Strategies to Elevate the Brand Image of Nursing: A Scoping Review

ABSTRACT

Aim

To synthesize evidence on strategies to elevate the brand image of nursing.

Background

The shortage of nurses worldwide may reflect a significant disconnect between the essential role of nurses in healthcare and public perceptions of the nursing profession. Negative perceptions and misconceptions contribute to an outdated brand image of nursing. Branding strategies are needed to bridge the gap between the nursing profession's current image as caring helpers and its desired brand position as influential leaders.

Methods

This scoping review followed Arksey and O'Malley's five‐stage scoping framework. Eight databases were searched from 2000 to 2023 and screened according to the eligibility criteria. Results were reported according to the PRISMA‐ScR checklist.

Results

Five themes emerged: profile the desired nursing image, which emphasizes consistent messaging portraying nursing as an intellectual science‐based and diverse profession; foster gender equality, which focuses on fostering a gender‐inclusive workforce; develop nurses as brand ambassadors who actively advocate for a positive nursing image; increase nurses’ visibility to the public, which highlights the use of media and public engagement to showcase nurses’ expertise; and create empowering nursing structures, that foster professional growth and development.

Conclusion

Strategies to elevate nursing's brand include profiling an inclusive image, developing nurse ambassadors, increasing visibility, and implementing empowerment initiatives through professional development and supportive work environments.

Implications for nursing policy

Insights from this review can inform policymakers, professional nursing organizations, academia, and healthcare institutions regarding branding strategies. Key strategies include marketing the nursing profession at the micro, meso, and macro levels, leveraging media to influence public perceptions, overcoming gender stereotypes, fostering interprofessional equality, creating supportive work environments, and enhancing professional development opportunities that advance nurses as leaders.

1. Background and Introduction

The global healthcare industry faces a severe nursing shortage that threatens the quality and accessibility of patient care worldwide (Kurup et al. 2024). The World Health Organization (WHO) (2024) projects this shortage could reach 4.5 million by 2030 unless significant actions are taken to address the root causes. A shortfall of skilled nursing professionals has far‐reaching consequences for patient care and the overall efficiency of healthcare systems (Kurup et al., 2024). In many regions, this shortfall compromises patient outcomes, increases workload stress on existing staff, and limits access to essential health services, putting significant pressure on public health infrastructures (Rubbi et al. 2023). The brand image of nursing is essential for the recruitment and retention of nurses (Godsey et al. 2020a) and influences public perception, policy decisions, and career choices of potential healthcare professionals (Zhou et al. 2024).

1.1. Branding in Nursing

Enhancing nursing's brand image is essential to highlight the critical roles of nurses, attract new talent, and increase awareness of their value in healthcare (Yavaş & Özerli 2025; Joseph et al. 2023). Branding refers to the process of creating a distinctive identity for a product, service, or profession that differentiates it from competitors and resonates with its target audience (Godsey et al. 2020b; Kotler & Gertner, 2002). While marketing and branding are closely related, they serve different functions. Marketing focuses on creating and delivering offerings that provide value, whereas branding establishes a unique identity in the mind of the public that stands out in a competitive landscape (Aaker 2013; Kapferer 2012). In nursing, branding goes beyond logos and taglines; it involves crafting a positive image that reflects the profession's values, skills, and contributions to society (Kotler & Gertner, 2002). Successful branding relies on maintaining a consistent message and demonstrating aligned actions over time. In the field of nursing, while qualities like compassion and care have been emphasized, there has been limited focus on showcasing the advanced expertise and leadership roles that contemporary nurses bring to the profession (Godsey and Hayes 2023).

A US study of 569 registered nurses (Godsey et al. 2020a) found significant gaps between how nurses perceive themselves and how they wish to be seen, particularly in leadership, decision‐making, and autonomy. Comparing nurse perceptions with a random public sample confirmed these gaps, with the public ranking key nursing roles—such as researchers, autonomous professionals, educators, leaders, and decision‐makers—among the lowest. Addressing these gaps is crucial for advancing nursing's image as empowered, decision‐making leaders. Despite research driving healthcare practices, the profession has struggled to use research to improve its self‐perception and public image over the past two decades (Godsey et al. 2020b).

Effective branding strategies for nursing involve internal efforts, like career development that supports nurses as leaders, and external campaigns to reshape public perceptions through media and community engagement (Godsey and Hayes 2023). Success requires brands to adapt to changing realities while staying true to their core values. Professional associations and regulatory or credentialing bodies are uniquely positioned to develop and execute targeted strategies and communication efforts. These initiatives could play a pivotal role in establishing and promoting a cohesive and consistent brand identity for the profession on a broader scale (Godsey et al. 2020b). Initiatives like the “WHO's 2020 International Year of the Nurse” and the “Nursing Now” campaign (2018–2020) aimed to empower nurses and improve their image by highlighting their vital role in healthcare (WHO 2018). During the COVID‐19 pandemic, this focus underlined the need to recognize nurses as the backbone of healthcare and to strengthen their brand image as leaders (Godsey et al. 2020b). In parallel, a recent scoping review by Gunawan et al. (2025) identified key factors influencing nursing students' career choices, including personal desire, social influence, career opportunities, educational experiences, and the impact of the pandemic. However, a gap remains in assessing how an improved brand image of nursing could serve to correct outdated public perceptions and advance the profession's recognition and impact.

1.2. Stereotypes in Nursing

Addressing the global nursing shortage has become a critical priority, emphasizing the need for innovative strategies to attract, retain, and adequately support nursing professionals (Godsey et al. 2020b). However, traditionally seen as a predominantly female profession, nursing is often overshadowed by physicians, resulting in a lack of recognition for its skilled and autonomous role in healthcare (Godsey et al. 2020b; Gunawan et al. 2018). Despite advancements in specialization and a focus on evidence‐based nursing practice, these outdated public perceptions persist, shaped by media portrayals, societal attitudes, biases within healthcare institutions, and a failure by the nursing profession to aggressively identify and correct inaccurate stereotypes (Cirik et al. 2024; Godsey and Hayes 2023; Zhou et al. 2024).

