Recruit + Retain

Organizational psychologist Anthony Klotz coined the phrase “The Great Resignation” last May, which applies to today’s staffing challenges facing businesses that is expected to continue through 2022.

Also known as “The Extreme Exodus,” it resulted in a whopping 4 million Americans quitting their jobs in just one month—July—of last year. While hiring is on the rise—with the U.S. Department of Labor reporting the economy added 467,000 jobs in January—employers continue to vie for the diminished pool of workers.

To learn more about the impact of hiring challenges on corporate optometry, and what employers are doing to compete for talent, we spoke with executives at Warby Parker and Shopko Optical.

SMART TOOLS

Companies have been adopting new strategies to fill key positions, and optical is no exception. “The challenge of recruiting and retaining employees is being felt across all industries, including ours,” confirms Shopko Optical chief people officer Cindy Moen.

That’s why at Shopko Optical, current recruiting tools include video messaging and profiles of both new-grad optometrists and seasoned veterans.

“This has allowed us to highlight our unique value proposition in terms of our core values and full-scope optometry practices in much more depth than traditional recruitment methods,” Moen says.

How have they put this combination of video and O.D. profiles into practice?

➤ Video. Peer-to-peer communications are key, like video. “We have a great story, and it’s most meaningful coming from those who are living it every day,” explains Moen. “Several doctors participated in a video presentation about working as part of the Shopko Optical team, which we use with prospective candidates.”

➤ Profiles. Shopko has also partnered with a career education site “where our optometrists have highlighted the benefits of practicing at Shopko Optical,” adds Moen. “We featured [recent] graduates, as well as doctors who have practiced elsewhere before choosing Shopko Optical.”

KEY OPPORTUNITIES

Warby Parker takes a different approach and stresses the variety of avenues a career with the company can take. It’s a message that is reflected in both recruiting and then retaining O.D.s.

Not everyone wants the same career path or is motivated by the same thing, stresses Warby Parker’s Pratil Lal, O.D., senior director, medical + professional affairs. Offering a variety of opportunities and pathways is key to the company’s approach to recruiting and retaining O.D.s.

The draws, explains Dr. Lal, range from “enthusiasm from patients about the brand to the collaborative team structure in each location and our emphasis on social impact. Everything from competitive pay to professional development opportunities related to both optometric and nonclinical topics are part of what gets candidates excited,” he adds.

Development opportunities are key in today’s competitive climate. “Examples,” shares Dr. Lal, “include special projects across other internal teams, testing new equipment, and taking part in annual O.D. team gatherings.”

On a more routine basis, concludes Dr. Lal, “Providing clear and consistent feedback channels is crucial to recruiting and maintaining our team of O.D.s.”

Such strategies will be instrumental to companies competing for the diminished pool of prospects today.