The Biggest Mistake Clinic Owners Make when Recruiting Gen Z with Shaida Rabie

At the end of the day, the biggest challenge right now in your business is recruitment. Social media should actually be like at the top of your list because that's where we actually look for job opportunities too.

How to get smarter in business and in life. This is the question and I'm on a journey to get you that answer. I'm going to interview the world's top entrepreneurs and deconstruct their winning secrets. Going to talk about everything from marketing, money and living a bucket list life. Rick Lau, Healthcare entrepreneur. I grew and exited my 127 locations in my 30s. Welcome to the Clinic Boss show. Welcome everyone to the Clinic Boss show. Today we got a super special guest. It's Shayda. She's a Gen Z that loves all things social media. And, and yeah, last year, you know, she, she's generated over 3.7 million like views last year and trained over 212 marketing coordinators and right now runs a clinica seller social media service. And I wanna actually just bring on, bring her on board and we just kind of chat. So did I get this right Shayda? Are you a Gen Z or you're a boomer or.

Definitely not a boomer. Yes, I'm Gen Z. So excited to talk more about social media because that's kind of all Gen Z do nowadays.

So I'm curious, you know, you know like, you know we talk a lot about this but you know, so yours Gen Z and how, how would you describe like your friends?

I would say like the difference between Gen Z's and other generations is that we mostly live online. So like I go to Instagram to like see what my friends are up to or talk to my friends. I go to Reddit to like get reviews on things. So I'm using like we use all of these different social platforms to get information versus I feel like older generations would go to like the tv, the news, commercials, newspaper, stuff like that. So I would say all of our information comes from online and that's how we make decisions.

So let's, let's, let's, let's look at like, so what are all the different like like apps or places you go for content? You know, I think you listed a few of them, right?

Yeah, I would say well like finding a job, LinkedIn, Facebook, connecting with friends and family. Instagram, if I want to search about like a product or somewhere I want to visit, like travel to or if I want to talk to my friends, Snapchat is like talking to friends mostly. Yeah, Twitter is like a lot of news stuff. If I'm like, interested in finances, I would go there for like financial news, for example, Reddit. Like if I want a review on a product that's real and I don't want to go to like a blog that the company has created themselves to promote it, I go to Reddit to see like, what people actually think.

So what about Google reviews?

Oh, 100%. Yeah, yeah. So if I'm looking for a restaurant, I'll go into like Google Maps, search the restaurants, and my decision is only based on like the quantity of reviews and then obviously like the rating of the reviews.

Yeah, that's interesting because, you know, like, when, when I look at how my wife, like, searches when we travel, you know, I use Google and Google Maps and Google Reviews. Right. You know, she, she uses like Instagram. Right. So she'll search on Instagram to decide what to do. Right. Based on who she follows. Right. And whether that person is someone that she likes, does that kind of make sense? Like she almost trusts, like what is on Instagram or Tick Tock versus my objective reviews off Google Reviews.

Right, right, right. So you're kind of describing like the influencer, right? So I follow an influencer. They're posting about some city in Europe that they travel to. I see it because I follow them and then I'm like, oh my gosh, I want to go travel there too. So yeah, that's kind of the rise of influencers too. Like, I think most people follow other people and not businesses.

Yeah.

So I think we'll talk about that more too. But yeah, it's interesting. It's, it's kind of like how most people get their information nowadays versus just Googling it on the web.

Yeah. So let's talk about that. Why is it that, like, you know, like, why is it that your generation Gen Zs follow the influencers versus the companies?

Well, I think when you follow a company subconsciously, you're like, okay, I'm going to be sold to. Unless I'm a super fan of that brand. I really don't care to follow companies on social because at the end of the day, we use these platforms to connect with other people in our lives, not to be sold to. Right. So it would take a lot for me to want to go and follow another company because I would think, okay, they're going to sell something to me or promote some service or product to me. And I'm not going to Instagram to be sold to. I'm going to like, entertain myself. Right. Or see my friends and family. So the Intent is different.

Yeah, yeah, no, that's. That's a good point. You know, and so. And then how would you say. Because how would you say, like, a Gen Z differs from a millennial? Or is it very similar, like, in terms of how you guys, like, you know, you know, see life and, And, And. And do online stuff as well?

