Iroquois Healthcare Association Gets Go-Ahead for Caring Gene® Recruitment Campaign Continuation

The innovative multimedia campaign aimed at recruiting workers to the long term care industry will be back in market starting early September

ALBANY, NY — The Iroquois Healthcare Association (IHA) Workforce Development Organization (WIO) will be continuing the successful Caring Gene® recruitment program that started in June 2019. The program has been supported through funding from the New York State Department of Health.

IHA WIO launched the Caring Gene® campaign to address difficulties in long term care recruitment, and to fill critical care positions such as CNAs, HHAs, PCAs, and support positions. The campaign utilizes a multi-media mix of creative tv, radio, out of home, and digital ads to attract workers to long term care. The name, Caring Gene®, signifies that people who work in this field are special, and have an intrinsic desire to care.

The ads direct job seekers to, a website that provides information about the long term care field and career opportunities. Site visitors can then search for any job in the field statewide and apply to jobs in their area on the same site. The site is free to use for both providers and job seekers.

Caring Gene® will be back in market with a campaign starting September 1, running to December 31, and another campaign from January to March 2022.

To increase visibility, these campaigns will begin to utilize artificial intelligence (AI) technology to identify real people who are likely to relate to the content. With the information that AI provides, the campaign is able to reach those unique individuals that possess the Caring Gene®.

Posting job and training opportunities on is free for long term care organizations statewide. IHA WIO hopes that providers take advantage of the opportunity, expecting that site traffic will increase dramatically as the campaign begins again.

Organizations that are new to the Caring Gene® program are encouraged to reach out to to gain access and receive training on how to post jobs to

Organizations that are already Caring Gene® users should reach out to learn about the new and exciting features the website has to offer.

To learn more about the Caring Gene® please visit or email us at

“ has had 1.6 million site visits and that number grows every day,” said IHA WIO Director of Business Development Andrew Nault. “We want NYS long term care organizations to post their jobs on the site and be able to take advantage of the marketing efforts that are starting in September.”

“IHA believes in the Caring Gene® and what it stands for,” said IHA President and CEO Gary J. Fitzgerald. “It takes a special person to care for others in the way that long term care workers do. We hope to reach those individuals in this next phase of the Caring Gene® recruitment campaign.”

About the Iroquois Healthcare Association: IHA is a regional healthcare trade organization representing 54 hospitals and health systems, spanning over 28,000 square miles, across 32 counties of Upstate New York. IHA is the leading resource for facilities and professionals bringing quality health care to the region. IHA represents the unique needs of rural, small community safety-net providers to large, academic medical centers in Upstate New York’s urban areas through advocacy, education and information, cost-savings initiatives and innovative business solutions.