I’m Austin, the Recruiting Manager for Vetcelerator, and let me say this upfront: I talk to practices across the country every week while recruiting for vet clinics, and the number one thing I see holding them back from hiring great people isn’t pay. It’s not location. It’s not even the job itself.
It’s their brand, or the lack of one.
Now, before you think I’m talking about logos and color schemes, I’m not. I’m talking about how your clinic shows up: online, in the community, and in the way your team talks about working there. That’s branding. If you want to attract (and keep) great people, a brand is one of the most important tools you have.
Here’s how branding ties directly into your veterinary recruiting process and how it could help you go from “we’ve had this role open for months” to “we just hired someone amazing.”
Candidates Judge Veterinary Clinics Before They Ever Apply
Every single candidate you’re hoping to reach as a clinic owner or practice manager is going to do one thing before applying: they’ll look you up.
They’ll check your website. They’ll scroll your social media. They’ll read your Google Reviews. Some will even look up your staff on LinkedIn or Instagram. That’s what I’d do. Wouldn’t you?
The question is: What do they find?
If it’s just a few stock photos and a dry job description, that’s not giving them anything to connect to. However, if a job seeker sees a vet clinic that has a clear vibe, shows off its people, and talks about what makes the team special, now they’re interested.
Another thing to remember is that Vet Med is a small world. Whether you realize it or not, people are talking about your clinic. Former employees, reps, local grads, even your clients. They’re shaping your reputation.
That is your brand. You can either leave it to chance… or take control of it.
Recruiting Takeaway for Clinic Owners & Practice Managers
Your online presence is part of your recruiting funnel. Make sure your online brand is working for you, not against you.
Your Clinic Culture Is Your Brand for Vet Candidates
A lot of the clinics I work with say things like “we’re a close-knit team” or “we really care about mentorship.” That’s great, but candidates can’t see that just from reading it.
They need proof, and branding helps provide that proof. You should consider questions like, does your website have real photos of your staff and are you showing the kind of environment someone would be excited to join?
Do Your DVM Job Ads Sound Like Your Team?
- Use real, conversational language (the way you actually talk at the clinic)
- Mention inside jokes, team habits, or daily rhythms (“we celebrate Taco Tuesdays”)
- Highlight your team’s values, not just your expectations
- Describes the type of person who thrives in your specific environment
- Feels warm, authentic, and uniquely you
Here’s something I’ve noticed over and over: candidates move faster when they trust you earlier. If your brand is consistent and clear, you don’t have to spend the first interview convincing a potential candidate that you’ve got a great place to work. They already believe it. They’re just there to confirm what they’ve seen and felt.
Branding Takeaway for Clinic Owners & Practice Managers
Branding should never be about trying to please every single candidate that is searching for an open veterinary position. Your clinic’s brand is about clearly identifying yourself so that the right people see themselves working with you.
Good Branding Speeds Up the Hiring Process for Vet Clinics
This is especially important when hiring DVMs or experienced techs. Those candidates usually talk to multiple clinics, and your brand might be the thing that makes them say yes to you, and not someone else.
Recruiting Takeaway for Clinic Owners & Practice Managers
A strong brand builds trust before the first conversation. Trust makes interviews easier and hiring more likely.
Quick Wins to Strengthen a Veterinary Recruiting Brand
Here are a few tips for your recruiting brand that you can do right now to make a difference in hiring:
- Rewrite your job ads in a more human tone. Talk like you’d talk to a candidate in person.
- Post a staff spotlight or “day in the life” video on social media.
- Add a real photo of your team to your website’s About and/or Careers page.
- Share what makes your clinic different, e.g., mentorship, flexibility, CE support, etc.
- Ask your staff what they love about working there and share that in your recruiting materials.
- Have a Careers page. A dedicated Careers page on a website makes it easy for candidates to learn about your team, open roles, and what it’s like to work at your clinic. If you don’t have one, add it to your website. You’re hiring. Make it easy for people to find out why they should join you.
Employee Retention Is Easier When Hiring Through Your Brand
Hiring someone is one thing. Keeping them is another.
When you lead with your brand, you’re giving candidates a clearer picture of what it’s really like to work in your veterinary practice or pet care facility. People who join are more likely to stick around because there were no surprises.
Having a clear brand also creates alignment. People who feel like they belong are more likely to stay, grow, and even refer their friends (yes, that still happens when your team is happy).
Recruiting Takeaway for Clinic Owners & Practice Managers
The veterinary clinics with the best retention usually have the clearest identity. People want to be part of something they understand.
Conclusion
If you’re hiring, you’re branding. So the question is: Are you telling the story you want people to hear? Because if you’re not, someone else is telling it for you. Branding isn’t fluff. It’s a strategy. And in this hiring market, having a clear and defined brand is one of the most effective ways to recruit great vet candidates, build a stronger team, and create a clinic that people want to work for. If you are a veterinary clinic owner or practice manager looking for assistance with hiring or building your brand, contact Vetcelerator to talk to our experienced team.