Several review articles have examined the image of nursing. López‐Verdugo et al. (2021) highlight persistent stereotypes that frame nursing as a subordinate, feminine profession, which serves to undermine its autonomy and competence. Girvin et al. (2016) address public misconceptions about nursing roles, such as the profession being demeaned in entertainment, trusted but not respected, and poorly understood in terms of its actual impact, though their focus is limited to perceptions from 2010 to 2015, leaving gaps in understanding how attitudes have shifted in response to recent changes. Gill and Baker (2019) critique media representations of nursing, yet their focus on historical portrayals and reliance on a feminist lens does not fully capture contemporary developments faced by the current profession. Glerean et al. (2017) studied young people's outdated perceptions of nursing, which included views of the profession as involving poor working conditions, limited autonomy, and a lower status compared with doctors, with nurses perceived as kind but less intellectual; however, their research from 2006 to 2016 might not reflect today's societal attitudes. These reviews collectively highlighted the need for a deeper, more integrated understanding of the nursing brand image, especially in an evolving healthcare landscape. Therefore, this scoping review aims to address the research question: What is the available evidence on strategies to elevate the brand image of nursing?

2. Methods

This scoping review was guided by Arksey and O'Malley's five‐stage scoping framework (Arksey and O'Malley 2005). Results were reported according to the Preferred Reporting Items for Systematic Reviews and Meta‐analyses for Scoping Reviews (PRISMA‐ScR) checklist (Tricco et al. 2018)

2.1. Step 1: Identifying the Research Question

The authors aimed to consolidate the available evidence to provide a comprehensive overview of the brand image of nursing. The specific research question is: What is the available evidence on strategies to elevate the nursing brand image?

2.2. Step 2: Identifying Relevant Studies

Eligibility criteria (Table S1) were established using the population, concept, and context framework (Peters et al. 2020). The target population included nursing students, nurses, and the nursing profession as a whole. The study included papers that discuss proposed or implemented strategies to brand the nursing profession, empirical studies that focused on nursing's brand image and strategies for elevating the profession. We include studies from all sociocultural settings, private and public nursing, as well as those that utilized online and traditional methods of data collection. The concept encompasses strategies aimed at enhancing perceptions of nursing, while the context includes global healthcare The review included primary and secondary studies, and gray literature, published in English from 2000 to 2023.

The search was conducted in three phases. An initial search using “nurse/nursing image” was performed in the PubMed database. Index terms, alongside text words in the title and abstract, were analyzed. Subsequently, a search strategy was developed according to the keywords identified and tailored for each information source. The complete search strategy for each database is outlined in Table S2. Lastly, a reference list of all included studies was screened. The search strategy was developed according to the PRESS checklist (McGowan et al. 2016), peer‐reviewed, and was further refined through consultation with a librarian.

2.3. Step 3: Study Selection

All citations were uploaded to the reference management program Rayyan (Ouzzani et al. 2016) to remove duplicates. Two independent reviewers screened the articles according to the eligibility criteria to minimize reporting bias. Subsequently, titles and abstracts were screened to eliminate irrelevant articles. Lastly, full texts of potential studies were examined. Studies that did not meet the eligibility criteria were removed, with rationales for exclusion recorded. Disagreements in the selection process were resolved through discussion between the two reviewers who consulted with a third reviewer when needed. The Cohen's kappa was 0.87, which indicates almost perfect agreement (McHugh 2019). The search results were presented in a PRISMA flow diagram (Page et al. 2021) (see Figure 1).

FIGURE 1.

Preferred reporting items for systematic reviews and meta‐analyses flow diagram.

2.4. Step 4: Charting the Data

Data extraction was performed using a modified data extraction table, specifying the author(s), publication year and country, aims, type of article, study design, and main strategies. Two independent reviewers pilot‐tested the table on six studies and modified it to ensure that all relevant results were extracted to ensure consistency (Cochrane Training 2019; Peters et al. 2020). If necessary, the authors of articles were contacted to request missing or additional data.

To increase rigor, we followed recommendations to appraise the quality of selected studies (Daudt et al. 2013). One reviewer completed the quality appraisal, while another checked it independently. We used the mixed‐methods appraisal tool for quantitative, qualitative, and mixed‐method studies (Hong et al. 2018), the Joanna Briggs Institute Critical Appraisal Checklist for Systematic Reviews and Research Syntheses for systematic reviews (Aromataris et al. 2015) and the authority, accuracy, coverage, objectivity, date, and significance checklist (Tyndall 2010) for gray literature. While quality appraisal was conducted to assess the rigor of the included studies, no studies were excluded on this basis, as scoping reviews aim to provide a comprehensive overview of the available evidence (Aromataris et al. 2024).

2.5. Step 5: Collating, Summarizing, and Reporting the Results

The studies were grouped according to the type of article, study design, country of publication, and strategies they proposed. After reviewing the main strategy, a coding framework and a list of potential themes were developed. Through an iterative process, themes embedded within each strategy were coded using the preexisting themes. Subsequently, these themes were compared and contrasted to identify general themes. A numerical and narrative summary of the findings is reported below.

3. Results

The search yielded 4422 results. After removing duplicates and screening titles and abstracts, 81 articles were shortlisted. After the full‐text screening, 37 articles were included. Articles that did not specify strategies on elevating the nursing image or are unrelated to the brand image of nursing were excluded. After the citation search yielded an additional 14 results, the final inclusion for this review comprised 51 articles (see Figure 1). Although some articles included strategies for retention and recruitment of nurses, this review focuses on the strategies that elevate nursing's image. The overall studies ranged from low to high methodological quality, but no study was excluded since this scoping review aims to provide a comprehensive overview of all available branding strategies. Table S3 provides an overview of the included studies. Table S4 presents a summary of findings and derived themes of the included studies. Table S5 indicates the detailed extracted data.

