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.