SSM Health leverages social media to influence nursing

With younger nurses engaged in social media, nurse leaders need a social media presence to share content about their hospital and brand, as well as the overall workforce, says Caitlyn Obrock, MBA, RN, system director of workforce strategy and scheduling at SSM Health. The St. Louis-based health system assembled a social media influencer team to recruit nurses while communicating more robustly about SSM Health’s story. The organization selected nurse influencers internally to connect with others and create engaging content. The influencers use short-form video across major social media platforms, and the team follows trends to boost their content on the algorithm. The platforms now have 80,000 followers. Obrock encourages CNOs to address difficult topics and amplify important voices and stories in social media. (HealthLeaders Media article, 1/19/26)