Breaking barriers, building careers: How Gotcare is elevating Personal Support Workers through IDEA
As a recipient of BioTalent Canada’s 2025 I.D.E.A.L. Bioscience Employer™ Recognition program, Gotcare is being celebrated for its outstanding commitment to Inclusion, Diversity, Equity, and Accessibility (IDEA). This national recognition highlights employers in Canada’s bio-economy that are setting new standards for inclusive practices, workforce development, and community impact.
Gotcare’s story stands out for its innovative approach to empowering Personal Support Workers (PSWs) and reshaping home and community care through IDEA.
At Gotcare, Inclusion, Diversity, Equity and Accessibility (IDEA) are more than guiding principles, they are embedded into every decision the organization makes. One of Gotcare’s most powerful initiatives, and a cornerstone of its IDEA strategy, is the introduction of the Health Ambassador role. Designed to address high turnover rates and promote upward professional mobility among unregulated healthcare professionals such as Personal Support Workers (PSWs) in Canada, this initiative empowers them to take on broader responsibilities in supporting patient care and self-management, especially in a healthcare system burdened by burnout and chronic staffing shortages.
“Supporting the upskilling of unregulated professionals – especially in the context of digital health skills in today’s modern world – enables the maximization of their scope of practice, which in turn can reduce the overall burnout and stress that the broader care team faces.” Says Chenny Xia, Co-founder and CEO of Gotcare.
By enhancing training and increasing wages, the Health Ambassador role provides an innovative career pathway for PSWs, a workforce often undervalued and underserved. This is especially vital in light of a 2024 and 2025 studies revealing that over 35% of PSWs experienced discrimination at work, primarily based on race or ethnicity, only 15% felt empowered to attend safety and injury prevention sessions, and 48% say their work experience over the last three years has made it likely they will leave their job within the next two years.
Challenging assumptions, elevating voices
Developing this role wasn’t without its challenges. Gotcare had to combat outdated perceptions about what PSWs could contribute as unregulated professionals. To address this, the organization built a robust training and evaluation program and actively shared success stories that showcased how Health Ambassadors were making a real difference in clients’ lives.
“Sure, a Personal Support Worker provides compassionate care [to clients], but a Health Ambassador listens with purpose and can help with some of their concerns in innovative ways while they navigate life at home.” — Jessi Hafenbrack, Health Ambassador
Retention, recruitment, and a renewed purpose
Since implementing the Health Ambassador role, Gotcare has seen improved employee retention and a steady rise in applications—from both experienced PSWs and younger professionals. Word-of-mouth referrals have played a significant role in recruitment. The organization offers comprehensive training that includes everything from fall prevention and nutrition to digital literacy and frailty reduction.
“While being a PSW is vital for day-to-day living, a Health Ambassador and team dig deeper to make that daily living easier… safer… more attainable.”
Employees aren’t the only ones benefiting. One Health Ambassador reflected on the impact of the program:
“My experience as a Health Ambassador over the past few months has been life-changing. Having spent many years in healthcare, I have seen first-hand the impact of [clients] waiting for help. Getting a Health Ambassador in the home so quickly is HUGE! The fact that within hours a Health Ambassador, [working with a virtual] Occupational Therapist or Nurse is seeing the client, could stop another unnecessary hospital visit from happening.”
Real-world impact
One of Gotcare’s most powerful success stories features Jaykob Storey, a Health Ambassador who transitioned from a traditional PSW role to become a tech-forward care leader in a rural community. Not only has this individual become a local trainer and advocate for virtual care, but he’s also helped improve outcomes for patients by leveraging accessible tools.
For example, one client with declining vision was introduced to the “Be My Eyes” app, connecting them with volunteers for visual support via video calls. The Health Ambassador also helped the client set up online grocery shopping—essential for maintaining independence in a region with limited transportation options.
IDEA as a competitive advantage
Gotcare’s commitment to IDEA has directly contributed to greater competitiveness. The organization is more agile, innovative, and better able to serve rural and underserved communities through meaningful partnerships and a more inclusive workforce.
Measuring success through empowerment
Gotcare tracks Health Ambassador satisfaction and turnover as key indicators of IDEA success. Early results are promising: team members report feeling empowered, and clients are achieving personalized goals—from kitchen safety and medication adherence to using fall detection technology—all contributing to aging in place safely.
Unexpected outcomes, powerful partnerships
By prioritizing IDEA, Gotcare has attracted partners who share its mission to upskill unregulated healthcare workers and address systemic issues in home and community care. These collaborations are opening new doors for innovation and growth.
Advice for other employers
Gotcare offers six actionable steps for employers seeking to strengthen their IDEA practices:
- Commit to Education: Provide ongoing training on unconscious bias.
- Foster an Inclusive Culture: Model inclusive leadership and celebrate diverse perspectives.
- Ensure Career Growth: Offer personalized upskilling and fair compensation.
- Measure and Track Progress: Use data and employee feedback to continuously improve.
Looking ahead
Gotcare’s future is focused on scaling the Health Ambassador role nationwide, bringing transformative in-home care and self-management support to more communities across Canada.
“Receiving the I.D.E.A.L. Bioscience Employer Recognition™ will support us in strengthening external partnerships with like-minded organizations.”
By breaking barriers and building careers, Gotcare is redefining what inclusive healthcare looks like—and creating a more sustainable, equitable future for patients and professionals alike.
Pictured: Tamiskha Tavares (Top photo) and Emily Trenchard (Bottom photo) from Gotcare
