Abstract
Healthcare organizations are experiencing an unprecedented shortage of qualified nurses. How can we increase our understanding of how the potential labor pool views the nursing profession and identify recruitment themes to encourage young people and adult career switchers to choose a career in nursing? The authors discuss the results of a study that was conducted to gain a better understanding of the dynamics of career selection among these two target groups and identify what types of communication would motivate young people and career switchers to be drawn to the nursing profession.
"What do you want to be when you grow up?"
Thirty years ago, a significant number of young people would have said, "Nurse." Today, less than 5% of junior high school and high school students in the Boston area say they would consider a career in nursing. 1,2 Already, a serious shortage of nurses is impacting the ability of hospitals, nursing homes, and clinics to provide quality healthcare. A recent article in The Boston Globe reported that 1 in every 10 nursing positions is currently vacant. 3 At the same time, demand for healthcare services is increasing, with more than 70 million people older than 65 years by 2030. 4 The latest studies by the federal government estimate that by the year 2020, the shortfall of nurses nationwide will reach 800,000.5 That's not a shortage. That's a crisis.