Your Brand and Nurse Recruiting

With competition for qualified nurses at an all-time high, it’s important to set yourself apart when nurses begin to consider employment opportunities. Your brand is more than your organization’s logo and tagline; it’s aligning what you want people to think about your company with what people actually think of your company.1

Nurses desire more than a paycheck. They are looking for fulfillment, leadership opportunities, the best technology/tools available, recognition and more. Your brand, which is a culmination of all of the interactions with your organization, will show nurses what to expect from your organization more than an ad or job description. Good nurses who aren’t actively job hunting will not jump ship for a job description, but rather to work for an organization or position that they believe in.

Consider conveying your brand through:

  • Nurses or staff speaking at nursing events to showcase success. A presentation by an expert speaks louder than merely saying your organization leads in expertise.
  • Social media accolades for your nurses and organization that will draw nurses who want to be a part of a successful team.
  • An employee-referral program. “If a nurse is happy somewhere, they will bring three friends with them,” says Jean Schuerer, vice president of advertising for Gannett Healthcare Group.
  • Job descriptions that sell. They should be created with as much thought as a marketing piece. What sets your open position apart from others?
  • Clear communication upfront. There are unfavorable aspects in most open positions, so be direct about mandatory overtime, floating, daily task expectations, etc. Candidates appreciate knowing you understand their concerns and are willing to discuss them upfront, and it helps you identify the most qualified candidates.
  • Imagery of real nurses and staff. Showcasing happy, real nurses and staff conveys a sense of pride about the organization.


Every touch point and Google search of your organization either pushes someone to want to be a part of your organization or pushes them away. Take time to evaluate what your potential candidates see, hear and feel when they interact with your organization. A helpful exercise is to develop a recruiting experience map that enables your to explore the various touch points a candidate might encounter along their path to employment and ensure each touch point communicates your desired brand experience.

Read about a successful nurse recruiting effort with this case study: Effectiveness of Direct Mail & Household IP Targeting

Want to chat more about nurse recruiting? Contact Angela Harless at 918-938-7912 or

1 Jay Baer – Convince & Convert. Author with Amber Naslund of The Now Revolution


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