Recruitment and Retention: A Core Commitment at Piedmont AHEC

Recruitment and retention are critical components of a sustainable healthcare workforce, and they remain at the heart of Piedmont AHEC’s mission to support healthcare professionals across the eight-county Piedmont region of North Carolina. As the healthcare landscape continues to evolve, the need to attract and retain skilled professionals is more urgent than ever—particularly in rural areas where shortages are most pronounced.

In recent years, the healthcare and public health workforce has experienced significant stress and transition. National data indicates that some local health departments are operating with staffing levels up to 80% below capacity. This alarming shortage not only affects service delivery but also places added strain on existing professionals, making long-term retention even more challenging.

Piedmont AHEC addresses these challenges through consistent and comprehensive professional development opportunities designed to support current healthcare professionals in their roles. From July 2024 to April 2025, the organization held 435 event and series sessions, engaging a total of 11,763 participants. Notably, 1,952 of these individuals were new to Piedmont AHEC programming—demonstrating an expanding reach and impact.

Among the many offerings during this period was a standout program titled Recruitment and Retention in Healthcare Settings, developed by Program Coordinator Amber Wilkins. This initiative directly addressed the workforce concerns felt by healthcare professionals. Led by Dr. Heather Krasna, a globally recognized expert on the public health workforce, the interactive workshop explored practical strategies for attracting and retaining healthcare professionals. Dr. Krasna emphasized the importance of marketing in recruitment, noting that understanding generational differences and adapting communication strategies can significantly influence who engages with job postings and how organizations are perceived. According to Dr. Krasna, an organization’s reputation plays a key role not only in bringing new talent into the workforce but also in encouraging experienced professionals to remain.

The workshop provided healthcare professionals of all kinds with tools to better understand workforce dynamics and implement effective strategies for staff support. Through real-world examples and group discussions, participants were encouraged to reexamine their approaches to recruitment and retention, especially in under-resourced settings.

Piedmont AHEC views recruitment and retention not merely as operational concerns but as strategic imperatives essential to the health and stability of the region’s healthcare infrastructure. By investing in ongoing education and workforce development, the organization supports professionals at every stage of their careers—helping them stay connected, engaged, and prepared for the demands of a changing field.

As the healthcare system continues to adapt, Piedmont AHEC remains committed to building a resilient workforce that can deliver high-quality care across the region. Through innovative programming, expert-led workshops, and a deep-rooted commitment to workforce development, the organization is helping to ensure that the Piedmont region’s healthcare professionals are not only recruited—but retained for the long-term benefit of not only the healthcare locations, but for the communities in which they serve.