Employee videos on Instagram for hospital recruitment – a theoretical approach
(A2025-124912)

AUTHORS

Claudius Thelen, University of Greifswald; Ariane-Tabea Schüller, University of Greifswald

ABSTRACT

The research addresses the pressing shortage of skilled healthcare professionals in German hospitals and explores the strategic use of Instagram recruiting videos to attract physicians. By integrating media richness theory and the SMCR communication model, this theoretical approach highlights the potential of employee-generated video content to create authentic and impactful recruitment campaigns. Key variables such as perceived similarity, framing effects, message structure, and communication frequency are examined through a multi-phase experimental design, targeting medical students at Greifswald University Hospital. Preliminary findings suggest that relatable, well-crafted video messages featuring credible, attractive physicians can enhance viewer engagement, improve the hospital’s image, and increase recruitment success. Future research will refine these insights to optimize digital healthcare recruitment strategies, addressing this critical workforce challenge.