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Iroquois Healthcare Association: Integrated Marketing Campaign

Recruitment Campaign Helps Solve Healthcare Worker Shortage

Situation

The Iroquois Healthcare Association Workforce Investment Organization (IHA WIO) selected Mower to create an innovative, New York state-wide multimedia campaign to increase the number of applicants for long-term care jobs. With an aging population, the demand for personal care assistants, home health aides and certified nursing assistants continues to climb, with no end in sight.

Insight

Entry-level jobs in nursing homes and home health agencies aren’t generally viewed as desirable. The hours are long, starting pay hovers close to minimum wage, and the work is both physically and emotionally demanding. Mower conducted several interviews with current caregivers to uncover their motivations for entering and staying in these roles. We learned that while this work isn’t for everyone, it is absolutely fulfilling to a cohort of people who seem to have an innate desire to help and care for others. It’s a trait that just comes naturally and carries through every aspect of their lives.

Solution

Together, Mower and IHA WIO developed a campaign platform called Caring Gene™–a concept highlighting the fact that jobs in the caring industry are a perfect fit for people who innately care about others. The campaign compares caring industry roles to jobs with similar entry-level pay in other fields, such as retail and hospitality. In the caring industry, workers make a meaningful difference in people’s lives on a daily basis. More than that, they have opportunities to climb a career ladder and receive on-the-job training–not always the case in other industries.

The integrated campaign includes a website, TV, radio, outdoor, digital advertising, video and social media.

Results

Within six weeks of the Caring Gene campaign launch, the caringgene.org website received more than 25,000 visitors.

The website features a job search function, and more than 4,500 searches were conducted, with potential applicants clicking through to provider websites for additional information.

The campaign’s early success in Upstate New York led to its expansion to the entire state.

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