OHCA 16 - Winning The Millennial Market: How to Attract & Engage Millennials in Senior Care
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This presentation was designed to uncover the mindset and preferences of Millennials and how these relate to senior care provider’s operations. Modern recruiting practices to attract Millennials were also discussed as well as how providers can improve their organization’s culture and implement engagement strategies to retain talent.
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OHCA 16 - Winning The Millennial Market: How to Attract & Engage Millennials in Senior Care
- 1. Session #W22: Winning The Millennial Market: How to Attract & Engage Millennials in Senior Care
- 2. Presenter: Shelly Szarek-Skodny CEO, Diversified Health Partners President, Ohio Person Centered Care Coalition Introductions: Presenter: Jim Rubadue VP, Customer Success OnShift
- 3. Objectives: • Describe the mindset and preferences of Millennials and how these relate to your organization’s operations • Uncover modern recruiting practices to attract Millennials • Discover how to spiff up your organization’s culture and implement engagement strategies to keep your top talent
- 4. “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
- 5. The Millennials Are Here
- 6. 65.00% 35.00% No Yes Are You Adapting? * “Workforce Insights” OnShift & McKnight’s Long-Term Care News, 2016
- 8. Millennials LOVE their Phone • 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%)
- 9. They’re Doing Research 12 14 16 13 Nursing Allied Healthcare Physician Other Healthcare Number of different resources used before applying to a job * CareerBuilder 2015 Candidate Behavior Study
- 10. Your Millennials Are Your Megaphone • Create a referral program • Recruit brand ambassadors • Share & Like social posts for maximum impact
- 11. 64% say it’s a priority for them to make the world a better place. What Makes Millennials Tick?
- 13. 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
- 14. Advertise on Instagram • Sponsored content
- 15. Pay Attention to Glassdoor • Employee reviews matter! • Track top talent in your organization & see if they’d be willing to add a review
- 16. 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 con ducted by Harris Poll on behalf 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
- 17. Go Where The Candidates Are • Millennials want to apply for jobs on their phone • Initial applications should take 1 – 2 minutes
- 18. Be Transparent • Set “day in the life” expectations • Provide salary range • Identify scheduling expectations
- 19. 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
- 20. 65% said personal development was the most influential factor in their current job. They’re Hired! But To Keep Them Engaged …
- 21. Onboarding Tips • 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
- 22. Define Career Tracks • 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 “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
- 23. 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 …
- 24. Create a Mentor Program • Mentors – Not necessarily the most senior person • Keep mentors involved – Involved in hiring, onboarding, ongoing education – Consistent meetings and coaching • Honor & certify mentors
- 25. 88% prefer a collaborative work-culture rather than a competitive one. They’re Hired! But To Keep Them Engaged …
- 26. Provide Staff With A Voice • 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!
- 27. • Can’t just say it – you have to live it – Get out of the office & engage with staff • Corporate sponsorship – VP ofTalent 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
- 28. 80% want that feedback in real-time versus a traditional performance review. They’re Hired! But To Keep Them Engaged …
- 29. Give Constant Feedback • 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
- 30. 74% want flexible work schedules. They’re Hired! But To Keep Them Engaged … 88% want work-life balance.
- 31. • Give staff more control over their schedule • Identify work preferences & availability • Make scheduling transparent • Offer convenient mobile access • Work in repeatable schedules “It’s so convenient to have my schedule on my phone. It’s great!” Senior Living Communities Effective Employee Scheduling
- 32. Learn More Complete the Sign-Up Sheet to GetThese Resources: • 5Tips to MakeYourWorkplace Employee-Centric • 2016 Executive’s Guide to Staffing Best Practices • Session Slides • Visit Booth #503
- 33. Question & Answer Presenter: Shelly Szarek-Skodny CEO, Diversified Health Partners President, Ohio Person Centered Care Coalition sskodny@diversifiedhealthpartners.com Presenter: Jim Rubadue VP, Customer Success OnShift jrubadue@onshift.com
Editor's Notes
- Millennials are now the largest workforce in the US and that trend will continue. The industry needs to pay attention and adapt
- OnShift survey with McKnight’s asked: Has your organization changed or adopted new practices in order to attract and/or accommodate Millennials? Yes – 35% No – 65%
- According to CareerBuilder 2015 Candidate Behavior Study The number of different resources used on average before applying to a job Nursing – 12 Allied healthcare – 14 Physician – 16 Other Healthcare – 13
- http://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#715ee6ea2fdf Intelligence Group studies of millennials have found that: · 64% of them say it’s a priority for them to make the world a better place. · 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. · 88% prefer a collaborative work-culture rather than a competitive one. · 74% want flexible work schedules. · And 88% want “work-life integration,” which isn’t the same as work-life balance, since work and life now blend together inextricably. Millennials are, in essence, “venture consumers,” Gutfreund says. They’re not looking to fill a slot in a faceless company, any more than a good venture capitalist is looking to toss money at a faceless startup. They’re looking strategically at opportunities to invest in a place where they can make a difference, preferably a place that itself makes a difference.
