When posting on a nationwide career center, making a rural listing stand out against listings in major cities can pose a challenge. However, rural practices have unique advantages that appeal to doctors of optometry looking for more than just a job—they’re looking for a community, a fulfilling career, and a high quality of life.  We spoke with past AOA President Joe Ellis, O.D., of Benton, Kentucky about how small-town practice owners can make their job listings shine.

1. Emphasize What Makes Your Community Attractive

Your job listing is the perfect opportunity to highlight what makes your community a great place to live and practice. Does your town have beautiful natural features, a low cost of living, or a close-knit community? Are there any attractions within a drivable distance? “Small, rural areas offer a safe environment for raising families,” says Dr. Ellis. “You also don’t have to worry about a busy city commute – I live five minutes from my clinic, so if I get an emergency call at night, I’m there!” Helping job seekers to envision what their lives might be like outside of practice can help draw them to apply.

2. Showcase Career Development Opportunities

Job seekers may not be familiar with the extensive career development opportunities that are available to them in a rural setting, so consider dedicating part of your job listing to outlining the types of patients an OD might see in your practice or to showcase what a typical day might look like. In a rural area, ODs may have more opportunities to practice up to the full scope of what they learned in optometry school than they would in a metropolitan area. “You may be the only accessible eyecare provider in the area, so you have a wide array of practice opportunities, especially in medical eye,” Dr. Ellis advises. “Not only that, but it is easier to get involved in community activities when you are practicing in a rural area. You can get involved in the chamber of commerce or even receive privileges at local hospitals since there are fewer eyecare providers available to take ER and after-hours referrals.”

In discussing the differences in practice opportunities, Dr. Ellis shared the following story from his own practice:

“Several years ago, I hired an associate OD to work in my practice. He was three or four years out of optometry school and had practiced in a larger city at the beginning of his career. It turned out that until he started working in my practice, he never had to perform a foreign body removal on a patient – that’s something I did in my first week of practice!”

3. Mention Patient and Community Relationships

Dr. Ellis also recommends mentioning the relationships an OD can develop with patients and the community as a whole. Metropolitan areas offer patients several different options for eyecare providers, and they may not see the same provider consistently. In a rural area, your practice may be the only accessible office, creating an opportunity to develop lifelong relationships with patients. “When you’re in a rural setting, you garner a lot of respect and trust from the community. You have the opportunity to form strong patient-doctor relationships. I have patients in my practice that I’ve seen for 40 years!”

4. Highlight Competitive Compensation and Benefits

Job seekers may not be aware that many rural practices offer compensation packages that are on par with or even exceed those of practices in large cities. Being transparent about salary and emphasizing additional financial perks, such as student loan repayment assistance, sign-on bonuses, or potential partnership opportunities can help shape an OD’s decision to apply for an opening outside of a major city. Benefits like flexible scheduling, paid time off, and work-life balance are especially appealing to ODs who are looking to escape the hustle and bustle of city life.

It is undeniable that rural practices have much to offer ODs who are looking for a fulfilling career in an exceptional community. Taking the time to showcase the opportunities available in your town and practice is the best way to attract high-quality job seekers.

Ready to hire? AOA members receive 50% off posting packages with the AOAExcel Career Center.