Corporate images of the United Kingdom National Health Service: implications for the recruitment and retention of Nursing and Allied Health professional staff
A qualitative study is reported concerning the images of the United Kingdom's National
Health Service (NHS) held by 231 potential recruits in the nursing, physiotherapy and
radiography professions. Existing research suggests that these images are likely to affect
willingness to be employed by the NHS, and that this could crucially affect the achievement of
UK government targets for NHS workforce expansion. It also suggests that images and
reputation of the NHS are likely to be very difficult to manage. The present research found
that dominant images of the NHS concerned its operational difficulties, especially pressure,
understaffing and resource shortages, although its core mission of equal access to healthcare
for all was also salient. Interviewees reported that their images of the NHS were derived from
media coverage as well as personal experience. Although the NHS's ideals were applauded,
there was relatively little sign that informants personally identified with the NHS. The
findings are discussed in the contexts of the interplay between image and identity, and of
practical attempts to improve the NHS's reputation as an employer.
History
School
Business and Economics
Department
Business
Pages
121497 bytes
Citation
ARNOLD et al, 2003. Corporate images of the United Kingdom National Health Service: implications for the recruitment and retention of Nursing and Allied Health professional staff. Corporate reputation review, 6(3), pp. 223-238