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Opening Doors to the Aging Services Workforce: Strategies and Messaging to Boost Recruiting

March 29 @ 11:00 am - 12:00 pm

March 29th, 11 am – 12 noon | Free Virtual Training for Members!

Register today!

Priority #1 for most aging services providers is recruiting staff for your workforce. To support that vital work, LeadingAge conducted market research among prospective workers to learn their perceptions of the field and how to communicate the attractiveness of working in aging services. This session covers the communications strategies, messages, and job attributes to emphasize in your workforce recruiting. These new assets align with the current Opening Doors to Aging Services’ research-backed strategies to move public perceptions positively.

Attendees of this session will learn how to:

  • Position working in the aging services field most effectively
  • Prepare recruitment communications to best appeal to potential employees
  • Develop recruiting content in line with Opening Doors’ research-backed strategies

About Our Speaker:

Gwen Fitzgerald

Director, Public Messaging | LeadingAge

Gwen Fitzgerald is a communications professional and community activist. She serves as Director, Public Messaging at LeadingAge, a professional association representing more than 5,000 nonprofit aging services providers and other mission-minded organizations that touch millions of lives every day. As project manager for the Opening Doors to Aging Services initiative, she develops and shares the research, strategies, and tools to guide aging services professionals in introducing the aging services sector to older adults and their families—and, in doing so, to shift perceptions positively. That body of work now includes the strategies and tools to reach potential aging services employees, Opening Doors to the Aging Services Workforce.

Prior to joining LeadingAge in 2021, she worked with teams to develop communications and marketing campaigns that inspire audiences to act and advance public safety and human rights.

After business hours, she is a ceramic artist (hobbyist), dog fanatic, and Board member at Oakwood Arts in Richmond, VA, where she lives with her husband and 12-year-old, three-legged dog.


March 29
11:00 am - 12:00 pm
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