Front Desk Digital

It’s no secret that young people live on their phones. Social media isn’t just where they find news and travel tips anymore; it’s also where they’re searching for their next job. According to Shaida Rabie, Director of Marketing at Clinic Accelerator — a coaching company that helps clinic owners scale their business — traditional job sites and recruitment agencies are falling out of favor with new grads. Shaida has helped numerous 7-figure clinics attract the right talent through fresh, strategic marketing, and she’s seeing more and more candidates turn to brands and businesses that speak to them through the platforms they love most.

This means your social media isn’t just for attracting potential patients or clients anymore. It’s becoming a powerful tool to reach future team members as well.

“If you don’t have a good platform or a good presence on those platforms, and the clinic down the street does, it does affect [new grads'] decision making,” Shaida explains.

With this in mind, Shaida shares her top strategies for using social media to catch the attention of Gen Z and Millennial talent.

It may be time for a refresh

Audit your clinic’s Instagram. Would a first-time viewer know why your employees love working there? So many clinics fall back on stock images and graphic-based content rather than showcasing their culture and team. It might feel safe, but it doesn’t show anyone who you are.

“I’ve talked to a lot of clinicians about this,” Shaida shares. “And they’ve said, ‘Yes, this is a red flag to me.’ If they can’t even get their own staff to be involved in the content or be visible, they wonder, ‘Why aren’t they more involved?’”

Shaida recommends swapping the stock photos and graphics for short-form video that allows viewers to step inside your clinic, so to speak. All platforms now push short-form videos, so even if you don’t have many followers, a video can still get a ton of views. It’s an opportunity to grow beyond the people who already follow you.

What should you post? Anything that gives a glimpse into your culture. Capture moments like team events, staff interacting with patients, or fun behind-the-scenes content. Think of an Instagram Reel as a modern job ad that shows, rather than tells, why your clinic is a great place to work. Just make sure your videos have a strong hook to grab attention right away. With attention spans getting shorter, your first few seconds matter most.

The result is a waterfall effect. You’ll attract the kind of practitioners who align with your clinic’s mission and values. And when your team aligns, then bring in clients who resonate with your business as well.

💡 Shaida acknowledges that some staff may be resistant to participating in social media content. She suggests starting with one or two willing team members and letting others join in as they see results.

Keep it simple

The idea of creating social media content can feel overwhelming, but it doesn’t have to be complicated.

“Just document what already happens in your clinic day to day,” Shaida suggests. “If you see one of your practitioners talking to a patient and giving them a high-five, that’s something you could capture. Or if you have a team lunch and go out to a local taco shop, that’s a great opportunity to take a video or take a photo.”

You don’t have to make complex reels with scripts and jump cuts; you can start out small. Check out this reel from @lifeatjaneapp showing a team meetup moment, or this one from @restorationclinic where the staff threw a surprise baby shower for one of their practitioners. These kinds of clips are casual, easy to film, and go a long way in showing the heart of your team.

Your social media is active, but there’s no growth. Now what?

The first question to ask is: how long have you been posting for? Don’t compare your clinic’s page to influencers who have spent years building their content. Shaida advises to think in years, not weeks or months.

If you have been posting for years and you’re not seeing any growth, it’s time to switch it up. Try something different. There’s nothing to lose when your previous content hasn’t been performing well.

“Marketing is throwing things at a wall to see what sticks,” Shaida laughs. “It’s a constant dance between consistency and testing different things.”

Top tips for getting started

Be consistent. So many clinics try social media for a month, then lose steam. Shaida recommends aiming for at least one post per week, but three is more ideal. If you use a clinic management software like Jane, try blocking off content time with the break feature and treat it like any other important appointment. (Learn more about Jane’s scheduling features here)
Stay on-trend. Take a look at what top clinicians in your field are posting: what’s getting the most views? You don’t want to copy anyone, but you can always put your own spin on a fun trend.
Stick to your branding. Do you always use different fonts and different colours? It’s best practice to stick to one or two legible fonts and to choose your brand colours. Experiment with tools like Canva to create consistent posts.
Find collaborators. Show your audience that you’re a part of the community. This also helps with recruitment: Gen Zs and Millennials care about community and seek out jobs to reflect this.
Value first, selling second. Go for value-based posts over sales-based posts. “[If you’re a physiotherapist], do a quick video on three exercises on shoulder pain,” Shaida suggests. “And then maybe have a call to action [at the end]. Instead of having the whole video about coming in to book an appointment, lead with value first.”

Want more insights on building a clinic culture that attracts the right team?

🎧 Listen to Dr. Manju on Radio Front Desk as she shares how she built a workplace that new grads are excited to join. She’s a former clinic owner who now works at Clinic Accelerator alongside Shaida, helping clinics build strong teams and thrive as businesses.
📘 Learn Nicole McCance’s approach to hiring and retention: 5 Steps for Hiring & Scaling Your Dream Team
📚 A helpful little guide for building your team: Jane’s Hiring & Onboarding Handbook