When a veterinary practice is struggling to attract candidates, it can be tempting to assume that the answer is simply to increase the salary.
While a competitive salary is undoubtedly important, it is rarely the only factor influencing a veterinary professional's decision about their next career move.
Today's candidates are looking at the bigger picture. They want to understand what life will actually be like within a practice, what opportunities will be available to them and whether the role fits their personal and professional priorities.
For practices competing for experienced Veterinary Surgeons, RVNs and other skilled professionals, understanding what candidates really value can make a significant difference to both attraction and retention.
1. A competitive and transparent package
Salary remains an important part of any job offer, but candidates increasingly look at the overall package rather than the headline figure alone.
Benefits such as CPD allowances, additional annual leave, professional development, pension contributions, enhanced parental leave, paid memberships and flexible working can all contribute to the attractiveness of a role.
It is also important that the salary advertised accurately reflects the experience and responsibilities required.
A vague salary range or a package that does not appear competitive with the responsibilities of the role can result in candidates looking elsewhere before they even make contact.
2. A genuine work-life balance
Work-life balance continues to be an important consideration for veterinary professionals.
However, what this means can differ significantly between individuals.
For one candidate, it may mean a four-day working week. For another, it could mean predictable rotas, fewer weekends, no out-of-hours work or the ability to work part-time.
Practices should therefore be clear about what their working patterns actually look like.
If a role offers a four-day week, clearly explain the hours. If there are weekend requirements, be upfront about how frequently they occur. Transparency at the beginning of the recruitment process helps candidates assess whether the opportunity genuinely works for them.
3. A supportive practice culture
Culture can be difficult to communicate in a job advert, but it can be one of the biggest influences on a candidate's decision.
Veterinary professionals want to know that they will be joining a team where they feel supported, respected and valued.
Candidates will often look beyond the role itself and consider:
How approachable are the senior team?
Is there good communication between colleagues?
Will they have someone to turn to for clinical support?
How are mistakes and challenges handled?
Does the practice encourage teamwork?
Is there a positive atmosphere?
The interview and practice visit are particularly important here. Candidates are assessing the practice just as much as the practice is assessing them.
4. Opportunities for progression
Not every veterinary professional wants to become a Clinical Director or practice owner, but most people want to feel that they can continue developing.
This could mean access to certificates and CPD, developing a particular clinical interest, taking on additional responsibilities or progressing into a leadership role.
For experienced Veterinary Surgeons, opportunities to develop their clinical skills or take greater ownership of an area of the practice can be particularly attractive.
Practices should consider what progression could look like for someone joining their team and communicate this clearly during recruitment.
5. The ability to provide excellent patient care
One of the most important things to many veterinary professionals is being able to do their job properly.
Candidates want to know whether they will have sufficient time with clients and patients, access to appropriate equipment and the support of colleagues when cases become more complex.
A role may offer an excellent salary, but if a candidate feels they will be under constant pressure or unable to deliver the standard of care they expect, they may ultimately look elsewhere.
Being able to demonstrate how your practice supports high standards of clinical care can therefore be a powerful recruitment tool.
6. Flexibility and individual needs
There is no single profile of the "ideal" veterinary candidate.
Some professionals may be looking for full-time work and career progression, while others may prioritise part-time hours, flexible working or a predictable rota.
Practices that can offer some flexibility may therefore have access to a wider pool of potential candidates.
This does not mean every practice needs to accommodate every request. Instead, it is worth considering where there may be room for flexibility and communicating this clearly.
Sometimes a relatively small change to working arrangements can make the difference between a candidate progressing with an application or deciding that a role is not suitable.
7. A clear and honest recruitment process
The candidate experience starts long before an offer is made.
A lengthy application process, delayed communication or uncertainty around the role can quickly cause candidates to lose interest, particularly when they may be considering multiple opportunities.
Practices should aim to make the recruitment process straightforward and keep candidates informed at each stage.
It is also important that the role described at interview matches the role they were originally attracted to.
If the advert describes one working pattern, salary or set of responsibilities but these change during the recruitment process, candidates may question whether the opportunity is right for them.
8. What makes your practice different?
Perhaps the most important question for practices to ask themselves is:
Why would a veterinary professional choose us?
Every practice has something that makes it different, whether that is its team, location, clinical facilities, independence, approach to patient care, leadership structure or opportunities for development.
However, practices cannot assume candidates will automatically recognise these strengths.
Your recruitment advertising should clearly communicate what makes the opportunity appealing.
Instead of simply listing duties and responsibilities, think about what someone joining your team will actually gain from the role.
Recruitment is about more than filling a vacancy
The most successful recruitment campaigns are not simply about finding someone who meets the clinical requirements of a role.
They are about finding someone who can see themselves building a career within the practice.
Salary will always be an important part of that decision, but so are culture, flexibility, development, workload, clinical support and the overall experience of working for the practice.
For practices looking to attract high-quality veterinary professionals, taking the time to understand what candidates value — and communicating those benefits clearly — can make a significant difference.
At Vetted Recruitment, we speak to veterinary professionals every day about what they are looking for in their next role. This insight allows us to help practices understand how their opportunities are likely to be perceived by candidates and where they can strengthen their recruitment approach.
If you are finding it difficult to attract the right Veterinary Surgeon, RVN or veterinary professional, we'd be happy to discuss your requirements and help you understand what candidates are looking for in today's market. Contactus@vettedrecruitment.co.uk today!