Three strategies for recruiting nurses in healthcare organizations

Changing Role of Nurses

Recruitment of new nurses: Three strategies

Despite the recent economic downturn, one segment of the economy still exhibits a strong and growing demand for new workers -- that of the healthcare field. Nurses are needed to fulfill roles once performed by doctors, given recent cost-cutting measures by healthcare organizations. Also, nurses with specialized expertise in certain fields, like gerontology and nutrition have increased the demand for nurses who have additional qualifications, as well as are RNs. To recruit and retain new nurses, human resource divisions at hospitals, doctor's offices, and other healthcare facilities have adopted a variety of innovative and aggressive techniques to encourage new employees to become a part of their organization.

Recruitment method 1: using new media

Using radio and television advertising and the Internet to attract new nurses reflects a shift in recruitment venues. The pros of such methods are that they reach a wide audience -- but perhaps too wide, including individuals out of the commuting or likely relocating distance for the facility. Advertising that is too slick may also alienate rather than attract nurses, and these media are more apt to draw younger, less experienced nurses than older professionals who are more likely to stay for a longer length of time. These methods also may not be effective in reaching nurses -- unlike traditional office workers, nurses do not spend a large portion of their working day surfing the web, or listening to radio on the computer at work.

Deploying email can be more effective if done in a personalized manner. Sending short, customized emails to target candidates who have posted their resume on the web can narrow the target range of a personnel search and increase the candidate's level of interest, according to one healthcare recruitment firm (Healthcare recruiting strategies that work - and others that don't, 2002, MedZilla).

Recruitment method 3: Provide financial incentives

With the changing role of nurses, nurses are asked to perform more duties than ever before. This results in nurses working longer hours and taking on new responsibilities. Recognizing nurses' sacrifices and compensating them accordingly cannot be underestimated. Offering a comprehensive benefits package is probably the most effective recruitment strategy of all. Offering a mandatory seasonal bonus for holiday work, bonuses for night shift work and overtime, and relocation bonuses for hospitals located in remote or underserved locations are all important ways to use financial incentives to acknowledge nurses' additional duties. The recruitment incentives and techniques must suit the demands of the hospital, whether is for specialized nurses, nurses who work eccentric hours, or nurses who are willing to relocate to remote areas. However, 'one off' bonuses such as relocation compensation may be less effective: Money that is consistently given to employees such as generous overtime pay and compensation for additional or more difficult duties is more likely increase retention. As always, retention is another critical aspect of recruitment, given that to reduce recruitment costs and turnover costs, quality employees must be retained.