Branding the nursing profession, counteracting the shortage of skilled workers. Insights for target group-oriented career marketing
Loading...
Authors
Author (Corporation)
Publication date
29.01.2026
Type of student thesis
Course of study
Type
06 - Presentation
Editors
Editor (Corporation)
Supervisor
Parent work
Special issue
DOI of the original publication
Series
Series number
Volume
Issue / Number
Pages / Duration
Patent number
Publisher / Publishing institution
Place of publication / Event location
Olten
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
Occupational branding aims to make nursing an attractive career to recruit and retain staff. Effective branding requires awareness, relevance, and clear differentiation. While campaigns have increased visibility, many rely on (gender) stereotypes. Interviews with 17 nurses (6 men, 11 women) revealed that nursing is often misrepresented as limited to care tasks. Participants highlighted five attractive aspects: diversity and dynamism; challenging, responsible work; meaningfulness; enriching interprofessional collaboration; and advancement opportunities. The presentation links these with gender-inclusive branding strategies to authentically reach new target groups.
Keywords
Nursing, Branding, Occupational Branding
Subject (DDC)
Event
9th International Conference «Work and Health»
Exhibition start date
Exhibition end date
Conference start date
29.01.2026
Conference end date
30.01.2026
Date of the last check
ISBN
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Future Health
Publication status
Review
No peer review
Open access category
License
Citation
Resch, D., & Germann, B. (2026, January 29). Branding the nursing profession, counteracting the shortage of skilled workers. Insights for target group-oriented career marketing. 9th International Conference «Work and Health». https://irf.fhnw.ch/handle/11654/55512