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Saturday, 8 May 2021

NHS campaign to recruit thousands of nurses launched in East Midlands

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As the NHS launches the biggest recruitment drive in its 70 year history in the East Midlands, new research has shown the special place that its staff hold in the hearts of people in the region.

Doctors and nurses top the poll as the most trusted and respected professions for people in East Midlands, according to the research carried out for the major new campaign, ‘We are the NHS’.

The survey found that 57% of people in the East Midlands would choose nurses and doctors as professions they trust the most and 42% people said nurses were some of the most important roles in society.

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But the majority of the public surveyed did not know the wide range of careers available working as a nurse – only 3% knew that nurses worked in mental health and one third could not name a nursing role outside of hospital like district nurses.

The £8 million campaign will highlight the vast range of opportunities available in the NHS for potential new recruits and will initially put the spotlight on the 540,000-strong nursing profession, prioritising key areas including mental health, learning disability and community and primary care nurses, in a bid to encourage people in the East Midlands to choose nursing as a career.

England’s most senior nurse, Professor Jane Cummings said the survey findings showed why young people should feel inspired to choose a career in the NHS but that more needed to be done to highlight the vast range of opportunities available for talented and dedicated people.

The new campaign, which kicks off in the week of the NHS’s 70th birthday on July 5, which feature TV and radio advertising, posters and social media and will primarily target school children aged 14-18.

Professor Jane Cummings, Chief Nursing Officer for England, said: “The NHS is our country’s most loved institution and that is down to the expert skill, dedication and compassion of its brilliant staff.

“There are more than 350 careers available within the NHS giving young people an astonishing range of options. Nursing and midwifery make up the largest part of the workforce and as I know from personal experience, provides a unique opportunity to make a real difference to peoples’ lives in a way that simply cannot be matched.

“Nurses and midwives provide expert skilled care and compassion, and they are highly talented leaders in the NHS. This campaign is all about inspiring young people and others who want a change of career to come and work for the NHS and have a rewarding and fulfilling career that makes a real difference.”

Dr. Lynne Wigens, Regional Chief Nurse for NHS England Midlands and East, said:

“Working in the NHS, particularly as a nurse, offers opportunities and rewards like no other career. As a nurse working on the front line of healthcare you can make a difference to the lives of patients each and every day. It’s a job with real purpose where you have the opportunity to help thousands of people during your career.

“The range of roles requiring expert knowledge and skills has changed dramatically for nursing over recent years and this campaign will help us reach the next generation of nurses for the future. I am proud to be an advocate for a nursing career, you never stop learning.”

The campaign aims to increase the total number of applications into the NHS by 22,000 as well as double the numbers of nurses returning to practice and improve retention of staff in all sectors. It will recognise the incredible contribution and impact of NHS staff who treat over one million patients every 24 hours across the country in GP surgeries, hospitals and at home, as part of the biggest recruitment drive in NHS history.

Despite having respect from the public, the campaign research found demonstrable differences in parents’ expectations for their sons and daughters in the East Midlands. Only 35% of parents said they would be proud of their son being a nurse and 39% were unable to name roles that they can work in other than hospitals.

Further findings suggest they are unaware of the skills and opportunities available in 21st Century nursing, the vast majority saw nurses first and foremost as ‘caring’ but far fewer saw them as ‘leaders’, ‘innovators’ and ‘academics.’

The NHS treats more than 1.4 million people every 24 hours – whilst around two-thirds of the 540,000-strong nursing workforce are based in hospitals, one-third work in other settings including providing care in people’s homes and in GP surgeries.

As well as the national recruitment campaign, NHS England is leading work with more than 800 nursing and midwifery ambassadors who are helping to change the perceptions of these professions to help parents, teachers and young people see nursing and midwifery as a career of choice.