I feel like it's pretty similar because I think. I mean, these platforms, I think across all generations, they're being used now. The only difference is that Gen Z's grew up with it, so it's very native to us. And it's like, it's natural, right, for millennials. I don't know if it's as natural because it was more when, like, they started using them when they were older, but I don't think there's any, like, huge differences. I think nowadays most people are getting their information from. From these social networks.

Yeah. Wow. Yeah. Yeah, that's. That's super cool. You know, and. And then let's also talk about, like, you know, whether you're a Gen Z or a millennial, like, what is. Like, what are. Like, what do they look. What are, like, what do you think you and your friends are looking for when it comes to, like, like, working or, like, employment, like, working somewhere. Right.

I feel like Gen Z, more than any other generation, is looking for something that aligns with either their passion or, like, their purpose. So I don't really think it's about the money or, like, prestige as much. It's more so, like, am I finding fulfillment in this job versus I feel like back in the day it was like, hey, your job, you just. You go get a paycheck, go home. You don't think about, does it really fulfill me? Like, do I like getting up every day? So I think for us, it's because there's so many options. It feels like now we're like, if we take money away from it, like, what do we actually enjoy doing this work? So it's a lot more about fulfillment, like, in life and also in jobs, I would say.

Yeah. Wow. And because there's also a lot of, like, myths, right? You know, or. Or stereotypes about, like, Gen Z's, and, And in terms of, you know, what would you say some of the. The top ones are?

I would say, like, they're lazy. They are, like, anxious all the time. They, like, can't pick up the phone and call someone. You know what I mean? Like, they're just like, the social anxiety is there. They don't. They're not ambitious. Like, they're lazy. They just spend all the, all of their time on the phone texting. I feel like those are the core ones.

And is that a misconception or we say, like, there's a good generalization.

I feel like it's not like Gen Z isn't that different in that way compared to other generations. I think the difference is now it's so visible. Like you can see influencers who, I don't know, like, they make all this money, don't do much work in some cases, and people talk about that and they're like, oh, that's Gen Z. Everyone in Gen Z is an influencer. All they do is post online and they make money and like they don't want to do anything else. But at the end of the day, that's like 1% or 0.1% of people. I just feel like now it's very visible. So I would, I mean, I'm Gen Z. We've been working together for years and I don't think you would call me lazy. Right, Rick? Like, no, no, there's always exceptions to the rule. So.

So is it, is it an exception or is it more of a stereotype, you think?

I think it's a stereotype.

Okay.

Because I know so many people that have hired Gen Zs who like, they're amazing, like, they're so hardworking. So it's a huge generalization to say that were lazy. Obviously. Of course there's people that fit that, but it's a, it's a percentage. It's not everyone.

Yeah, yeah. You know, it's interesting because, you know, like, you know, we just recently hired another Gen Z, like Des. Right. You know, and she's gonna be listening in this show and she's another good example of like, hey, like she's a hard working, like, you know, and you know, she's a hard working, like ambitions person. So all those stereotypes you talk about, like it actually, I actually don't see that as well. Right. You know, and also like my experience like working with you over the, you know, it's been almost like four years now. Right?

Yeah.

And you defied all the stereotypes, you know, that you could say I had previously, you know, which actually made me like actually want to hire like more of like your generation give you that opportunity versus hiring someone in their 30s or 35s and 40s, you know.

Yeah, yeah. I feel like, especially on the marketing tech side. Right. Because we grew up with this technology. It's native to us. So there's definitely some core strengths that we have.

Yeah. And maybe part of it is that, you know, like that is, I think back to what we talked about is like, you know, whether you're a Gen Z millennial or like a Gen Y', know, you haven't found fulfillment, you know, with your job or you haven't find fulfillment like personally and you know, or you don't like the company you work with, so you're just disengaged. Right. Whether regardless of like what generation you're at, you know, like maybe you don't like the, the boss you work with. Right. You know, or you don't like the type of work that you do or maybe like, you know, you went to school for this and like you studied this, but like there's not those type of opportunities available and you, it's kind of like demotivating. Right? You know. Right, yeah. Or, or I'm even talking about like, you know, or you're like, hey, you know, like life is getting so expensive. Right. And you know, it's also due motivating because you went to school and you like put all this time and energy and you, you racked up like student debt, then you realize, oh my gosh, like depending on where you live, you might have built afford at home, you know, so there's just a lot of these like macro things that also like are part of this experience that this generation has. And it's, it's, it's, it's kind of difficult and hard. Right?

