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Two pretty much identical jobs: same area of the country, similar role responsibilities, similar remuneration, similar business size and structures. Yet, one ad receives 4 quality applicants and the other receives none. Why? Both veterinary practices have clear plans for the future and are investing in their current teams and business to ensure provision of a quality service for clients. Both practices could be a great place to work. However, one of these practices has a reputation as a good employer, the other has none. We don’t mean a bad reputation, simply no reputation- people haven’t heard of them. This was something I would encounter on a weekly basis when working in the defence recruitment sector and it is a very real problem within the veterinary profession. When we discuss marketing within the business, the tendency is to focus our efforts on the client and that is important. However, the scarce resource within the vet profession is not clients, it is employees. The power now lies with the