The review findings were narratively synthesized into five themes to include the strategies to elevate the nursing brand image: (1) profile the desired nursing image, (2) foster gender equality, (3) develop nurses as brand ambassadors, (4) increase nurses’ visibility to the public, and (5) create empowering nursing structures.

3.1. Profile the Desired Nursing Image

Forty‐three studies proposed strategies for profiling the desired nursing image (see Table 1). To develop a relevant nursing brand, periodic updates reflecting nurses’ evolving roles are essential (Godsey et al. 2020b; Godsey and Hayes 2023). Oware‐Gyekye (2015) proposes collaborative efforts with public relations offices within healthcare organizations, nursing associations, and other professions to fortify a positive, gender‐diverse image. Targeted campaigns need to convey a consistent brand message (Donelan et al. 2005; Jan and Sikander 2012; Kloc 2010; Lara 2014). Holloway et al. (2021) highlighted a comprehensive initiative to foster long‐term global unity and proposed policies to promote nursing as a science‐based profession.

TABLE 1.

Summary of findings and derived themes.

Title	Author(s)	Country of publication	Aim	Type of article	Study design	Themes
A framework for transforming the professional identity and brand image of All Nurses as Leaders	(Joseph et al. 2023)	United States	To provide a framework to transform the professional identity and brand image of nursing from a caring discipline to one of leaders.	Empirical	Qualitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Nursing visibility in the public 4. Structural empowerment
Agents of Change: The story of the Nursing Now campaign	(Holloway et al. 2021)	United Kingdom	Describes the Nursing Now campaign.	Secondary	Report	1. Profile the desired nursing image 2. Gender equality 3. Nurses as brand ambassadors 4. Nursing visibility in the public 5. Structural empowerment
All Nurses Are Leaders: 5 Steps to Reconstruct the Professional Identity and Brand Image of Nursing	(Godsey and Hayes 2023)	United States	To discuss the nursing profession's lack of consistent brand message.	Secondary	Discussion paper	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
An exploration of the influences on under‐representation of male pre‐registration nursing students	(Whitford et al. 2020)	Scotland	To explore the views of male pre‐registration nursing students, nursing lecturers, and school teachers about this imbalance.	Empirical	Mixed method	1. Profile the desired nursing image 2. Gender equality 3. Nurses as brand ambassadors 4. Structural empowerment
An examination of freshman non‐nursing students’ attitude toward nursing as a career choice for males in the South‐eastern United States	(Cox 2017)	United States	To examine the attitudes of non‐nursing freshmen students toward nursing as a career choice for males.	Dissertation	Quantitative	1. Profile the desired nursing image 2. Structural empowerment
Are you man enough to be a nurse? The Impact of ambivalent sexism and role congruity on perceptions of men and women in nursing advertisements	(Clow et al. 2014)	Canada	To investigate perceptions of male and female nurses.	Empirical	Qualitative	1. Profile the desired nursing image
Awareness and perceptions of the Johnson & Johnson campaign for nursing's future	(Donelan et al. 2005)	United States	Examine the awareness and attitudes of nursing students, RNs, and CNOs about the Johnson & Johnson campaign for nursing's future.	Empirical	Quantitative	1. Profile the desired nursing image
Can brand theory help re‐position the brand image of nursing?	(Godsey et al. 2020b)	United States	To examine the current vs. desired brand position of the nursing profession using brand theory.	Empirical	Discussion paper	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
Challenging stereotypes: A glimpse into nursing's difficulty recruiting African Americans	(Alexander and Diefenbeck 2020)	United States	To explore the perceptions of nursing held by African American undergraduate non‐nursing science majors within the context of their career ideals.	Empirical	Qualitative	1. Profile the desired nursing image 2. Nursing visibility in the public 3. Structural empowerment
Contemporary public perceptions of nursing: A systematic review and narrative synthesis of the international research evidence	(Girvin et al. 2016)	England	To investigate the current public understanding and perceptions of nursing.	Secondary	Systematic review	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Nursing visibility in the public 4. Structural empowerment
“Convince Your patients and you will convince society”: Career decisions and professional identity among nurses in India	(Johnson 2018)	India	To investigate the career plans of Indian nurses working in the southern Indian city of Bangalore.	Empirical	Qualitative	1. Structural empowerment
Current social perception of and value attached to nursing professionals’ competences: An integrative review	(Rodríguez‐Pérez et al. 2022)	Spain	To describe the competences that society currently attributes to nursing professionals and how nursing is valued in society.	Secondary	Integrative review	1. Nurses as brand ambassadors 2. Nursing visibility in the public
Diversity, fulfilment, and privilege: The image of nursing	(Morris‐Thompson et al. 2011)	England	To explore the difference between the nurses’ and the public's image of nursing and its impact on nurse recruitment.	Empirical	Qualitative	1. Profile the desired nursing image
Experiences of undergraduate male students in nursing: On the outside looking in	(Englund et al. 2023)	United States	To investigate the relationship between marginalization and gender minorities in baccalaureate nursing programs in the United States.	Empirical	Quantitative	1. Structural empowerment 2. Gender Equality
How the public perceives the “good nurse” in China: A content analysis of national newspapers	(Chen et al. 2023)	China	To clarify the public portrayals of nurses in China, and to analyze changes over time in news content related to nurses in the national newspapers.	Empirical	Qualitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors
Joining the nursing profession in Qatar: Motives and perceptions	(Okasha and Ziady 2001)	Qatar	To identify why female students in Qatar decide to become nurses and how they perceived the community's attitude toward nursing.	Empirical	Quantitative	1. Profile the desired nursing image 2. Structural empowerment
Keeping the nursing shortage from becoming a nursing crisis	(Erickson et al. 2004)	United States	To understand the dynamics of career selection among young adults and adult career switchers.	Empirical	Mixed method	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Nursing visibility in the public
Lack of awareness of nursing as a career choice for men: A qualitative descriptive study	(Guy et al. 2022)	New Zealand	To identify the factors that impact why men do not view nursing as a career choice.	Empirical	Qualitative	1. Profile the desired nursing image 2. Gender equality 3. Nurses as brand ambassadors 4. Nursing visibility in the public 5. Structural empowerment
Marketing nursing as a profession: Integrated marketing strategies to address the nursing shortage	(Somers et al. 2010)	United States	To address gaps in literature related to the development of marketing programs.	Empirical	Qualitative	1. Profile the desired nursing image 2. Nursing visibility in the public
Middle school students’ perceptions of an ideal career and a career in nursing	(Cohen et al. 2004)	United States	To understand middle school students’ perceptions of an ideal career and a nursing career.	Empirical	Quantitative	1. Profile the desired nursing image 2. Gender equality 3. Nursing visibility in the public 4. Structural empowerment
Nurses are background actors in medical reality television: A character network analysis and call for authentic action	(Hayward 2023)	Australia	To explain how, in the Australian reality television program “Emergency,” Nurses’ dialogue compared with that of doctors, narration and direct‐to‐camera monologues contribute to the portrayal of nurses.	Empirical	Quantitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors
Nurses transformation from angels to heroes: Society's perception of nursing image during COVID‐19	(Yalçın et al. 2023)	Turkey	To determine society's perception of the image of nursing during the COVID‐19 pandemic.	Empirical	Quantitative	1. Profile the desired nursing image 2. Nursing visibility in the public 3. Structural empowerment
Nurses' visibility according to the perceptions of the communication professionals	(Kemmer and Silva 2007)	Brazil	To analyze social representations about the nurse and the nursing profession among five professionals active in different communication areas.	Empirical	Qualitative	1. Nurses as brand ambassadors
Nursing work environment, professional self‐actualization, and marketing of the nursing profession: Cross‐sectional study	(Hazanov et al. 2020)	Israel	To explore associations between nurses' professional self‐actualization, nursing work environment and their involvement in promotion and marketing of the nursing profession.	Empirical	Quantitative	1. Structural empowerment
