Your clinic's website, social media and team page were built to attract pet owners. When you send job seekers to that same content, you're asking consumer marketing to do employer brand marketing's job.
It simply can't.
The person visiting your website to book an appointment is looking for completely different information from the veterinary nurse deciding whether to apply for your position.
Your consumer marketing answers questions pet owners have - but when a veterinary professional considers their next career move, they're asking entirely different questions your consumer content wasn't designed to answer.
Today Julie South walks through three fundamental differences between marketing to pet owners and marketing to veterinary professionals, and why one piece of content can't do both jobs.
You'll get a practical action step to take this week that will show you exactly where the gap is between what pet owners need to see and what job seekers need to know.
This is Episode 2 in our Employer Brand Marketing 101 series.
If you don't have any employer brand marketing content at all and don't know where to start, email Julie directly at julie@vetclinicjobs.com.
Next week: the difference between advertising and marketing, because posting job ads - even really good ones - isn't employer brand marketing.
Julie South is a Vet Clinic Employer Brand Marketing specialist.
Struggling to get results from your job advertisements?
If so, then shining online as a good employer is essential to attracting the types of veterinary professionals who're a perfect cultural fit for your clinic.
The VetClinicJobs job board is the place to post your next job vacancy - to find out more get in touch with Lizzie at VetClinicJobs
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