As the healthcare workforce evolves, a new generation of neonatal nurse practitioners (NNPs) is entering the scene. Gen Z, born between 1997 and 2012, now represents a growing share of the nursing pipeline. For healthcare leaders, attracting this cohort calls for an understanding of what inspires them to join, and stay, in an organization. Here, we’re taking a closer look at how you can attract Gen Z workers based on what motivates them.
A Generation Fueled by Purpose
For Gen Z professionals, purpose is a prerequisite. This is a generation that measures success by impact: They want to know that their work changes lives in tangible ways, and few specialties demonstrate that more clearly than neonatal care. With that in mind, when recruiting Gen Z NNPs, you’ll want to highlight the human side of your NICU. For example, emphasize your family-centered approach, the milestones your patients reach, or the moments that define your team’s shared mission.
Recruitment messaging that leans into authentic storytelling (rather than generic job descriptions) resonates more deeply with this group. A short video of your team celebrating a discharge or mentoring a new grad might be more impactful than a list of benefits.
Mentorship as a Cornerstone
Oftentimes, Gen Z nurses crave connection and guidance. They view mentorship as an expectation, so structured support during the transition from training to practice can be a major differentiator for your organization. Highlight your preceptorship programs, continuing education opportunities, and professional development tracks.
For an even more effective approach, put a face to your promise. Feature NNPs who have advanced through your mentorship initiatives, including personal success stories that illustrate a culture of investment and growth which Gen Z actively seeks.
An Emphasis on Flexibility and Well-Being
The pandemic solidified one of Gen Z’s defining traits: a refusal to separate well-being from professional success. They’re drawn to environments that recognize the human side of healthcare: where mental health support, balanced scheduling, and collegial team dynamics aren’t afterthoughts.
While 24/7 neonatal coverage can make flexibility challenging, even small gestures—like creative shift structures, wellness resources, or shared decision-making in scheduling—signal your organization’s respect for work–life balance. Those efforts can go a long way in attracting and retaining top talent.
A Relatable Digital Presence
Before applying anywhere, Gen Z candidates are researching on social media, on your website, and even through employee review sites. Oftentimes, what they’re looking for is authenticity. Does your digital footprint reflect the culture you’re trying to build?
A strong careers page with photos of real staff, day-in-the-life videos, and candid testimonials helps bring your NICU culture to life. Consider leveraging platforms like LinkedIn, Instagram, and TikTok to tell those stories in real time.
A Welcoming Culture
Finally, inclusion is expected among Gen Z nurses who want to work in spaces where all voices are valued and equity is more than an initiative. Demonstrate those values through your recruitment materials, leadership development pathways, and everyday culture.
Attracting Gen Z NNPs requires meeting them where they are—digitally, emotionally, and professionally. But as healthcare worker shortages persist, staffing continues to be a challenge even with tailored recruiting techniques. If you’re facing difficulties filling NNP roles in your organization, allow Ensearch to help. We specialize in expanding the workforce in hospitals by filling their openings with qualified full time or locum professionals. Start your search by scheduling a consultation with Ensearch today.
