcomes. Prospective candidates are more likely to be drawn to practices that are known for their commitment to professional growth, cutting-edge care, and a positive workplace environment.
Sharing success stories within the practice can help humanise your employer brand. Whether it’s highlighting how a team member improved patient outcomes, or showcasing career development within your team, such stories can resonate with candidates who want to be part of an impactful and thriving workplace. Positioning your practice as a leader in specific services can also help set you apart in a competitive marketplace.
Retaining high performing talent requires more than just competitive salaries
Retention Strategies
Foster a Positive Work Environment
Retaining high performing talent requires more than just competitive salaries; it involves creating a workplace culture where team members feel valued and engaged. A collaborative, learning-focussed team culture is essential. Optometrists, especially those who predominantly practice in niche clinical areas, often thrive in environments where they can continuously learn and improve their skills.
Mentorship programs can be particularly valuable in fostering this culture. Pairing new optometrists with more experienced practitioners can provide them with guidance and support as they integrate into the practice. This not only improves their clinical skills but also fosters a sense of belonging within the team.
Additionally, flexible work arrangements are becoming increasingly important for retention. With work-life balance being a priority for many professionals, offering flexible schedules or the option for part-time work can help retain talent, particularly for those who may be balancing family and career commitments.
Continuing Education and Career Development
Practitioners with interest in a particular clinical area are often driven by a desire for continuous learning and career advancement. To retain these individuals, practices must provide opportunities for professional development. Pathways for fellowships, advanced certifications such as post-graduate studies, or accreditation from the Australasian College of Behavioural Optometrists (ACBO), can demonstrate your commitment to their growth.
Supporting attendance at conferences, workshops, and seminars is another effective way to keep your team members engaged. These opportunities allow them to stay up to date with the latest research and best practices, ensuring that they remain at the cutting edge of their field.
It’s also crucial to align individual career goals with the practice’s strategic growth. If an eye health practitioner sees a clear path to advancing their career within your practice, they are far more likely to stay long term.
HR Best Practices
Onboarding and Integration
A successful onboarding process is critical for setting up new team members for success. Onboarding should be tailored to the specific needs of the role, ensuring that new hires can seamlessly integrate into the practice. This may involve cross-disciplinary training to facilitate collaboration with other team members.
Building collaboration from day one is important, especially in practices that offer a range of niche clinical services. Encouraging cross-disciplinary teamwork can help team members feel connected to the larger team and more comfortable referring patients within the practice, all of which will improve the overall quality of care provided to patients.
Performance Management and Feedback
Regular performance reviews are essential for retaining high performing talent. These reviews should focus on clinical, technical, and soft skills, such as communication and teamwork. Setting clear growth objectives during these reviews can help align individual career development with the overall goals of the practice.
Providing constructive feedback and acknowledging accomplishments is also key. When team members feel their contributions are recognised and valued, they are more likely to stay with your practice for the long term.
Compensation and Benefits
Designing competitive and flexible compensation packages is crucial for attracting and retaining talent with outstanding experience and/or specific clinical interest. Beyond salaries, performance-based bonuses tied to patient outcomes or practice growth can incentivise team members to excel in their roles. Offering funding for professional development activities, such as attending conferences or pursuing advanced certifications, can further enhance retention.
It’s also important to offer comprehensive health and wellness benefits. Practices should consider the personal and professional needs of their employees when designing benefits packages, ensuring they feel supported both in and outside the workplace.
Conclusion
Building and retaining high-performing teams in eye health requires a strategic approach. By aligning recruitment, retention, and development strategies with the evolving needs of your practice, you can ensure that your team remains competitive in a rapidly changing landscape.
Ultimately, success lies in creating a workplace where outstanding talent can thrive – one that values continuous learning, fosters collaboration, and supports career growth. By adopting sustainable HR practices, your practice will not only attract the best talent, but also cultivate a team that drives both patient care excellence and long-term business success.
Kasia Groves is the founder of KG2 Consulting, which provides human resources consulting and coaching. Ms Groves is a member of the Australian Human Resources Institute (AHRI) and has over a decade of experience working with small, medium and large businesses across many industries and sectors, including optometry. Visit: kg2consulting.com.au.
