Winning The Millennial Market: How to Attract & Engage Millennials in Senior Care

transcript

Solving Everyday Workforce Challenges in Post-Acute Care & Senior Living

• Winning The Millennial Market: How to Attract & Engage

Millennials in Senior Care

Presenter: Peter CorlessExecutive Vice President of Enterprise

DevelopmentOnShift

Introductions:

Presenter: Irene FleshnerRN, MHA, FACHE

Principal, Reno, Davis & Assoc. Inc.SVP Strategic Nursing Initiatives,

Genesis HealthCare

1. Describe the mindset and preferences of potential employees and how these relate to your organization’s operations

2. Uncover modern recruiting practices to attract employees to senior living

3. Discover how to spiff up your organization’s culture and implement scheduling best practices to engage and keep your top talent

Objectives:

Our Prediction

• Millennials will be 1st to respond

• Millennials will be a minority in the room

• Survey released by Bank of America in 2014

• 96% of millennials said their phone is the most important product in their lives

• Phones were more important than their toothbrush (93%) and deodorant (90%)

Millennials LOVE their Phone

Population Growth – 80-84 Years

More People Will Need Our Post-Acute Services

Source: SNF Volume from Avalere projection model; Medicare enrollment from 2015 Trustees’ Report

Looming Workforce Shortage – Isn’t There Already One?

Research from University of California San Francisco found that at least 2.5 million more workers will be needed to provide long-term care to older adults in the United States between

now and 2030.

2.5 Million Additional Workers Needed to Meet Demand

Registered Nurse Shortage

• Predict 260,000 RNs short by 2025

• Nursing schools do not have faculty, clinical placement sites or funding to match demand

• In 2013, more than 50,000 qualified applicants could not find schools to enroll in

“By 2025, Millennials will dominate the workforce, perhaps as much as 75 percent so we’re going to have to figure out what they expect, and what we can do to attract them to our organizations and keep them there.”

- Post Acute Care Executive

The Millennials Are Here

No Yes

Are You Adapting?

* “Workforce Insights” OnShift & McKnight’s Long-Term Care News, 2016

They’re Doing Research

Number of different resources used before applying to a job

* CareerBuilder 2015 Candidate Behavior Study

Nursing Allied Healthcare Physician Other Healthcare

Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016

Mike Pumphrey, Director of Marketing

OnShift

64% say it’s a priority for them to make the world a better place.

What Makes Millennials Tick?

Your Brand Matters

Your Millennials Are Your Megaphone

• Create a referral program

– Consider providing bonuses or raises to employees that provide referrals.

– Base those raises on tenure of new employees

• Recruit brand ambassadors

– Share & Like social posts for maximum impact

Craft The RIGHT Message

• Ask Millennials for help

– What is your mission?

– Share the benefits of working at your organization on social feeds

• Videos are great!

– Produce “sell sheets” to attract candidates

Promote The Fun!

• Somerby Senior Living

– 28,432,320 views

• Over 500,000 views after day 2!

– 645,494 shares

– 90,534 comments

– Coverage on local radio, Cosmopolitan Online, USA Today, and Kathie Lee & Hoda

Get Social & Advertise

• Create a Facebook Careers Page

– Your regular page should not be used to promote all your openings

• Tweet about events & news within your organization

• Promote openings on Instagram

Pay Attention to Glassdoor

• Employee reviews matter!

• Glassdoor is the Yelp! of places to work

– Prospective employees look at overall review average and read negative reviews

• Track top talent in your organization & see if they’d be willing to add a review to help raise your average

• Read the negative reviews and be prepared to speak to them in an interview

Simplify Job Applications

• Most employers use long applications to eliminate unserious candidates

• Today’s jobseekers prefer brief and simplified application processes

– 60% of candidates have quit an online application mid-process due to its length and complexity

*“How Candidate Experience is Transforming HR Technology,” which was conducted by Harris Poll onbehalf of CareerBuilder, 2014

“If they can’t apply for a job in 60

seconds, you will not get more

applicants.”

HR Executive, Regional Senior Living Organization

Go Where The Candidates Are

• Millennials want to apply for jobs on their phone

• Initial applications should take 1 – 2 minutes

– Only ask for the essentials – plus last employment to understand potential certification needs

• The goal is to widen the net to bolster your candidate pool

Be Transparent

• Set “day in the life” expectations

• Provide salary range

– They know it anyway based on Glassdoor & others

• Identify scheduling expectations

Refine Your Candidate Pool - 3 Hiring Tips

• Ask key questions

– What’s your favorite part about working on a team?

– What do you expect to get out of this job?

• Include different roles in interview

– Their manager, coworkers and those they will serve

• Don’t forget to follow-up

– Communicate via text

“When recruiting Millennials, don’t call or email them. Text

them. This was a revelation for us.”