Yeah, I think there is truth to that. Like especially, I mean we're in Canada. It's cost of living is insane in some of these cities. So it's like the, even the idea of owning a house or like all of these milestones are so far out of reach, but at the same time, like there's so much opportunity out there with technology, with the Internet. So yeah, I think it's a great, it's a great time to be like in this generation with the amount of opportunity, but definitely comes with hardships as well with any generation.

Yeah, interesting. So, you know, you work with a lot of clinic owners and you know that there is a crisis right now with hiring clinicians, you know, and a lot of these clinicians coming in school are Gen Z or millennials. Right. And, and so, you know, what would you say are like some of the common mistakes you see right now that owners are making when it comes to recruitment or attracting like, you know, therapists want to work, know from what you're seeing from your perspective, right?

Yeah. So from the perspective of like, the marketing side, I would say the biggest mistake is just not having an online presence that's consistent and up to date and also that's attractive to the younger generations because at the end of the day, people are trying to hire people that are just getting out of school or like, they're in their 20s. And so, like, we kind of talked about we live online. So if I look at your brand online, it doesn't resonate with someone like me who is so familiar with these platforms. Right. Because I think oftentimes most clinics, they kind of think social media is just like, they have to do it, but they don't really see the value in it versus if at the end of the day, the biggest challenge right now in your business is recruitment. Social media should actually be, like, at the top of your list because that's where we actually look for job opportunities too. So it's actually something you should be investing in.

So let's kill that onion. Like, what do you mean by that? Like, let's just say, you know, I finished school, you know? Right. Like, I finished school. I'm looking for a job. You know, like, take me through what a Gen Z or Millennial would actually go through in terms of, like, them looking for a job, you know? Right. You know, like what? Like, you know, like what? Or either looking for a job or researching on a company or doing, like, what would that process look like? Right.

Yeah. So I would say one path is I find a job on Indeed, go to the job ad. See, it's this clinic hiring. My next step would be before I even apply. In most cases, I would, like, do my detective research and look at the clinic's Instagram, Facebook, Google reviews. Basically looking at their digital blueprint to see, do I resonate with the people that work there? Does it look like a fun place to work? Are the patients that put reviews up of the clinic, are they happy? Because I want to work with a clinic that, like, is. Well, like, has a good reputation in the community. So it's kind of like I hear about the job on Indeed, or maybe on LinkedIn and then I go and scour through all of these platforms to see what, like, what content do they put out there, what's important to this company, what are their values, who works there? Like, I would even look at what clinicians are being posted on the, like, Instagram, for example. I would go to those clinicians Instagram accounts to see, like, what are the people that work there? What are their values?

So, so, so, like, when you check out that Clinic's post. Like, they'll, they'll tag one of like, the clinicians working there. So you would, you would also click and check out the clinician as well and then see, like, what they like, like who, who am I potentially working with?

Right, exactly. Who am I going to be spending most of my time with every day? I want to know those things. Right. Are these people that I.

You and all your friends do that?

I definitely do it. I mean, it's like, this is a funny analogy, but if you're dating, you're going to go through all of the blueprint of this person to see who they are. Right? Because I'm going to spend a lot of my time with you. So I think it's no different than choosing where to work. Who are the people I'm going to be working with and how do they, like, portray themselves online? Because you'd be surprised, like, what people post online. Right. That would completely turn you off from wanting to work there.

Okay. Okay. So you're doing all that stuff and then what about checking out their website? Like, how important is checking their website? Or does that not even cross your mind?

Doesn't even cross my mind.

Really?

Yeah. Honestly.

Or is that just you or all your friends are like that?

Do you think most of my friends like, okay, websites? I, I never go to websites for any kind of information.

Yeah.

Which is opposite of what most people think. Because I think websites is what you spend the most money on with your marketing. But for the younger people, like, I go to all the platforms that I usually go to. I very rarely will go to like, a website for even like a product or like a service. I'll just go to Google Maps or something.

