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Update on the Caring Gene® Campaign to Increase the LTC Workforce in NYS

The Iroquois Healthcare Association – Workforce Investment Organization (IHA WIO) launched the Caring Gene® recruitment campaign to address the increasing demand for more workers in New York State’s long term care workforce. The goal of this campaign is to change perceptions of working in long term care and to fill critical positions in LTC such as CNAs, HHAs, PCAs, and support roles by appealing to an individual’s innate desire to care for others. The campaign targets individuals who may have this quality – the Caring Gene®.

Since this award-winning campaign was launched in June 2019, it has been visited by 1.7 million individuals with over 200 long term care providers actively participating.

Utilizing a mix of creative tv, radio, out of home, and digital ads, the aim of the Caring Gene® campaign is to draw potential job seekers to https://www.caringgene.com/, the website housing information about the long term care industry in New York State. Providers are invited to post jobs and receive applications for employment. There is no cost to the provider to participate in either of these programs.

The IHA-WIO is again launching this multi-media campaign to run through March of 2022. Unique to this campaign will be the use of artificial intelligence, which will utilize machine learning and natural language processing to identify more candidates who have the Caring Gene®. IHA-WIO believes this new capability will significantly increase the number of job seekers visiting the website. In conjunction with the re-launch of this campaign, plans are underway to run a series of Caring Gene® Virtual Job Fairs in late Fall 2021:

Long term care providers will be able to set up virtual booths to have online conversations and interviews with prospective job seekers. IHA-WIO will be partnering with a number of organizations to solicit job seekers to these fairs including: the New York State Department of Labor, local workforce development organizations, immigration and refugee centers, veterans’ organizations, community colleges and vocational training programs as well as area councils on health care education.

Below are links to two recent press releases on the Caring Gene® program highlighting recent awards for the campaign and the re-launch this month.

https://www.iroquois.org/uncategorized/iroquois-healthcare-association-gets-go-ahead-for-caring-gene-recruitment-campaign-continuation/

https://www.iroquois.org/uncategorized/iroquois-healthcare-association-wins-eleven-national-healthcare-advertising-awards/

For further information, please contact:

Eileen B. Murphy  |  Senior Director, Special Projects
Iroquois Healthcare Association
15 Executive Park Drive | Clifton Park, NY | 12065
Tel: (518) 348-7447 | Website: www.iroquois.org

NYSHFA/NYSCAL CONTACTS:

Jackie Pappalardi, RN, BSN
Executive Director
518-462-4800 x16

Lisa Volk, RN, B.P.S., LNHA
Director, Clinical & Quality Services
518-462-4800 x15