In the digital age, consumerism and social media have transformed many aspects of modern life, including the expectations and behaviors of healthcare workers. With the rise of platforms like Instagram, TikTok, and LinkedIn, alongside a growing consumer-centric mindset, a new generation of healthcare workers—particularly millennials and Gen Z—now expect more dynamic, transparent, and personalized engagement from their employers. This paper explores how these trends influence the relationship between healthcare professionals and their organizations, shifting expectations around workplace culture, career development, and employer support.

Consumerism in Healthcare: A New Paradigm

Consumerism—the expectation for personalized, convenient, and high-quality experiences—saw a significant rise during COVID-19, as millions of people turned to digital engagement, with online shopping alone surging by 25% (Diaz-Gutierrez, Mohammadi-Mavi, Ranjbar, 2023). Traditionally, consumerism in healthcare focused on patients as the primary "customers" of healthcare services. However, this trend has extended to healthcare workers, who now expect a level of engagement and experience similar to what they encounter in consumer industries. From recruitment and onboarding to day-to-day work, newer generations of healthcare professionals seek personalized communication, career progression, and flexibility, mirroring their experiences as consumers in other fields.

This shift has profound implications for healthcare organizations, especially in talent acquisition and retention. Healthcare workers today expect more than just a paycheck; they demand workplace cultures that prioritize wellness, recognition, and transparency, akin to customer service models in tech, retail, and hospitality. Institutions offering benefits like flexible scheduling, mental health resources, and professional development opportunities are more likely to attract and retain top talent, as healthcare workers increasingly weigh these factors when choosing where to work.

The Role of Social Media in Shaping Expectations

Social media plays a significant role in shaping the expectations of healthcare workers. Platforms like LinkedIn allow professionals to showcase their achievements, share experiences, and engage with healthcare employers before even applying for a position. Moreover, social platforms have amplified the visibility of workplace culture, making it easier for potential employees to gain insight into what it’s like to work for a specific employer. As a result, healthcare workers are no longer satisfied with simply being offered a job; they want to see an employer’s commitment to work-life balance, inclusivity, and employee satisfaction reflected in online testimonials, social media posts, and reviews.

Additionally, healthcare professionals increasingly expect two-way communication from their employers via social media channels. Social media has broken down traditional hierarchies, fostering direct interaction between employees and leadership. Nurses, doctors, and other healthcare workers often voice their opinions on platforms like X, Reddit, or TikTok, where posts about work conditions or ethical concerns can go viral. Employers who ignore these conversations or fail to address feedback risk damaging their reputation among potential hires. This transparency, fueled by social media, encourages healthcare employers to be more responsive and proactive in maintaining a positive work environment.

Impact on Workplace Engagement and Retention

With consumerism and social media expectations in mind, healthcare employers face new challenges in fostering engagement and improving retention. Historically, job satisfaction in healthcare has been rooted in professional pride and patient care. However, the newer generation of healthcare workers places equal emphasis on how well their employer supports their career growth, provides work-life balance, and addresses well-being concerns.

Healthcare workers now expect ongoing professional development and recognition, not just during annual reviews but regularly and publicly—much like how influencers and content creators are celebrated online through likes, followers, and comments. Employers are under pressure to create opportunities for continuous learning and upward mobility, as well as to acknowledge individual achievements in modern, engaging ways, outside of the antiquated legacy rewards platforms that have often been underutilized.

Moreover, the demand for flexibility and work-life balance is at an all-time high. The gig economy, with its emphasis on freelance and flexible work, has influenced healthcare workers’ expectations for shift scheduling and remote work opportunities. Employers who offer rigid schedules or lack flexible options are often perceived as outdated or unsupportive, which can contribute to higher turnover rates. A recent study by Koruca, Emek, and Gulmez (2023) trialed a new personalized staff-scheduling method that prioritized work-life balance. The study concluded that innovative models and software can help hospitals offer more flexible schedules while still adhering to policy.

Recruitment Strategies and Employer Branding

Healthcare organizations must adopt new recruitment strategies that align with the consumerist mindset and social media culture of modern healthcare workers. Employer branding has become critical in attracting top talent, requiring healthcare institutions to invest in creating a compelling online presence. Social media campaigns that highlight employee testimonials, workplace diversity, career growth opportunities, and wellness programs are essential in showcasing an organization’s values and appeal.

Recruitment platforms and job boards are also adapting to this shift. Modern healthcare workers expect streamlined, user-friendly application processes and transparency in communication. They seek upfront details about pay, benefits, and support, and will stay engaged as long as the experience remains convenient and rewarding. At a time when the healthcare staffing market is experiencing volatile fluctuations between talent shortages and limited job placements, it is increasingly necessary to adopt innovative recruitment and retention strategies that align with how healthcare workers interact socially and meet their consumer expectations.

New Era: New Solutions

Adni, a tech startup founded by registered nurses, offers an innovative, all-in-one app designed to meet the evolving expectations of modern healthcare workers. The platform creates a gamified social experience where healthcare professionals earn points for every job application and purchase they make, redeemable for free products or discounts in the in-app marketplace. This approach provides a personalized and engaging experience that mirrors the consumer-driven standards healthcare workers have come to expect.

For employers, Adni offers a public-facing, gamified job board that drives lead generation and enhances recruitment. Employers can also white-label the platform to launch automated rewards programs that boost engagement and retention of healthcare talent.

"We are thrilled to partner with Adni, an incredible platform that shares our commitment to supporting and empowering clinicians. Together, we’re able to connect healthcare professionals with exceptional opportunities while ensuring they have the tools and resources they need to thrive. Adni has proven to be an amazing resource for clinicians, and we’re excited to bring our job offerings to such a dynamic and innovative community," said Zach Smith, BSN-RN, Vice President of Brand & Engagement at Stability Healthcare.

As new generations of healthcare professionals enter the workforce with heightened expectations, Adni is redefining recruitment and retention for healthcare employers, offering a win-win solution for healthcare workers seeking new career opportunities and employers aiming to attract and retain top talent.

References

Potluri, R.M., Johnson, S. (2023). Healthcare Consumerism and Implications for Care Delivery. In: Raimi, L., Oreagba, I.A. (eds) Medical Entrepreneurship. Springer, Singapore. https://doi.org/10.1007/978-981-19-6696-5_13

Diaz-Gutierrez JM, Mohammadi-Mavi H, Ranjbari A. (2023). COVID-19 Impacts on Online and In-Store Shopping Behaviors: Why they Happened and Whether they Will Last Post Pandemic. Transp Res Rec. 2023 Mar 17:03611981231155169. doi: 10.1177/03611981231155169. PMCID: PMC10020860.

Koruca, H.İ., Emek, M.S. & Gulmez, E. (2023). Development of a new personalized staff-scheduling method with a work-life balance perspective: case of a hospital. Ann Oper Res 328, 793–820 (2023). https://doi.org/10.1007/s10479-023-05244-2