The Wesley Community

As Americans age, the need for eldercare and support for aging in place continue to increase. For The Wesley Community, a nonprofit provider of senior housing, assisted living, nursing home care, home care, and outpatient therapy, the pandemic drove a need to reintroduce itself to the local community and to enhance recruitment strategies.

Healthcare organizations around the country faced an unparalleled need to recruit new staff after the COVID-19 pandemic triggered waves of retirements and career changes. In communities like Saratoga Springs, N.Y., where competition for entry level aides and nurses comes not only from within the industry, but from national retail warehouses, attracting dedicated staff is even more challenging.

The Wesley Community, known for its continuum of care model and service to neighbors, has long filled a unique position within the Saratoga County eldercare community. Its leaders engaged the Borgos team to update its staff recruitment positioning and execute an advertising campaign. Since then, we’ve worked together to create a broader strategy and refine the brand to appeal to a new generation:

• Staff recruitment focuses on opportunities for growth and service in a stable organization

• Community awareness includes attention to services that benefit individuals of all ages

• Resident and family marketing draws attention to updated facilities and practical, dignified living

• Resident-focused messaging acknowledges that longer involvement of elders in their own living choices