Frontline Honors Award Winner: Nicole Crowley, Lead Resident Care Associate, Laurelwood At The Pinehills

Nicole Crowley, Lead Resident Care Associate at Laurelwood at The Pinehills, has been named to the Frontline Honors Awards Class of 2025 by Senior Housing News.

To become a Frontline honoree, an individual is nominated by their peers. The candidate must be:

• A dedicated, high-performing frontline worker who delivers exceptional experiences and outcomes
• A passionate worker who knows how to put their vision into for the good of their respective industry, the patients and residents they serve, and their families
• An advocate for their industry and their fellow colleagues

Senior Housing News recently caught up with Crowley to discuss her time in the senior housing & senior living industry.

SHN: What drew you to this industry?

Crowley: Growing up, I would go to work with my mother a lot. She was a Certified Nursing Assistant (CNA), along with some of my aunts and uncles, at the same nursing home. The activity director was my aunt as well! I would go there so much that I ended up being a part of the team. I would paint residents’ nails, join in on fun games and socials, as well as visit residents in their apartments. 

From a very young age, I was told that I was a natural with seniors. Once I graduated high school, I knew that I needed to find a program that would train and certify me to work with seniors.

SHN: What’s a misconception you had about this work before you started – and how has reality differed?

Crowley: During training, work tasks can appear repetitive and routine — assisting with hygiene, dressing, transfers, feeding, toileting, and regular safety checks.

However, training does not fully prepare you for the meaningful connections you develop with the individuals in your care. It often does not emphasize enough that residents are people first — many of whom may not have family or loved ones present during some of the most challenging periods of their lives. Each resident has a unique history and has lived a full life, contributing in their own way to the world around them.

In my role, I strive to make each day as positive as possible based on the resident’s current physical and cognitive abilities. Above all, my goal is to ensure that every individual feels safe, respected, and genuinely cared for.

SHN: Was there a moment in your career when you realized, “This work really matters”? What happened?

Crowley: While working at my first nursing home after earning my CNA license, I developed a meaningful connection with one particular resident, whom I will refer to as “P.” Over time, our bond grew to the point that I would occasionally stop in on my days off simply to visit with him, say hello, and bring him his favorite treats.

The moment I truly realized the importance of this work occurred when I was called into my unit manager’s office during a shift. P’s sister and wife were present, and they expressed their gratitude for the care and compassion I had shown him. They shared that they had noticed P seemed to have his best days when he spent time with me, which was incredibly meaningful to hear.

I never viewed my actions as extraordinary; they were small, consistent gestures of kindness and genuine care. However, I learned that even these simple efforts can have a significant impact — not only on the residents, but also on their families.

SHN: What’s the most valuable skill you’ve developed on the front lines that people often overlook?

Crowley: Situational awareness! Through consistent, direct resident contact, CNAs become experts at recognizing subtle changes in physical abilities, emotional state, and behaviors that could indicate early signs of decline or complications.

SHN: What’s one decision leaders make that has a bigger impact on frontline workers than they might realize?

Crowley: How staffing levels are determined. Staffing decisions directly affect workload, resident safety, and CNA well-being. Thoughtful staffing that accounts for resident acuity — not just headcount — helps CNAs to work more safely, identify and communicate concerns effectively, and deliver higher quality care.

SHN: What’s a simple change – policy, tool, or mindset – that would make frontline work more effective?

Crowley: Treating CNA input as essential clinical information, not supplementary feedback.

CNAs are often the first to notice subtle changes in condition. When their input is routinely invited and validated — early signs of decline are caught sooner, communication between staff improves, CNAs feel respected and part of the team making an increase in engagement and retention, and care becomes more proactive than reactive.

SHN: What gives you optimism about the future of this industry, despite its challenges?

Crowley: Healthcare cannot function without CNAs! Growing demand makes CNA roles indispensable!

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