Branding the nursing profession, counteracting the shortage of skilled workers. Insights for target group-oriented career marketing

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.