Critical worker shortages in seniors care drive recruitment campaign

BC Care Providers Association (BCCPA), the organization that represents the majority of non-government seniors’ care providers in British Columbia, on Monday launched a new campaign that brings attention to the enormous opportunity for careers in seniors’ care.

Dubbed #BecauseBCCares, the campaign will focus on three key areas — job growth in seniors care, job security, and the diversity of job types available in the sector.

“It is no secret that Canada faces the challenges of an aging demographic,” says BCCPA CEO Daniel Fontaine. “What is perhaps less understood is the huge employment demand this is creating in every community in our province. Job growth in seniors’ care in B.C. is even higher than in sectors such as high tech and the film industry. These are also stable, long-term career opportunities with good starting pay and benefits as well as a lower risk of automation.”

According to WorkBC, the continuing care sector is expected to have the highest job growth over the period 2020-2025 of all industries in BC (4.2%). The majority of these job openings will be new jobs created by economic growth, rather than replacement of current positions.

The critical health human resource shortages faced by many employers is the topic of a major day-long conference being held in Surrey on January 26. The 2nd Annual BC Continuing Care Collaborative is a partnership between BCCPA and the Ministry of Health. Health Minister Adrian Dix will deliver a keynote address to 140 representatives from government, organized labour, health authorities, career colleges, and care providers who will be in attendance.

Fontaine said: “With the #BecauseBCCares campaign we want to kick off that conversation among friends, at dinner tables, and within the seniors care sector itself that we have great career opportunities available in high demand fields that will be here for decades to come.

“We also want to convey there are many job openings in rural and remote areas across British Columbia, not just in the major urban centres. These smaller communities also offer more affordable housing options coupled with a very high quality of life.”

Visitors to the #BecauseBCCares campaign page at will find a set of resources including province-wide training programs, the new online job bank, testimonials from experienced staff, as well as compelling stories posted all month long on the topic of career opportunities in the seniors’ care sector. Anyone interested in a career in seniors can also register online to receive bulletins and the latest information regarding new training opportunities and tuition subsidies.