Your Employer Brand Shows What Candidates and Patients See
In an SHCM exclusive Q&A, marketing strategist Cynthia Newton unpacks how review platforms, transparency, and employee engagement reshape health care reputation from the inside out.
// By John Marzano //
In a competitive labor market, health care systems quickly learn that reputation management isn’t just a consumer strategy. Ongoing staff shortages and shifting workforce demographics are now mission-critical for hospitals and health networks to hone recruitment and retention strategies tailored to employees’ needs.
Health care has long focused on the patient experience. But what happens when a prospective employee wants to hear firsthand feedback from employees, not just patients?
Cynthia Newton, President, Cynthia Newton Consulting
Cynthia Newton, president of Cynthia Newton Consulting, a health care marketing expert with 25 years of experience, believes that health care organizations miss some components to connect their brands within their organizations. Recently, she conducted a webinar masterclass and introduced her 2025 Healthcare Employer Brand Index, which included participating health networks and others from around the U.S., to prove her point.
“We have to start with the premise that hospitals and health systems have struggled to connect the employee experience with patient experience,” says Newton. “We’ve mastered patient feedback strategies. It’s time we apply that same rigor to employee reviews.”
Continue reading the full article for insights to help ensure that your employer reputation matches your culture.