How CNOs are Tackling Nurse Recruitment in 2025

The panel discussion included three key points.

Recruitment needs a reboot

First and foremost, recruitment and retention go hand in hand and are inseparable processes. According to the panelists, health systems must be ready to offer new nurses enticing hiring packages with benefits, and check in with them throughout their first year of employment. CNOs should focus on improving transition to practice programs as well to better acclimate new nurses to the fast-paced hospital environment.

Gen Z will revolutionize recruiting

Right now, only about 6% of the nursing workforce is Gen Z, but that number is expected to grow exponentially. As a generation, Gen Z values social justice, equity and inclusion, work-life balance, and having a strong sense of purpose and connection to the work they do. They also have higher expectations of technology and flexibility in the workplace.

Gen Z grew up online and will use technology to research organizations and decide whether they want to be a part of them. They also deeply care about being part of something bigger than themselves. Because of this, the panelists emphasized that CNOs have a responsibility to be transparent about their positions on social issues. Health systems should provide volunteering and community outreach opportunities as well.

Also, nurses in all generations, not just Gen Z, don’t want to feel burnt out at their jobs. To combat this, CNOs should set up robust mental health and wellness programs to care for their workforce. Flexible staffing opportunities and work-life balance values are also a must, as Gen Z nurses tend to set hard boundaries about taking their work home with them.

By the time many new graduate nurses are out of school, they already have a good idea of where they want to go based on the reputation of different organizations. Overall, CNOs and health systems need to invest in social media presence and branding to help nurses decide where they want to begin their careers.

Social media is a great platform to recognize nurses for all the hard work they do, and to applaud nurses for their achievements. It can be a tool to display the diversity and inclusivity of a health system, which can improve the organization’s public reputation and build trust with potential nursing candidates.

According to the panelists, it’s critical that real, authentic stories about nursing are being told online. Nursing can be extremely difficult at times, and nurses as well as the public know that. Some health systems are even partnering with nurse influencers to help showcase nursing as a career. It is essential to share both the positive and not-so-positive sides of the profession, with the goal of showing nurses why what they are doing is important, and how they can help change the trajectory of the industry.

This webinar was sponsored by CareRev.