Building reputation to attract new talent: A PR toolkit for GP practices

Across the UK, GP practices are struggling to hire new GPs. Headlines regularly highlight the workforce shortage, yet the paradox is that many newly qualified GPs are still seeking suitable posts. This mismatch reflects deeper issues: funding constraints, rising demand, and challenges with how practices present themselves to potential recruits.

From my perspective in healthcare PR and communications, one part of the solution lies in reputation management. Just as businesses work to become “employers of choice,” GP practices can, and must, take steps to showcase their culture, values, and community impact. By managing their reputation proactively, practices can stand out in a competitive environment and attract the talent they need to thrive.

The recruitment challenge: why GPs are hard to attract

Before looking at solutions, it’s important to acknowledge the scale of the problem.

• Workload pressures: Rising patient lists and administrative demands make GP roles less attractive.

• Funding limits: Practices feel unable to expand posts even when candidates are available.

• Premises and facilities: Many surgeries lack the physical space to add sessions or staff.

• Shifting incentives: National funding schemes often support non-GP roles, leaving practices unable to invest in more GPs.

• Geographic inequalities: Rural and deprived areas are hit hardest, with fewer applicants and greater demand.

These factors combine to create a vicious cycle. Patients perceive long waits and restricted access, which damages a practice’s reputation locally. That perception feeds into recruitment challenges, as potential GPs are understandably cautious about joining a practice under strain.

This is why GP reputation management is no longer a “nice to have”, it’s essential for both patient trust and workforce attraction.

From service provider to employer of choice

Recruitment isn’t just about filling vacancies. It’s about positioning the practice as a place where clinicians want to work and develop their careers. In my experience, PR and communications offer a powerful way to achieve this.

Define and communicate your identity

Every GP practice has a story. Some pride themselves on being deeply rooted in their community, others on innovation, or on training the next generation of doctors. Yet too often this narrative is hidden behind functional websites and dry recruitment adverts.

A clear identity, consistently communicated across your website, NHS Jobs, LinkedIn, and local media, reassures candidates that your practice isn’t just another workplace. It’s a professional home.

Showcase your team and culture

Doctors, nurses, and allied professionals value workplace culture as much as pay. Highlight your commitment to teamwork, flexible working, wellbeing, and professional development. Short videos, blogs, or staff testimonials can bring these values to life.

Demonstrate impact in the community

Reputation grows through stories. Share case studies of patient care, community partnerships, or health initiatives. These not only reassure patients but also appeal to clinicians who want to make a meaningful difference.

A PR toolkit for GP recruitment

To make this practical, here is a step-by-step framework GP practices can use to strengthen their reputation and attract talent.

1. Employer brand development

• Conduct a short staff survey: what do current employees value most about working here?

• Define three key messages: e.g., innovation, community impact, supportive culture.

• Develop a positioning statement: “We are a GP practice where [value] meets [value].”

2. Website optimisation

• Dedicate a Careers section. Include reasons to join, staff testimonials, and clear vacancy listings.

• Make your GP recruitment page SEO-friendly: use keywords such as “GP jobs in [location]” and “join our GP practice.”

• Ensure design and navigation reflect modern standards - a tired website suggests a tired workplace.

3. Content and storytelling

• Publish regular blogs from staff on topics such as teamwork, innovation, or patient care.

• Highlight training opportunities and career progression pathways.

• Share patient success stories (with consent), reinforcing community trust.

4. Social media strategy

• Use LinkedIn to highlight staff achievements and new opportunities.

• Engage in healthcare debates on Twitter/X, showing that your practice is thought-leading.

• Share community events or team photos on Facebook/Instagram to emphasise local connection.

5. Awards and recognition

• Apply for RCGP, NHS England, or local health awards.

• Publicise positive CQC ratings.

• Celebrate milestones - from anniversaries to new initiatives.

6. Managing risks and challenges

• Communicate openly about pressures. If access is limited, share what steps are being taken to improve. Transparency builds trust.

• Have a crisis comms plan in place for patient complaints, negative press, or social media criticism. Managing risks proactively protects reputation and reassures candidates.

Why reputation drives recruitment

Reputation is not abstract, it directly influences recruitment.

• Candidates research practices online. A strong digital presence with positive stories and clear values makes an immediate difference.

• Peer recommendations matter. A GP is more likely to apply where colleagues already speak positively of the culture.

• Community trust feeds into professional pride. Working at a respected practice enhances a clinician’s own professional standing.

In short, reputation management is recruitment strategy.

Key takeaways for GP practices

1. GP reputation management is no longer optional, it’s central to recruitment and retention.

2. Define your identity and employer brand clearly, and communicate it consistently.

3. Use your website, social media, and local media to showcase culture, values, and community impact.

4. Apply for awards and highlight positive CQC ratings to strengthen credibility.

5. Manage risks with openness and a proactive comms plan.

Next Steps for Your Practice

As GPs and practice managers, you already carry a heavy load balancing patient care and operational pressures. But ignoring reputation leaves a gap that directly undermines recruitment.

With the right PR and communications strategy, you can reposition your practice as an employer of choice, stand out in a crowded market, and attract the clinicians you need to deliver sustainable care.

If you want support in developing a bespoke PR toolkit for your practice - from employer brand positioning to crisis comms and recruitment campaigns - I would be delighted to help. At Grey Sergeant PR, I specialise in helping GP practices, PCNs, and ICBs build reputations that attract both patients and talent.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps Primary Care Networks, GP Practises, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com