This, this is, this is back to that conversation that, you know, like, me and my wife have. You know, I'm old school, so I will do everything on Google, look at the website and read all that stuff, you know, in the reviews. Right. You know, my wife, on the other hand, is just doing all her research through like, social media and like, you know, call it like doing your investigation, detective, or clicking all these, like, people that you trust, you know? Right.

So, yeah, exactly. Like, it's no different if you think about it. I'm going to these platforms to be entertained or to get more information about something. Of course that's what I'm going to use when I'm looking at somewhere I potentially would want to work at. So that's why I would say the biggest mistake clinics make is they put no thought or much effort into their Online presence besides their website and their Google business listing. I think most clinics have that down. But when it comes to social media, there's very few clinics that I see doing a really good job. And the thing is, once you do a really good job, for example, on your, let's say your Instagram, and you have all of these posts highlighting your clinicians, the people that work there, you're celebrating them when they have anniversaries, when they have like personal milestones. You're basically your page is all about the people that work there. Right. When you have that, you can actually use these channels to recruit people. You can skip the step of the job ad. And the more like, the more of your brand that gets out there from the clinic culture standpoint, the more it'll attract other clinicians without even like having to go see a job. Add on, indeed. They'll just DM you saying, hey, like, do you have positions open? Because it looks so fun to work at your clinic? And we see this with like a few community, a few clinics in the clinic accelerator community. Right. They just crush it on the content side. And then Instagram is like their number one way of recruiting clinicians.

Yeah, it's interesting. We see the have and the have nots and the haves when it comes to recruitment and attracting like clinicians working for you. That for the halves, like, you know, the ones that seem to have like an oversubscriber, abundance of like therapists that want to work there typically have a really strong, like social media presence, you know. Right. Like you go in there, like it's fun, like, you know who's working there. Like, it kind of makes you want to be part of that vibe, you know. Right. And then. Yeah, and then, then there's the have nots. Right. You know, and so Shayda, maybe you could talk about the have nots. What, how would you describe, like, how most clinic social media, like, look like, you know, you know, most of the.

Times it's very sporadic. So like there'll be a week where they post every day and then you won't hear from them for like four months. So it's not consistent. And then also it's very like stock photo, stock video based. So there's like, if I go there to their Instagram page, for example, it's a bunch of photos that are not even from the clinic itself.

Yeah.

Because at the end of the day, that does take effort to get photos and videos from the actual clinic. It is easier to just go on Canva and search for a stock photo of someone treating knee pain for sure. But everyone nowadays, they can see right through that. So you're actually shooting yourself in the foot because people are like, hey, you have no content to post from your clinic, so this is what you're resorting to. Like, what are you actually hiding? Why aren't you showing me like the people that work there? Videos from the clinic itself?

You know, that's a quote to like going to a website, you know, and on the website, like, you know, it tells you who works there, but they don't have like a face and they have that like fake like image of like that head.

Yeah, it's like a restaurant. Imagine if a restaurant used a stock photo and not a photo from their actual restaurant. You'd be totally deceived. Right.

That's a good one, you know, or like what's on the menu? And you're like, hey, here is a paella and it's a stock photo.

Stock photo. It's like catfishing people. That's extreme. But like, at the end of the day, I think most clinics do that because again, they don't see the value in like investing the time or effort into it. But it's from a recruitment standpoint and also just from like a community brand standpoint, it's like the most important thing you can do.

Yeah, that's interesting. And then also like when you look at most clinics, like social media, a lot of it is mostly about, you know, like, you know, pushing like getting new patients. Getting new patients, you know, like promote this, promote that. Right. You know, using stock photos. Right. You know, or buy. Or buy this foam roller.

Exactly. Yeah, that's a really good point. Most businesses or clinics, they make their pages all about themselves. So it's like, this is what we offer, this is like our awards, like this is all about us. And at the end of the day, the accounts that do really well, they make it all about them, like the viewer or the followers. So you really need to switch your seat in the car. And instead of making it all about yourself, you have to put yourself in the shoes of the person viewing the content and asking, what do these people really want to see? What would bring them value? And then that's the kind of content you should create. It shouldn't just be sales based content. Always about like yourself in the clinic and the business.

Yeah, yeah. Wow. You know, and we talk a lot about this is that, you know, I think a lot of people look at social media and they say like, social media doesn't work because it doesn't get me new patients. Right. You know, so they don't put a lot of effort into that. Right. You know, and let's be honest, like, it's really hard to actually generate like sales or, or leads off social media, you know, like when you only have amount of accounts. Right. You know, and, and maybe you could talk more about that, Shayta. Right. How, you know, maybe there's a different way of looking at your social media account.

