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Branding Matters When It Comes to Nurse Recruitment

By Jennifer Thew RN  
   July 26, 2017

Healthcare leaders need start viewing the nursing workforce through the lens of supply and demand in the marketplace.

There's a tendency to view nursing shortages as cyclical events that come and go. But, nurse leaders may do well to move away from a strict recruitment and retention mindset by applying a more comprehensive approach toward RN supply and demand.  

"We really have to change our thinking from the nursing shortage [being a] cyclic idea to really understanding nursing supply and demand in terms of economic and non-economic factors," said Richard Ridge, PhD, MBA, RN, CENP during his presentation at AONE 2017 in Baltimore.

He is Director of Nursing Innovation at Texas Children's Hospital in Houston, TX.

Ridge acknowledged that the nursing workforce is a major concern for nurse leaders.

"Many of us spend inordinate amounts of time on this issue—developing our workforce, understanding our workforce, preparing our workforce, presenting business plans for FTEs as we move forward trying to meet the needs of our patients," he said.

Drawing on both his own experiences and those of his colleagues, Ridge developed the Relationship-based Nursing Workforce Pipeline Model as a way of assessing and planning nursing workforce needs.

"It's a model that, hopefully, you can look at and try to better conceptualize your own plans," he said. "Nothing here is presented as a recipe; it's really presented more to open up possibilities."

Jennifer Thew, RN, is the senior nursing editor at HealthLeaders.

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