With ongoing skills shortages, rising burnout and shifting expectations, the veterinary industry is facing big challenges. Clinics are busy, teams are stretched, and it can be tough to find the time, let alone the right way, to showcase your employer brand.
Yet some vet organisations are cutting through the noise. They are using video to reconnect with their people, attract purpose-driven candidates and show what truly sets their culture apart.
And here’s the best part: you don’t need a big budget or production crew to make it work.
In this blog, we’ll explore how veterinary brands are using authentic video storytelling to reach the right people, highlight real employee experiences and celebrate the impact of the profession, one story at a time.
Veterinary professionals are often drawn to the work for deeply personal reasons. A love of animals, a desire to make a difference, or a commitment to compassionate care. But across Australia, the realities of the job are making it harder to attract and retain great people.
Here’s what many in the industry are navigating:
A tight talent market
Many clinics are experiencing longer hiring timelines, particularly in regional areas. The 2023/24 Veterinarian Workforce Survey found that over a third of vet vacancies take more than 12 months to fill, rising to 55 percent in parts of regional NSW. It’s a challenge, but also a chance for employers to stand out by showing what makes their workplace truly rewarding.
Supporting wellbeing in demanding roles
Veterinary work is incredibly meaningful, but it can also be emotionally intense. Clinics that prioritise flexibility, peer support and open conversations around mental health are seeing the benefits when it comes to retention and engagement, especially for early-career professionals.
Clarifying career progression
Not everyone can see what growth looks like in their role, particularly in smaller clinics where formal pathways may be less visible. Sharing stories of internal movement and development can go a long way in helping people imagine a future with your organisation.
Balancing scale with values
As corporate groups become more common, some professionals are seeking reassurance that a clinic’s culture still reflects the personal, values-led care they’re passionate about. Storytelling helps show how your team brings this to life, no matter the structure behind it.
Today’s veterinary job seekers are looking for:
A purpose-driven, people-first culture
Real stories of growth, mentorship, and team support
Work-life balance that actually exists
A sense of belonging and psychological safety
But scroll most careers sites, and you’ll see vague promises or stock photos — not the kind of content that makes someone pause and say, "That’s where I want to work."
That’s why more employers are turning to video.
Video helps you show — not tell — what life looks like behind the scenes in your clinics. From team lunches to mentorship stories to showcasing what it’s really like on a busy Saturday shift, video gives candidates a sense of what they’re stepping into.
Here’s how forward-thinking vet employers are using it:
The reality? Your team is time-poor and they’re not marketers. You need a way to capture great stories without disrupting day-to-day operations.
That’s where tools like VideoMyJob come in.
With VideoMyJob, vet teams can:
Create campaigns to guide employees through story topics (e.g. "Why I Became a Vet", "Life in Our Clinic", "My Career Growth Journey")
Capture stories on the go from any device with a single link
Auto-brand and edit videos so everything looks sharp and consistent
Bulk upload content into a Story Feed (video library) on your careers site — keeping it fresh, relevant, and discoverable
This means you can collect meaningful, high-quality content from any clinic, any state — and keep your recruitment engine running, without needing video support from other teams or agencies.
Greencross Vets has taken a proactive approach to storytelling, with a dedicated video library that lives on their careers site. Here, potential hires can watch real employees share their journeys — from first-year nurses to seasoned vet surgeons.
The content covers:
What it’s like joining Greencross as a grad
How people have grown their careers internally
Stories that reinforce Greencross’ team culture
These aren’t staged testimonials — they’re real, peer-to-peer insights that spark trust and interest. And because they’re published in one central Story Feed, they’re always visible to the right people at the right time.
View their Story Feed created with VideoMyJob here.
You don’t need a perfect plan or studio crew. You just need stories and an easy way to collect them.
Whether you manage a national network of vet clinics or a single specialist centre, video can help you stand out, build trust, and finally tell the human stories that traditional hiring content misses.
Ready to show future hires what makes your clinic different? Book a demo and discover how easy it can be to scale authentic, effective employee video storytelling.