Yeah, I, I mean, like you said, it's really hard. It can be hard to generate like direct sales from social, but it's just, it's also part of the sales cycle, so. And part of the recruitment cycle. And it's a super core step that you don't want to miss because like we said, if I'm looking for a job and I go to your social and I don't see anything that resonates or it's old or it's not consistent, that could be a deal breaker for me. If I go to another clinic and I see that they have like an awesome social media presence. I really resonate with their content. Their clinicians look amazing. I would probably choose that clinic over the clinic that doesn't have a brand like that online. So yes, it's, it's hard maybe initially to generate new patients, but I think people say that because they try it for like three months and they expect all of these leads. But it's not like paid ads. Right. Like you're constantly. I think social media is definitely the long term game and you need to be consistent over a long period of time to see any kind of results. And I mean, we work together. Rick, like on your personal brand. Right. Like it's taken years until we've gotten to the point of like you actually see direct leads or people coming from those platforms. So it does happen, but you need to be consistent with it.

Yeah. And I agree. You know, I think that's the number one mistake I see a lot of, you know, owners have when it comes to their social media is the consistency. Right. You know, and whether they do it or someone else at their clinic does it, like a front desk or a clinician. And, and usually when there's a fire to fight within the biz, a fire, a new fire that explodes within the business, then that consistency of posting out content is not happening anymore. Like they stop, you know, so it's like this start and stop with like posting content, you know, or, or, and so, so that's number one. The second thing that you brought up that was quite Interesting is that, like, I think owners need to look at their social media account not only just for getting new patients and brand awareness and developing trust, but also as a recruitment tool. Right. Is that, you know, you should be investing your social media because, like, any person that you're hiring in the future or any like, you know, like, like the younger generation of clients that will become patients at your clinic, they are Gen Z and millennials, and they 100% are going to, like, search up, like, your website or your social media to see whether they want to come there. Like, you know, who works, like, the exact same process, what you would do, you know, what my wife does when she searches, whether she decides to, like, make a, like a purchase.

Yeah, exactly. So it's no different. Right. And like what you said, even social media plays a role in the recruitment cycle. But same with new patients. If I see a clinic on Google Maps and I'm trying to decide between two because the reviews maybe are super similar, I would 100% go to their Instagram and see what they're doing over there. So it's. Yeah, it also plays a role in the cycle of new patients. For sure.

Yeah. And then I can share what's worked with, like, us on our accounts is that, like, social media for us is to be able to, you know, entertain, you know, create valuable content, you know, and also create trust, you know, and over and distrust. And once they start trusting you, you know, they end up becoming your follower. And one day they may call you and they ask you for help. And that's kind of what I've seen, like, over the years. But the key, developing trust is actually putting really good content out there that entertains, that creates value, but also it, it resonates with them and then. And doing it consistently. Right. So that, like, you're kind of top of mind because there's all these other clinics or all these other companies are doing the exact same thing. Right. And so how do you stay top of mind with, like, whether it's you're the patient or whether it's that person that you want to hire?

You know, you make a really good point. Like, it's not only attracting new people, it's keeping your current people warm. So, like, your current patients, hopefully they're following you. If they're not, that's another thing. Like, we can talk about how do you get all your patients to follow you, but you're also keeping them warm. Right. And giving them value when they're not physically in the clinic so that you are always top of mind and they don't decide to go to, to the clinic next door. So that's a really good point too. You're just constantly keeping people warm.

Yeah, yeah. And I love this, you know, and, and you know, and Shadow, one of our best, like social media paid like campaigns is actually sending paid ads, you know, or offers to people who has already consumed some of our Instagram or social media content. Right. You know, and so if you're going to promote anything, you know, and want to show up within their feed, I find that building a campaign around people who is already familiar with your brand, which means like, you know, like they visited your like website or they visited your social media or they watch some of your stuff and they're engaging yourself now. You know, if you're going to send any paid ads, like, that would be a great way of doing it, right?

Yeah, exactly. You use your organic platforms to test content and when something pops off and you get thousands of views on it, then you use that content for paid ads to target also people that are on those channels. So.