- Millennials are now the largest workforce in the US and that trend will continue. The industry needs to pay attention and adapt
- hired Millennials to help with their social media strategy and it has helped works with Marketing to get brief social posts that highlight benefits of working there tracks top talent and recruits them to write social reviews (Glassdoor) Audience -makes sell sheets that highlight their company culture and benefits for working there Organization events Community outreach
- Many millennials care more about success of the team than the individual Expectations – understand early on what their aspirations are and if it matches the job at hand
- http://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#715ee6ea2fdf Intelligence Group studies of millennials have found that: · 64% of them say it’s a priority for them to make the world a better place. · 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. · 88% prefer a collaborative work-culture rather than a competitive one. · 74% want flexible work schedules. · And 88% want “work-life integration,” which isn’t the same as work-life balance, since work and life now blend together inextricably. Millennials are, in essence, “venture consumers,” Gutfreund says. They’re not looking to fill a slot in a faceless company, any more than a good venture capitalist is looking to toss money at a faceless startup. They’re looking strategically at opportunities to invest in a place where they can make a difference, preferably a place that itself makes a difference.
- Advanced certified nursing assistants — with specialized skills in care transitions, dementia and other areas — could become important staff leaders in long-term care facilities through newly proposed federal legislation. The “Improving Care for Vulnerable Older Citizens through Workforce Advancement Act of 2014” was introduced Thursday by Rep. Matt Cartwright (D-PA) and Sen. Bob Casey (D-PA). The bill would establish six, three-year demonstration projects. Two would provide funding to train direct-care workers so they could take on “deeper clinical responsibilities” related to Alzheimer's/dementia, congestive heart failure and diabetes.
- http://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#715ee6ea2fdf Intelligence Group studies of millennials have found that: · 64% of them say it’s a priority for them to make the world a better place. · 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. · 88% prefer a collaborative work-culture rather than a competitive one. · 74% want flexible work schedules. · And 88% want “work-life integration,” which isn’t the same as work-life balance, since work and life now blend together inextricably. Millennials are, in essence, “venture consumers,” Gutfreund says. They’re not looking to fill a slot in a faceless company, any more than a good venture capitalist is looking to toss money at a faceless startup. They’re looking strategically at opportunities to invest in a place where they can make a difference, preferably a place that itself makes a difference.
- Selecting a mentor – most seniority is not necessarily the best – can go terribly wrong if based on seniority Mentorship – what is that entry point like? Rick – we’ve tried a mentor per shift. Get an extra $1/hour, under that scenario here’s my friend here’s hwat I’m doing. It’s the friendship component. Our turnover rotates around the same shifts, it’s worked a bit it’s new. Chris – we have mentor aide program, if they say month or two they get $50, etc. Mentor aid program – make them the owner, they really need to followup it shows that they care and will stay w/us. Dan –w e found that facilities w/most mentor aides have lowest turnover and highest new employee satisfaction.
- http://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#715ee6ea2fdf Intelligence Group studies of millennials have found that: · 64% of them say it’s a priority for them to make the world a better place. · 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. · 88% prefer a collaborative work-culture rather than a competitive one. · 74% want flexible work schedules. · And 88% want “work-life integration,” which isn’t the same as work-life balance, since work and life now blend together inextricably. Millennials are, in essence, “venture consumers,” Gutfreund says. They’re not looking to fill a slot in a faceless company, any more than a good venture capitalist is looking to toss money at a faceless startup. They’re looking strategically at opportunities to invest in a place where they can make a difference, preferably a place that itself makes a difference.
- Selecting a mentor – most seniority is not necessarily the best – can go terribly wrong if based on seniority Mentorship – what is that entry point like? Rick – we’ve tried a mentor per shift. Get an extra $1/hour, under that scenario here’s my friend here’s hwat I’m doing. It’s the friendship component. Our turnover rotates around the same shifts, it’s worked a bit it’s new. Chris – we have mentor aide program, if they say month or two they get $50, etc. Mentor aid program – make them the owner, they really need to followup it shows that they care and will stay w/us. Dan –w e found that facilities w/most mentor aides have lowest turnover and highest new employee satisfaction.
- http://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#715ee6ea2fdf Intelligence Group studies of millennials have found that: · 64% of them say it’s a priority for them to make the world a better place. · 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. · 88% prefer a collaborative work-culture rather than a competitive one. · 74% want flexible work schedules. · And 88% want “work-life integration,” which isn’t the same as work-life balance, since work and life now blend together inextricably. Millennials are, in essence, “venture consumers,” Gutfreund says. They’re not looking to fill a slot in a faceless company, any more than a good venture capitalist is looking to toss money at a faceless startup. They’re looking strategically at opportunities to invest in a place where they can make a difference, preferably a place that itself makes a difference.
- http://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#715ee6ea2fdf Intelligence Group studies of millennials have found that: · 64% of them say it’s a priority for them to make the world a better place. · 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. · 88% prefer a collaborative work-culture rather than a competitive one. · 74% want flexible work schedules. · And 88% want “work-life integration,” which isn’t the same as work-life balance, since work and life now blend together inextricably. Millennials are, in essence, “venture consumers,” Gutfreund says. They’re not looking to fill a slot in a faceless company, any more than a good venture capitalist is looking to toss money at a faceless startup. They’re looking strategically at opportunities to invest in a place where they can make a difference, preferably a place that itself makes a difference.