Perceived and real barriers for men entering nursing: Implications for gender diversity	(Roth and Coleman 2008)	United States	To describe the perceived or real barriers to men seeking a career in nursing, and to suggest strategies for ameliorating barriers.	Secondary	Literature review	1. Profile the desired nursing image 2. Gender equality 3. Structural empowerment
Perceived images and expected roles of Indonesian nurses	(Sommers et al. 2018)	Indonesia	To explore how non‐nurses and nurses differ regarding the perceived images and expected roles of Indonesian nurses.	Empirical	Qualitative	1. Profile the desired nursing image 2. Structural empowerment
Perceptions of high school students about nursing as a career	(Jan and Sikander 2012)	Pakistan	To evaluate high school students’ perceptions about nursing and potential interests in nursing career.	Empirical	Quantitative	1. Profile the desired nursing image 2. Nursing visibility in the public 3. Structural empowerment
Policy options for use of media directed to increase the supply of bachelors educated nurses in the USA	(Kloc 2010)	United States	To provide support to organizational efforts to improve the image of nursing through promotionals.	Dissertation	Quantitative	1. Profile the desired nursing image
Projecting the corporate image of nursing and midwifery: Insight from Ghana	(Oware‐Gyekye 2015)	Ghana	To highlight areas where nursing and midwifery professions could project their corporate images.	Secondary	Discussion paper	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
Promoting recruitment by rebranding the image of nursing	(Price et al. 2019)	Canada	Describes the background and implementation of a rebranding project.	Secondary	Discussion paper	1. Profile the desired nursing image 2. Gender equality 3. Nurses as brand ambassadors
Promotion or marketing of the nursing profession by nurses	(Kagan et al. 2015)	Israel	To examine factors explaining the marketing of the nursing profession by nurses working at a general tertiary medical center in Israel.	Empirical	Quantitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
Public perceptions of the brand image of nursing: Cross‐cultural differences between the United States and China	(Zhou et al. 2024)	China	To compare public perceptions of the brand image of nursing between China and the USA and to determine if socio‐demographic variables influenced these factors.	Empirical	Quantitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
Public image of nursing	(Salem 2019)	United Arab Emirates	To address the contemporary issues in nursing based on the seminar discussion and the authors’ reflection alongside the proposed solutions.	Secondary	Discussion paper	1. Nursing visibility in the public 2. Structural empowerment
Registered nurse perceptions of factors contributing to the inconsistent brand image of the nursing profession	(Godsey et al. 2020a)	United States	To examine Registered Nurses’ response describing factors influencing nursing's inconsistent brand image.	Empirical	Qualitative	1. Structural empowerment 2. Gender equality
Sexist stereotypes and biases associated with the female nursing model in advertising communication	(Calvo‐Calvo 2014)	Spain	To understand the sexist stereotypes and biases that are projected on female nurses in advertising campaigns, and to identify the characteristics of the female nurse model shown in advertising.	Empirical	Qualitative	1. Profile the desired nursing image 2. Gender equality 3. Nurses as brand ambassadors
The image of nursing in the media: A scoping review	(González et al. 2023)	Spain	To systematically review the available evidence from research exploring the image of nurses in the media.	Secondary	Scoping review	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
The image of the profession of nursing and its discursive representation in print media	(Auker 2004)	United States	To examine the image of nursing and the profession of nursing as portrayed in print media and the implications for retention, recruitment, and the nursing shortage.	Dissertation	Qualitative	1. Profile the desired nursing image 2. Structural empowerment
The image of you: Constructing nursing identities in YouTube	(Kelly et al. 2011)	United Kingdom	To describe the nursing identity as constructed in the Web 2.0 site YouTube.	Empirical	Qualitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
The impact of nurse characters in television and the movies on adolescent career choices	(Murray 2002)	United States	To identify how a group of high school students interpret the image of nursing in American movies and television, and if these perceptions affect their career decisions to choose nursing as a career.	Dissertation	Qualitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Nursing visibility in the public 4. Structural empowerment
The lived experience of being a male nursing student: implications for student retention and success	(Powers et al. 2018)	United States	To explore the lived experience of former male nursing students.	Empirical	Qualitative	1. Profile the desired nursing image 2. Gender equality 3. Structural empowerment
The marketed image of nursing to prospective students of Canadian Baccalaureate Nursing Programs	(Elliott 2011)	Canada	To explore the characteristics of nursing (and nurses) projected to prospective students of Canadian baccalaureate nursing programs through online program‐marketing materials.	Dissertation	Qualitative	1. Profile the desired nursing image 2. Structural empowerment
The new script of nursing: Using social media and advances in communication—to create a contemporary image of nursing	(Kress et al. 2018)	United States	To describe the method of the #WeGotThis campaign and evaluation at two weeks, using digital analytics of Facebook, Twitter, Instagram, and YouTube sites.	Empirical	Quantitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors
The nurse leader's role: A conduit for professional identity formation and sustainability	(Joseph et al. 2021)	United States	To discuss the influence of leadership on nurses’ professional identity and discuss implications for nursing leadership and the formation and sustainability for professional identity in nursing.	Secondary	Discussion paper	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
The power of mass media and feminism in the evolution of nursing's image: A critical review of the literature and implications for nursing practice	(Gill and Baker 2019)	United Kingdom	To explore if the discourse regarding nursing's media stereotypes and female‐dominated status affects contemporary media representation.	Secondary	Literature review	1. Profile the desired nursing image 2. Gender equality 3. Nurses as brand ambassadors
The role and promotion of nursing	(Benceković 2016)	Croatia	To describe the promotion of nursing by the Sestre milosrdnice University Hospital Center website, and efforts to strengthen the nursing profession.	Empirical	Qualitative	1. Profile the desired nursing image 2. Nurses as brand ambassadors 3. Structural empowerment
The perceptions of adolescent males on nursing as a career choice: A qualitative study	(Lara 2014)	United States	To explore barriers men face in the decision‐making process at the age of adolescence which contribute to this shortage of men in nursing.	Dissertation	Qualitative	1. Profile the desired nursing image 2. Gender equality 3. Nursing visibility in the public 4. Structural empowerment
Transforming the image of nursing: the evidence for assurance	(Wocial et al. 2014)	United States	To describe the planning, evidence gathering, and implementation of a major initiative to promote professional nursing practice.	Secondary	Discussion paper	1. Nurses as brand ambassadors 2. Structural empowerment
Undergraduate nursing students challenge misconceptions towards men in nursing: A mixed‐method study	(Ramjan et al. 2023)	Australia	To examine misconceptions toward men in nursing from the perspective of undergraduate nursing students.	Empirical	Mixed methods	1. Profile the desired nursing image 2. Gender equality 3. Structural empowerment
Warmth and competence traits: Perceptions of female and male nurse stereotypes	(Gross 2017)	United States	To measure and describe the perceptions of nurse stereotypes in undergraduate non‐nursing students using the Stereotype Content Model, and to explore the effect of gender on the participants’ perceptions of warmth and competence.	Dissertation	Quantitative	1. Profile the desired nursing image 2. Gender equality 3. Nurses as brand ambassadors 4. Structural empowerment
Why not nursing? Factors influencing healthcare career choice among Singaporean students	(Liaw et al. 2016)	Singapore	To identify the factors influencing the career choice of Singaporean healthcare students and determine the deterrents in choosing nursing as a career choice.	Empirical	Qualitative	1. Profile the desired nursing image 2. Structural empowerment
Young peoples' perceptions of the nursing profession: An integrative review	(Glerean et al. 2017)	Finland	To describe young people's perceptions of the nursing profession and to identify factors influencing the perception.	Secondary	Integrative review	1. Profile the desired nursing image 2. Gender equality 3. Nursing visibility in the public