Yeah.

Yeah.

Cool. So let's talk about like, so right now you're working with a lot of owners, right, you know, to manage their social media accounts. Right. And so once you give an idea, like, what should they be posting? Right?

Yeah. I think I really like Gary Vee's mentality over this where you, you document, you don't create. So I would like. I know there's a strategy where you have like the bejeweled phone in the clinic. So you get a phone specific, like this is the phone for the clinic. You get a cool case for it. Whenever someone sees something cool going on in the clinic, they grab the phone and they capture it. So they document it. So instead of thinking like putting a lot of pressure on it and saying, what do I need to create? Just think about like, what do I need to document that happens day to day. So maybe it's just like your staff having lunch or your staff doing like one of like a workshop together or it's like a patient with a, one of the clinicians doing an exercise or it's like your front desk answering the phones. Right. Like there's, I think if you have that mentality of like, what, what are we already doing that I can show? If you go to like events or trade shows or like things in the local community, that's really awesome to show as well. So I would say like having a mix of content that's documented in the clinic and then of course you want to Include clinic culture stuff. So even I see clinics that get like milestone photos from their clinicians. So like if a clinician goes on a huge trip, if they run a marathon, they'll actually get those photos and post them and celebrate the people on their team. So there's so many different types of content, but I think at the end of the day it's really about showing the people that work at your clinic. Because that's why a patient would come and that's why a clinician would want to work there.

Yeah, yeah. So, yeah, showing behind the scenes, document some of the clinic culture stuff. Right? You know?

Yep, exactly.

Yeah. What else? What about like, you know, because I see a lot of clinics also do educational content that's more the how to, how to do this app stuff. Like, so what's a good mix of like, you know, of content that.

The.

Clinic should be creating each week, you think?

Yeah, I like to have like community based content. So because you're a brick and mortar business, like you do want to have content that's based on your local city. Yes. You want to have clinic culture content, educational content. I do think a percentage of your content should be promotional, where you are talking about your clinic and your services and then social proof. Right. Like, how many people have you helped in the community? What awards have you gotten? Like, yes, I think that stuff is important when you're deciding to work there or to go there as a patient. So those are the five buckets that I look at and I try to have like a balance between all of them. Yeah, between like those five.

Okay, and what's your thoughts of like the tone of the tone of voice on the tone of the social media content? You know, like whether it's professional and serious and like medical or is it like, hey, on the other side, like it's fun and memes, you're throwing like funny cats in there as well. Like what, what is, what is. Like, what have you seen? Like works well, you know.

Yes. I would say if you think about it, people are going to these platforms to be entertained, not to be super serious or like sold to. So I always try to keep it fun. Like it really should be fun and entertaining. That being said, of course you have more like some content that's going to be more on the professional side, like educational content, but there's still a way to make it fun. And the accounts that I see blow up. They're the ones that take like a serious concept or idea and they make it super engaging and fun. They don't Keep it serious. So I would say leave the serious stuff for, like, LinkedIn and the other platforms. You want to, like, keep it fun and engaging.

Okay. And. And because I think we hear this a lot with a lot of owners. Right. You know, well, that's not very professional. Right. Like.

I mean, if you want to resonate with people, they don't always want to see your professional side. That's why someone would go to your website. Right. I go to Instagram to see who are, like, what are the people that are on this team or work at this clinic? What do they actually do? Like, what is their personality? Because at the end of the day, something quirky about someone might be the reason I go see them as a clinician, because I also resonate with that. So. Yeah.

Yeah, that's interesting. And. And cats, dogs and kids. Babies seem to do really well. Right?

That's so true. Yeah, we've. We've seen that for sure.

Yeah. What's your thoughts about memes? Is memes something that clinics should be incorporating or not really? That's. That's pushing. Yes.

No, I would do it. I would do it because you would.

Do memes most clinics, you know. Right. Or. Or do they.

Right, right. But I mean, we've seen on your accounts, Darrell's accounts, like, memes get the most views and interaction. And if you scroll through these platforms, most of the content that performs are memes. And it's just like taking. Creating a headline that resonates with people that's tied to your niche. Right. So a hundred percent, I would do that. Yeah.

