Winning the Millennial Market Session at MatrixCare Directions
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In September, 2016, OnShift presented a session at MatrixCare Directions on “Winning the Millennial Market.” The discussion focused on recruiting potential employees to senior care and how to engage and retain top talent.
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Winning the Millennial Market Session at MatrixCare Directions
- 1. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Mike Pumphrey, Director of Marketing OnShift Winning The Millennial Market: How to Attract & Engage Millennials in Senior Care
- 2. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Introductions Mike Pumphrey Director of Marketing OnShift
- 3. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 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 care 3. Discover how to spiff up your organization’s culture and implement scheduling best practices to engage and keep your top talent Objectives:
- 4. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016
- 5. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 My Prediction • Millennials will be 1st to respond • Millennials will be a minority in the room
- 6. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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
- 7. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016
- 8. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Looming Workforce Shortage 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 MillionAdditional Workers Needed to Meet Demand
- 9. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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 Registered Nurse Shortage
- 10. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 “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 Attracting Millennials
- 11. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 The Millennials Are Here
- 12. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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 1961-1979 – 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 Managing a Multigenerational Workforce
- 13. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 65% 35% No Yes Are You Adapting? * “Workforce Insights” OnShift & McKnight’s Long-Term Care News, 2016
- 14. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 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
- 15. 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?
- 16. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Your Brand Matters
- 17. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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 Promote The Fun!
- 18. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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 Craft The RIGHT Message
- 19. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • Create a referral program • Recruit brand ambassadors • Share & Like social posts for maximum impact Your Millennials Are Your Megaphone
- 20. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Advertise on Instagram • Sponsored content
- 21. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • Employee reviews matter! • Track top talent in your organization & see if they’d be willing to add a review Pay Attention to Glassdoor
- 22. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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 Simplify Job Applications * “How Candidate Experience is Transforming HR Technology,” which was conducted 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
- 23. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • Millennials want to apply for jobs on their phone • Initial applications should take 1 – 2 minutes Go Where The Candidates Are
- 24. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • Set “day in the life” expectations • Provide salary range • Identify scheduling expectations Be Transparent
- 25. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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 3 Hiring Tips “When recruiting Millennials, don’t call or email them. Text them. This was a revelation for us.” HR Executive, Regional Senior Living Organization
- 26. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 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 …
- 27. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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
- 28. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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
- 29. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Mike Pumphrey, Director of Marketing OnShift 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 …
- 30. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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
- 31. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Mike Pumphrey, Director of Marketing OnShift 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 …
- 32. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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
- 33. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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
- 34. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Mike Pumphrey, Director of Marketing OnShift 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 …
- 35. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • 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
- 36. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Mike Pumphrey, Director of Marketing OnShift 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 …
- 37. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 “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
- 38. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 • Manage variance to budget • Set OT targets • Project staff who will go into overtime & over part- time hour thresholds • Make adjustments before it happens • Understand what is causing overtime – Call-offs, early/late punches, schedule Get Predictable & Flexible Census data from MatrixCare is shared with OnShift OnShift uses census data to calculate staffing targets
- 39. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 Q A &
- 40. Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016 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 Learn More
Editor's Notes
- Poll Title: What generation are you? https://www.polleverywhere.com/multiple_choice_polls/sh9XOg7HPVN56hE
- Poll Title: Which of the following is your most challenging HR issue: https://www.polleverywhere.com/multiple_choice_polls/3QBlwhaWzjfVOy6
- “Even if 20 percent of elderly patients move out of nursing homes into home health care, which would be huge change, the projected increase in demand for long-term care workers would only drop from 79 percent to 74 percent,” May 2015 Health Affairs Journal U of California at SF
- Millennials are now the largest workforce in the US and that trend will continue. The industry needs to pay attention and adapt We need to REACT and ADAPT if we want to attract and retain new employees!
- 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
- Video link: https://vimeo.com/162123294
- 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
- When was the last time you filled out your application and compared it to the information actually needed to make a hiring decision? Are you able to complete the application on your cell phone? In the past, the focus has been on capturing as much information as we could on an applicant. Now, the focus is changing and we should collect what’s necessary and use conversations as a way to capture the rest. Do you have visibility into those applicants that have started the application process, but have quit mid-way?
- Remember all millennials love their phones…. Modify your application process so it’s mobile friendly and only ask the pertinent questions.
- Be transparent throughout the hiring process. From the job posting to the offer make sure the employee knows what the job is actually going to be. Share what a day in the life is. Have them meet with existing team members. Tour the facility. Have them interact with the residents to see how they fit culturally.
- 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 Make sure you have other people’s input when making the hiring decision. How many of you would think it’s odd to get a text message from a prospective employer? Well…that’s what our millennials want
- 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.