As America’s population ages and demand for caregiving surges, home-based care providers are increasingly turning to Millennials and Generation Z to fill critical workforce gaps. But attracting and retaining these younger workers requires a reimagined approach. According to Home Health Care News, providers are evolving their recruitment and retention strategies by offering flexible schedules, promoting purpose-driven work, and using digital tools like social media and gamification to engage this tech-savvy demographic.
Brandi Kurtyka, CEO of MissionCare Collective, notes that younger caregivers prioritize flexibility, personal development, and alignment with an organization’s mission—a shift from older generations who focused more on job security and longevity. “They can’t pour from an empty cup,” Kurtyka explains. “Employers who build infrastructure around their well-being—emotional, financial, and professional—will not only retain them but help them thrive.
The article emphasizes that Gen Z and Millennial caregivers thrive in environments that offer recognition, autonomy, and visible paths to growth. Additionally, training and onboarding must account for their unique communication styles and values—favoring empathy, collaboration, and the “why” behind the work.
To compete in an increasingly competitive labor market, providers must make home care visible and appealing to young workers. That means engaging them where they are—on platforms like TikTok and Handshake—and offering the culture, benefits, and flexibility they expect.
Read the full article on Home Health Care News here.
