New challenges require new approaches. Members have made clear that workforce strains are Challenge Number One. So among LeadingAge’s new approaches is market research-backed guidance so communications better resonate with potential employees and consumers. The Opening Doors to Aging Services initiative and Opening Doors to the Aging Services Workforce assets are available at no cost to members.

It’s also clear the new approach must include breaking down the traditional separation of human resources and communications/marketing. One reason? Many of the same tested messages and trusted messengers are effective with future consumers and potential employees.

Here’s how one member applied Opening Doors strategies and messaging across HR materials and communications channels.

Courtney Barth, Rogerson Communities Vice President, Advancement & Marketing, leaned into the tested messages in revising the job postings. In collaboration with Vice President of Human Resources David Pia, the duo revamped the public-facing job postings making them more inviting and less “transactional.” The postings now emphasize the highest testing message—that the aging services field offers meaningful work that makes a difference in the lives of others. Developing job postings in this manner left the actual job descriptions intact to comply with the numerous legal HR requirements.

They carried this approach to the Careers page, rolling in many of the tested messages. Here are just a few examples:

Recommended message …the chance to do meaningful work, make a difference 

• Rogerson text:  Our jobs are more than just a paycheck—we offer an opportunity to join a team that enhances dignity, self-reliance, and vitality in our communities. 

Recommended message …the gift of forming strong bonds

• Rogerson text: If you want a job where you leave each day feeling your work is valued by both the clients you serve and the organization, look no further.

Recommended message …the chance to join an organization that cares

• Rogerson text: Our staff take pride knowing they are working for an organization that has been continually recognized as an industry leader that has been providing high-quality services for over 150 years.

Barth’s team developed We Are Rogerson spotlighting and quoting employees in roles across the organization. The social media campaign deploys the strategy to raise the visibility of all jobs. And it follows the recommendations to quote current employees, as they are the most credible messengers with potential employees.

They also effectively include other trusted messengers—residents and clients—in the Rogerson Community Profiles section of the homepage. These touching vignettes of  residents’ lives also include expressions of gratitude about the staff.

Barth’s team reflects the LeadingAge Visual and Design Guide advice to “feature people and emotions whenever possible.” Their homepage, which features lovely close-ups of clients and residents’ interactions, reflects this practice.

Barth learned of Opening Doors to Aging Services at the 2022 LeadingAge Leadership Summit—and she decided to adopt it on the spot. The initiative helps providers raise awareness and improve perceptions of the aging services field. “Opening Doors is a great resource,” she says. “It’s easy to apply across our communications channels and products. And it’s a joy to access research-based strategies and messaging—it’s so seldom available.”

Today, Barth says, the Opening Doors Dos and Don’ts tip sheet and the Rogerson brand manifesto—updated in line with Opening Doors advice—both hang on her bulletin board. “We’re grateful that LeadingAge prepared these essential tools for members—and at no charge,” says Barth. “Instead of using ChatGPT, I use Opening Doors to Aging Services guidance!”

Ready to Roll with Opening Doors?

• Use the Getting Started Checklist for your general and recruitment communications. This short online introduction pairs with the checklist.
• Opening Doors to Aging Services, improving public perceptions, key assets:
  • Web-based strategies, messages, and resources
  • LeadingAge Language Guide
  • Virtual workshops and online tutorials
• Opening Doors to the Aging Services Workforce, reaching potential employees:
  • Web-based strategies, messages, and tips
  • Workforce Recruitment Communications Toolkit (PDF)

See how other providers are using Opening Doors to Aging Services in their work.