‘Wanted: superhuman angel nurses who will make a difference’

What happens when recruitment ads promote an image of nurses as martyrs

We are all no doubt familiar with the advertisement for nursing home staff nurses that has infuriated so many.

Was it designed to provoke? Was it a wind-up? Whatever the intention, you can’t fault it for the way it grabbed our attention.

Poor portrayal of nurses’ roles

This ad did what an ad is supposed to do – it had us in its thrall, because it seemed like a parody. Might it have been an NHS manager’s wish list for an ideal employee: only angels or automatons need apply.

Nurses are, of course, compassionate and caring people. If we’re not