There’s a mounting issue facing our nation’s aging population: as older Americans grow in numbers, the nurses caring for them are also set to retire in record numbers. According to projections from the Census Bureau, by 2030, Americans 65 and older will make up more than 20% of the population, up from 17% in 2022. At the same time, roughly 600,000 Baby Boomer nurses are expected to retire from the workforce.

The US is already ill-equipped for the current level of stress senior care places on the health care system, but in the next five years, the situation is set to escalate. For an industry in such dire need of labor, the current state of hiring for nurses leaves a lot to be desired, with clunky, outdated applications and job postings that candidates have to hunt to find.

Without proactive strategies, implemented now, healthcare systems will find themselves scrambling to fill roles with the limited number of nurses available. Chipping away at this problem is a daunting task, but healthcare systems must start by paying attention to their employer branding and modernizing the candidate experience to keep their hospitals staffed. We’re no longer in an era where it’s acceptable for the candidate and employee experience to be an afterthought. As the most valuable asset to any organization, approaching the workforce from a people-first perspective is always the right call.

Building a Standout Employer Brand

There’s a striking imbalance in job openings and the supply of nurses, with the Bureau of Labor Statistics predicting 193,100 openings for nurses each year through 2032, and an expected shortage of 63,720 full-time nurses in 2030. With the level of demand healthcare is facing, a qualified nurse could walk into any hospital and get a job that same day, so what’s setting one employer brand apart from the next?

A strong employer brand is built upon reputation, workplace culture, career growth opportunities, and work-life balance. And at a time when burnout and stress levels are on the rise, nurses are looking for employers they trust will support them. Candidates want to see clear evidence of mental health resources, mentorship programs and long term support. But even with all these components in place, how an employer markets itself is just as important as what it offers. Even the best culture won’t attract candidates if they don’t know about it.

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