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

Abstract

Aim: The aim of this study was to identify the key word(s) or phrases; and key image(s) new to nursing professionals would recommend using in a recruitment poster to encourage school leavers to study nursing or midwifery.

Background: An updated imaging and messaging in the profession is needed in recruitment initiatives targeting high school students to perceive registered nursing as a lifelong career.

Method: Open-ended responses reported through the Graduate e-Cohort Study (GeS) Survey 7 2015, representing 109 nursing and midwifery graduates from Australia and New Zealand. Responses were analysed using thematic analysis.

Results: The top-three messages these new to the profession registered nurses would use to recruit high-school leavers to the profession were 'opportunity', 'rewarding' and 'travel'. The three core images identified were those depicting 'care', 'opportunity' and 'task, technical, technology and role'.

Conclusion: Findings provide a contemporary image and message for a nurse recruitment poster initiative targeting high school students. Nurse educators must become media savvy and media trained; and twitterers telling stories, sharing examples of exemplary practice, education and research; and promoting the achievements of the nursing workforce.