How To Attract and Retain Top Nursing Talent
Facing a nursing shortage projected to increase in coming years, hospitals need to know how to hire and retain top talent — and marketing has a key role in this critical objective.
Health care needs in the U.S. are growing rapidly. Baby boomers are aging, and so is the RN workforce, with 50 percent now age 50 or older, according to research published by the American Association of Colleges of Nursing. Moreover, The Health Resources and Services Administration predicts that more than a million registered nurses will reach retirement age within the next 10 to 15 years.
Exacerbating the problem, the nursing shortage creates its own feedback loop: As hospitals begin to experience shortages, quality of work life and job satisfaction begin to decline, causing more nurses to leave the profession.
Hospitals that want to reach — and maintain — high standards of care and drive patient preference must learn how to retain nurses. Here’s how to stand out in a crowded marketplace:
Seek out financial incentive programs in your state. In 2014, the University of Wisconsin announced the state-funded Nurses for Wisconsin initiative, which provides funding opportunities and loan forgiveness to nurse faculty who agree to teach after graduation. Due diligence will uncover similar opportunities that may exist in your state. Financial incentives can be huge motivators to prospective young employees trying to get out from under student debt.
Offer other perks and benefits. If you can’t offer loan forgiveness as a perk in your state, consider other incentives you can tout in your marketing materials. Identify target demographic motivations: Flexible hours? On-site child care? Real opportunities for upward mobility? Don’t underestimate how powerful a supportive company culture can be for nurses deciding which hospital to make their professional home.
For the rest of Selker’s tips, read the full article now: Marketing Hospitals to Nurses
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