In the mid-1800s, a Hungarian doctor named Ignaz Semmelweis made a discovery that could have saved countless lives. He realised that if doctors simply washed their hands before assisting with childbirth, maternal deaths dropped dramatically.

The tragedy is that his idea was ignored for years.

It was too simple.

Too small to matter, they thought.

And yet, the invisible particles on their hands were costing lives.

I sometimes think of Semmelweis when I look at the way we handle recruitment in dental practices. We’re dealing with something similar—an often misdiagnosed problem.

Too many practices are pouring time, energy, and thousands of pounds into hiring when the real issue is simpler: we’re not keeping the great people we already have.

Retention Beats Recruitment—Every Time

Just like marketing, where it’s far more expensive to gain a new patient than to retain a loyal one, the same applies to our teams. Yet we forget it.

The stress, the ads, the agency fees, the interviews, the onboarding—and still no guarantee the new person will stay.

In truth, it often costs £10,000 to £30,000 to recruit and settle one new team member. But beyond the money, the real cost is morale. Culture takes another hit. The team gets unsettled. And the cycle continues.

The Real Remedy? It’s a Culture of Retention

We don’t have a recruitment crisis.

We have a retention gap—and it’s built on the everyday experience of being part of the team.

Retention isn’t solved with perks or pay rises. It’s built through five foundations that shape how people feel about coming to work each day:

Share Purpose

People stay when they know what they’re part of—and why it matters.

Every team member needs a clear picture:

• What are we here to do?

• What difference do we make?

• What are we fighting for?

Purpose unites people around something bigger than the next appointment.

Create Culture

Culture isn’t the words on the wall. It’s how things feel, how decisions are made, and how people behave when no one’s watching.

Your job is to shape a culture that feels safe, inspiring, and fair.

Because culture eats strategy for breakfast—and then decides who stays.

Build Trust

Trust isn’t built in grand gestures.

It’s the little things: clear communication, follow-through, consistency.

Your team should never have to guess where they stand or what matters.

Trust is the air they breathe—get it right, and everything grows.

Support and Challenge

Retention thrives when people are stretched and supported in equal measure.

Too much challenge with no support? Burnout.

Too much support with no challenge? Boredom.

High support, high challenge—that’s the sweet spot.

That’s how people grow and stay.

Delegate Authority, Not Just Tasks

Delegation isn’t about offloading jobs.

It’s about handing over ownership.

When people are trusted with decisions—not just duties—they rise.

They stop being passengers and start becoming leaders.

These five areas are your daily dose of retention.

They don’t require more hours—just more intention.

And the question is simple:

Are you creating the kind of team culture people are proud to be part of?

If not, it’s time to start. Because retention isn’t what happens after recruitment—it’s what makes recruitment unnecessary.

Ready to Strengthen Your Team Without Hiring Again?

We’ve created a simple, practical guide to help you strengthen each of the five key areas.

It’s full of actions, and reminders that fit easily into your week.

Download the Retention Guide.

(This is your “handwashing station.” Use it well.)