The article examines the problem of the shortage of nursing staff in operating units, which is caused by systemic deficiencies in staff marketing at the level of medical organizations. The authors consider an organizational case for solving the systemic personnel crisis of nursing staff for surgical units. In order to identify latent factors of the institution's low competitiveness in the local labor market of operating units, the analysis of the value proposition of a medical organization as an employer has been carried out. Based on the survey results, the article proposes a comprehensive program i to increase the attractiveness of the employer, which uses a segmented approach to the formation of the employer's value proposition, taking into account the unique needs of the target audience (operating nurses). The key blocks of the program that can form an attractive employer offer are highlighted. They are: career guidance and targeted internships in the operational unit, the young specialist package (one-time payment and rent compensation), the introduction of the institute of professional mentoring as a mandatory element of onboarding, strengthening the HR brand through the official website and social networks, a transparent payment system with KPIs, ergonomic workplace optimization and implementation of burnout prevention tools. The proposed draft comprehensive program for the recruitment, adaptation and retention of nursing staff of a medical organization is aimed at achieving the following targets: an increase in the number of employed rates, a decrease in the turnover of nursing staff and an increase in the labor satisfaction index. The possibility of replicating this approach is substantiated.