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Your private practice is suddenly short-staffed, and you’ve accommodated in the short-term by offering employees incentives for working late and taking on more clients than usual.

But you still have holes to fill, and it’s time to get the word out about your open position(s). One way to do this is through advertising.

Don’t confuse advertising with just placing a classified ad in the local newspaper. The internet is chalked full of sites like which will allow you to advertise, sometimes for free, to a wider audience. If a site requires you to pay, weigh the fee structure before you buy to ensure it’s worth the investment.

To narrow your audience a bit, contact local professional associations related to the position(s) you have available. Many of these associations, such as the American Physical Therapy Association (APTA) or American Medical Association (AMA), offer job placement services for their members or, at minimum, feature open positions on their website and in newsletters.

And don’t forget schools. To support their alumni, medical and PT schools have career centers and counselors that can help you get the word out.

Regardless of the avenue you take, crafting your message is critical. It’s a balancing act – you want a message that triggers a response from as many candidates as possible, but you want them to be qualified candidates.

When advertising to a broader audience, be specific about your minimum requirements – licensing, experience, specializations, salary, etc. Include anything that you absolutely need in a candidate, but remain general enough that you attract a good interview pool.

In the meantime, consider that advertising is only one way to learn of and meet qualified candidates. Word of mouth – the use of personal and professional networks – can prove to be more fruitful than advertising. We’ll discuss this in part three of our series.