How to Build Your Company Brand by Hiring for Culture and Engagement

It’s estimated that there will be 20,000 job openings for audiologists in the U.S. by 2028. Unfortunately, there are not enough licensed professionals in the field, audiology programs in the U.S., or students in those programs to keep up with accelerating demand. In fact, there may be more audiologists retiring from the profession over the next decade than entering it.

When you take this dearth of providers and factor in the cost of hiring new employees (an average of $4,000+ per hire), the cost of employee churn (fees paid, human capital involved with the onboarding process, downtime to train), and the damage done to your staff morale and patients’ perception of your practice, the price of failure becomes quite clear.

Ultimately, for your business to be successful, you need to be competitive in identifying, attracting, and hiring top talent. If you don’t hire the best people, your competitors will—it’s a zero-sum game. The upside is that when you get it right and hire the best, you’ll be in a great position to develop the culture you need to take your practice to the next level and become an “Employer of Choice” in the hearing healthcare field.

Hiring for Attitude & Culture

Your “brand” is who you are. It’s reflected to the outside world through the prism of your practice culture. It’s how your community, patients, employees, and competitors perceive you. For better or worse, it’s best reflected by the team you’ve assembled. The good news is that this is all within your control. Should you desire a different culture, a better brand, you can create it. And you do that by hiring the right people.

To define “the right people” in the context of hiring, we should start by reviewing the difference between skills and traits: skills are relatively easy to teach or develop while traits are very difficult to teach or develop. Now consider how you vet and weigh skills and traits when making hiring decisions. Why are skills so important to you and could traits be even more important? Remember: the traits of your employees will rarely change, the collection of traits across your entire staff is your culture, and your culture is what defines your brand.

Researcher Mark Murphy’s three-year “Hiring for Attitude” study of 20,000 new hires at over 300 organizations showed that most “misses” (bad hires) are not due to issues of technical competence (lacking skills), but rather issues around attitude, attributes, and emotional intelligence (traits). Of the 9,200 new hires that failed, the vast majority—81 percent—failed because they didn’t have the right traits for the job, resulting in poor cultural alignment to the organization.

This shouldn’t be a surprise since skills are relatively easy to vet. Did you ever hire an audiologist who didn’t work out? Did they have the skills for the job? Or was it something else that led to their failure—attitude, work ethic, emotional intelligence (EQ)? You need to identify which traits are most important to your organization’s culture and then vet for them during the interview process.

This is my own personal list (feel free to make it yours!):

• Work ethic
• Coachability
• Empathy (EQ)
• Respect
• Self-awareness (EQ)
• Positivity
• Passion
• Energy

It’s not always easy to resist the urge to overvalue skills due to cognitive biases at play. Those same biases can also cause us to minimize the importance of traits when we make hiring decisions. Have you ever described your ideal candidate to a recruiter as someone who can “hit the ground running” because they “have all the required skills” or, one of my favorites, “requires little supervision because I don’t have time to manage them?”

I’ve heard these kinds of statements a lot in my 20+ years as a professional recruiter. And when I do, I know that it says far more about the hiring manager and the organization’s culture than about the candidate they’re seeking. If you have a sound grasp of what’s teachable and are willing to teach it, you’ll stand a much greater chance of hiring the right people and building your best culture. While it may seem like an arduous task to build skills in an employee, remember that it’s almost impossible to build or change traits, attributes, or attitudes.

Building & Maintaining Your Culture

As an owner or practice manager, don’t forget that you play a very important role in building and maintaining your desired workplace culture—you’re required to lead! Be mindful of how you carry yourself and how you interact with your staff and patients. All of your actions and behaviors matter. These are the behaviors that effective leaders exhibit:

• Exude unerring positivity
• Communicate with utmost clarity
• Possess a clear vision and work tirelessly to gain alignment to that vision
• Listen with compassion and empathy
• Build trusting relationships with words and actions
• Express gratitude

You should intentionally engage in these actions, behaviors, and attitudes every day. Great leadership is not accidental!

Becoming and ‘Employer of Choice’

You’ve hired all the right people, they’re all highly engaged, and finally, you have the culture you’ve always wanted and known you deserved. Congratulations! All that’s left to do is maintain the culture you’ve worked so hard to build and solidify yourself as an “Employer of Choice.”

The best way to do this is to first, identify your “brand champions” (i.e., the best of the best, the most engaged of all the engaged). They’re easy to find. Simply look for employees who:

1. genuinely enjoy their job/don’t just do it for the money,
2. look for opportunities to mentor, and
3. demonstrate the behaviors of leaders (see above)

Second, give them additional responsibilities! Any good leader loves a good challenge. When you give these employees opportunities to mentor, encourage them to evangelize your practice through social media, community groups, and professional associations, and hold them accountable, they will value themselves even more, and then they will thrive.

Conclusion

Creating a great culture, one that emphasizes growth and development, will demonstrate your organization’s value to candidates. When you offer opportunities to learn and grow, when you can site real-life examples of employee development, and when you can identify an evangelist within your organization who can speak to your culture of growth, you will then be in a great position to attract additional, like-minded employees.

Practices that utilize CQ’s industry-leading human resources consulting and staffing solutions see incremental increases in revenue and the highest levels of measurable engagement. That’s because our experienced recruiters vet candidates for the highest skill level as well as aligned cultural fit.

Attract Top Talent & Develop the Culture You Desire!