recruiting insights

The dental industry, particularly the realm of DSOs, stands at a pivotal crossroads regarding branding. The decision to brand or not to brand significantly impacts a DSO’s overall identity and functioning. Whether you’re considering the branding of your DSO or are interested in how branding affects talent acquisition, this discussion provides insights into the multifaceted world of dental management and strategy.

Do you want to learn more about Branded vs. Unbranded DSOs pros and cons? Read this article.

Branded DSOs

Advantages for Recruitment

Recognizable Brand: Branded DSOs often have an advantage in recruiting because potential candidates may already be familiar with the brand. This recognition can attract talent looking for the assurance of an established name.

Consistent Culture: A branded DSO typically follows a consistent culture and values across its practices. This can be a selling point for potential hires who value a uniform organizational culture.

Challenges for Recruitment

High Expectations: Because candidates know the brand, they might have higher expectations regarding compensation, benefits, and career advancement opportunities. Branded DSOs may face pressure to meet these expectations.

Less Local Autonomy: Recruiting for branded DSOs may require finding candidates willing to embrace a more standardized approach, which might limit the local autonomy that some practitioners desire.

Unbranded DSOs

Advantages for Recruitment

Flexibility and Local Appeal: Unbranded DSOs can attract candidates seeking a more localized, community-oriented dental practice. It’s easier to recruit professionals who want to contribute to the unique identity of each practice.

Personalized Culture: Each unbranded practice can develop its culture, which might appeal to professionals looking for a specific work environment.

Challenges for Recruitment

Building Awareness: Unbranded DSOs might need to invest more in recruitment marketing to build awareness and communicate their unique selling points to potential candidates.

Limited Centralized Benefits: Benefits, such as group health insurance or retirement plans, are often less centralized in unbranded DSOs, which can be less appealing to some job seekers.

Do you want to know why is Employee Retention the Key to Success in Dentistry? Learn more here.

When considering the branding approach for your DSO, it’s essential to align your recruiting strategy with your branding decision. For example, branded DSOs should leverage the brand’s recognition in recruitment efforts. In contrast, unbranded DSOs should highlight their practices’ flexibility, local appeal, and personalized culture to attract the right talent. Regardless of your choice, it’s crucial to have a clear recruitment strategy that complements your branding strategy to attract and retain top dental professionals.

About the Author Brittney McDowell

I have worked in a variety of roles within marketing, recruitment, and communications over the last 15 years. Supporting organizations with their recruitment and branding strategy is truly my passion. There is nothing more rewarding than supporting those who prioritize and deeply value their teams and employer brand.

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