Accurate terminology (Elliott 2011) and highlighting nurses’ contributions to healthcare delivery and advancement are essential for projecting an accurate nursing image (Girvin et al. 2016; Kagan et al. 2015; Kloc 2010; Godsey et al. 2020b; Godsey and Hayes 2023; Oware‐Gyekye 2015). To project a positive professional image, Price et al. (2019) and Yalçın et al. (2023) focus on recruitment materials, emphasizing career benefits and opportunities, using government data to showcase nursing's prospects (Somers et al. 2010). Meanwhile, Liaw et al. (2016) suggest policy leaders prioritize public awareness campaigns that highlight the diverse advancement opportunities within nursing.

3.2. Foster Gender Equality

Fifteen studies proposed strategies for fostering gender equality (see Table 1). Whitford et al. (2020) recommended examining social norms regarding gender and professional status. They noted that promoting prominent male role models and highlighting men's contributions to nursing helped to attract men into the profession. Relatedly, Englund et al. (2023) proposed prioritizing recruitment and retention of male nursing students. Ramjan et al. (2023) advocated addressing gender inequalities by challenging attitudes and misconceptions rather than exclusively increasing male representation.

Organizational representatives should reflect the desired brand image by emphasizing diversity in gender, culture, and race (Murray 2002) while sharing meaningful nursing experiences (Cohen et al. 2004). Gross (2017) opted to leverage the stereotype of nurses as angels by reintroducing the nursing cap as a symbolic representation. He also suggested incorporating nursing stereotypes into clinical simulations by teaching students how to demonstrate warmth and caring with competence.

