Solving for Minnesota’s Caregiving Workforce Crisis

The long-term care industry across Minnesota is facing critical workforce challenges as our population ages and care needs increase. The solution? Recruit new caregivers into the field.

LeadingAge Minnesota and Care Providers of Minnesota, associations serving the long-term care industry, partnered with Beehive to launch CaringCaereersStartHere.com. The site elevates the caregiving profession and raises awareness about career opportunities for job seekers, while also serving as a recruitment tool for long-term employers across the state.

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Strategies

Conducted primary and secondary research to inform the messaging platform on making meaningful moves
Oversaw the development of all site content, including six caregiving career pathways
Partnered with Eric Perkins (Perk at Play) to develop a caregiver content series, highlighting various career paths and personal stories from those in the field
Collaborated with the Minnesota Department of Health (MDH) and long-term care facilities across the state to inspire use of the site as a recruitment tool
Developed a library of branded social content for long-term use across both associations
Served as the lead agency in collaboration with the website development and design team at ArcStone

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