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Its research survey based on 16-45 year olds, showed that after the 2003 campaign their perceptions of the NHS as a good employer improved. More believed a career in the NHS offered flexible working, was all about teamwork, that there was more information available about NHS careers and that working for the organisation was better in 2003 than it was a year earlier (Box 2). Research looking at the public's perceptions of the NHS as an employer between 1999 and 2002 showed a similar picture, with respondents agreeing with the statement that the NHS was an employer that looked after its staff.
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Box 2. Image of an NHS career (before and after 2003 campaign)
Modern image
The Leo Burnett research also showed that the image of nursing between 2001 and 2003 improved, with more people believing it was a well-respected career with a reasonable salary (Box 3). And it is this modern image of the NHS and improvement in nursing as a supported career that helped bring Ms Wilson back to the intensive care unit.
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Box 3. Image of nursing
Its research survey based on 16-45 year olds, showed that after the 2003 campaign their perceptions of the NHS as a good employer improved. More believed a career in the NHS offered flexible working, was all about teamwork, that there was more information available about NHS careers and that working for the organisation was better in 2003 than it was a year earlier (Box 2). Research looking at the public's perceptions of the NHS as an employer between 1999 and 2002 showed a similar picture, with respondents agreeing with the statement that the NHS was an employer that looked after its staff.
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Box 2. Image of an NHS career (before and after 2003 campaign)
Modern image
The Leo Burnett research also showed that the image of nursing between 2001 and 2003 improved, with more people believing it was a well-respected career with a reasonable salary (Box 3). And it is this modern image of the NHS and improvement in nursing as a supported career that helped bring Ms Wilson back to the intensive care unit.
[Help with image viewing] [Email Jumpstart To Image]
Box 3. Image of nursing
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