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I’m 31 years old; you would think that my millennial instincts would naturally kick in here.  Nope. I have my hand in three franchise kickboxing studios and my own chiropractic office.  Facebook without consulting me changed the rules and now traffic to my websites, which generated leads, has slowed way down.  What does that mean? May was a terrible sales month across the board.  It used to be easy.  We would post a picture, video, article, etc to our fan page, decide on a dollar amount, hit the boost button and like magic paid leads are coming through the door.  As it turns out, users of social media want more than paid advertisements coming across their news feed. BUT there are still plenty of customers out there. Whether you’re a lover or hater of social media, that my friend is irrelevant.   Let me give you an example: I’m learning to fly airplanes.  I discovered while on the headset that some frequencies still use Morse code.  My first reaction was are you kidding me? Just because I live in Ohio, do I look like the Wright Brothers? My point being it’s the 21 st century.  Direct mail, phone books, going door to door may have worked in the past but to really build you, your brand and your business for good or for bad, social media is where it is.   If you still don’t believe me, check this out (which I borrowed from     If you get confused like I do, check out my four reasons below on how to become a social media ninja.   Use the platform, Build your Brand   The literal soapbox has now turned into a figurative one. Done correctly, it can be the fastest and easiest way to get your message out there. The cool thing is, when content is done right, users will share content from your website. Think about it like this.  You or someone you hire (like me!) writes a fabulous blog and a user reads it, shares it on their Facebook, Instagram or Pinterest account and before you know it, your content is now being spread organically across several platforms of social media.    Nice but…   Here is the kicker, users now want real content. They want to learn real stuff from real experts like you. Is it possible that all that texting can lead to “texting neck?” Of course we know that, but potential patients don’t.  Your social media platforms build you and your organization as the expert in a certain field (hey chiropractic).  After so many posts of real information, than you can sneak in your first visit special or free examination.   They ask, you Answer   Let’s say the social media gods come together and you put together this amazing infographic, article, blog, etc. and now the post is gaining traction.  You just can’t sit there.  If the people come to you, now is the time to respond.  If they comment, this is the moment you can engage with your audience and create a conversation.  The better the conversation, the more human you become. That leads to number 4.   Be a Human   Social media gets a bad rap for adulterated pictures, fake stories and vapid people so this is your moment to shine. Again posting real content, responding to messages in a sincere way both in your inbox and on your content posts will allow your audience to see the real you. In a world of automation, it’s refreshing to have heartfelt conversations.   If you still don’t believe me how important it is to be posting daily on different social media platforms take a look at this. Over half your prospective patients are on their different social media platforms several times a day.  That means all day, everyday the prospects are out there, but it’s up to us to communicate our messages to them effectively.  Kassandra Schultz D.C
We live in an age where information comes to us in small pieces, like 10 second videos, sound bytes, word bytes, tweets, and pictures.  Whether you are into the social media sphere or you still prefer your reading materials printed as opposed to on a tablet, it doesn’t matter.  If you want a great employee, you are going to need a few things in your job description to win over the roving eyes of young chiropractors.   1.    Know Your Practice & Know Your Style   First order of business is writing a job title.  The job title should be in the style and type of person that would fit well within your practice.  Are you snarky, maybe a little crass or sarcastic? Without going overboard, letting the personality of you and your practice through maybe helpful for finding the perfect candidate.  Here are some examples of more fun and spirited job titles: “Software Ninjaneer,” “Chief People Officer” and “Director of First Impressions.”   Maybe you're more like the professor in Ferris Buehler’s Day Off who is infamous for saying, “Buehler” in the most mundane, monotone voice known to mankind. In that case, something along these lines might be better, “Beetroot Pickling Line Cleaner” or “ClientData and Management Information Co-Ordinator.”   See the difference?   2.    Job Summary and Other Points of Interest   Of course, your snappy job title now needs an energetic job summary and all the details you want to include in your job listing. One way to start the summary is by opening with a strong, attention grabbing statement (remember the attention span of your audience).  It has to be clear, concise, and catchy so your future employee will immediately gravitate towards your post.  Tell the candidate why they should come work for you.  What benefits (besides pay) will they get to enjoy by being employed by you? Do you offer anything unique like nap rooms, day care, time off, flexible hours, pet friendly environments, ice cream Mondays, or casual Fridays? It’s the new millennium and the millennials want to know why working for you will be so special.  Also, in the job summary include your exact location.   3.    Responsibilities, Duties…blah blah blah…   Truthfully, the duties or responsibilities of any given job can be endless.  I think some come inherent to the job.  As an example, will the future associate you are hiring for a chiropractic job see patients? Well, duh of course because that is the whole point of hiring them, so be specific when listing the duties or responsibilities. What kind of patients? Are you a family practice? Do you specialize in sports, geriatrics, OB/Peds? Those are the fun facts that you want to include in the job description. Once you get the candidate in your office for a job interview, then you can bore them with all of the nitty gritty details.    Try to keep your list of qualifications and skills relatively concise.  A good one here to add is if you use a certain adjusting technique.  If your practice is strictly upper cervical, or do you even want an SOT or Activator Doctor to apply? Being upfront with how you want your patients treated is very important.   Kassandra Schultz D.C.    
