Case Study: LeadingAge PA boosts senior care recruitment with Marketing for Change

LeadingAge PA reaches 16.5 million impressions with Marketing for Change

LeadingAge PA, a Pennsylvania nonprofit representing senior care communities, faced unprecedented staffing challenges following the COVID-19 pandemic and the Great Resignation. They partnered with the vendor Marketing for Change to launch a recruitment campaign that would reframe careers in senior living and attract workers in a highly competitive job market.

Marketing for Change developed a campaign titled "Find a Career that Loves You Back," which utilized authentic, user-generated TikTok-style videos created by current employees to showcase the positive aspects of the work. This content was distributed via an omnichannel strategy that included a dedicated job board website, social media ads, and partner toolkits. The solution successfully generated nearly 16.5 million ad impressions and over 23,000 job board searches, effectively reaching over 2 million potential recruits and helping to address LeadingAge PA's critical staffing shortage.

LeadingAge PA