JS Festival in Tochigi 1st National Elderly Welfare Facility Conference

Leveraging Social Media To Attract Younger Volunteers

The conference session on leveraging social media to attract younger volunteers addressed a practical issue for aged-care providers: how to make meaningful community participation visible to people who spend much of their day on digital platforms. The discussion formed part of the 1st National Elderly Welfare Facility Conference and Research Meeting, known as JS Festival in Tochigi, a past professional event that connected care workers, facility leaders, researchers and suppliers from across Japan.

Its lessons remain relevant in Australia, where residential aged-care homes, community care organisations and volunteer networks compete for attention alongside universities, charities, sporting clubs and local businesses. A social media strategy can help facilities show the human value of volunteering without reducing older people or volunteers to marketing content.

Why Younger Volunteers Matter

Younger volunteers can bring energy, technical confidence and connections with schools, universities, workplaces and neighbourhood groups. They may support gardening, music, digital literacy, exercise sessions, cultural activities or intergenerational events. Their presence can also help older residents maintain contact with changing technology and contemporary community life.

Recruitment should recognise that many Australian volunteers are juggling casual work, study, commuting and family commitments. A student from Monash University, a young worker in Parramatta or a hospitality employee in Brisbane may be interested but unable to commit to a traditional weekly shift. Short, clearly defined opportunities are often easier to accept than an open-ended request to “help at the home”.

The strongest message is usually purpose-led. Younger audiences want to understand what they will do, who will benefit, how much time is involved and whether the organisation is well managed. A warm, plain-speaking invitation can feel more credible than polished corporate language.

What The Tochigi Meeting Highlighted

JS Festival brought together practical workshops, research presentations, networking, study tours and an exhibition of eldercare products and services. That mix matters because volunteer recruitment is connected to the whole care environment. A good social post should reflect real activities and relationships, rather than treating publicity as a separate department task.

A facility might share a short story about a gardening session, a workshop preparing residents for a local festival or a volunteer teaching residents to use video calls. Research can add depth to those stories. For example, a discussion of gardening research findings can help explain why a practical activity supports wellbeing, movement and social connection.

The conference also demonstrated the value of exchange between sectors. Australian providers can adapt this approach by involving lifestyle staff, nurses, volunteers, residents, family members and local community groups in content planning. Each group notices different moments worth sharing.

Build A Story People Can See

Social media works best when it gives potential volunteers a realistic picture of participation. A short vertical video might show a resident choosing seedlings, a volunteer setting up a craft table and the group enjoying the finished activity. Captions should explain consent, accessibility and the specific role available without making the post feel like an advertisement.

A useful story has a clear beginning, middle and outcome. Introduce the activity, show the contribution and describe what changed for residents or the wider community. Images of hands preparing food, a shared table or a completed garden can protect privacy while still communicating warmth and purpose.

Cultural relevance also helps. A facility in regional Victoria may highlight a connection with the local show, while one in Western Sydney may feature multilingual community participation. Content should reflect the place where the organisation operates, including local accents, neighbourhood names and the everyday way people speak.

Choose Channels And Voices

Instagram and TikTok can reach younger adults through short video, while Facebook remains valuable for families, older volunteers and local community groups. LinkedIn may suit employer-supported volunteering, graduate programmes and professional networks. The channel should follow the audience and the activity rather than forcing every message into the same format.

Young volunteers should have a genuine role in creating content. They can film behind-the-scenes clips, conduct respectful interviews or explain what they learned. A resident’s voice should remain central where consent is informed and freely given. Staff should avoid scripting emotional reactions or presenting volunteering as a form of personal rescue.

A challenge-based format can make participation feel achievable. A facility might invite students to spend one afternoon helping with a sensory garden, then share what the group accomplished. Campaigns with a clear activity and timeframe, such as a community challenge format, can inspire ideas without copying another organisation’s identity or message.

Make Volunteering Easy To Start

Interest often disappears when the next step is unclear. Every post should direct people to a simple sign-up page, email address or information session. The organisation should state the expected age range, time commitment, location, induction process and any checks required before attendance.

The following details make a social post more useful:

Australian applicants may be familiar with Working With Children Checks, police checks and workplace safety requirements, but processes differ between states and territories. A provider in New South Wales should give accurate local information rather than assuming the rules used in Queensland or Victoria apply everywhere.

Registration can also be designed around real life. Offer an evening briefing, a weekend activity or a one-off trial shift where possible. Using familiar language such as “uni students”, “mates” and “an arvo helping out” may sound more approachable than formal recruitment terminology, provided the tone still respects the seriousness of aged care.

Protect Trust And Dignity

Digital recruitment must never compromise a resident’s privacy. Written consent, image permissions and clear boundaries should be established before filming or publishing. Residents who decline should not be made to feel difficult, and staff should avoid revealing health details, room numbers, family circumstances or identifiable care information.

Ethical practice also applies to technology used around facilities. The discussion of privacy and surveillance offers a useful reminder that safety, transparency and dignity need to be considered together. A volunteer campaign should explain how images are stored, who can access them and when content will be removed.

Moderation is another responsibility. Comments should be monitored for harassment, misleading claims or attempts to contact vulnerable residents directly. Young volunteers need guidance on photographing others, tagging locations and communicating online. A short induction can prevent problems while showing that the organisation takes digital conduct seriously.

Turn Attention Into Belonging

Recruitment is only the first stage. Younger volunteers stay involved when they receive feedback, see the result of their contribution and feel part of a respectful team. A thank-you post can acknowledge effort without turning residents into props, while a private message or follow-up gathering can strengthen the relationship.

Facilities can also connect online activity with the wider community. A cooking session might involve a local TAFE hospitality class, a university placement coordinator or a neighbourhood café. A playful food-related idea, such as content inspired by Chili Chillin, could support a supervised intergenerational recipe project while giving volunteers a clear creative role.

Useful measures should focus on quality as well as reach. Track whether people understand the opportunity, complete induction and return for another activity, rather than judging success only by views or likes.

Learn From Evidence And Experience

The conference model encouraged professionals to compare research with daily practice. That principle can guide social media campaigns: test a message, observe who responds, ask participants what felt welcoming and adjust the process. A small pilot with one activity may reveal more than a large campaign built on assumptions.

Evaluation should include people who do not volunteer. If several young applicants abandon the form, the process may be too long. If posts receive attention but few enquiries, the call to action may be vague or the opportunity may seem inaccessible. If volunteers attend once and disappear, supervision, scheduling or role design may need attention.

For event records, professional enquiries and related resources, organisations can direct stakeholders to the event secretariat. The central lesson from JS Festival is practical: digital media can open the door, but authentic activities, careful safeguarding and respectful relationships are what make younger volunteers want to return.