Media accountability is crucial for portraying accurate images of nurses practicing at the full extent and scope across various settings rather than reinforcing gender stereotypes (Alexander and Diefenbeck 2020). Media content should present realistic images of nursing (Calvo‐Calvo 2014; Hayward 2023) and depict nurses as equals to physicians (Hayward 2023). Media producers, journalists, and advertisers should undergo specialized training addressing biases and sexism (Powers et al. 2018).

Fostering an inclusive environment is vital to ensuring that male nurses feel a sense of belonging (Cox 2017; Godsey et al. 2020b; Ramjan et al. 2023). The profession should ensure inclusive branding (Godsey et al. 2020b; Lara 2014) and promote the use of gender‐neutral language (Englund et al. 2023; Ramjan et al. 2023). To improve male nursing students’ academic experiences, faculty members can undergo training to communicate effectively with male students (Powers et al. 2018) and adopt effective teaching methods (Ramjan et al. 2023). Additionally, staff should avoid exclusionary actions, especially in maternal and obstetric environments (Englund et al. 2023; Powers et al. 2018). Incorporating the history of men in nursing into educational curricula (Lara 2014) and disseminating the diversity they bring through scholarly articles can help convey the impact men have on nursing (Roth and Coleman 2008). While Clow et al. (2014) recommended avoiding emphasizing masculinity, Guy et al. (2022) suggested deliberately reserving staffing positions for males and positioning male staff and students at recruitment events.

3.3. Develop Nurses as Brand Ambassadors

Twenty‐five studies recommended that nurses serve as brand ambassadors for the nursing profession (see Table 1). Nurses need to recognize the disparity between the public and desired images of nursing and acknowledge their responsibility to improve it (Benceković 2016; Morris‐Thompson et al. 2011; Oware‐Gyekye 2015). To facilitate this, Oware‐Gyekye (2015) suggests internal marketing to highlight nurses’ vital roles. Nurses must align their actions with the brand message (Godsey and Hayes 2023) by taking pride in nursing (Kagan et al. 2015) and embracing their role as influential leaders to drive positive change (Joseph et al. 2023). They also need to be motivated to seek professional advancement opportunities and leadership positions (Godsey et al. 2020b; Oware‐Gyekye 2015). Several studies emphasized the importance of nurses consciously projecting an image that reflects positively on the profession as a whole (Benceković 2016; Calvo‐Calvo 2014; Erickson et al. 2004; Girvin et al. 2016; Sommers et al. 2018; Wocial et al. 2014; Zhou et al. 2024). This involves displaying professionalism, confidence (Oware‐Gyekye 2015), competent care, and critical thinking (Price et al. 2019), and distinguishing oneself by title and full name while displaying the nursing badge visibly (Gross 2017). Nurses can also demonstrate their scientific knowledge and competence (Chen et al. 2023) by advocating for patients and participating in healthcare planning and legislation (Rodríguez‐Pérez et al. 2022). Additionally, nurses should proactively educate the public on nursing contributions and counter negative images (Erickson et al. 2004; Gill and Baker 2019). Together with structural empowerment, nurses are responsible for refining their public image (Chen et al. 2023; González et al. 2023). As such, nurses should address internal issues within the profession and avoid complaining to the public (Murray 2002).

3.4. Increase Nurses’ Visibility to the Public

Fifteen studies suggested increasing nurses’ presence and visibility to improve the nursing image (see Table 1). A conscious effort is needed to increase nurses’ visibility on scientific platforms and in the media (Yalçın et al. 2023), especially in research, teaching, and management (Rodríguez‐Pérez et al. 2022). Salem (2019) encouraged nurse participation in significant public events and health discussions, especially in the media, to expose the public to nurses’ professional capabilities and expertise. Such exposure includes publicizing research, moderating online discussions, and conveying the complexities and essential role of nursing in healthcare (Hayward 2023; Kelly et al. 2011). Additionally, nurses should actively cultivate relationships with media personnel and seek opportunities to increase nursing's visibility, particularly in their role as subject matter experts (Girvin et al. 2016; Kemmer and Silva 2007).

Addressing biased portrayals requires dispelling misconceptions by effectively communicating nurses’ extensive knowledge and skills (Chen et al. 2023; Godsey et al. 2020b; Whitford et al. 2020). Nurses’ educational attainment, professional licensure, competence in evidence‐based practice (Alexander and Diefenbeck 2020; Auker 2004; Kloc 2010; Murray 2002) and collaborative practice should be highlighted (Godsey et al. 2020b; Godsey and Hayes 2023; Liaw et al. 2016; Roth and Coleman 2008).

Efforts to increase nurses’ visibility should include creating opportunities for the public to interact with nurses in various clinical settings and nursing roles (Cohen et al. 2004), especially those in advanced practice roles (Alexander and Diefenbeck 2020). Potential nursing students can learn more about the profession of nursing through exposure opportunities (Somers et al. 2010), interacting with nurse role models, participating in internships (Murray 2002), and attending career days. Educational initiatives by increasing awareness in schools regarding diverse careers available in nursing and educating counselors about the full scope of nursing roles, including nursing's viability as a career for men, are crucial (Alexander and Diefenbeck 2020). Nurse educators should also be involved during students’ health education sessions (Jan and Sikander 2012). Furthermore, healthcare organizations should ensure visible, equitable, and favorable coverage of nursing services (Girvin et al. 2016).

3.5. Create Empowering Nursing Structures

Strategies related to empowering nursing structure to improve the brand image of nursing were mentioned in 36 studies (see Table 1). Seven papers highlighted the importance of empowering nursing structures by developing and reinforcing a shared vision and consistently conveying a positive brand message and position (Elliott 2011; Holloway et al. 2021). This includes positioning nurses as leaders across practice, education, and professional associations to foster a cultural shift within and throughout all corners of nursing practice (Godsey et al. 2020b; Godsey and Hayes 2023; Joseph et al. 2023, 2021; Zhou et al. 2024). An updated and consistent brand position should be the foundation for decision‐making and serve as the basis for curriculum development in nursing education (Elliott 2011; Godsey et al. 2020b; Godsey and Hayes 2023; Murray 2002).

