Hoping to emulate the success of its live broadcasts of surgical procedures, Thomas Jefferson University Hospital in Philadelphia has created an online recruitment webcast to draw the attention of nurses in the perioperative field.Mary Ann McGinley, RN, PhD
Competition for experienced nurses, particularly in the OR, is fierce, says Mary Ann McGinley, RN, PhD, chief nursing office and senior vice president of patient services for Thomas Jefferson University Hospital. Given this reality, the recruitment of perioperative nurses commands an innovative approach to portray not only opportunities, but the satisfaction of working as an integral member of an interdisciplinary team.
Expert lineupJane C. Rothrock, RN, DNSc, CNOR, FAAN
The recruitment webcast See How We Operate, hosted by journalist and author Joan Lunden, aired live Nov. 15 on Jeffersons website. With a run time just under one hour, the webcast includes opening remarks by Jane C. Rothrock, RN, DNSc, CNOR, FAAN, an expert in perioperative nursing from Delaware County Community College, Media, Pa.
The webcast interspersed videos highlighting different facets of working as a periop nurse at Jefferson and live conversations with Jefferson periop nurses. Lunden invited viewers to submit questions via e-mail, and a panel of four nurses provided answers during the last 20 minutes of the show. Inquiry topics included orientation, educational and management opportunities, on-call responsibilities, clinical specialization and living and working in Philadelphia.
Jefferson has successfully broadcast over 15 live surgery webcasts since 2003, McGinley says. We wanted to explore how a real-time Internet broadcast, featuring a roundtable discussion on perioperative nursing at Jefferson, would assist us in recruiting experienced OR nurses.
Attendance justifies costs
McGinley concedes that the webcast was an expensive project in comparison with other recruitment methods. In addition to the actual production costs of the broadcast, [expenses included] securing an international expert on perioperative nursing and a nationally known celebrity. The event was promoted through news releases, Internet, print advertising and direct mail, she says.
The promotion paid off, McGinley says. For the live event, there was a total audience of 2,216 who came to view the launch page, and 334 viewed the broadcast, McGinley says. As of Nov. 27, the number of hits on the launch page had grown to 3,784, and 1,198 viewers had watched the webcast, which is still available online.
The broadcast is archived, so its cost per inquiry diminishes over time. Experience with Jeffersons other broadcasts shows that they boost inquiries for several years, she says. The assumption is nurses will access the webcast for years to come.
The goal was to showcase Jeffersons three unique, technologically advanced facilities Thomas Jefferson University Hospital, Jefferson Hospital for Neuroscience, and Methodist Hospital to attract a highly skilled workforce.
We are seeing viewers both nationally and internationally, with the greatest concentration coming from Pennsylvania, New Jersey and Florida, McGinley says. It is encouraging that this webcast venue has the potential to reach diverse and qualified candidates, she says.
Rothrock says the webcast also might be helpful to nurses considering a career in the perioperative field.
It offered a snapshot of what the practice setting is like, Rothrock says, and real nurses who work in the setting shared their love of this area of patient care.