Job openings, hiring, and staff retention have been a dominating narrative that is impossible to ignore. Regardless of where you fall on the spectrum, seeking the perfect position at the right company, hiring the appropriate person for the position, or retaining and developing the team you have—the culture of your optical company should be the primary focus.

The overall culture of a business not only plays a critical role in the internal dynamic but also affects everything from the products and services you offer to the relationships you create with patients and customers.

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RELATIONSHIP

A workplace is a melting pot of different personalities. This can benefit your business because it will allow different customer needs to be met. It can also distract when interpersonal relationships get in the way of the job. Defining the core values and mission statement of the business connects everyone.

Create a list of your core values. Make them specific to your business and post them in a prominent place in your shop.

Share your core values and mission statement with your clients on your website. Edit them to begin with “We will...” or “We do…” to show your commitment to executing the values.

A cohesive dress code doesn’t mean employees have to give up their style. Create a dress code and use images of acceptable outfits.

CONNECTION

Creating a connection in your optical between team enthusiasm toward job satisfaction and the sales goals of the business can sometimes be a difficult dichotomy. Framing sales and recall targets as things to strive for and celebrate on a regular basis can be a uniting force.

Plan for success. Have a staff meeting to devise and implement rewards when you hit targets.

Create targets based on more than just numbers. Set conversion goals for new exam patients. Come up with recall and referral goals, and set sales goals by daily, weekly, monthly, and quarterly targets.

Schedule a weekly or daily 10-minute discussion to give updates, share successful techniques between staff, and celebrate success, while avoiding any negativity.

DEVELOPMENT

Unearthing your team members’ interests in developing skills that might not initially appear to fit within their job duties will help create a culture of growth, leading to happier employees. As a team member, use the checklist to come prepared to ask leadership for development support.

Have each team member provide a list of three areas of interest that they have for professional development outside of the optical.

Research workshops, courses, and classes available in your area. Create a list of courses that don’t fall within optical but would bring benefits to the business.

Create a development agreement in which the business can pay for or split the costs of satisfactory class completion, holding both parties accountable.

RECOGNITION

Identifying when a workplace culture is negative and correcting it without casting a negative cloud on the workplace can be done through open and unbiased lines of communication between team members.

Look at the business culture from the patient’s point of view by creating a post-visit survey and emailing it to retail clients and patients.

Read online reviews and comments about your business. Is there a pattern of improvement and/or does a common issue or error stand out?

Print positive reviews and celebrate/reward team members who have been recognized by name.

Design a template on Canva or a design app to share positive reviews on social media and ask followers to comment on their similar experience.