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Image and message: Recruiting the right nurses for the profession. A qualitative study.

Anthony Tuckett1, Hyein Kim2, Jihye Huh2

  • 1The University of Queensland, School of Nursing, Midwifery and Social Work, Level 3, Chamberlain Building, St Lucia Campus, St Lucia, Queensland 4072, Australia; Yonsei University Health System, College of Nursing, 50 Yonsei-ro, Seodaemun-gu, Seoul 120-752, Republic of Korea.

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PubMed
Summary

New nurses suggest recruitment posters highlight opportunity, rewarding work, and travel to attract high school students. Key images include care, opportunity, and technology in nursing roles.

Keywords:
CareerGraduate e-cohortImageNurseRecruitmentThematic analysis

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Area of Science:

  • Nursing and Midwifery Workforce Development
  • Healthcare Recruitment Strategies
  • Professional Messaging in Healthcare

Background:

  • Current recruitment initiatives require updated messaging and imagery to attract high school students to nursing.
  • Perception of registered nursing as a viable lifelong career needs enhancement for younger demographics.

Purpose of the Study:

  • To identify keywords, phrases, and images recommended by early-career nursing professionals for recruitment posters.
  • To encourage school leavers to pursue studies in nursing or midwifery.

Main Methods:

  • Analysis of open-ended responses from the Graduate e-Cohort Study (GeS) Survey 7 (2015).
  • Inclusion of 109 nursing and midwifery graduates from Australia and New Zealand.
  • Thematic analysis of qualitative data.

Main Results:

  • Top recommended messages for recruitment: 'opportunity', 'rewarding', and 'travel'.
  • Key recommended images: 'care', 'opportunity', and 'task, technical, technology and role'.

Conclusions:

  • Study findings offer contemporary messaging and imagery for nurse recruitment posters targeting high school students.
  • Nurse educators should adopt media-savviness, share exemplary practices via social media (e.g., Twitter), and promote nursing workforce achievements.