And then once again, I think there's a strong balance between, like, hey, like, how can you use it and still make it professional so it doesn't, like, upset, like, you know, like, the people that work there, the. You know, and, you know, I think there's a way to do it without still making it professional.

Right, Exactly. Yeah, yeah, yeah, for sure.

Cool. Cool. And then how do you find out what's trending? You know, because I find that with social media, like, you know, if I didn't have you guys helping me, I'll be like, you know, I'll be stuck. It's just constantly changing all the time, you know, and. And it's hard to keep up to date of, like, what's working, what's not. Like, how do. How do. How do you and your team identify what's trending and what. What works, you know, on social media?

Yeah, there's a few websites that I look at. Later.com has a great, like, page on their site where they update it each week to see, like, what are the trending reels. But personally what I do is I just scroll through the platforms and I see myself like, what are the trends that I consistently see on my own feed? And that's how I'll decide what to do.

Okay, cool, cool. Love it. And the last question I just want to wrap up with is that, you know, if you could come up with a list of like 10 things that you shouldn't do on social media. Okay, 10 things. Okay. What would that be? You know, these are 10 things that you should not do.

A lot of things. Okay. Stock photos, stock video, but no stock photos.

Right.

You know, no stock photos. Making it all about yourself. Yeah, making it too graphic based. Like, I do think it should be mostly.

What do you mean graphic based? Like it just looks like a canva.

Like, yeah, like a canva template. Like get rid of that. I would say like not promoting your staff enough. So making it all about yourself. I don't know If I have 10. Those are like the ones off the top of my head. But yeah, I think at the end of the day, like making the content all about yourself and not about like what brings value to other people.

Well, something you talked about, like, it's. It's not fun. There's no emojis. It's too serious. Right. You know. Right, right.

Yeah, exactly.

And I'm going to assume that you should do reels. Like, you know, you should be doing reels and videos. Right? You know, like short form content. Right.

Reels are honestly the biggest opportunity right now. Like YouTube shorts specifically. We've seen this with the Pain Hero account. Like we had a video get 3 million views. We went from like 200 subscribers to 12,000 in a span of like two months. So yeah, YouTube shorts, short form video content. Yeah, exactly.

Yeah. And then what about like, not post, like also like not. Not being in all the platforms. Right?

Yes. I think that's a big one. I would highly recommend having a presence across platforms because different ages, different demographics use different platforms. So if you don't have a TikTok presence, I might not consider your clinic for whatever reason because you guys like, that's my platform of choice being someone younger. And so if I don't see you on there, I just assume maybe you don't have a presence.

So what would you say are the must have platforms then? You know, so Instagram, like what else?

Like, like I would say there's only.

So much you could do. Right. So what would you do?

Yeah. Instagram. I would do YouTube and I would do Tick Tock.

Okay.

So I think Facebook too. Like Facebook for an older demographic I know is still important. It's just the, the amount of reach that you can get is not huge. So I would say those are the. Yeah, LinkedIn is good too. I would say for. From a recruitment standpoint that's really important because that's where like the clinicians definitely live and like look for jobs too. So. Yeah.

And what about X or Twitter or. That's just nice to have.

I think that's nice to have. Yeah.

Okay, so essential, like part of the social media like essential pack is Instagram, YouTube, TikTok, LinkedIn and. And Facebook, Right?

Yes.

Okay.

Yep.

And it sounds like it's really overwhelming, but there's tools that you could just, you know, in one platform you could. Oh, and Google Business Reviews. Right. Google Business Profile. Right.

Google Business Listing. Yeah, Keeping that up to date, running that like a social media channel where you post content to it each week is super important. And ye. Yeah, like there's scheduling tools for you to be able to schedule this content across. There are like slight variations you would make between the platforms. But yeah, like at the end of the day I think one piece of content can go across multiple channels with the right context.

Okay, cool. That was awesome. And so I like to finish up with every single, this question with every single person on the show is if, if you had a thousand dollars to spend, you know, and it's going to generate, you know, you know, like new patients for that clinic the next month, you know, like how would you spend the thousand bucks?

Ooh, I would spend it. This is more time. So let's just equate time to money. But I would spend it shooting short form video and then testing a bunch of video in that month and then using maybe like the best performing real as a paid Facebook or Instagram ad and running that to people that have visited the page.

Okay, cool, good. Thanks for having on the show.

Thanks for having me. That was fun.

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