CTNewsJunkie file photo
Department of Social Services Commissioner Roderick Bremby (CTNewsJunkie file photo)

Foreseeing growing demand in the field, Connecticut is rolling out a multimedia advertising campaign encouraging people to consider jobs as in-home caregivers.

The Department of Social Services has launched a new website, CaringCareers.org, and an accompanying public awareness campaign.

“More than ever in Connecticut, our older adults and citizens with disabilities are able to make the choice to live at home, instead of having to go to a nursing home or other institutional care,” DSS Commissioner Roderick Bremby said in a statement. “But the future of this important trend depends on our success in building the workforce of caring individuals to provide high-quality in-home care.”

The site and campaign are intended to connect people to resources about “the many opportunities in a growing and vital field,” he said.

The accompanying media buy with the campaign cost about $405,000, according to DSS spokesman David Dearborn. The money, he said, is funded by a Money Follows the Person Rebalancing Demonstration Grant from the federal Centers for Medicare & Medicaid Services.

The campaign’s theme is “In-Home is in Demand,” and ads will appear on TV, Pandora radio, and billboards in Hartford, New Haven, Bridgeport, New Britain, Danbury, and Torrington. Ads also will appear in digital and print media, with the campaign running through the spring.

DSS is partnering with the state Department of Labor to connect CaringCareers.org to CTHires.com, the state’s primary job site.

“Placing our CTHires online job bank within the CaringCareers.org website will help employers find qualified individuals that are a good fit for healthcare positions, and it offers jobseekers a safe, user-friendly system to obtain in-home health care jobs,” Labor Commissioner Scott Jackson said in a statement.

The Labor Department projects that, by 2024, Connecticut’s home care workforce will grow to include about 33,500 personal care aides or assistants, 10,775 home health aides, and thousands of registered nurses.

The employment potential and economic impact is even greater when other in-home care occupations such as social workers, recovery assistants, physical therapists, and occupational therapists are factored in, according to the department.

“Expanding the professional care workforce is absolutely vital to our effort to help more people live independently and in good health at home,” Bremby said. “For jobseekers, this is an exciting field to be in right now. Jobs run the full spectrum from entry-level to highly-skilled specialties. Together, this workforce will make our state a place where more of our loved ones, friends and neighbors can live independently.”