---
title: "The Direct Care Workforce: Untapped Opportunities to Recruit & Retain"
description: Amid a national shortage of direct care workers, too few people are entering the profession, workers are leaving in droves, and companies are plagued with high turnover. In partnership with NAHC, MissionCare Collective conducted a study analyzing 67k+ Caregivers, Home Health Aides, and Certified Nursing Assistants to better understand the psyche of the people behind care delivery in America.
---

[Workforce ](https://members.lighomecare.com/workforce)

# [The Direct Care Workforce: Untapped Opportunities to Recruit & Retain](https://members.lighomecare.com/workforce/the-direct-care-workforce-untapped-opportunities-to-recruit-retain)

 Written by [Lincoln Intelligence Group](https://members.lighomecare.com/workforce/author/lincoln-intelligence-group) | Dec 14, 2022 5:38:37 PM

Amid a national shortage of direct care workers, too few people are entering the profession, workers are leaving in droves, and companies are plagued with high turnover.

 

In partnership with NAHC, MissionCare Collective conducted a study analyzing 67k+ Caregivers, Home Health Aides, and Certified Nursing Assistants to better understand the psyche of the people behind care delivery in America. The session will include the following:

 

• Caregiver demographics, religion, hobbies, income, and lifestyle

• The 7 key personas of a direct care worker

• Recruitment, onboarding & retention strategies that inspire each persona

 

**Speakers:** 

**Brad Cohen**, Chief Revenue Officer, MissionCare Collective

**Maggie Keen**, VP Corporate Development, MissionCare Collective

 

[View full post](https://members.lighomecare.com/workforce/the-direct-care-workforce-untapped-opportunities-to-recruit-retain)

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