Promoting recruitment by rebranding the image of nursing
evidence and practice    

Promoting recruitment by rebranding the image of nursing

Sheri Price Associate professor, School of Nursing, Dalhousie University, Halifax, Nova Scotia, Canada
Kathleen MacMillan Adjunct professor, School of Nursing, Dalhousie University, Halifax, Nova Scotia, Canada
Christine Awad Master of Nursing student, School of Nursing, Dalhousie University, Halifax, Nova Scotia, Canada
Martha Paynter PhD student, School of Nursing, Dalhousie University, Halifax, Nova Scotia, Canada

Why you should read this article:
  • To understand the factors that can influence people to pursue a career in nursing

  • To identify strategies that could enhance the recruitment of nursing students

  • To recognise methods for improving the image of nursing among the general public

Understanding the factors that can influence people to pursue a career in nursing is essential for healthcare service managers, human resource professionals and nurse educators, particularly given the global shortage of nurses. There is evidence that the public perception of nursing can be negatively influenced by the media and nursing recruitment advertisements, and that this can discourage some people from choosing nursing as a career. At the Dalhousie University in Canada, evidence regarding the career choices of prospective nurses was used to inform a rebranding strategy for the School of Nursing’s recruitment materials. The aim of the rebranding strategy was to present the School of Nursing as a diverse institution that provided a range of career opportunities for its nursing students. This article describes the background and implementation of the rebranding project. It also details how the university’s evidence-based rebranding strategy was designed to positively influence people to choose nursing as a career.

Nursing Standard. doi: 10.7748/ns.2019.e10937

Peer review

This article has been subject to external double-blind peer review and checked for plagiarism using automated software

@be_a_nurse_ca

Correspondence

pricesl@dal.ca

Conflict of interest

None declared

Price S, MacMillan K, Awad C et al (2019) Promoting recruitment by rebranding the image of nursing. Nursing Standard. doi: 10.7748/ns.2019.e10937

Published online: 16 September 2019