Our members have shown that when facing the challenge of confronting the senior services workforce crisis, there is power in numbers: 110 of our provider member organizations have come together to implement a bold new strategy to positively influence and promote senior living careers in Pennsylvania. The LeadingAge PA statewide recruitment day effort, known as Careers To Love Day, includes a mixed approach to raise the profile of senior living and encourage potential applicants to consider the numerous career paths available in senior living.

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The campaign will culminate with a one-day hiring event, held simultaneously throughout the state, on Sept. 15, Careers To Love Day. On that date, participating members will be hosting candidates in one-of-a-kind events that showcase each community and its unique culture. The goal for this event is to give prospective candidates an opportunity to learn about the various careers available in senior living and to discover how fulfilling and rewarding a career in senior services can be!

With help from Marketing for Change, an agency that specializes in behavioral change to drive results, LeadingAge PA has designed a fresh and exciting marketing campaign for participating provider members to use to capture the attention of potential applicants. By incorporating a strategic combination of digital marketing on traditional and new social media platforms, as well as using earned media, early reports indicate the efforts to generate interest in senior living jobs across the commonwealth are a success!

Since launching the Careers To Love website Aug. 4, there have been more than 11,000 individual sessions from people expressing interest in senior living jobs. While we recognize that our members will continue to face workforce challenges, by thinking outside the box and taking steps to raise the profile of the industry, together we can build upon the successful foundation of this campaign.

For more information about LeadingAge PA's Careers To Love Day, please contact Erin McDermott, manager of workforce initiatives.