New Marketing Campaign Seeks to Close Caregiver Shortage in New York State

ALBANY, N.Y. (June 25, 2019)—A new marketing campaign seeking to fill hundreds of jobs and training opportunities in the long-term care industry across Upstate New York kicked off today. The new effort asks people if they have the “Caring Gene”—that instinctive desire to want to help family, friends, neighbors or even complete strangers. Those that do are encouraged to apply or learn more about careers as a Certified Nursing Assistant, Home Health Aide or Personal Care Aide.

Organized by the Iroquois Healthcare Association (IHA) Workforce Investment Organization (WIO), this new multi-media effort invites those who care about others to learn more about how to secure entry-level jobs and careers in the care industry, one of the fastest growing fields in the country. IHA has been designated as the only statewide WIO by the New York State Department of Health to train, retrain, recruit and retain health care workers in the long-term care sector through funds made available by the Medicaid Redesign Team (MRT).

“New York’s health care organizations provide outstanding service to the people in their communities for one reason—they are all staffed by people that have the caring gene,” said Gary J. Fitzgerald, president and CEO of IHA. “We are excited to launch this new campaign to help providers attract qualified workers who will provide outstanding care to those that need it most. We encourage anyone interested in a career in this field to visit the campaign’s website and learn more. We know the work and the career opportunities are rewarding.”

The Caring Gene campaign includes a television commercial, radio ads, billboards, and an online and social media effort that directs job seekers to caringgene.org. In addition to links to hundreds of job openings that are available across 47 counties in Upstate New York, the site also has information on how interested job seekers can get started on these career paths. All those who care are prequalified. Candidates also need a high school diploma or equivalent to prequalify and the necessary training and certifications, which are often provided on the job.