Nearly 100,000 CNAs say “This is more than ‘just a job'”

May 5, 2020 / Care

One of the most difficult to recruit for roles in senior care is the paid caregiver. There is a dire shortage in the industry – and in healthcare overall. The most notable licensure for caregivers is “certified nursing assistant.”

And so, we mined our database from the past year to glean insights for research. Activated Insights is the senior care group of Great Place to Work Institute, which is the global authority on employee engagement, having surveyed over 100 million individuals using the proprietary Trust Index methodology. This blog post contains first-pass analytics and insights – a more robust white paper will follow.

As a summary of our methodology, we separated out the caregivers in our database from non caregivers. In total, we count responses from 99,904 caregivers working in senior care in the U.S.. Caregivers were defined by job title, including “Certified Nursing Assistant,” “Nursing Assistant,” “Nurse Aide,” “Caregiver” and so forth. By way of contrast, we counted 238,232 non caregivers in the senior care employees, including dining servers, housekeepers, therapists, and administrators, among 1000+ job titles. All 357,692 individuals responded to the standard Great Place to Work Trust Index survey during the time period January 2019 to March 2020.

One of the most notable findings is that caregivers score much higher on the purpose-driven statements. For instance, on the standard Trust Index question “My work has special meaning-it’s ‘not just a job’,” caregivers reported higher engagement in nearly every tenure (length of time on the job) than non caregivers.

We are continuing to analyze our database to publish research white papers to share with the industry. For questions or additional details, please contact