FutureCare – Strategies to Attract and Retain Young Professionals in Elderly Care

Development of sustainable strategies to attract and retain young professionals in elderly care for Stiftung Liebenau.

THE CHALLENGE

Austria is experiencing a growing shortage of qualified professionals in elderly care, especially among younger generations. The project addressed the question of how to attract and retain young caregivers by understanding their motivations, expectations, and barriers – and by developing targeted strategies to ensure long-term engagement in this vital sector.

OUTCOMES

Through interviews and a nationwide online survey, the project identified key factors influencing young professionals’ career decisions. Core recommendations include enhanced employer branding, flexible work schedules, mentoring programs, and visibility of the positive aspects of elderly care via social media. The results support Stiftung Liebenau in strategic planning and future HR initiatives.