October 25, 2023 —Barclay Friends recently teamed up with the Kendal Corporation Marketing and Communications Team and AKCG – Public Relations Counselors to amplify an innovative approach to recruiting and retaining Certified Nursing Assistants (CNAs) at its West Chester, PA campus. This comprehensive marketing and public relations approach spotlighted the integral work of CNAs. It allowed Barclay Friends and Kendal Charitable Funds to utilize Kendal’s support and expertise in marketing and public relations. AKCG, based in New Jersey, has partnered with The Kendal Corporation for six years, assisting with proactive and crisis-related communications.
Amplifying the Program Within Kendal
When Barclay Friends learned of the DEIB Workforce grant opening across the System from Kendal Charitable Funds, they knew they wanted to focus on the critical work of CNAs in the community. Like many organizations, Barclay Friends saw people veer away from healthcare jobs during the pandemic, but the need for CNAs to provide the highest level of resident care on campus remained the same.
The funds from the Kendal Charitable Funds affiliate grant allowed Barclay Friends to kickstart an incredibly successful model for recruiting and retaining CNAs, consisting of paid training at the campus. Some individuals completing the training were already part of the Barclay Friends community and, therefore, well-aligned with Kendal’s values. This offering allowed individuals to move into a CNA role without a gap in employment or pay. Freeing up their ability to pursue a career aligned with their interests also enabled them to experience an increase in both pay opportunities and career advancement.
Expanding Reach Through Integrated Marketing
Excited by the success of this program, the community and Diane Massey, Executive Director of Kendal Charitable Funds, reached out to AKCG – Public Relations Counselors and Jessica Buhler, Corporate Director of Communications and Public Relations, to tell the story within Kendal. After an initial Zoom interview, AKCG wrote and published the article on KendalNet, making it available for everyone in the System to learn about the benefits and be inspired by the innovative approach at Barclay Friends.
Publishing the story on KendalNet helped showcase this successful recruitment and retention program to other Affiliates throughout Kendal. Recognizing these broader benefits, the team disseminated the story on the Barclay Friends website and across various social media channels to utilize the advantages of cross-media promotion. In turn, residents, community members and other interested parties were invited to learn more about the communities’ successful initiative.
Benefitting from Earned Media in Trade and Local News Outlets
The CNA program at Barclay Friends has continued well beyond the initial pilot program, with four cohorts underway for 2023. Kendal Charitable Funds and Barclay Friends partnered with AKCG to write and distribute a press release highlighting the program to share impressive results with the broader community.
McKnight’s Senior Living – a publication targeted at leaders in senior living organizations, hosts the story on their digital news outlet. Additionally, local media have shared the press release, highlighting the program to prospective staff and residents. Stories appeared in MyChesco’s business section and Daily Local News’ digital and print editions. Additional reporters have expressed interest in the story, and AKCG and Kendal will continue to support communications and interviews around this positive news.
Kendal Affiliates Can Utilize Similar Support
Working together with KCorp’s Marketing and Communications team, AKCG is available to help Kendal Affiliates with a positive and authentic narrative by developing content, building media strategy, generating media opportunities and supporting crisis communications. This benefit is extended, without any additional expense, to Affiliates that are part of Kendal.
To learn more about amplifying media opportunities, contact Jessica Buhler at jbuhler@kcorp.kendal.org.
