Smile Crew of California: CDA Launches Dental Assistant Recruitment Campaign


The California Dental Association has launched a new recruiting campaign, Smile Crew of California, designed to showcase dental assisting careers and create a pool of qualified candidates to help CDA members looking to fill hundreds of positions. dental assistants.

The campaign targets candidates displaced from service roles with transferable skills and matches them with member dentists who have job openings in their practices.

Even before the COVID-19 pandemic, CDA worked to address the shortage of dental assistants across California. In recent months, the need to recruit dental staff has grown even more prevalent as practice owners recover from massive layoffs and leaves.

While dental offices stabilize and have been able to rehire most of the team members, staff remain well below demand, according to the American Dental Association Health Policy Institute.

“Join the Smile Crew CA” starts this week

The Smile Crew of California initiative kicked off this week with a social media campaign, website, and media placements on Spotify, Pandora, and iHeart Radio. Scheduled to run for 12 weeks, the campaign also features testimonial videos highlighting the day in the life of a dental assistant.

The campaign encourages potential candidates to “join the smile crew CA” and publicizes the dental assistant profession and the employment opportunities that are currently available to candidates looking to advance or re-establish their careers.

These efforts aim to recruit interested candidates by providing:

  • In-depth knowledge of the responsibilities, benefits and growth potential of a dental assistant.
  • Advice on where to find vacancies and how to make a seamless transition to the dental profession through on-the-job training.
  • Resources on how to move up the dental career ladder and create a lifelong profession in dentistry. provides links to vacancies posted on CDA’s all-new Career Center, which provides practice owners and job seekers with an intuitive and easy way to connect through job alerts, personalized profiles, a CV bank and much more.

Visit the CDA Career Center to post job openings in your dental practice and visit the Smile Crew campaign on Facebook and Instagram.

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