By DAVID BERTOLA
dbertola@bizjournals.com | 716-541-1621

When Rebecca Haslinger was hired in September as director of the finance strategic business unit at BlueCross BlueShield of Western New York, it was the culmination of a process that began when she met a recruiter on LinkedIn.

Area health insurers are using sites such as LinkedIn, Facebook, Twitter and YouTube to buoy their communication strategies and to mine for talent.

Haslinger, who has a finance background, said she was contacted by executive recruiter Patti Nardone about a controller position.

"I never thought I'd use LinkedIn to find a job," she said. "I thought it could be an aid, but I didn't think I'd find my next position through LinkedIn."

Nardone, however, said she uses the site all the time. She describes her position as one where she has to identify talent, as opposed to taking a passive role or simply posting an open position to the company's Web site.

"I do searches for director level and above, and use it regularly," she said. "It's one of my top resources. I belong to groups and have networked through them."

The company posts positions through the corporate Facebook page, Nardone said, a practice also employed at Independent Health.

"It's definitely a way people are searching for jobs," said Kathy Hoelscher Glieco, vice president of marketing at Independent Health. She said the company's first foray into using online social networking sites was for recruiting. An internal team of people from marketing, human resources and information technology departments manage the Facebook presence.

Using Twitter to point people to info

And while information about Independent Health Foundation events and TV commercials also find their way to the page, there are some things to keep in mind when posting information there because federal and industry regulations govern what can be said.

Univera Healthcare communications manager Kandis Fuller said the insurer uses Twitter to get information out regarding fact sheets, open positions and community meetings.

"We also use Twitter to promote sponsorships or anything pertinent to our Web site," she said.

Chris Zdanowski, Univera's director of brand communications and product marketing, said a Facebook page is also being created.

"We are testing that, in particlar for the Medicare segment," she said. "We want to make sure we are providing helpful information."

That includes key phone numbers, provider services, fact sheets, recipes and healthy living tips that members might receive in mailings, by attending health fairs or by visiting the company's Web site.

Go where the people are

While that may seem redundant, BlueCross BlueShield's Kerri Garrison said it's not. Instead, it's more about putting information where the people are, namely Facebook and YouTube. Garrison has been with the company 14 years and, as special assistant to the CEO, has oversight of online and media strategies.

"We're embracing it," said Garrison, adding the company has 1,900 Facebook followers since the page was created a year ago. The Facebook page also includes opportunities for members to ask questions of a health coach, an expert who will respond with answers.

Additionally, she said, BlueCross BlueShield has posted videos to YouTube that the company produced itself. They include information about health-care reform and how to quit smoking.

"It's a way to get our message out there and a better way for people to interact with us when time is convenient for them," Garrison said.

Haslinger, meanwhile, said that once Nardone initiated a conversation about the controller position through LinkedIn, the door was open for her to ask questions about the position she ultimately was hired for.

"In a traditional job search, it can become tedious looking at different job Web sites and trying to find a post that suits my skill set and experience," she said. "It was a benefit to have Patti reach out to me and notice my skill set, and it gave me an opportunity."