Discussions

Best LinkedIn Company Page Examples?

Posted by Matthew Rehrl @matthewrehrl, Sat, Jun 22 7:58am

There is a nice video on News You Can Use about the LinkedIn Company Page.

I've always thought improving a company’s LinkedIn page (along with the associated website recruiting page) is the lowest hanging financial fruit on most healthcare digital platforms.

Consider this – an average physician may bring in revenue of 1 million dollars per year for the next 10 years; an average advanced care practitioners may bring in 3/4 of a million per year – but, because of decreased salary, might even be more profitable than physicians.

Keep in mind that even if you fill a provider spot a couple of months early, you are bringing in hundreds of thousands of dollars of revenue earlier to your org.

Also keep in mind that for the next ten years the physician shortage is going to grow.

Anyway, I have probably looked at dozens of physician recruiting pages, and I don't think I have ever seen anyone knock it out of the park in healthcare with either LinkedIn or a recruiting page for physicians (my big complaint about recruiting pages is they tend to be designed around the HR and IT department's benefit, not the applicant.)

However, our community does have some superb LinkedIn folks:

@toffenbacher @network @beg9040

Taryn, Brett, Beth – do you have any examples of healthcare orgs which are stellar for physician/advanced care practitioners recruiting you can share?

Do you think LinkedIn should have more of a provider recruiting focus, or general recruiting focus?

Anyone else?

Company pages on social media need constant renovation and updating. It isn't "good enough" to just have one that was created years ago.

They need to be solid, informative, and have the proper flow. One of the weakest "links" for companies on Linkedin is their company page.

REPLY

As someone who runs social media for physician recruitment, I find that it's difficult to balance the different narratives you want to portray so that it's cohesive. You want to advertise openings, but also the excellence, and also your events, and also give advice, and more. It's surprisingly a lot! Currently I'm experimenting with posting with a more branded strategy (eg., focusing on the work of our physicians). It seems to work well with employed physicians as well as candidates.

https://www.linkedin.com/company/the-permanente-medical-group/

REPLY
@oscarguzman

As someone who runs social media for physician recruitment, I find that it's difficult to balance the different narratives you want to portray so that it's cohesive. You want to advertise openings, but also the excellence, and also your events, and also give advice, and more. It's surprisingly a lot! Currently I'm experimenting with posting with a more branded strategy (eg., focusing on the work of our physicians). It seems to work well with employed physicians as well as candidates.

https://www.linkedin.com/company/the-permanente-medical-group/

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Thanks @oscarguzman. Can you tell us more? What stories about your physicians' work seem to resonate most?

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@DanHinmon

Thanks @oscarguzman. Can you tell us more? What stories about your physicians' work seem to resonate most?

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I'm finding that physicians engage with posts that show them what they'll be doing in their career. They, of course, know the typical structure and call times of their specialty. I'm seeing that physicians are more interested in the varied opportunities they'll have in their career — whether it's research, leadership, or recognition. So posts that call-out outstanding research, notable awards, and highlights of our physicians give candidates an insight into what they're career track will look like aside from the standard clinical hours.

An example: https://www.linkedin.com/feed/update/urn:li:activity:6513565292457791488

That being said, being in-house, this is easier since I recruit solely for my organization. This approach doesn't work as well for agency recruiters who may be recruit for several systems and for unique niche positions.

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