LinkedIn launched in 2003, the same year as MySpace (remember that one). Since then, it has remained committed to being a platform for engaging professionals in actions relevant to their business goals.
Initially viewed more as an online CV forum for networking, the social media site has evolved. For healthcare marketing, LinkedIn can be a valuable platform for:
- Building brand and thought leadership
- Communicating information
However, having LinkedIn pages for your hospital, the CEO or other C-suite executives does not mean that it’s part of your marketing strategy.
“‘Build it, and they will come’ only works in the movies. Social media is a ‘Build it, nurture it, engage them and they may come and stay.’” — Seth Godin, author, public speaker, entrepreneur.
In order to get the most of out LinkedIn, execute it as part of your digital strategy. Update, publish and review analytics—just as you do for all digital tactics.
If you haven’t checked out your LinkedIn business or personal page lately, now is a good time to do so. It includes a portfolio of marketing solutions, as well as free courses and certifications, including step-by-step guidelines to running ad campaigns and developing marketing strategy.
One of the newest features is the organic Articles for Pages, which allows for long-form articles. However, it is not intended for promoting brands as much as extending the brand by engaging in conversation on timely and trending news topics.
Recruit With Purpose
After more than a year of sheltering in place and working remotely, employees are ready for something new. Microsoft Work Trend reveals that 41 percent of workers are considering leaving their positions in what is being called the “Great Resignation.”
As you know, healthcare recruitment involves more than posting “We’re hiring.” Job seekers now prioritize passion and purpose over competitive salaries, flexible hours and 401k benefits. They want to love what they’re doing.
For successful recruitment campaigns, LinkedIn suggests showcasing company culture; community involvement; and celebrating employees and giving them a platform to tell their stories. Consider your brand reputation—customers or prospective employees don’t want to do business with companies that treat employees badly.
Build Brand and Thought Leadership
Having a platform to discuss industry trends, share reports or research and present new perspectives on timely topics present your leaders—CEOs, medical directors, physicians and nurses—as resources for credible healthcare information.
Humanize articles even if subjects are scientific. As with all social media content, keep it conversational. Remember, you’re talking with the audience, not at them.
Monitor analytics to know your connections, what topics they’re talking about and start conversations with them. Remember that other brand leaders are also coming here to make business decisions.
Inform Your Audience
Longer form content allows you to connect with audiences in a more personal and authentic way, while being informational.
Let your audience know what’s going on within your organization by sharing such information as:
- Company announcements
- Program updates
- New service line launches
- Community education
- Employee stories
Follow LinkedIn Best Practices
The more active you are and the more frequently you update profiles, the more frequently your information shows up in newsfeeds and notifications of your followers.
Here are a few basic practices for maximizing success on the social network:
- Be Visible. Set accounts to “Public” in the settings and privacy section. You want as many followers and connections as possible on LinkedIn.
- Be Professional. This is a forum for business professionals, so use professional headshots with neutral backgrounds for profile images.
- Upload Background Photos. Since the profile page serves as an online business card, upload a background image that relates to your experience or business. It could even be a graphic with your name and title or your business logo.
- Include Relevant Experience. For individuals, include work experience and highlight career accomplishments and successes that relate to connections you want to make and the field in which you want to be a thought leader.
- Summarize Yourself. Create a brief, personal summary that highlights your skills and expertise. This becomes your elevator pitch.
- Seek Recommendations. Third-party endorsements lend credibility to your profile. Whenever you complete a successful project or receive an award, ask for a recommendation.
As the leading community for professionals to engage with each other and influence business decisions, a solid LinkedIn strategy can maximize digital marketing goals.