Attracting + Retaining Talent

Senior Living

By Erica Rascón on Dec 27, 2018 in Marketing, News

Talent scouting and retention are a hot topic in the senior living industry. Organizations struggle to attract, identify, and retain talent. Without a solution, the industry is poorly equipped to provide quality care. Existing employees are overworked, and residents may wait underserved. The results can be fatal: a European study of 260,000 nurses reveals that increasing a nurse’s workload by one case could increase mortality risk by 7 percent within 30 days of admission. Tactics to improve recruitment and retention are crucial.

A Growing Problem

According to the American Association of Colleges of Nursing, 53 percent of senior care providers say that “insufficient numbers of quality applicants” is their primary problem. Once talent comes onboard, retention becomes a hurdle. The industry is challenged by a 50 percent turnover rate among direct-care staff.

Without drastic changes, the industry will not be able to keep up with growth forecasts. Improved healthcare and living conditions has extended lifespans. There are more Americans living over the age of 65 now than at any other point in history. By 2030, the senior population will increase by 75 percent. The workforce needs to at least double to meet growing demand.

Questions to Identify Practical Solutions

Reexamining your current protocols for attracting and retaining talent may help you identify problems. The questions below can help you get started:

1. What does your online reputation tell prospects about you?

Pretend to be a prospect. Search for your organization online. Consider housing reviews, employer reviews, and social media commentary. What impression do you receive?

About 84 percent of organizations use social media to recruit new hires. Are you among them?

You may need to revamp your online presence. Begin by addressing the most pressing concerns to arise in the past 30 days. Then work to maintain your online reputation as new content arises.

2. Can qualified talent quickly find your job posting and easily apply?

Hone recruitment by focusing on healthcare job listing sites. This approach narrows the pool more quickly than a general online job board.

Also consider a referral incentive for current employees. Nurses, for example, have completed specialized training. They may know other qualified graduates in search of work.

3. Do you offer an appealing employee experience?

The employee experience is what occurs when employees walk through the door of your community How employees feel about their workplace and management are major factors for retention. Consider:

• Are employees given clear guidelines for their mission?
• Do they have a clear career trajectory?
• Can they easily access a formal and efficient way to voice their concerns and suggestions?
• Do employees receive tools to help them manage stress, such as free wellness programs and classes?
• Does the current staff lounge encourage teammates to rest and recharge for the next segment of their shift?

Teammates that are balanced, motivated, and supported can provide the best care—and build a respected brand.

4. Does your retention plan realistically address the needs of employees?

If you don’t know, ask. You may be surprised by what you find.

For example, you may think a hip staff lounge would entice and retain young talent. What you may find is that “56 percent of Millennials said they would take a pay cut to work somewhere that is positively changing the world.” Learn what staff wants before overhauling your retention strategy.

5. Do current teammates feel appreciated?

When teammates feel undervalued, they’re likely to take their talents elsewhere. Defeat turnover by creating an employee recognition program. Monthly kudos, annual awards and perks show talent that you appreciate their efforts and value their loyalty.

Data from the Bureau of Labor Statistics suggests that healthcare is one of the largest and fastest growing fields in the nation. The numbers are encouraging. As organizations refine their plans to attract, identify, and retain talent, we can turn the tide on the senior care crisis.