The senior care sector is approaching a crisis. “According to a 2023 healthcare labor market report, the U.S. could face a shortage of more than 3.2 million lower-wage healthcare workers, including nursing assistants and home health aides, by 2026 if current trends continue.”
Yet, few younger workers are entering the field. Facilities across the U.S. are grappling with high vacancy rates, overextended staff, and an aging workforce without a clear plan for replenishment.
Recruiting the next generation into long-term care is not a quick fix—it’s a strategic necessity. Facilities must reimagine how they engage young professionals, starting with the systems that prepare them.
Start with Education Partnerships
Too often, high school and college students aren’t exposed to geriatric care until late in their education, if at all. Long-term care facilities can change this by partnering with allied health programs, community colleges, and local high schools. Offering internships, job shadowing, and guest speaking opportunities can plant the seed early and give students hands-on experience in the field.
Work-based learning isn’t just a recruitment strategy, it’s a pipeline builder. When students see the real-world impact of senior care, they’re more likely to choose it as a career path. Organizations like the National Association of Health Care Assistants (NAHCA) are actively involved in initiatives aimed at developing the next generation of caregivers. For instance, they offer various training and certification programs designed to support and advance the careers of certified nursing assistants (CNAs). These programs focus on enhancing the skills and professionalism of caregivers in the long-term care sector.
Modernize Your Brand and Message
Many young workers still associate long-term care with burnout and low pay. While these challenges are real, they don’t tell the full story. Geriatric care offers meaningful work, long-term job stability, and growing demand—all qualities Gen Z values.
Facilities must shift how they present themselves to appeal to younger candidates. This effort should include revamping outdated websites, updating recruitment materials, and showcasing staff success stories through social media. Highlight flexible scheduling, tuition reimbursement, and mental health resources. Speak directly to the values of today’s workforce: purpose, development, and balance.
Don’t just list job requirements, tell a compelling story. Show what a day in the life looks like. Introduce potential recruits to real team members and let them explain why they stay. Create recruitment content that feels authentic, not corporate.
Create Clear Career Pathways
Another barrier to entry is the lack of visible advancement in long-term care. Young professionals want to know: If I start here, where can I go?
Facilities that invest in upskilling and career progression have a powerful recruitment advantage. Offer CNA-to-LPN bridge programs, leadership training tracks, and defined milestones for pay increases and promotions. Develop mentorship programs that pair seasoned professionals with newcomers to strengthen retention and culture.
Even in entry-level roles, emphasize growth. Let candidates know they aren’t stepping into a dead-end job, they’re beginning a healthcare career with multiple off-ramps: case management, nursing, therapy, or administration.
Supplemental Health Care Can Help You Build the Future of Senior Care
Staffing for senior care doesn’t stop at filling shifts. It means cultivating a workforce ready to lead for decades to come. Supplemental Health Care connects long-term care providers with compassionate, capable professionals who want to make a difference.
We support education partnerships, offer flexible staffing solutions, and understand how to position your facility as a destination for healthcare talent. Whether you’re looking to recruit new graduates or retain mid-career professionals, our team helps you attract and keep the right people. Contact our team to get started today.
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