What's Happening?
SSM Health has initiated a novel approach to workforce communication by assembling a team of social media influencers from within its nursing staff. This initiative, launched in 2023, aims to improve recruitment
and storytelling about the organization. The nurse influencers were selected internally to balance the organization's brand with personal engagement, creating content that resonates with both the workforce and the public. Caitlyn Obrock, system director of workforce strategy and scheduling, and Andrea Zimmerman, marketing program manager, emphasize the importance of Chief Nursing Officers (CNOs) engaging with social media to amplify significant voices and stories within their organizations.
Why It's Important?
The integration of social media influencers within healthcare organizations like SSM Health represents a shift in how communication and recruitment are approached in the industry. By leveraging the reach and relatability of social media, healthcare organizations can enhance their public image and attract potential employees. This strategy also allows for more transparent communication, potentially leading to increased trust and engagement from both current and prospective employees. As the healthcare industry faces challenges such as workforce shortages and high turnover rates, innovative communication strategies could play a crucial role in addressing these issues.
What's Next?
As SSM Health continues to develop its social media influencer strategy, other healthcare organizations may observe and potentially adopt similar approaches. The success of this initiative could lead to broader acceptance of social media as a tool for workforce engagement and recruitment in the healthcare sector. Additionally, the role of CNOs and other leaders in navigating and utilizing digital platforms will likely become more prominent, requiring them to develop new skills and strategies to effectively communicate and lead in a digital age.
