Toggle Menu

<< Back to Work
Iroquois Healthcare Association: Integrated Marketing Campaign

Recruitment Campaign Helps Solve Healthcare Worker Shortage


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.


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.


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.


Within six weeks of the Caring Gene campaign launch, the 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.

Thank you for your submission, someone from Mower will contact you shortly. You also now have access to all premium content on

Thank you for your interest in Mower insights and emails. You should begin receiving the information you requested shortly. You also now have access to all premium content on

Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.

In order to get the best possible experience using our website, we recommend that you upgrade to a newer version or a different web browser. Links to supported web browsers can be found below:

Internet Explorer

It looks like you are running Internet Explorer in Compatibility View. This site will only work if you turn this view off. Use the browser Tools menu to change your settings.