Social Media Marketing for NSW Health’s LinkedIn presence

Social Media Marketing Strategy and content creation.

A smartphone on a desk displaying the LinkedIn logo

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The context

NSW Health launched a LinkedIn page in 2021 to promote the organisation as a place to work, but it had sat dormant ever since. I was hired as Marketing Manager to bring the page to life, growing its following and driving more job applications.

The approach

Research

My research started before I’d even landed the role. As part of my interview, I created and pitched a LinkedIn strategy built around a clear progression: build brand value, create engagement, then increase applications. It focused on storytelling that showcased the diverse healthcare staff of the Inner West and CBD and the communities they serve.

I studied brands known for great storytelling, such as Airbnb, and noted how NSW Health could achieve similar results. I also reviewed video marketing content to understand what engaged audiences most. Along the way, I discovered the NSW Government’s digital design system, which included on-brand social media templates, and migrated them into Canva for faster, consistent content creation.

Prototyping

With my strategy already in place, I hit the ground running and created two to three weeks of posts early on. At first, I sent each post to my manager by email: the visual, the copy and the reasoning behind it. When NSW Health introduced Hootsuite, I used its preview feature to share mock-ups that looked exactly like the live post, making approvals faster and easier for senior managers.

Testing and learning

After 12 months of consistent posting, I built a complete database of every post, including its copy and format (video, graphic or photo), and used statistical analysis to identify high, typical and low-performing content. One key insight: posts congratulating executive staff on their achievements drove the highest engagement. I fed these findings back into my research and content planning to keep the momentum growing.

The results

  • 5,000 new followers in 12 months
  • 4,300 new job applications in 12 months
  • Transformed a dormant page into an active, data-informed recruitment channel

What I learned

  • Know your audience, then deliver consistently. Discovering what people engage with, and delivering it consistently at a high standard, is what drives growth.
  • Flexibility builds trust. Working across multiple departments taught me how to balance and meet many different stakeholder needs.