Eight papers stated the importance of empowering nursing structures through organizational recognition and support that promotes nurses’ essential roles and contributions in the multidisciplinary healthcare team (Benceković 2016; Cohen et al. 2004; Girvin et al. 2016; Godsey et al. 2020b; Godsey and Hayes 2023; Holloway et al. 2021; Joseph et al. 2023; Price et al. 2019). Recognition at the organizational level involves exploring institutional policies and practice models that incentivize, reward, and advance all nurses for their leadership qualities, autonomous practice, and decision‐making capabilities (Cohen et al. 2004). The most effectual organizational support can occur when nurses are engaged as leaders in strategic planning, with the necessary resources to practice at the highest level of their nursing licensure (Godsey and Hayes 2023) and are given opportunities to broaden nursing's influence through their essential voice in decision‐making (Zhou et al. 2024). Empowering nursing structures also requires addressing systemic challenges that impact workforce retention and professional status. Ramjan et al. (2023) recommended elevating salaries to help retain the current nursing workforce, while also increasing the status of nurses. Such actions could increase the attractiveness of the profession and foster recruitment of academically inclined talents (Jan and Sikander 2012; Liaw et al. 2016) while encouraging males to consider a career in nursing (Whitford et al. 2020). Furthermore, Liaw et al. (2016) advocate for equitable salaries between registered nurses and other graduate healthcare providers.

Five papers stressed the importance of creating an empowering environment for nursing professionals by prioritizing favorable working conditions that enhance job satisfaction and promote professional advancements through continued education, specialization, and adequate funding (Auker 2004; Hazanov et al. 2020; Holloway et al. 2021; Johnson 2018; Okasha and Ziady 2001). Cohen et al. (2004) encouraged nurses’ involvement in policymaking and managerial decision while emphasizing the autonomy of nursing practice through licensure. Holloway et al. (2021) advocated for competency‐based leadership development and extending nurses’ leadership roles to include the essential involvement of nursing's voice in the design and delivery of health services, a sentiment echoed by Joseph et al. (2023). Providing training on public relations management and effective media use for professional purposes can be beneficial (Kagan et al. 2015; Oware‐Gyekye 2015; Yalçın et al. 2023).

4. Discussion

This review provides the first known summary of the available evidence on strategies to achieve nursing's desired brand image. Results from this review showed a multifaceted approach encompassing five categorical themes, which showcased the strategy of elevating the nursing brand image. The Professional Identity and Brand Image All Nurse as Leaders (ANL) framework (Joseph et al. 2023) is used to discuss the findings, since the results were consistent with the guidance outlined in the framework (Figure 2). The ANL framework provided a structured approach for understanding how nursing's professional identity and brand image can be enhanced through targeted efforts (Joseph et al. 2023). The application of the ANL framework allows for a cohesive discussion of the findings by mapping the identified strategies to three dimensions: (1) Professional Unity: Embracing a Professional Identity; (2) Enhanced Awareness: Consistent Communication of the Desired Brand Image; and (3) Evolution in Brand Consciousness: Transformation to the Desired Brand Image. Application of this framework underscores the importance and interdependence of targeted strategies aimed at enhancing and elevating nursing's brand image.

FIGURE 2.

Professional identity and brand image of All Nurses as Leaders framework (Permission obtained to publish from the author).

4.1. Professional Unity: Embracing a Professional Identity

Our findings identified strategies for profiling the desired nursing image. This aligns with the ANL framework, which embraces the professional identity of “All Nurses as Leaders” and highlights the need for a consistent brand image to be identified and communicated to achieve professional unity (Joseph et al. 2023). Leaders in practice, education, and research were identified as nursing's most desired brand image (Godsey and Hayes 2017). Although there is a lack of consensus in the definition of “nursing leadership,” frontline nurses who are accountable for providing direct nursing care at the bedside and who exert influence on other members of the healthcare team to achieve a positive impact on patient outcomes are exercising clinical leadership (Chavez and Yoder 2015). However, it has been reported that nurses may not identify their professional roles as “leaders” since this designation is frequently reserved for nurses in formal leadership roles. A study in the United States reported that 64% of nurses rated “nurse as leader” as the least important domain of professional identity in nursing (Philips and Priddy 2023). This review highlighted the need for more efforts to promote the professional identity and brand image of all nurses as leaders throughout various healthcare systems (Godsey et al. 2020b). There is also a need to change the mindset regarding the concept of leadership, along with branding strategies to convey the varied role of the nursing profession as autonomous decision‐makers who bring value across all healthcare settings (Joseph et al. 2023).

With the acknowledgment of gender stereotypes in nursing, our findings proposed strategies to integrate gender equality into the image of nursing. According to Teresa‐Morales and colleagues (2022), the most effective way to reduce this stereotype is to represent nursing as a scientific discipline in which all genders can establish rewarding careers. Highlighting gender equality and diversity within nursing for recruitment publicly can proactively increase the number of male students, increase the visibility of males in nursing, and demonstrate an environment of inclusivity and acceptance in the workplace (Gauci et al. 2023). More research is needed to examine gender equality as a branding strategy for the nursing profession.

4.2. Enhanced Awareness: Consistent Communication of the Desired Brand Image

Consistent communication of nursing's distinctive professional identity is required to move from the current to the desired brand image of nursing. This would involve shifting the perceptions the public holds to the brand image most desired by the nursing profession (Godsey et al. 2020b). Our finding highlighted the role of nurses as brand ambassadors, as individual nurses should be responsible for actively portraying their authentic identity for meaningful change (Teresa‐Morales et al. 2022). Nurses in their various settings should have a sense of responsibility to proactively promote a positive image of nursing and communicate the essence of the profession (González et al., 2023). However, nurses may not have prioritized the importance of intentionally communicating their true identity to society, perpetuating passive acceptance of stereotypes (Hoeve et al. 2014; Teresa‐Morales et al. 2022). Thus, it is important to educate nursing students not only to be competent at their work but also to convey their professionalism and competency as experts in nursing science to others (Myers et al. 2022; González et al. 2023).

