HealthLeaders Media January 27, 2026
Table of Contents
Chief Nursing Officers have a unique opportunity to reshape public perception and bolster recruitment through strategic social media engagement.
- In 2023, SSM Health launched a social media influencer program utilizing internal nursing staff.
- The nurse influencers were selected to balance organizational branding with authentic, relatable content.
- CNOs are encouraged to actively participate on social media, even addressing challenging organizational issues.
The nursing profession is facing unprecedented challenges, from staffing shortages to a public image often shaped by sensationalized media portrayals. But what if nurses—and, crucially, their leaders—controlled the narrative? That’s the question driving a growing movement to leverage social media, and it’s a conversation Chief Nursing Officers (CNOs) can no longer afford to ignore. In fact, actively engaging on these platforms is becoming essential for recruitment, workforce communication, and rebuilding trust.
SSM Health’s Influencer Play
In 2023, SSM Health took a bold step, assembling an internal team of social media influencers comprised of nurses. The goal wasn’t simply to polish the organization’s image, but to authentically tell the story of SSM Health and improve communication with its workforce. This initiative aimed to attract potential recruits while simultaneously fostering a stronger sense of community among existing staff.
The selection process for these “nurse influencers” was deliberate. SSM Health sought individuals who could represent the organization’s brand while also connecting with audiences on a personal level and creating genuinely engaging content. It’s a delicate balance, requiring careful consideration of both professional standards and the power of individual voices.
Beyond Recruitment: A Call to Transparency
CNOs shouldn’t view social media solely as a recruitment tool. It’s a platform for open dialogue, a space to address the realities of healthcare, and an opportunity to demonstrate leadership. Avoiding difficult conversations—like staffing pressures or system challenges—can erode trust. Instead, leaders are being urged to embrace transparency and use social media to amplify the voices of nurses on the front lines.
What are the biggest challenges facing nurses today? Staffing shortages, burnout, and a lack of public understanding are consistently cited as major concerns, making authentic storytelling on social media more critical than ever.
The shift requires a mindset change. Social media isn’t just about broadcasting information; it’s about building relationships and fostering a sense of belonging. For CNOs, that means stepping into the conversation, listening to their teams, and actively shaping the future of the nursing profession—one post at a time.
