The latest State of the Nursing Home Sector Report by the American Health Care Association (AHCA) reveals a stark reality: 70% of nursing homes are operating with fewer staff than pre-pandemic levels. This ongoing crisis highlights significant challenges and opportunities in workforce development within the sector.

The report attributes the staffing shortages to the demanding nature of care work. Many professionals have exited the industry, driven away by the harsh realities of the job and the lure of better wages in other sectors. Despite these challenges, those who remain are often motivated by a deep sense of calling rather than financial incentives alone. This highlights a crucial aspect of nursing home care: it is not just a job but a vocation that draws individuals passionate about making a difference in the lives of the elderly and infirm.

However, the road to recovery and sustainability is long. AHCA’s findings reflect the current state of the nursing home sector, which despite ongoing investments, is struggling to rebuild its workforce and recover from the pandemic emphasizes the need for innovative recruitment strategies to attract a more diverse workforce. 

The industry is responding by tapping into under leveraged demographics such as retirees and individuals seeking a mid-career change, who may bring unique skills and life experiences to the caregiving.

Supporting this perspective, a study by MissionCare Collective, which analyzed profiles from 67,000 care workers in the myCNAjobs community, identified seven distinct personas of nursing home caregivers. This segmentation offers valuable insights into the motivations and aspirations of care workers, providing a blueprint for tailored recruitment and retention strategies.

To combat high nursing home turnover and effectively fill the roles of CNAs, the industry must adopt a multifaceted approach. This involves not only offering competitive compensation but also fostering a supportive work environment where caregivers feel valued and part of a meaningful mission. Organizations like ProMedica are on the front-line of this approach - by leveraging technology to improve engagement and build a more connected team.

As the sector moves forward, embracing these strategies could significantly alleviate the staffing crises facing nursing homes today, ensuring that our elders receive the compassionate and competent care they deserve.