According to a new survey by AMN Healthcare, the healthcare industry is beginning to take a heightened interest in social media. From just 21% in 2010, 42% of clinicians reported using social media for job searching and networking this year, and 60% of social media-using healthcare professionals have updated their profiles in the same time frame. 1 in 3 clinicians refrains from posting negative content for the sake of their professional image, and 1 in 4 is searching for increased professional connections online.

So why is this increased social media usage important to you as a healthcare employer? These numbers suggest that the healthcare professionals you hire are becoming more professionally-minded on social media—and that means you should be, too.

The survey, which polled more than 87,000 healthcare professionals including nurses, physicians, and pharmacists, found that candidates are mostly using social media to research companies and get a feel for their culture when applying or being considered for a job. This includes searching LinkedIn for updates, watching YouTube videos, reading content posted to Facebook, and so on.

LinkedIn is shown to be the preferred platform for such networking, though Facebook is also occasionally used by these social media-savvy clinicians.  So while we’re working on providing you with the best possible talent, be sure to—if you don’t already—update and stay active on your company’s LinkedIn profile and other social media pages! Simple steps like posting relevant content and updating on company news can go a long way when forging an accurate presence of your organization’s mission, values, and culture. And as we’ve said before, cultivating and representing a strong company culture is a great way to attract and retain top talent.

The following are also excellent ways to amp up your social media presence for both candidates and clients:

• Make important information, such as location and contact information, company values and mission, and company updates available on your platform(s) of choice
• Display professional photos of your organization to give potential candidates a feel for the environment
• Post photos of events and initiatives—for example, a picture and a caption of a charity event your staff partook in
• Create content that shows you care, such as banners promoting good health, and post them where appropriate (such as a Facebook timeline photo)
• Stay active and respond to those who interact with your organization through social media
• Share inspiring stories and enlightening announcements to create a positive image

Of course, these are just some of the many ways you can stand out and paint a full picture of your facility on the web. Get creative and come up with some of your own! If you’re new to the world of social media, consider giving our Social Media Series a read to get started.