Building the Next Generation of Caregivers: How Organizations Can Effectively Recruit Gen Z Talent

Given the staffing shortages the senior care industry faces, recruitment is more important than ever. As the industry faces rising demand, greater reliance on technology, and a need for mission-driven professionals, Generation Z offers a promising solution to help close the workforce gap. Several senior care leaders recently shared how they are attracting, engaging, and retaining Gen Z employees — and the meaningful impact these efforts are already having across the industry.

The Value and Importance of Attracting Gen Z to the Senior Care Industry

Gen Z brings unique strengths to senior care, making it essential for organizations to adapt recruitment strategies that resonate with this generation. Angela Kutnerian, co-founder and executive vice president of Wellpointe, believes that attracting Gen Z is essential for building long-term workforce stability.

Anneli Kumpula, co-founder of Elevate Hospice

“Because Gen Z individuals are under 30, engaging them early provides an opportunity to help them discover purpose and fulfillment in senior care,” she says. “When young professionals find meaningful work in this field at the start of their careers, they are far more likely to remain in the industry long term, strengthening the future of senior care.”

Anneli Kumpula, co-founder of Elevate Hospice, agrees, noting that many Gen Z individuals possess qualities and skills that are highly valuable to senior care. “Gen Z has so much energy and fresh ideas,” she says. By bringing these individuals into senior care, organizations can build stronger connections with residents while continuing to innovate and evolve.

Strategies to Connect with and Engage Gen Z Talent

To reach Gen Z candidates, Kumpula focuses on meeting them where they already are: online and in real-time conversations. She connects with potential recruits through social media, virtual chats, and career fairs, sharing authentic stories from both staff and residents to provide a realistic view of the work. “Short videos, behind-the-scenes glimpses, and Q&A sessions let them see what a day in senior care is really like,” she explains. “Being honest and showing the impact of the work helps make that first connection.”

Angela Kutnerian, co-founder and executive vice president of Wellpointe

Kutnerian has found social media to be one of the most effective tools for engaging Gen Z. Wellpointe regularly posts job openings on Facebook and uses Instagram to highlight its facilities, workplace culture, and company values. “We are actively working to grow our Instagram following and increase engagement so our content appears more frequently in users’ feeds,” says Kutnerian. “This increased visibility helps drive traffic to our company website, where interested individuals can learn more about our organization and apply directly for open roles.”

Due to the success of its social media presence, Wellpointe has begun exploring ways to expand its digital strategy. While the company has long maintained a presence on Facebook and Instagram, Kutnerian notes that only recently did the team fully recognize the value of a strong Instagram presence. Although Wellpointe has not yet adopted TikTok, Kutnerian says it may be a future step in further expanding outreach to younger candidates.

Beyond social platforms, Wellpointe also prioritizes personalized, authentic outreach. With some Gen Z individuals using LinkedIn, Wellpointe’s in-house recruiter reaches out directly to individuals with standout resumes — whether through education, volunteer experience, or specialized skills. Even candidates without prior senior care experience may be contacted to explore potential interest in the field.

Other social media platforms can also serve as effective entry points for making an initial connection. Kutnerian explains that caregivers frequently tag friends in Facebook posts about open positions, prompting recruiters to reach out directly. Platforms like Facebook and Instagram allow the community to advertise open positions and communicate directly with interested candidates. “These platforms allow us to engage quickly, answer questions, and build rapport early in the recruitment process,” says Kutnerian.

How to Tailor Messaging to Gen Z Candidates

Both Kumpula and Kutnerian find that purpose-driven messaging resonates most strongly with Gen Z candidates. “They want to know their work matters, that they’ll keep learning, and that they can make a real impact — not just punch a clock,” says Kumpula.

Kutnerian echoes this perspective, emphasizing that highlighting purpose, growth, and tangible benefits is especially effective. “When we highlight offerings such as daily and weekly overtime, health and retirement benefits, pay advances for life events including housing security and reliable transportation, and clear career pathways, Gen Z employees respond very positively,” she says.

She adds that Gen Z also wants to feel proud of where they work. Their engagement and motivation tend to increase when they see that a company genuinely cares about both its employees and its residents. “This sense of purpose and belonging contributes to higher job satisfaction, stronger commitment, and long-term career growth with us,” says Kutnerian.

Introducing Gen Z to the Senior Care Industry

Internships and training programs can be a valuable strategy to introduce Gen Z to the senior care industry and build early connections. Wellpointe partners with a local university, Fresno State, to offer hands-on internship opportunities to students. Kutnerian shares the story of a former intern who originally planned to stay for just one semester. After completing her internship, she was hired as an Administrative Coordinator. Today, four years later, she serves as an Assistant Administrator in the organization’s largest region.

“We have also expanded our partnership with Fresno State University by creating an internship program for their social work students,” says Kutnerian. “Through this program, students are placed in our home health and hospice organizations, giving them direct exposure to the senior care field and helping them begin their professional journey with us.”

Tailoring Benefits to Gen Z Candidates

While meaningful work is essential, benefits also play a major role in attracting and retaining Gen Z employees. Kumpula finds that flexibility, mental health support, and work-life balance consistently rank as top priorities. “We’ve added flexible schedules, wellness programs, and mentorship opportunities to make the work environment supportive and appealing,” she says.

Wellpointe has also adjusted its benefits to align with Gen Z’s needs and long-term goals. Kutnerian notes that retirement benefits, in particular, resonate strongly with younger employees who view it as an investment in their future. “While employer contributions are discretionary, we have a long-standing practice of contributing 5% of gross pay with no employee match required, which has been especially meaningful to our younger employees,” she explains.

Another highly valued benefit is Wellpointe’s advance pay program, which allows employees to access funds quickly during unexpected life events. Instead of having to rely on payday lenders with steep interest rates, employees can receive zero-interest advances. The program also supports housing security and reliable transportation, especially for individuals facing high deposits or down payments. “By offering pay advances to cover these costs, we help provide stability outside of work, which directly contributes to stability and reliability within the workplace,” says Kutnerian.

How Senior Care Communities Can Improve Gen Z Recruiting

Kumpula recommends that senior care communities focus on being real and showing the impact that Gen Z employees will have. Sharing real stories helps candidates understand why the work matters, while highlighting growth, learning, and meaningful contribution makes roles more appealing.

Kutnerian advises organizations to evaluate their entire employment offering when recruiting Gen Z, noting that every detail matters — from pay and benefits to advancement opportunities and mission-driven culture. “Gen Z evaluates the full experience, not just a paycheck,” she says. “When communities demonstrate purpose, stability, and growth within a supportive environment, they are far more likely to attract and retain Gen Z talent.”

Paige Cerulli

Paige Cerulli is a contributing writer to i Advance Senior Care.