Finishing up a Doctrine of Chiropractic Degree is no small feat. I think the age-old adage “blood, sweat and tears” could not be more fitting for the years spent in chiropractic school.  I remember entering into my last year excited to be working on patients in the clinic but at the same time, I had this gnawing feeling in my belly knowing that all too soon it would be time to start looking for a job.  Depending on how many State/Country boards you pass, where you live, what you can do (dictated by your country/state), the possibilities are endless.  Buy a practice, start a practice, become an associate, etc. can lead a new graduate down into the rabbit hole of confusion and chaos.  To help avoid the panic of making money following graduation, here are four reasons why if you're living or plan on practicing in the UK, you need to belong to the United Chiropractic Association or the British Chiropractic Association.     1.    You Gotta Keep Learning   In order to know which direction of how you want to practice (which techniques to use), you need to attend seminars.  I know, I know…you study all the time, you haven’t read for fun in years, and you're already sitting in class for a zillion hours a week, but you never know what you may like unless you try it.  My alma mater offered a wide variety of adjusting techniques from full spine, Activator, SOT, Palmer package, and some old school ones too like Toggle Recoil.  I would not have received extra instruction on becoming fully Activator Advanced, having flexion distraction knowledge, or knowledge of getting into a trap muscle with Active Release Stretching if I hadn’t gone to seminars.  The great thing about the UCA or BCA is that they offer a variety of seminars, and it appears that students get a discount. Trust me from experience, take advantage of the student discount.    2.   ChiroBuddy (UCA)   Now this is a great idea!  Doing an internship was given as an option in our last semester of school. The problem was most of us had to already know a doctor in the field and that doctor had to be willing to open their doors to us.  ChiroBuddy is more like a database of already practicing docs who are willing to let students come into their practices and shadow.  Students get the benefit of watching a doctor in action with patients, building relationships with the doctor, and potentially getting a foot in the door for an employment position in the future.     3.   The PRT aka Postgraduate Training Program   After shadowing docs in the field, the next step is to get involved in the PRT.  There are quite a few things that a chiropractor coming right out school might not be aware of or are ready for yet.  I remember my first couple of years in practice were very difficult.  Not only for the reason that I needed to build my patient base, but also because you never know who is going walk through the door and what they may require.  In school, there is always the ability to fall back on a clinic doctor or professor but in real life, the buck stops with you.  I think having a program that allows a recent grad who has all their board certificates the ability to work in a post graduate setting would be immensely helpful.  It’s almost like a halfway house for those just being released from prison.  Sound silly? Trust me, after chiropractic school, it’s going to take a new grad at least one year to feel like a human again.   4.   Landing the Job   The United Chiropractic Association or British Chiropractic Association has a plethora of job listings, some of which even include pay, benefits, what the clinic is like, and which techniques are being used.  If going down the associate doctor path isn’t your style, they have a list of practices for sale or lease.  It’s a wealth of information just like Chiro Recruit. Kassandra Schultz D.C. ​
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