LinkedIn is the world’s largest professional network.
You already know that.
More than 433 million people use it to connect — whether it’s finding a job, finding new prospects or building their professional network. But, here’s the thing: The same things that makes LinkedIn such a powerful personal networking tool also make it an incredibly powerful marketing tool for healthcare organizations.
It’s called a Company Page.
And it works. Some 41 percent of LinkedIn users follow Company Pages. Done right, a Company Page can increase brand awareness, promote career opportunities and drive traffic and referrals to your website.
Oil ‘er Up
A well-oiled LinkedIn Company Page allows hospitals, healthcare systems and providers to accomplish a number of strategic marketing objectives, including these:
- Engage followers. A Company Page becomes your organization’s calling card. News, updates, events and relevant content let the world know about your organization and its superlatives.
Connecticut’s Bridgeport Hospital, for example, used its Company Page to share how one of its pediatric hospitalists is working with parents to dramatically reduce their children’s sugar intake. Phoenix Children’s Hospital used its Company Page to break news of a new service that allows families to watch newborns in its neonatal intensive care unit from a phone or tablet.
Action: Use LinkedIn’s Pulse feature to share compelling content related to your industry and your capabilities. You can drive even more engagement using LinkedIn’s Sponsored Content to promote your page.
- Boost search results. Company Pages are search engine friendly. This provides an additional search result for prospective customers or potential employees — one that you can control (unlike results from, say, a physician review site).
Action: Of course, use powerful, keyword-rich sentences in your company description. But also link your Company Page to your website and encourage employees to add it to their own LinkedIn profiles under their current work experience.
Ramp up recruiting
Use the Career tab to interact with millions of passive and active job seekers on LinkedIn.
Action: Post testimonials from employee advocates in the “Employee Spotlight” section.
Measure Your Success
Using LinkedIn’s analytic tools, you can analyze the performance of your Company Page. Identify which posts are driving engagement and learn how your key influencers are interacting with your content.