Those working in nurse manager jobs are among leading figures creating a not-for-profit body, to attract recruits to the profession.

Despite soaring numbers of applications to nursing courses, some candidates are being deterred by the professions image. As reported by Nursing Times, potential job candidates are being put off by the false opinion that nurses are 'unambitious' and 'put upon.'

In an effort to overturn this image nurse directors at NHS London and NHS West Midlands are in the process of setting up a social enterprise to inform the students, nurses and the public of about what the profession really involves. The decision to launch the service highlights how urgent the profession's image problem is considered by senior nurses.

Trish Morris-Thompson NHS London's chief nurse acknowledged that the profession's image has recently been through a "very rocky period" after high profile failings in which nurses were involved.

"We know if we can do something to improve the brand of nursing, it will start to restore the general public's faith in healthcare by nurses," she said.

Research carried out by the NHS trusts has found that nursing was not seen as an attractive career by the "vast majority" of the public. It is hoped the social enterprise will encourage more people to enter the profession.

The social enterprise will run a website which will be sponsored by private companies such as nursing agencies and will provide information on careers within nursing, research funding and courses on offer at universities.