Feb
6
Discussion 2: Research in social and new media
February 6, 2026 | Leave a Comment
Working in recruitment for the largest healthcare organization in the Midwest, if my leader said “Monitoring is too expensive” I would explain how reducing monitoring creates higher long-term expenses. As our company recently merged with Atrium (healthcare organization in the Carolinas) it’s crucial to have a strong appearance on all social media platforms for hiring potential clinicians. Chapter 6 emphasizes that monitoring serves as the cornerstone of a social media strategy—it enables us to comprehend performance, pinpoint risks, and link content to business results. In its absence, we are merely speculating rather than strategizing.
Monitoring helps to avoid unnecessary spending by revealing which strategies are ineffective. It also protects the brand from potential crises—since one cannot address issues that were never anticipated. Most importantly, it provides the means to validate ROI. If management seeks to determine the value of social media investments, monitoring is the true method to provide that insight. Rather than discarding monitoring, a more effective strategy would be to optimize tools or modify the workflow. Removing monitoring capabilities prevents informed strategic decision-making, defeating the purpose of a well-considered social media strategy.
Healthcare recruiting has reached a point where social media monitoring is essential for hiring. Clinicians and Physicians spend a great amount of time online (whether it’s attending virtual conferences or research purposes) and their conversations give real insight into what they value in an employer. In a competitive market, the organizations that see digital conversations and engagement will be the one to make quick hires and attract the right talent.
Jan
30
About Emily
January 30, 2026 | 1 Comment
Welcome! My name is Emily Borkowski, and I am thrilled t be a part of this graduate program as I work towards earning my master’s degree in Corporate Communications. I’m passionate about connecting people, building relationships, and creating meaningful experiences – a theme that has followed me throughout my personal and professional journey.
I am an Advanced Clinician Recruiter for Advocate Aurora health, where I focus on hiring highly skilled providers who deliver exceptional care across our healthcare system. Recruiting in healthcare is fast-paced and always evolving. I love the challenge of finding the right talent to support strong patient outcomes and thriving clinical teams. Before entering the healthcare field, I spent several years at Walt Disney World as a Guest Service Leader and Disney College Program Recruiter. Disney is where I developed my passion for service, storytelling, and creating memorable interactions — values I still carry into my work every day.
I am a proud UW-Whitewater Alum and received my bachelor’s degree in Corporate and Health Communications with a minor in Human Resources Management. My undergrad experience shaped so much of who I am — academically, professionally, and personally — and it’s exciting to be returning to the academic world now to deepen my communication expertise.
When I’m not recruiting or studying, you’ll most likely find me moving. I’m an avid runner and a committed Burn Boot Camp member, both of which keep me grounded and energized.
But the role I’m most proud of is being an IVF mom to my daughter, Lilly Mae. My IVF journey taught me resilience, gratitude, and the beauty of community — lessons that influence how I approach leadership, communication, and life as a whole.
As I work toward my master’s degree, I’m excited to strengthen my strategic communication skills, explore new ways to connect with audiences, and grow as a leader. I’m looking forward to learning from all of you and bringing these experiences back into my work within healthcare.