Turn Interest Into Action

By: Elease Caracci
Date: 7/1/2008

Part One

According to a 2006 American Hospital Association survey of hospitals across the United States, the average vacancy rate for RN's in 2005 was about 8.1%. Experts have estimated that this rate will be steadily increasing each year until about 2020 when the shortage is expected to reach its zenith. That's a lot of unfilled shifts. This ever-increasing need is what is fueling the healthcare staffing boom, but how can a healthcare staffing agency compete with hospitals and clinics for these highly sought after candidates when 58% of all hospitals surveyed said that it was harder for them to recruit RN's in 2006 than it was the preceding year? In truth, healthcare staffing firms have much to offer nurses and are able to provide an attractive alternative to the traditional hospital staff position. In this two part article, we will attempt to simplify the recruiting process and provide solid advice about how to maximize your recruiting efforts and increase your healthcare staffing company's ability to recruit and retain quality nursing staff.

One of the contributing factors that might cause a nurse to consider agency work over a staff position at a hospital, is a typical hospital's tendency to address vacancies by placing even more responsibilities on an already overburdened workforce. This common practice seems to actually exacerbate the problem by decreasing morale. Over 49% of hospital administrators surveyed said that the result of these high vacancy rates was "decreased staff satisfaction" and 35% said that "patient satisfaction" suffered as well. An agency nurse, however, has the power of choice on her side. She can be selective in the assignments that she takes on and unlike a staff nurse, can walk if the work environment is not a good fit.

The truth is, that as temporary staff, today's nurses are offered an attractive alternative to a traditional staff position at a hospital or clinic. The high burnout rates and low morale that come along with shortages of staff, actually increase the appeal of a non-traditional career path like travel nursing or per-diem work for today's RN's.

However, in order to achieve any real success with their healthcare recruiting efforts, staffing firms must first understand their target audience.

In a recent survey of nurses conducted by the media giant Gannett, an overall picture of a typical nurse emerged. The average age (51.8 years old) of a registered nurse is increasing in line with the general population. Most RN's are currently employed (38%) and say they are not looking specifically for a change. Of those that are employed, 29% say they are open to change but are not actively seeking new employment and of those, only 2% say they're ready to jump ship immediately. 58% said that they would not relocate for that new position. Only about .8% of those surveyed are unemployed; and in times of economic trouble, this rate dips to nearly negligible levels as once unemployed nurses return to work when layoffs threaten to endanger the status-quo of the home.

It's one thing to understand one's target audience, but actually reaching this slippery demographic is another thing altogether. Recruiting can be a challenge in an environment where most potential candidates are already employed and even those who admit to being interested in a change, say they're not in any hurry to do so. The key is to be able to reach the "passive" candidate and tailor a message that will move them to action. In part two of this series, we'll discuss how then, to tailor a unique message that hits home and truly resonates with nurses.

Look for part two in the Sept/Oct issue of Recruiting & Staffing Solutions Magazine.

By Elease Caracci Vice president of NursingCorp 888-607-1492 ecaracci@nursingcorp.com