Recruiting the Next Generation: How to Attract and Retain Younger Nurses
Gen Z is changing the rules—here’s how to keep up and stand out
Gen Z is reshaping the global workforce in every industry, including healthcare. This digital-native generation is bringing new values and perspectives to the workplace, much of it shaped by social media. Born between 1997 and 2012, this generation is tuned in with constant connectivity and craves meaningful employment with purpose in their careers. They’re looking for jobs that feel as modern, tech-forward and values-driven as the society they’ve grown up in.
How can healthcare facilities best recruit and retain Gen Z? For one, they need to start where Gen Z lives and plays: online. Utilizing social media, a community-centered culture that shares and informs online, healthcare organizations and hospitals are reaching young talent where they are already spending their time.
A Social Media Shift
Platforms like TikTok, Instagram, and LinkedIn are no longer just for entertainment and networking. Through behind-the-scenes and day-in-the-life videos, Gen Z is connecting with peers online and demonstrating where and how they work. In some instances, they also provide tips on career choices and finding the right job.
A survey recently discovered that nearly 50% of Gen Z secured a job or an internship from TikTok. Over 90% even admitted they trust the social media platform for job and career advice. Gen Z shows us they’re far likelier to turn to TikTok and Instagram to find a job than traditional outlets like LinkedIn and Indeed.
Gen Z is demonstrating that there is a shift in social media regarding hiring. If hospitals and healthcare facilities do not integrate social media into their recruitment strategies, they risk overlooking a wave of qualified, motivated candidates. Relying exclusively on traditional job boards like LinkedIn or Indeed could mean that your open roles never reach the very talent you aim to attract.
Gen Z Recruitment Strategies for Hospitals
Studies show that Gen Z values the following in a professional working environment: community-based engagement, wellness initiatives, flexibility in their work arrangements, and clear career pathways. One of the best ways a hospital can attract Gen Z job seekers is by maintaining a positive reputation outline. But how can a hospital do this without a dedicated social media or marketing team?
As mentioned above, over 90% of Gen Z trusts TikTok for job advice. If a nurse who is also an influencer is impressed with your facility or even the hiring process in general, there’s a good chance they’ll post about it, thereby creating positive PR for your hospital.
This kind of exposure is incredibly valuable. It increases your visibility on platforms where Gen Z is actively searching and builds trust in a way no formal advertising campaign can replicate. Gen Z is far more likely to believe a real, relatable nurse talking about their positive experience than a corporate post.
The takeaway? Gen Z isn’t waiting for job alerts on traditional sites—they’re watching videos, scrolling feeds, and making career decisions based on authenticity and immediate advice and feedback from people actively working and sharing their stories. To attract them, hospitals need to stop relying solely on recruitment tactics that worked on previous generations. They need to start showing up where Gen Z already is—online and engaged.
Gen Z Retention
Recruiting Gen Z talent is hard enough, but retaining them can be equally challenging. Gen Z employees stay at a job for an average of just over two years, far less than the three generations preceding them. Gen Z nurses seek more than just a paycheck or benefits package. They want to feel valued, heard and supported in every career phase.
What does this mean for hospitals? It means investing in employee well-being, creating transparent pathways for advancement, and fostering a workplace culture that genuinely supports work-life balance. Gen Z values open communication and frequent feedback—not just during annual reviews. Consider implementing mentorship programs, leadership development tracks, and regular check-ins to show that your organization is invested in your employees’ long-term growth.
Additionally, many surveys have reported that healthcare professionals value flexibility the most, more than a paycheck. While bedside care has inherent demands, offering options like self-scheduling, floating opportunities, or even hybrid administrative roles can give young nurses a sense of autonomy and control over their work lives, something they deeply value.
If you want to keep Gen Z nurses on your team, your hospital’s culture needs to align properly with the values that the Gen Z workforce prioritizes. When you support clinician growth, well-being, and a sense of belonging—and back it with the right technology to make that experience seamless—they’re not just more likely to stay; they thrive.
Jobs Gen Z is in Search of
According to a recent survey, high schoolers ranked healthcare and health-related issues as their most important industry, above even human rights and the environment. This interest is reflected in their career aspirations: more than 15% said they plan to pursue a healthcare career, making it the second most popular field of study behind engineering (18%). Gen Z wants to be in healthcare, but which roles are they eyeing?
Nurse practitioners are expected to be the fastest-growing healthcare career in the industry, and the field is expected to grow by nearly 50% over the next decade. NPs often work independently or alongside other physicians, giving Gen Z the flexibility they want and the sense of community they desire. Other healthcare professions include:
Physical therapy is another rising occupation that can appeal to Gen Z healthcare professionals. Two percent of physical therapists report working a hybrid schedule, with another 0.3 percent saying they are fully remote. This shows a potential shift in the physical therapy industry towards more flexible work arrangements as treating patients via outlets like Zoom becomes more normalized. Physical therapists can increasingly conduct evaluations, guide exercises, and even provide patient education all remotely.
Occupational therapy is profession that Gen Z can find highly appealing. It combines hands-on patient interaction with opportunities to be creative, adaptive, and community-focused—all qualities that resonate with Gen Z’s desire for meaningful work. Like physical therapy, occupational therapy is also beginning to embrace telehealth, giving young professionals more control over their schedules and the ability to work in both clinical and non-traditional environments. Gen Z can also become occupational therapists with just an associate’s degree.
What Healthcare Leaders Need to Know
The future of healthcare hinges on your ability to connect with the next generation of talent, and Gen Z is already showing strong interest in joining the field. If your hospital relies solely on job boards and salary benchmarks, you’re missing a critical opportunity to engage the most socially conscious, tech-savvy workforce yet.
To attract Gen Z, you need to meet them where they are and speak their language. That means:
- Leveraging social media not just for branding, but for active recruitment—with real stories, employee voices, and behind-the-scenes looks at your culture.
- Emphasizing purpose and impact in your messaging. Gen Z wants to know their work matters.
- Highlighting growth opportunities, flexibility, and mental health support as key benefits, not just add-ons.
Gen Z isn’t just looking for a job; they’re looking for a mission. If healthcare organizations align with that mindset, they’ll do more than fill roles; they’ll build a resilient, future-ready workforce.
Jenny Hanlon
CFO of StaffDNA
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