America is an aging nation: In 2024, almost 20% of the population was 65 years of age, according to the U.S. Census Bureau, up from 12.4% just two decades earlier. That fact, considered in the context of care needs (70% of adults who survive to age 65 develop severe long-term services and supports needs before they die) and insufficient and inadequate caregiver supply, provides the foundation for LeadingAge’s observance of National Workforce Development month throughout September 2025.

Growing demand for care and services is, for our nonprofit and mission-driven members—who serve older adults in a range of care settings and community types—no surprise. Baby Boomers, an influential population cohort at nearly 70 million strong, are projected to comprise 82% of the over-age 65 population by 2030. Coupled with insufficient worker supply—a chronic long-term care sector issue, for many reasons—the need for solutions, innovations, and support is unrelenting.

To achieve those, while federal and state advocacy focused on workforce issues is a constant for both LeadingAge national and state partners, it is certainly not the only avenue. Throughout the next four weeks, we’ll highlight a host of initiatives and share insights developed by experts at LeadingAge national and our state partners and by members, and also highlight tools and resources.

Our roadmap is informed in part by responses from senior living and care chief financial officers to a recent survey fielded by investment bank Ziegler showing that demand for staff exists across all types of roles, and that multisite rural organizations face the most critical shortages, particularly for certified nurse aides (CNAs) and licensed practical nurses (LPNs). When asked which positions were the most difficult to recruit for and retain, 75% indicated CNAs were the hardest, followed by registered nurses (RNs) and LPNs. Clinical positions, of course, are not the only need: 26% of respondents indicate support staff like dining personnel were difficult to recruit and retain. Other responses included finance staff, respiratory therapists, and licensed therapy staff.

Asked how their organizations are addressing staffing shortages, respondents’ answers provide real insights—in addition to competitive wages, a positive workplace culture is critical. Of other strategies used to manage staffing challenges, the top ones—after focusing on a positive workplace culture—include increased wages/bonuses (77%); internal training/upskilling (49%); career pathways/promotion (46%); and agency/temporary staffing (46%).

LeadingAge national, state partners, and members have devised a host of programs and initiatives in those areas and more. For instance, to avoid reliance on expensive staffing agencies, Grand Rapids, MI-based Holland Home created an in-house agency of established employees who volunteer to work as “floaters” within organization’s Staffing Resources group. A mix of full-time and part-time certified nurse aides (CNAs), registered nurses (RNs), and personal aides, they are available to shift to different campuses and service lines as need arrives. In exchange for that flexibility, because they float between all campuses and departments including skilled nursing and assisted living, these employees receive a higher wage than their nonfloating counterparts, said Doug Himmelein, Holland Home’s executive vice president of operations and human resources.

You can also see new resources created by LeadingAge’s Knowledge Center rolling out in the coming weeks. Plus you’ll hear insights from the LeadingAge LTSS Center’s Molly Carpenter, director of workforce strategy and development, drawn from her regular meetings with members of the Workforce Hive, as they explore the nuances of workplace culture.

There’s a lot to look forward to. Our National Workforce Development Month campaign webpage, launching September 1, is the hub. You can also get updates, news, features, and links to resources, tools, and more via the LeadingAge September Member Newsletter (Wednesday, September 10, 2025), our twice-weekly Need to Know newsletters, and social media posts on our LinkedIn, Facebook, and X accounts. And please tell us about the solutions you have developed and the activities underway to tackle staffing challenges in your community, too!