Attracting and retaining nursing staff is described as a marketingproblem in this article. Nurse administrators can market their institutions to current andpotential employees as desirable employers. The nurses in turn present a favorable image of the institution to the community at large if they are satisfied with their jobs. A vehicle to accomplish thb task of marketing is the Incentive Career Mobility Plan. Implemented a year ago as a pilot project, this incentive program is achieving itsgoal of improving employee morale and retention by rewarding self-improvement.