ACCPA launches Discovering Aged Care Careers Campaign to attract and retain workers

Aged Care Workforce Outlook

The Aged & Community Care Providers Association (ACCPA) has launched a new campaign aimed at attracting and retaining workers in the aged care sector, as the demand for aged care workers is set to double in the next two decades. The Discovering Aged Care Careers (DACC) campaign focuses on drawing people to a career in aged care through a series of short videos.

The DACC campaign aims to address the workforce gap by showcasing the opportunities and range of career pathways on offer in aged care. The videos feature three aged care professionals who share their personal and professional stories to demonstrate the opportunities for career longevity and upskilling. ACCPA CEO Tom Symondson said the DACC campaign aims to encourage more workers to explore a career in aged care.

“There is a critical shortage of RNs in aged care, something which has been well documented since before the pandemic, so every chance we get we want to encourage new entrants,” Mr Symondson says. “We want to show through the DACC campaign that aged care can be an enormously rewarding career with many opportunities to work in different settings. ACCPA, along with aged care providers, is working to make the aged care sector an employer of choice.”

The DACC campaign will be supported by social media marketing through Facebook and YouTube advertisements and Google advertisements. The goal of the campaign is to encourage current and prospective workers to learn about employment opportunities and career pathways, irrespective of gender, age, employment status or locality. View one of the videos in the series below:

The DACC campaign is part of ACCPA’s overall workforce attraction and retention strategies to increase awareness and understanding of aged care careers. The campaign aims to break down barriers and stereotypes associated with jobs and careers within the aged care sector, offering all Australians the opportunity to build a meaningful career while making a positive impact on the lives of others.

The DACC campaign is one of the major steps in the promotion of aged care careers and is in line with ACCPA’s goal of ensuring that the aged care sector is an employer of choice. Further details on the DACC campaign and a supporter toolkit are available on ACCPA’s Workforce Hub, which provides information on career options, training and education, and a library of resources.


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