How Bodø municipality is tackling the recruitment crisis in health and care
“We can’t just work on recruitment – we also need to address what it’s really like to work here, both the good and the tough parts. We’re using the full color palette, not just the cheerful shades.”
Synnøve Aune, Kommunikasjonsavdelingen, Bodø kommune
The challenge: Too few applicants – and high turnover
Like many other Norwegian municipalities, Bodø is facing a critical situation with a shortage of qualified applicants for health and care positions and a high reliance on temporary staff. Although some applications are received, more are needed – especially among nurses and healthcare workers.
There are many reasons: competition from the hospital for personnel with the right competence, and too few young people choosing health-related education. In addition, many newly hired employees left the profession shortly after starting.
A new initiative – and a new way of working
In 2023, a political decision was made to establish two project positions dedicated to recruitment in the health and care sector.
With a dedicated project manager (50%), one HR project position, and one communications project position, Bodø municipality launched a systematic and strategic effort to reverse the trend.
The measures include:
- Reputation campaign: Through interviews with nurses, the campaign portrays an authentic view of the workday – honest, unfiltered, and relatable. Similar campaigns for social educators and healthcare workers are forthcoming.
- Mentor program: Every new employee in the health sector will be assigned a mentor for a full year. The goal is to ensure safety, professional development, and well-being.
- Focus on applicants: What can we offer as an employer? What benefits do we provide, and what kind of work environment do we promise?
- Improved applicant experience: Using screening instead of traditional application letters and providing support for managers throughout the recruitment process helps create a more professional experience for applicants.
- Cross-disciplinary collaboration: HR, communications, and health and care services work closely together – everyone must be involved for this to work.
The results: Small wins – and big ambitions
A recent staffing analysis shows positive trends, with a reduction in vacant nursing positions and more qualified applicants. However, the situation remains serious for both nurses and healthcare workers and requires continued focus.
Advice to other municipalities
Bodø municipality is already seeing the value of:
- Dedicating time and resources
- Ensuring HR and communications collaborate
- Working strategically, not just operationally – short-term solutions aren’t enough
- Building reputation over time – how you describe the position, work environment, and culture matters
- Collaborating – there is a lot of competence and engagement across the municipality, but it must be coordinated
The road ahead
The project has completed its first year. It’s too early to draw final conclusions, but the project team is optimistic about the potential impact of the measures. Onboarding and reputation-building are highlighted as particularly promising elements with the potential for wide-reaching effects.
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