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The nationwide nursing shortage is making it extremely difficult for all hospitals to recruit RNs. At the same time, hospitals are losing burnt-out RNs to long-term care facilities, while patient loads are driving up demand for RNs beyond the supply of new graduates. Exacerbating this problem is the need to fill gaps with temporary agency nurses, which burdens hospitals with budget debt and further dissatisfied employees.
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Highly skilled RNs living within a hospital's primary service area but working elsewhere. The vast majority of these nurses are not reading classified ads, but they may be dissatisfied at their current position.
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Various hospitals have benefited from results like these:
- Applications more than doubled from the previous year.
- Completed interviews rose by more than 50 percent.
- New RN "Hires" went up by one third.
- "Problem units" no longer hemorrhaging from nurse defections.
- Employee morale improved.
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Embraced BeaconFey's integrated nurse recruitment program to change the way Human Resources approached the challenge. Five-part program worked to:
- Reach "fence sitters"—nurses who were dissatisfied where they worked but were not yet reading the classifieds;
- Install better management systems for responding to and closing applicants;
- Identify problem units to stem the tide of defections;
- Create more meaningful and persuasive recruitment messages and
offers geared to what interviewed nurses tell us they want to hear.
Extensive use of direct mail allows hospital to reach nurses who might not otherwise be looking. Mailers profile specific units and the unit managers, with various offers to make it convenient for nurses to quickly and easily assess the working environment for themselves. Any negative perceptions, such as poor pay or uncertain management, can also be addressed.
Mailers also promote special events designed to get prospective nurses on campus and mingling with the hospital's current staff.
Existing employees are given incentives to help recruit, and the hospital's sales appeal is communicated internally as well so that all employees can sing the same praises.
www.stfrancishealthcare.org
www.stmaryjobs.com
BeaconFey builds powerful, customized websites that enable recruiters to easily post new positions or delete "filled" ones, receive applications online from applicants, and fully track the recruitment process. A hospital jobs website allows prospective nurses to discreetly begin the evaluation process, without being exposed to an environment where competitors are advertising.
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