Changing the Narrative – Marketing the Job

Serving older adults is one of the most rewarding careers a person can choose. Making sure that an individual has the care and dignity they deserve can have a tremendously positive impact on the lives of aging services employees and those they serve.  The issue is the public still have misconceptions about aging services and the careers associated with the industry.

It is up to providers to change the narrative about aging services in their communities and area. It will take hard work by your organization to show people in your area the importance of aging services and the impact it can have on the lives of older adults and potential workers.

Below you will find different tools and tips for marketing your organization and the aging services profession. These tools will include youtube videos, powerpoint presentations, scripts, marketing best practices, and other tools for connecting with potential workers in your area.

Marketing the Job

Changing the narrative requires a new approach to marketing the aging services profession. It requires moving away from a purely health provider orientation to a service based mission. Numerous articles and research show that upcoming workforce is drawn to a service oriented message and not simply a job for paying bills.

Some general tactics being explored by aging services organizations include:

• Focusing on the mission and values of our organization; 
• Developing new marketing messages tailored to underrepresented demographic groups;
• Connecting with underemployed individuals or when local businesses close;
• Working with local communities, including veterans and immigrants; and
• Targeting former family caregivers, recent retirees or friends of current team members.

Writing and Reviewing the Job Description

The first step in recruiting qualified candidates for an open position is to write an appropriate job description. Employers may have draft job descriptions already prepared for when a position opens, but it is important to review and update the job description to ensure it is up to date. Certain positions may need to be tweaked in order to appeal to different groups. Remember, this is the first impression for a potential employee. Drafting a job description that promotes a service orientation and reflects the values of your organization can help set your apart from the numerous other job postings.

•  If you’re faced with writing a job description from scratch, the U.S. Small Business Administration offers a detailed guide.
• Job Descriptions for Millennials -
• Writing Job Descriptions for non-profits: https://www.bridgespan.org/insights/library/hiring/nonprofit-job-description-toolkit
• Writing Job Descriptions for Health Care: https://resources.workable.com/job-descriptions/healthcare-job-descriptions/

For greater focus please see these articles on best practices of marketing to different groups and populations:

• Targeting to Millennials
• Keeping and Attracting Young Talent
• Intergenerational Living
• Recruiting Rock Star Employees: Your Next Marketing Campaign

If you would like to download the video, click:  Here

How to Find a Career You Love - Connect The Ages

Career Advice from Young Professionals I Jobs of the Future I Connect The Ages 

PowerPoint Presentations

GERIATRIC CAREER DEVELOPMENT FOR HIGH SCHOOL STUDENTS

Read this “Promising Practice” – an example of a program that may work in your community – about how the New Jewish Home created a Geriatric Career Development program (GCD) for high school students to increase the number of young people exposed to the field of aging services and train them to work in their community.

Doing Well by Doing Good - A Presentation for High School Students

This ready-to-use PowerPoint can be used for short presentations to high school students to get them excited about the profession. The PowerPoint includes an embedded video – also found below – along with suggested notes for the speaker. Play the PowerPoint and print off the one-pager on the workforce crisis for an easy-to-use package for your presentation.