CRK: Campaign for more skilled workers in long-term care

The image campaign "Making a career as a human being" enters the next round. The campaign aims to strengthen careers in long-term care and support the recruitment of professionals at tertiary level. Well-trained professionals are in demand: Due to demographic developments, 222,000 professionals will be needed in the field of long-term care from 2021 to 2029, according to forecasts by the Swiss Health Observatory (Obsan).

Focus on lateral entrants

In order to meet the demand for care, the industry associations Artiset, Spitex Schweiz and OdASanté want to increasingly address career changers. Thus, the focus of the campaign this year is on people who are considering a career change. Long-term care offers numerous attractive career opportunities for career changers and many incentives that other professions do not offer. For example, the compatibility of career and family is actively practiced in part-time positions. Furthermore, many companies are increasingly offering job sharing. And the professions in long-term care have a future, because the demand for well-trained care professionals is higher than ever - regardless of the economic situation and digitization.

The campaign puts the spotlight on various career changers. In the 20-second campaign film, which is being used online and in cinemas across the country, we see Peter, portrayed as a trained EFZ computer scientist who, despite his fascination with technology and computers, has dared to switch to long-term care. "Today, I prefer to look at faces rather than screens," he says. The film was realized in collaboration with the production company zweihund. The five campaign subjects, which are distributed online and on social media, show authentic people from different professions - from hotel clerks to electricians to art directors - who have chosen a versatile training in long-term care. What stands out is this: Just as diverse as the education and training programs in long-term care are the motivations for a lateral entry. But what they all have in common is the desire for a profession in which interpersonal relationships are absolutely central. For example, Peter, an art director who is now training to become a certified nursing specialist HF, explains, "I did a lot of great things as an art director. At some point, however, I no longer found that satisfying. I wanted to be more active and see the direct impact of my work on people."

Occupation check as a guide

Access to the necessary information should be as low-threshold as possible to strengthen the motivation for a career change and show the direct path to it. And that's where the career check on the campaign website langzeit-pflege.ch comes in. Supporting guidance in the form of a questionnaire takes just a few clicks to find possible career profiles. Details such as a precise description of the activities, training duration or later further training opportunities can be found in the respective occupational profile. Once you have found a training or continuing education program, you can find the right educational institution or company on the overview map.

Responsible at Artiset: Theres Gotsch-Hinden (Project Manager, Head of Education Projects).  Responsible at Spitex: Francesca Heiniger (Head of Communications/Marketing). Responsible at OdaSanté: Luca D'Alessandro (Communications Manager). Responsible at CRK: Caroline Hulliger (Project Manager), Filip Wolfensberger (Creative Director), Andrea Schmid, Gina Messerli (Consulting, Social Media), Jessica Gomilsek, Sarah Gabele (Creation, Multimedia Production). Film production: Zweihund GmbH (production company), Niels Vije (producer), Jonas Meier (director), Simon Bitterli (camera), Gabi Morales (equipment), Daniela Glarner (styling), Nora-Li Hess (hair & make-up), Jonas Meier, Mike Raths (editing), Som Sommer (color grading), Mile Raths (visual effects), Christoph Benz / Jingle Jungle AG (sound design). Website: Localmedia GmbH. Media: Mediaschneider Bern.