Because there has been a nursing shortage for the past decade and because the competition between employers for experienced registered nurses is fierce, I utilized archival quantitative data from a syndicated advertising database known as The Media Audit, quantitative data I collected from 100 surveys, qualitative data that I collected from 15 interviews, and qualitative data that I collected during 20 hours of observations in hospital cafeterias and nearby restaurants to discover how RNs use media, whether or not they share these media as an occupational co-culture, & their attitudes toward recruitment advertising in these media. This study draws upon Smit & Neijen's (2000) concept of the affinity for advertising that refers to people’s receptivity, attitudes, and emotions toward advertising in various media vehicles as well as Allen, Mahto, & Otondo's (2007) application of signaling theory from psychology to the realm of employer branding. The results indicate that registered nurses share trade media as an occupational co-culture but that their media consumption of general market mass media (e.g. Internet, television, etc.) tends to correlate with their age demographics, races, and socioeconomic statuses. The results testify to the fact that registered nurses in the Chicago DMA make inferences about jobs and organizations based on the media vehicles used for recruitment advertising campaigns and that registered nurses are more receptive to recruitment advertising in respected trade publications than in general market mass media.
- Human Resources,
Available at: http://works.bepress.com/sherri_termolen/1/