Ask almost any veterinary practice owner or manager what their biggest challenge is right now, and you’ll likely hear it: “We just can’t find good people.” The shortage of veterinarians, vet nurses, and techs has become the go-to explanation. Industry forums echo with frustration. Jobs sit unfilled for months. Applications are few and far between. And when someone promising does appear, they often vanish just as quickly. The idea that “there’s no one out there” has become a widely accepted truth.

But that truth is incomplete.

While many practices are struggling, others continue to hire well… consistently. They engage with quality applicants, including professionals who weren’t actively looking. And it’s not just luck or geography. These practices operate with a different mindset. They take a whole-of-practice approach to recruitment, one that starts long before a role is even needed or advertised and continues well beyond the contract being signed. They treat recruitment as storytelling – not just what they say, but how they say it, where they say it, and how often. They understand that being a great place to work isn’t enough if no one hears about it in the right way, at the right time.

The encouraging reality is that this approach is entirely within reach. Any practice can shift from reactive hiring to strategic attraction with a fresh mindset, approach and implementation. Great hires don’t just happen… they’re built through consistent actions and intentional moments. The practices that get this right aren’t just filling roles, they’re building a recruitment flywheel for the long haul.

There’s a moment in nearly every veterinary practice where things start to feel tight. Consults are booked solid, weekends are full, the team is stretched, and the idea of growing starts to flicker. It might be a bigger team, more space, or even a second location, but before you dive in, it’s worth pausing to ask… growth toward what?

Not all growth is good growth. Bigger doesn’t always mean better. The smartest practice leaders take time to understand what they truly want, and what kind of growth will support that vision. This isn’t about business plans or budget forecasts (that comes next). This is the groundwork. The real work. Here are seven essential checkpoints to help you figure out whether growth is the right move, the right fit, and the right time…

You’re proud of your veterinary practice. You’ve built a skilled team, your patients thrive, and your clients genuinely value your care. But you’ve probably noticed the market becoming increasingly crowded with well-funded corporate veterinary chains, agile telehealth providers, and ambitious new “de novo” practices appearing regularly. All this competition is making it harder to attract new pet owners and retain your existing client base.

This increasing pressure can quickly impact more than just immediate revenues and profitability. Over time, it can affect the long-term valuation of your practice, which matters significantly when you’re planning for future growth or even considering succession or sale.

The key isn’t simply doing more marketing or spending bigger budgets. Real success comes from clearly understanding who your ideal clients are, connecting authentically with them, finding more just like them, and nurturing relationships that last…