Mark Topley discusses the surprising key to recruitment and retention, and the importance of considering corporate social responsibility (CSR) when creating your workforce.
These days, what people want from their jobs has changed a lot. This shift has been happening for years, but the pandemic really brought it into focus. In dentistry, just like in many other fields, we’re finding that the old ways of attracting and keeping staff just aren’t cutting it anymore.
The good news? There’s a powerful tool we can use to make our practices more appealing: corporate sustainability and responsibility, or CSR. This is what responsible dentistry is all about.
Now, I know what you might be thinking – CSR sounds like one of those corporate buzzwords that means more work for you and your team. But that’s not the case at all. CSR isn’t about adding extra tasks to your already busy day; it’s about how you choose to run your practice.
It’s about embedding values like ethics, sustainability, and responsibility into everything you do. And the best part? When you do this, you create a workplace that people are genuinely excited to be a part of.
Creating culture
So, why is CSR so important for recruitment and retention? The simple answer is that people today are looking for more from their jobs than just a paycheck. Of course, money matters – especially with the cost of living being what it is – but it’s not the only thing people care about.
In fact, studies have shown that workplace culture, leadership, and opportunities for growth are far more important to employees.
Think about it: when someone feels good about where they work, when they respect their leaders, and when they see a path for personal development, they’re much more likely to stick around. And that’s where CSR comes in. By committing to ethical and sustainable practices, you’re not just ticking a box – you’re creating a culture where people feel valued and motivated.
One of the most interesting pieces of research I’ve come across is from a Harvard Business Review study that found the top reason people stay in their jobs isn’t pay; it’s the culture of the organisation. When people enjoy coming to work, when they feel like they’re part of something positive, they’re happier and more engaged. And who doesn’t want a team like that?
Leading with integrity
But it’s not just about culture. Leadership plays a massive role too. People want to work for someone they respect, someone who cares about them as individuals. If you’re a practice owner or a manager, this is where you can really make a difference.
By leading with integrity and making ethical decisions, you’re setting the tone for the whole practice. And when your team sees that you’re serious about doing the right thing – whether that’s reducing your environmental impact or supporting local communities – they’re more likely to be loyal and motivated.
Making it meaningful
Now, let’s talk about meaningful work. Texas A&M University’s Anthony Klotz has done some fascinating research on why people leave their jobs, and one of his key findings is that people have less tolerance for work that doesn’t bring them meaning.
The pandemic has made us all more aware of how precious our time is, and people are looking for jobs that matter. They want to feel like they’re making a difference, even in small ways.
This is another area where CSR shines. When your practice is committed to ethical and sustainable business practices, it gives your team a sense of purpose. They’re not just doing a job – they’re contributing to something bigger. And that’s incredibly motivating.
Everyone wins
To sum it all up, CSR isn’t just some corporate jargon. It’s a practical, powerful way to create a practice where people want to work. It helps you build a positive culture, lead with integrity, and offer meaningful work – all of which are key to attracting and keeping the best people.
In today’s world, where the competition for talent is fierce, CSR could be the surprising key to setting your practice apart. It’s not just about being profitable – it’s about being responsible, ethical, and sustainable. And when you get that right, everyone wins: your team, your patients, and your practice.
Follow Dentistry.co.uk on Instagram to keep up with all the latest dental news and trends.