HR Executive, Regional Senior Living Organization

65% said personal development was the most influential factor in their current job.

They’re Hired!

But To Keep Them Engaged …

• Offer online learning

• Engage them with quick hit content

• Use shorter sessions

–Not 3 days in a room

–4-hour sessions at a time

– Leave time for socializing

Onboarding Tips

• Design career tracks for each position

– Show them that they have the potential to move up

– Identify measurable goals

• Offer career development & training

• Review wages to be more competitive with hospitals

Define Career Tracks

“Advanced certified nursing assistants - with specialized skills in care transitions, dementia

and other areas - could become important staff

leaders in long-term care facilities.”

- McKnight’s Long-Term Care News

Consider SMART Goals

SSpecific

Who, What, Where, When, Why, Which

Define the goal as much as possible with no

ambiguous language.

WHO is involved, What do I want to accomplish, Where will it be done, WHY am I

doing this, WHICH constraints / requirements

do I have?

Measurable

From and To

Can you track the progress and measure

the outcome?

How much, how many, how will I know when my goal is

accomplished?

MAttainable

Is the goal reasonable enough to be

accomplished? How so?

Make sure the goal is not out of reach or below standard

performance.

ARelevant

Worthwhile

Is the goal worthwhile and will it meet your

needs?

Is each goal consistent with other goals you have

established and fits with your immediate and long-

term plans?

RTimely

Your objective should include a time limit.

This will create a sense of urgency and prompt completion of goals.

72% would like to be their own boss. But if they do have to work for a boss, 79% of them would want that boss to serve more as a coach or mentor.

They’re Hired!

Managing a Multigenerational Workforce

• Veterans Pre-1945– Respect authority & leadership hierarchy, intense

work ethic

• Baby Boomers 1945-1960– Love/hate relationship with authority, workaholics,

defined by their work

• Gen X 1961-1980– Mistrust authority, require constant feedback, want

input into processes and decision by consensus

• Gen Y (Millennials) 1980-1995– Relaxed polite view of authority, want quick

responses, want to be entertained and stimulated, thrive on team work

Build a 2-Way Knowledge Transfer Environment

• Disrupt the traditional sources and receivers of knowledge

– Staff meetings, policy procedure and protocols, training & education

• Consider learning styles of generations

– Command and control, formal and informal learning, trial and error, digital immigrants vs digital natives

• Integrate knowledge transfer into daily routines

• Mentoring and reverse mentoring

• Mentors

– Not necessarily the most senior person

• Keep mentors involved

– Involved in hiring, onboarding, ongoing education

– Consistent meetings and coaching

• Honor & certify mentors

Create a Mentor Program

88% prefer a collaborative work-culture rather than a competitive one.

They’re Hired!

• Survey - the more the better

– Trend happiness

– Rank issues

– Put a plan in place to address

– Execute!

– Re-evaluate & repeat

• Team huddle

• Senior leadership town hall meetings with associates

– Supervisors not in the room!

Provide Staff With A Voice

• Can’t just say it – you have to live it

– Get out of the office & engage with staff

• Corporate sponsorship

– VP of Talent Management’s primary responsibility is staff engagement

– An advocate that ensures all staff are respected, valued & heard

– 85% of time is devoted to employee engagement

– Train, consult and advise managers on engagement and conflict resolution

– Employee appreciation meals, celebrations, nurse’s week, etc.

– Continuous staff feedback sessions

– Communicate benefit packages

Management Involvement

Isn’t That HR’s Job? That depends…

• More transactional HR responsibilities than ever:

– Benefit plans, enrollment, compliance, ACA monitoring

– Policies and procedures and tracking completions

– EEOC, ADA, W&H, ER, LR, Civil suits

• Mission, Vision, Values and Culture:

– Leadership development, training, career paths, succession planning, communication, feedback, celebration, employment brand.

80% want that feedback in real-time versus a traditional performance review.

They’re Hired!

• Recognize & reward– Drive positive behavior

• Picking up extra shifts

• Exceptional resident/family service

• Peer coaching

– Provide incentive

• Sports tickets, gift cards, etc.

– Acknowledge good work publically

Give Constant Feedback

74% want flexible work schedules. 88% want work-life balance.

They’re Hired!

“It’s so convenient to have my schedule on my phone. It’s great!”

Senior Living Communities

• Give staff more control over their schedule

• Identify work preferences & availability

• Make scheduling transparent

• Offer convenient mobile access

• Work in repeatable schedules

Effective Employee Scheduling

Complete the Sign-Up Sheet to Get These Resources:

• 5 Tips to Make Your Workplace Employee-Centric

• 2016 Executive’s Guide to Staffing Best Practices

• Session Slides

Let’s chat – swing by the exhibit hall booth #522

Learn More

Winning The Millennial Market: How to Attract & Engage Millennials in Senior Care

Business