45
Solving Everyday Workforce Challenges in Post-Acute Care & Senior Living • Winning The Millennial Market: How to Attract & Engage Millennials in Senior Care
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
65%
35%
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
12
14
16
13
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.
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
How
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
When
Your objective should include a time limit.
This will create a sense of urgency and prompt completion of goals.
T
65% said personal development was the most influential factor in their current job.
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!
But To Keep Them Engaged …
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
65% said personal development was the most influential factor in their current job.
88% prefer a collaborative work-culture rather than a competitive one.
They’re Hired!
But To Keep Them Engaged …
• 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.
65% said personal development was the most influential factor in their current job.
80% want that feedback in real-time versus a traditional performance review.
They’re Hired!
But To Keep Them Engaged …
• 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
65% said personal development was the most influential factor in their current job.
74% want flexible work schedules. 88% want work-life balance.
They’re Hired!
But To Keep Them Engaged …
“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
QA
&
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
