Department of Nursing, Tel Aviv University, Tel Aviv, Israel.
Quality and Patient Safety in Nursing, Clalit Health Services, Petah Tikva, Israel.
Int Nurs Rev. 2015 Sep;62(3):368-76. doi: 10.1111/inr.12178. Epub 2015 Mar 10.
In recent years, much effort has been invested all over the world in nurse recruitment and retention. Issues arising in this context are low job satisfaction, the poor public image of nursing and the reluctance of nurses to promote or market their profession.
This study aimed to examine factors explaining the marketing of the nursing profession by nurses working at a general tertiary medical centre in Israel.
One hundred sixty-nine registered nurses and midwives from five clinical care units completed a structured self-administered questionnaire, measuring (a) professional self-image, (b) job satisfaction, (c) nursing promotional and marketing activity questionnaire, and (d) demographic data.
The mean scores for the promotion of nursing were low. Nurses working in an intensive cardiac care unit demonstrated higher levels of promotional behaviour than nurses from other nursing wards in our study. Nurse managers reported higher levels of nursing promotion activity compared with first-line staff nurses. There was a strong significant correlation between job satisfaction and marketing behaviour. Multiple regression analysis shows that 15% of the variance of promoting the nursing profession was explained by job satisfaction and job position.
Nurses are not inclined to promote or market their profession to the public or to other professions. The policy on the marketing of nursing is inadequate.
A three-level (individual, organizational and national) nursing marketing programme is proposed for implementation by nurse leadership and policy makers. Among proposed steps to improve marketing of the nursing profession are promotion of the image of nursing by the individual nurse in the course of her or his daily activities, formulation and implementation of policies and programmes to promote the image of nursing at the organizational level and drawing up of a long-term programme for promoting or marketing the professional status of nursing at the national level.
近年来，全世界都投入了大量精力来招聘和留住护士。在这方面出现的问题是工作满意度低、护理行业的公众形象不佳以及护士不愿宣传或推销自己的职业。
本研究旨在探讨在以色列一家综合三级医疗中心工作的护士解释推销护理专业的因素。
来自五个临床护理单元的 169 名注册护士和助产士完成了一份结构化的自我管理问卷，测量（a）专业自我形象，（b）工作满意度，（c）护理推广和营销活动问卷，以及（d）人口统计数据。
推广护理的平均得分较低。与我们研究中的其他护理病房的护士相比，在心脏监护病房工作的护士表现出更高水平的推广行为。与一线护士相比，护士长报告的护理推广活动水平更高。工作满意度与营销行为之间存在很强的显著相关性。多元回归分析显示，职业满意度和职业地位解释了护理专业推广的 15%的方差。
护士不倾向于向公众或其他专业人士宣传或推销自己的职业。护理营销政策不足。
建议由护士领导和政策制定者实施一项三级（个人、组织和国家）护理营销方案。为了改善护理职业的营销，可以采取以下措施：个体护士在日常活动中推广护理形象，在组织层面制定和实施推广护理形象的政策和方案，以及制定一项长期的专业地位推广或营销护理的方案。
