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Recruitment of portuguese nurses : a strategic Communication plan for a German clinic

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Resumo:The global shortage of nurses, exacerbated by aging populations and increasing healthcare demands, presents critical challenges for healthcare organisations worldwide. The aim of this project was to develop a strategic communication plan for recruiting Portuguese nurses to a German clinic, ARCUS, a leader in orthopaedic surgery and sports medicine. The plan leverages the strengths of Portuguese nursing education, the socio-economic dynamics and working conditions in Portugal's healthcare sector, and the high employer standards of the ARCUS Clinic in Pforzheim, Germany. Based on a thorough literature review in combination with a quantitative survey, the investigation for effective strategies and tactics for crossnational recruitment was realised as part of the strategic communication plan. First hand empirical data of Portuguese nursing students regarding academic motivation and labour migration preferences allowed the creation of specific Vision, Mission, and Values statements, employer branding and the dissemination of personalised employee value propositions. The resulting messages promote opportunities for education and professional development for young Portuguese nurses and nursing students in Germany. This project provides a framework for European nurse recruitment initiatives and contributes to the research in the broader field of healthcare communication and sustainable recruitment. Furthermore, the project serves as an example for healthcare organisations to enhance employer branding and develop innovative employee value propositions.
Autores principais:Ellerman, Julius Wilhelm
Assunto:Comunicação estratégica Desenvolvimento profissional Employee value proposition Employer branding Escassez global de enfermeiros Global nurse shortage Healthcare recruitment Marca empregadora Professional development Proposta de valor para o colaborador Recrutamento em saúde Strategic communication
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Católica Portuguesa
Idioma:inglês
Origem:Veritati - Repositório Institucional da Universidade Católica Portuguesa

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