LeadingAge market research found that nurses and direct care professionals are powerful messengers to a range of audiences important to aging services providers. U.S. adults rank medical and caregiving professionals among the most trusted messengers for aging services. And potential employees find professional caregivers and other employees the most trusted for information about jobs within the sector.

Additionally, LeadingAge found that experience with our services boosts confidence in aging services; 68% of U.S. adults who had experience with aging services had a favorable impression and 70% would recommend the services to others. The factor most influencing their opinions: the quality of care they received.

This suggests enlisting your caregiving team as messengers can boost the effectiveness of your organization’s communications. Let these five tips help you do just that!

• Empower your organization’s caregiving team as communicators. Authentic communication is the most effective—always, but especially with our key audiences. No need to rely on slick, expensive ad campaigns; let your employees tell your story. They have the credibility and the information to be effective messengers.
• Leverage informal communication opportunities. You’re always communicating. While greeting or assisting clients or residents, daily chit-chat is a great time to pass along key messages. Encourage your teams to use this time effectively and consider suggesting your organization’s priority messages.
• Let your heart shine through. Caregivers are the ideal messengers to show people the benefits of receiving aging services or working at your organization. Potential employees seek the very things that thrive at our organizations: jobs with meaning and purpose, relationships, and opportunity. Potential consumers will feel more comfortable knowing these are part of your organization’s values, as well. Encourage your team members to convey these ideas with their unique style.
• Use positive messages. Older adults and their families respond well to information about initiatives that enhance independence, improve quality care, and convey the dedication and expertise of your staff. Potential employees value jobs that make a difference in others’ lives, allow them to build strong bonds, and offer a range of duties and responsibilities. Strive to repeat these ideas in your communications. See a complete list of tested messages that appeal to older adults and potential employees.
• Purge slang or verbal shorthand. Insider language among nursing and caregiving professionals may save time and clarify situations for you. But terms such as “feeder,” “beds,” and so forth can be offensive to residents, clients, or their friends and families. Language that comes across as disrespectful to older adults can undercut the goodwill and trust the public has in you. Commit to using person-centered language—at work and outside of the organization.

Research and communications guidance is available at no charge to LeadingAge members through the Opening Doors to Aging Services initiative (also Opening Doors to the Aging Services Workforce). Please share this information with your organization’s communications/marketing, human resources, and executive offices.