​​Our nation’s long term care providers are in the midst of a historic workforce crisis brought on by the pandemic—the entire sector has lost more than 300,000 jobs since the pandemic began in 2020.1​ On top of this, more and more Americans are in need of long term care services as the Baby Boomer population ages. Providers are constantly seeking dedicated caregivers to fill these important roles. That is why the American Health Care Association/National Center for Assisted Living (AHCA/NCAL) recently launched Careers in Caring—a national campaign that provides resources to providers to assist them in their hiring efforts and improve the public perception of long term care careers. 

Careers in Caring offers customizable tools for facilities and state associations to help create hiring campaigns in their communities and encourage more caregivers to enter the long term care profession. All of the Careers in Caring material, including sample job posts, social media toolkits, and talking points, incorporates research-tested messaging and proven practices to recruit individuals into these rewarding careers.2​ 

Working in a long term care facility provides endless opportunities, including the chance to serve one of our nation’s most vulnerable, special populations. The focus in these roles is on treating the whole person, not just a medical condition, and there is potential for career advancement. Along with these benefits and more, Careers in Caring is showing individuals how working in the long term care community truly improves the lives of millions in positive and supportive work environments. The campaign promotes core messaging that showcases the familial aspect of long term care, the sense of purpose it brings, and the stepping stone that can kick-start a successful career in health care. 

Careers in Caring is designed as a one-stop shop for nursing homes, assisted living communities, and other long term care providers to spread the word that they can offer rewarding careers with tremendous opportunities to make an enormous impact on the lives of others. The number of job opportunities in our nation’s long term care profession is continually growing, and many more individuals are needed to care for millions of seniors and individuals with disabilities. Careers in Caring provides our facilities with the support they need to build a strong long term care workforce. 


1. https://www.ahcancal.org/News-and-Communications/Fact-Sheets/FactSheets/BLS%20JULY%202022%20JOBS%20REPORT.pdf

2. https://careersincare.org/resources/research-based-approach-to-hiring/​