The aged care industry in Australia is uniquely positioned to leverage storytelling as a powerful tool to address its workforce challenges. Unlike other fast-paced, transactional sectors, aged care is fundamentally about building relationships—both with residents and within the workforce. Through storytelling, we can highlight the deep connections, personal growth, and profound impact that working in aged care offers.

The “Leaders in Aged Care” podcast was launched as part of a broader initiative to harness this storytelling potential. By sharing real-life narratives from over 50 CEOs and senior leaders, the podcast sheds light on the rewarding and relationship-driven nature of aged care. These stories emphasize the industry’s core values of empathy, care, and community, resonating with both current professionals and potential candidates who might not have considered aged care as a career option.

Storytelling has proven to be an effective strategy in shifting perceptions and inspiring candidates to choose aged care over other sectors. By focusing on the human element—highlighting moments of connection, stories of resilience, and the fulfillment that comes from making a difference in someone’s life—this approach has directly led to several successful placements.

This abstract will explore the role of storytelling as a differentiator in aged care recruitment and retention strategies. It will discuss how storytelling can:

• Reframe public perception of aged care, positioning it as a sector rich in human connection and personal fulfilment.
• Enhance workforce development by attracting individuals who are motivated by more than just financial incentives, but by the desire to build meaningful relationships.
• Support workforce retention by fostering a sense of belonging and purpose among employees.

The session will also address the future potential of storytelling as a central component of aged care’s recruitment and retention strategies, making it a competitive advantage in the broader healthcare industry.