Every effective solution begins with a clear understanding of the problem. For me, Dr. Cath Cosgrave, this journey started with a focus on retaining skilled healthcare workers in rural areas. Over time, this focus expanded, and the Attract Connect Stay Framework evolved from a solo research effort into a collaborative, team-driven initiative that’s making a real difference across industries. Today, I’m excited to share the story of how this journey has unfolded and where it’s heading next.
– Cath Cosgrave, CEO Attract Connect Stay
1. Foundational Research: Understanding Retention (2012-2015)
The journey began with my PhD research, a grounded theory qualitative study addressing workforce shortages in rural mental healthcare services. Through extensive fieldwork and interviews, I discovered that retention isn’t just about job satisfaction; it’s about the entire experience of living and working in a rural area. This led to the development of the Attract Connect Stay Framework*, which ensures that health professionals feel connected, valued, and supported both in their roles and within their communities.
- Key Insight: “Retention is significantly influenced by the social and environmental context of the community,” underscoring the importance of a holistic approach.
*In academia, also known as The Whole of Person Retention Improvement Framework.
2. The Allied Health Project: Translating Research into Practice (2017-2019)
The first major step in translating this research was the Allied Health Retention Improvement Project, undertaken in partnership with two rural public health services in Victoria. This project demonstrated that “attracting high-quality candidates and prioritising ‘person-environment fit’ are essential for long-term retention,” laying the groundwork for expanding the framework beyond retention to include attraction and recruitment strategies.
- Key Insight: The Allied Health Retention Improvement Project validated the need to integrate attraction and recruitment with retention in rural workforce planning.
3. The Churchill Fellowship: Expanding Global Insights (2018-2019)
In 2018, I was awarded a Churchill Fellowship to investigate new approaches to strengthen social connection of newly arrived health workers in rural settings. In 2019 I travelled to Canada for three months for my Fellowship which included a visit to Marathon, Ontario, where I was introduced to the community’s Recruiter and Community Connector Model—a successful 10-year strategy that subsequently became the foundation for our own Community Connector Program. This experience highlighted the critical role of community engagement in retention and shaped key components of the Attract Connect Stay Framework.
- Key Insight: The Churchill Fellowship was pivotal in developing the Community Connector Program and enhancing the framework’s focus on community integration.
4. Developing the Community Connector Program (2021-2022)
Building on the key recommendation from my Churchill Fellowship—to trial a Community Connector Program (CCP) in rural Australia—we launched the CCP pilot project in Glen Innes, NSW, in 2021.The CCP was brought to life in Australia through generous research funding from the Foundation for Rural & Regional Renewal (FRRR) and project auspicing from Services for Australian Rural and Remote Allied Health (SARRAH). The pilot demonstrated the CCP’s effectiveness in fostering social connections and community engagement, ensuring new hires and their families were professionally and personally integrated into their communities.
With the pilot’s success, the CCP was developed into an evidence-based online program, Kickstart Your Community Connector Program, now accessible to rural communities across Australia and internationally. The CCP is now operating in multiple regions, including New South Wales, Victoria, Queensland, South Australia, and New Zealand, leading to significant improvements in retention outcomes of skilled workers. Its influence extends beyond these individual communities, contributing to government initiatives like the Regional NSW Welcome Experience.
5. Establishing the Attract Connect Stay Pillars (2022-Present)
The Attract Connect Stay Framework has continued to evolve from my experience supporting organisations and rural communities to address the complex challenges of attracting and retaining skilled workers. My ongoing research, particularly into place and belonging, and the practical application of the Framework, has highlighted the need for a more structured approach, leading to the development of five essential Attract Connect Stay implementation pillars:
- Attract: Target candidates likely to thrive in rural settings, aligning with community values and lifestyle.
- Recruit: Ensure a good match between the candidate, role, and community by aligning recruitment with organisational and community needs.
- Settle & Connect (Organisation): Provide workplace support, ensuring new hires feel valued and motivated from day one.
- Settle & Connect (Community): Facilitate social integration through initiatives like the CCP, helping new workers and their families build strong local connections.
- Stay: Foster long-term retention with continuous support, career development, and strong community ties.
- Key Insight: The Attract Connect Stay Framework, with its five pillars, provides a structured, holistic approach to workforce attraction, integration, and retention, effectively meeting the diverse needs of rural communities.
6. Transitioning from Individual Research to a Collaborative Team (2021-Present)
As the Framework and the flagship Community Connector Program have gained traction, it became clear that expanding its impact required collaboration. This led to the formation of a dedicated team of experts in rural health, community engagement, and workforce development. Transitioning from individual research to a team-driven approach allowed us to scale our efforts, refine the framework, and adapt it to meet the diverse needs of rural organisations.
- Key Insight: Collaboration was essential for scaling the framework’s impact and ensuring its adaptability across different sectors.
7. Adapting the Framework to Multiple Sectors (2021-Present)
Originally developed for healthcare, the Attract Connect Stay Framework has quickly proved applicable to other sectors such as education, legal, agriculture, and engineering. The core principles of attraction, recruitment, and retention resonated across these sectors, helping rural organisations build and maintain stable, skilled workforces. Our team’s collaborative approach facilitated this adaptation, ensuring the framework met the unique challenges of each industry.
- Key Insight: The framework’s adaptability across multiple sectors underscores its universal value.
Introducing the Journey Map:
To visually capture this evolution, we’ve created a journey map highlighting key milestones in the development of the Attract Connect Stay Framework, showcasing our transition from a research project to a team-driven initiative with broad industry application.
Looking to the Future:
As we continue to refine and expand the framework, our focus is on broadening its impact. Whether through new sector-specific strategies, partnerships, or expanded resources, our team is committed to helping rural communities across Australia—and beyond—thrive by building strong, connected workforces.
Are you facing workforce challenges in your rural community? Let’s connect and explore how the Attract Connect Stay Framework can be tailored to your needs.
- Book a Consultation Call
- info@attractconnectstay.com.au
- Training: Attract Connect Stay Launchpad Program – Do It Yourself
- Training: Attract Connect Stay Launchpad Program – Done Together
- Catalyst Coaching
Thank you for being part of this journey. The evolution of the Attract Connect Stay Framework, from an individual research project to a collaborative, team-driven initiative, is a testament to the power of practical, community-focused solutions. We’re excited to continue this journey with you—making a lasting impact in rural communities across the country.