Our findings also suggest that nurses enhance their visibility and public exposure by contributing as subject matter experts in health discussions. These are essential to ensure nurses’ contributions to healthcare are acknowledged, positively shaping societal perceptions of nursing (Allen 2015). Our findings also proposed utilizing the media to increase nurses’ visibility and provide media training for nurses. Nurses remain largely invisible in health news media despite their increasing educational attainment, distinctive roles, and expertise (Mason et al. 2018). A review by González et al. (2023) has found a positive trend in the link between the image of nursing portrayed by the media and realistic representations conveyed by nursing. The review called for nurses to be proactive in providing narratives to the media that accurately communicate the contributions they are making to the healthcare system of the 21st century (González et al., 2023).

4.3. Evolution in Brand Consciousness: Transformation to the Desired Brand Image

Evolution in brand consciousness happens when the desired brand image of nurses as leaders has been achieved and is recognized by nurses and nursing institutions within and across the public domain (Godsey et al. 2020b; Joseph et al. 2023). To achieve this goal, our findings called for empowering structures that support the professional growth and development of nurses. The availability of structural empowerment models for nurses can enhance the quality of patient care, thus highlighting the need for work environments that empower nurses as leaders. Working in a supportive work environment, holding a master's degree in nursing, and having a managerial role were factors associated with the positive promotion of the nursing profession. Thus, improving the nursing work environment and supporting nurses to pursue higher education and management positions were recommended to promote nurses’ efforts in marketing the nursing profession (Rozani and Kagan 2023).

Another strategy highlighted in our study regarding structural empowerment was the recognition of nurses’ essential roles and contributions to the multidisciplinary healthcare team. Sustained efforts are required to intentionally create a desirable image that differentiates nursing from other professions (Finkelman & Kenner 2013). The collaborative practice role of nurses is pivotal in shaping the professional identity and nursing image among healthcare professionals (Fitzgerald 2020; Joseph et al., 2023). There is a need for the nursing profession to differentiate itself from other healthcare professionals and communicate its unique value to brand the profession (Godsey and Hayes 2023). Nurses are in contact with patients more than other healthcare professionals. This frequent contact puts them in a better position to promote their role as patient advocates, which further influences nurses’ professional autonomy (Kurt and Gurdogan 2023). Public education efforts through interprofessional education on patient‐centered care could support the development of a positive professional identity and help change the common stereotypes that reinforce a physician‐dependent relationship (Liaw et al., 2014, 2023).

5. Implications for Nursing Practice

To enhance nurses’ brand image, strategic actions need to be addressed at the micro, mesosystem, and macro levels. This aligns with the ANL framework, which highlighted the importance of transforming the perception of nursing and effectively communicating the profession's image at each level (Joseph et al. 2023).

At the micro level, individual nurses need to be proud of themselves and recognize their professional identity as nurse leaders. As individual nurses are the best brand ambassadors, they should promote the image of their profession in their daily work (Kagan et al. 2015). Educational intervention could be provided to the nursing students and nurses that help them develop skills for promoting and demonstrating their professional roles to patients and the public.

At the mesosystem level, institutional and organizational strategies should consistently support a strong and accurate brand image for nursing through (1) promoting nurses as leaders in the various roles of the nursing profession, including education, practice, and research; (2) providing access to the empowering structures that support nurses’ work environment and professional growth; (3) emphasizing the collaborative practice and advocacy role of nurses among other healthcare professionals; and (4) fostering gender inclusivity and equality to reduce gender stereotypes in the nursing profession.

Finally, at the macro level, the broader societal and policy‐related strategies in shaping the overall image and perception of nursing could initiate a unified media strategy to consistently and strategically communicate the brand image of nursing. Strengthening nursing's voice in policy by empowering nurses as leaders to engage in policymaking is critical to advance nursing practice and ensure legislative priorities that allow nurses to function at the full scope of their license and expertise.

6. Strengths and Limitations

This review represents an inaugural scholarly endeavor to consolidate the extensive array of strategies to enhance the brand image of the nursing profession. The diverse geographic origins of the included studies offered a broad view of approaches to enhance perceptions of nursing globally. However, findings largely rely on expert recommendations, with only five studies formally evaluating their branding strategies. Hence, it may be difficult to conclude many of the strategies are feasible or have significant long‐term impacts. Our review is restricted to English‐language articles published after 2000. Studies that lacked an explicit focus on nursing image improvement were excluded, possibly overlooking some other relevant research. Ambiguity in titles or abstracts and inadequate indexing may have inadvertently omitted pertinent studies. Additionally, article selection was not influenced by quality appraisal scores, which may limit the reliability of the extracted strategies.

7. Conclusion

This review provided a comprehensive array of strategies to elevate nursing's brand image, including profiling an accurate and gender‐inclusive image, positioning nurses as ambassadors, enhancing nursing visibility, and implementing structural empowerment initiatives. These recommendations align with domains of the ANL framework, which provide a guide for transforming the professional identity and brand image of nursing. Insights from this review can inform professional nursing organizations as well as academic and healthcare institutions on strategies to elevate the brand image of nursing. Further research is recommended to examine the impact of the identified strategies in achieving the brand image most desired by the profession of nursing.

Author Contributions

All authors have contributed to (1) the conception and design of the study, or acquisition of data, or analysis and interpretation of data, (2) drafting the article or revising it critically for important intellectual content, and (3) final approval of the version to be submitted.

Conflicts of Interest

The authors declare no conflicts of interest. The authors alone are responsible for the contents of this article.

Supporting information

Supporting Information