CEOs Need to be on LinkedIn: 3 Mistakes to Avoid

Your hospital's CEO needs to be on social media. Here are three mistakes to avoid.

It’s not easy out there and hospital and health system trustworthiness is all the rage (as it should be).

That’s why healthcare executives, particularly CEOs, are increasingly expected to embrace digital platforms like LinkedIn to foster engagement, build credibility, and strengthen their organizations’ reputations.

A robust LinkedIn presence can help leaders share insights, highlight their institution’s achievements, and demonstrate their commitment to healthcare excellence.

However, just as with any other form of communication, there are potential pitfalls that can tarnish a CEO’s online reputation and, by extension, the hospital they represent.

Here are three key mistakes healthcare executives should avoid on LinkedIn, which will ensure they leverage the platform effectively.

1. Neglecting Consistency

LinkedIn is a platform that thrives on active and consistent engagement. CEOs who create profiles but rarely post or engage with content risk missing opportunities to connect with their audience. In the healthcare sector, consistency is particularly crucial because it signals reliability and thought leadership—two qualities patients, employees, and partners value highly.

A study by Hootsuite revealed that consistent social media activity strengthens brand presence and trust among followers​.

When hospital CEOs neglect their LinkedIn presence or engage only sporadically, it can send a message that they are disengaged from the larger healthcare conversation. It’s essential to maintain regular posting—whether it’s sharing relevant articles, updates about the health system, or thought leadership pieces on healthcare trends.

So, what’s the solution here? CEOs should aim to post at least once a week and engage with comments and messages regularly. This keeps their profiles fresh and helps build a community of followers who look to them for insights and information.

2. Sharing Content Without Context or Personalization

Speaking of sharing content, another common mistake CEOs make is sharing articles or posts without providing additional context or personal insights.

LinkedIn is a professional network that thrives on meaningful engagement, not just content distribution. Simply sharing articles without any added commentary or reflection can make a CEO appear disconnected or indifferent.

Healthcare professionals look to leaders for guidance, insights, and opinions. A Sprout Social report found that 64% of consumers want brands (or leaders) to engage with their audience authentically​.

For healthcare executives, adding a personal touch—whether it’s a comment on why a certain healthcare policy matters, or how their hospital is adapting to new medical technologies—can elevate their LinkedIn presence.

When sharing an article, CEO’s should include a brief comment that highlights their thoughts or reactions to the piece. This transforms a simple share into a conversation starter and positions them as thoughtful leaders in their field.

3. Over-Promoting

While LinkedIn is an excellent platform for highlighting a hospital’s achievements and initiatives, CEOs must strike a balance between promoting their organization and showcasing their human side.

Over-promotion—where every post is about awards, accolades, or organizational milestones—can make a profile feel more like a marketing campaign than a genuine leadership presence. Followers may become disengaged if they sense the content is purely promotional.

In fact, Harvard Business Review points out that CEOs who demonstrate authenticity and vulnerability on social media—such as sharing lessons learned from challenges or personal stories about healthcare—are more relatable and trusted​.

By humanizing their hospital or health system and sharing real stories or experiences, CEOs can create a more engaging and trustworthy online persona.

CEOs should blend promotional content with personal reflections, stories from the front lines, or insights about their leadership journey. This balance ensures they remain relatable while also promoting the successes of their institution.

This article was written exclusively for our newsletter, The Buzz. The Buzz is a monthly newsletter that follows all of the top trends in multimedia and social media. Make sure to sign up so you don’t miss out!