Breaking Through The “Follower Count Ceiling” and Why It’s Critical for Job Ad Success Today - ep.254

Network Expansion: How Culture Stories Amplify Beyond Your Reach

Most vet clinics don’t struggle to hire because their roles aren’t appealing. They struggle because the right vets and nurses never see them.

In this episode of Veterinary Voices, Julie South explores network expansion — and why job ads keep clinics trapped under their own follower-count ceiling, while Culture Stories travel through networks clinics can’t access directly.

Julie breaks down how culture stories move differently through social and professional networks, why peer sharing matters more than clinic claims, and how vets and nurses increasingly discover clinics long before a vacancy appears.

This is a conversation about amplification, not reach — and why the clinics that build familiarity while fully staffed aren’t starting from cold when it’s time to hire.

Stay to the end for a simple but uncomfortable question every clinic should be asking about the vets and nurses they’re failing to reach.

In This Episode

00:00 – Introduction and why this episode focuses on network expansion

01:11 – The follower-count ceiling: why clinic posts only reach who already follows you

02:15 – Why job ads can’t travel beyond your own network

02:54 – How culture stories move differently through personal networks

03:58 – Network amplification vs addition and multiplication

04:47 – Why job ads stay locked under limited reach

05:51 – What’s changed: recognition before application

06:46 – Why starting from cold keeps clinics at a disadvantage

07:25 – Trust comes from peer voices, not clinic claims

08:43 – How permanent, shareable culture stories amplify through extended networks

10:07 – Being discovered before recruiting begins

11:51 – The question clinics should be asking instead of “How do we get more reach?”

13:11 – Closing reflections on discovery, familiarity, and network visibility

About Julie South

Julie South is the founder of VetClinicJobs and host of Veterinary Voices.

She works with veterinary clinics that want to move beyond reactive job advertising by showing what working there is really like. Through Culture Storytelling, Julie helps clinics become recognisable across networks — so vets and nurses discover them through people they trust, not just job boards.

Struggling to get results from your job advertisements?
If so, then shining online as a good employer is essential to attracting the types of veterinary professionals who're a perfect cultural fit for your clinic.

The VetClinicJobs job board is the place to post your next job vacancy - to find out more get in touch with Lizzie at VetClinicJobs