In the realm of human capital management, marketing is a crucial element, often overlooked in the context of employee engagement and retention. Whether you manage a large corporation or a small clinic, your approach to marketing significantly impacts recruitment, productivity, and employee retention. This series will delve into these aspects, starting with the essential concept of marketing to your employees.
The Importance of Employee-Centric Marketing
When we consult with clinics, we begin by asking:
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- Do you know who your customers are?
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- How do you want them to perceive your practice?
These questions are vital, but they miss a critical audience: your employees. Employees think about your business 40 hours a week, unlike customers who might only consider you a few times a year. Therefore, fostering a positive internal perception is just as important as external marketing.
The Second Most Visited Page: An Indicator of Internal Value
It’s easy to guess the most visited page on a clinic’s website: the homepage. This page is critical as it forms the first impression of your business. A compelling homepage with a strong hero image is essential.
However, what is the second most visited page? The answer sheds light on both your internal and external marketing effectiveness.
The Answer: About Us / Our Team
The second most visited page on veterinary websites is typically the “About Us” or “Our Team” page. Visitors frequently click to learn more about the people behind the practice. For clinics we work with, 10-15% of total website views are on this page. Adjusting for homepage views, this can represent 16-37% of all other page views.
In other posts, we discuss the importance of understanding the “why” behind your actions, not just the “what,” and how this applies to marketing to your employees and recognizing their efforts. The About Us page captures all these elements, making it a crucial part of your practice.
Clients want to know who is caring for their pets, and just as importantly, employees want to feel valued and supported by the clinic. Your team is the most valuable part of your business. Show them off to your clients by featuring them prominently on your website. It’s straightforward: websites with team pages consistently outperform those without.
Why This Matters
An effective “About Us” page serves multiple purposes:
- Customer Engagement: Pet owners want to know who is caring for their pets. This builds trust and personal connection.
- Employee Recognition: Highlighting team members shows that they are valued and integral to the clinic’s success.
A well-crafted team page demonstrates your practice’s ethos, personality, and commitment. Here’s an example from Heritage Animal Clinic that excels in this area:
Case Study: Heritage Animal Clinic
Why It Works:
Mission and Values: The page references the clinic’s mission, values, and vision, creating a cohesive message.
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- The mission statement emphasizes a familial atmosphere, personalized care, and dedication to pets.
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- This mission is consistently reflected in both the written content and visuals on the page.
Team Highlights: Each team member is introduced with a professional photo and a detailed bio.
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- The bios are structured consistently, starting with “Meet” to create a welcoming and personal introduction.
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- Each bio highlights the team member’s background, role, and personal interests, making them relatable to both customers and colleagues.
Consistent Theme: The photos follow a common theme, which enhances the professional look of the page.
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- Each team member is photographed in a warm, welcoming clinic environment, often with a pet, reinforcing the clinic’s focus on personalized care.
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- The cohesive visual theme signals attention to detail and care, which translates to the clinic’s overall image.
Professionalism and Personality: The balance between professional presentation and personal touches showcases the clinic’s commitment to quality care and a supportive work environment.
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- The page’s design and content create a sense of community, making it clear that the clinic values its team members.
Your employees are your most valuable asset, and your website should reflect this. A compelling “About Us” page can significantly enhance both customer and employee engagement. By consistently marketing to your employees, you foster a positive workplace culture that translates into better customer service and overall business success.
Ready to transform your veterinary practice into a vibrant, engaged community? Vetcelerator is here to help you build a brand that truly connects with both your employees and clients. Our expert team provides comprehensive solutions tailored to your specific needs, from recruiting and digital presence to retention and recognition. Join us in elevating your practice to new heights. Contact Vetcelerator today to discover how we can support your growth and success. Let’s make your practice the place where passion and purpose meet.
