Last year I presented at a number of Practice Managers conferences including the Rural Doctors Practice Manager Conference and The Royal Australian and New Zealand College of Ophthalmologists (RANZCO) Practice Managers Conference.
In the coming months I’ll be speaking at both the Australasian College of Dermatologists Practice Managers Conference and the Royal Australian College of General Practitioners (RACGP) Practice Owners Conference – you can find out more here.
During these sessions, our focus is on Digital First impressions and LinkedIn, which is becoming increasingly relevant for healthcare organisations and professionals.
When you look at the data, nearly 90% of healthcare organisations are now using LinkedIn for recruitment, and healthcare-related content sees around 20% higher engagement than the average across other industries. In the past two years alone, LinkedIn’s healthcare user base has increased by 28%.
As I share in my presentations, for practice managers this presents a great opportunity. LinkedIn is no longer just a corporate platform. It’s a practical, accessible tool for recruiting staff, building your clinic’s reputation, and staying connected to the broader healthcare community.
So why does LinkedIn matter for practice managers in healthcare?
There are a few key areas where it’s making a difference.
First, recruitment.
For many practice managers, finding and retaining the right people continues to be one of the biggest challenges. LinkedIn has become a central hub for healthcare talent, and it’s where many professionals are actively looking or quietly open to new opportunities.
It allows you to move beyond traditional job ads and take a more proactive approach. You can search for candidates based on role, experience, qualifications, and location, and connect directly. At a time when workforce shortages are impacting many areas of healthcare, particularly in regional and rural settings, this broader reach matters.
Importantly, many healthcare professionals are already on LinkedIn because they know that’s where opportunities are shared. Globally, millions of job applications are submitted through the platform each month, and roles are being filled every minute. For practice managers, this creates an opportunity to meet candidates where they already are, rather than waiting for them to come to you.
Second, visibility and trust.
Your LinkedIn presence plays a role in how your practice is perceived. Often, it’s one of the first places people will look, whether that’s a potential employee, a partner, or even a patient doing their own research.
A well-maintained personal profile and a considered company page help build credibility. They give people a sense of who you are, what your practice stands for, and how you operate.
The content you share contributes to that impression. This might include industry updates, insights from your team, community involvement, or highlights of what’s happening within your practice. Over time, this builds a more complete picture of your organisation, beyond what’s on your website.
Trust in healthcare is critical, and it’s increasingly influenced by what people see online. When your presence reflects consistency, professionalism, and genuine insight, it strengthens that trust before any direct interaction takes place.
Third, connection and community.
LinkedIn is also a valuable space for professional connection. Practice managers are often navigating similar challenges, and the platform provides a way to learn from others, share experiences, and stay across what’s happening in the sector.
Connecting with peers, joining relevant groups, and engaging in conversations can open up new ideas and perspectives. It also keeps you visible within your professional community.
There’s also a flow-on effect to how your practice is perceived. When you and your team are active and engaged, it reinforces a sense of professionalism and thought leadership.
So how can practice managers approach LinkedIn in a way that is practical and manageable?
It starts with getting the foundations right.
Your profile and your practice’s LinkedIn page should be up to date, clear, and aligned with how you want to be seen. This doesn’t need to be overly complicated, but it should accurately reflect your role, your values, and your focus.
From there, think about how you’re using LinkedIn for recruitment. Posting roles is one part of it, but it’s also about being visible in between those moments. Sharing updates, highlighting your team, and engaging with others helps build familiarity, which can make a difference when someone is considering their next move.
Content is another key area. Consistency matters more than volume. Sharing relevant, thoughtful content over time helps position your practice as credible and active within the industry. It also gives potential candidates and partners something to connect with.
Finally, engagement.
LinkedIn works best when it’s not just a broadcast platform. Taking the time to comment, respond, and connect with others increases your visibility and strengthens your network. It also makes the experience more human, which is particularly important in healthcare.
LinkedIn has become an important part of how healthcare practices operate. It’s shaping how people find opportunities, how practices are perceived, and how professionals stay connected.
For practice managers, it’s a tool that can support recruitment, strengthen your brand, and build meaningful connections within the industry. And when approached with a clear and practical strategy, it becomes far more than just a profile. It becomes an extension of your practice and the role you play within it.
About the author: Kylie Chown is a LinkedIn Strategist, Trainer and Speaker who works with professionals, practice managers and organisations across Australia and New Zealand to strengthen their digital first impression, visibility and reputation.
Kylie regularly presents at healthcare conferences and events, including practice manager and practice owner forums, where she delivers practical, easy-to-apply strategies for LinkedIn, visibility and digital communication. Her sessions are known for being engaging, relevant and immediately actionable.
To learn more about Kylie’s conference speaking for practice managers visit her website.