Proposal Presented for the Master Plan for Aging (#36)
Disclaimer
Throughout the MPA process, more than 100 proposals were developed thanks in particular to thousands of hours of work by external stakeholders and members of the public. These proposals and the MPA Council commentary are being submitted to the Governor and shared with policymakers and the public to inform policymaking. These proposals represent a starting point for discussion. Further discussion is necessary between relevant state agencies and stakeholders to both refine these proposals and assess which may be appropriate to adopt and implement.
Summary
Consider budgetary actions that would enhance current activities under Workforce Investment Organization (WIO) funding and related programming for the recruitment and retention of healthcare workers.
Justification
To address the health care and caregiver work shortage that is having adverse effects on the provision of quality care, New York State should revive the previously successful Caring Gene campaign. In the age of digital media, this relatively low-cost investment targeting those with a passion for giving back will increase awareness and interest in caregiving careers that serve older adults and people with disabilities.
Full Proposal
- Continue State investment in the successful Caring Gene program which was created through previous WIO funding by The Iroquois Healthcare Association (IHA), a trade association representing over 50 hospitals and long-term care organizations in Upstate New York.
- This program focused on recruitment and retention of healthcare workers with state funding made available in previous years. Materials needed for multimedia have already been created and are ready to go with additional investment.
- The Caring Gene mission is to educate and recruit care industry workers who possess an intrinsic desire to care for others. Their services empower employers to fill open positions with “Caring Gene® Qualified” candidates seeking to make a positive difference where they work. In addition, the campaign seeks to professionalize entry-level positions in this component of the workforce.
- This statewide recruitment program aimed to grow the workforce by marketing positions in the long-term care sector (CNAs, HHAs, PCAs, and other support positions) to people in lower-paying service jobs or unemployed. Print, video, radio, and digital advertisements were broadcast across New York State to direct job seekers to the Caring Gene website which hosts educational information about types of jobs available in healthcare and associated training requirements as well as job openings in hospitals and long-term care organizations throughout New York State. The website remains but there is currently no funding for new media buys to direct prospective workers to it.
- Include recruitment outreach to immigrants and refugees, particularly through the DOS’s Office for New Americans.
MPA Council Commentary
This proposal is categorized as near-term. Funding decisions are made in the context of the annual budget process and the availability of resources. Proposed first steps for implementation could include an assessment of State investment and savings associated with the campaign. Proposed metrics for evaluating implementation success could include staffing recruitment rates.