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 highlight careers in dental assisting and create a pool of qualified candidates to help CDA members looking to fill hundreds of dental assistant jobs.

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

Even before the COVID-19 pandemic, CDA was working to address the shortage of dental assistants across California. Over the past few months, the need to recruit dental staff has become even more prevalent as practice owners recover from massive layoffs and furloughs.

While dental practices are stabilizing and have been able to rehire most team members, staffing remains well below demand, according to the American Dental Association Health Policy Institute.

“Join the Smile Crew CA” kicks off this week

The Smile Crew of California initiative launched 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 includes testimonial videos highlighting the day in the life of a dental assistant.

The campaign encourages potential candidates to “Join the CA Smile Team” and raises awareness of the dental assisting 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:

  • Detailed knowledge of the responsibilities, benefits and growth potential of a dental assistant.
  • Advice on where to find job openings and how to make a seamless transition into the dental profession through on-the-job training.
  • Resources on how to climb the dental career ladder and create a lifelong dental profession. provides links to job openings posted on CDA’s new Career Center, which offers practice owners and job seekers 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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