Learn the mindset and preferences of potential employees and how these relate to your organization’s operations. Uncover modern recruiting practices to attract employees to senior living. Discover how to spiff up your organization’s culture and implement scheduling best practices to engage and keep your top talent.

1. Solving Everyday Workforce Challenges in
Post-Acute Care & Senior Living
• Winning The Millennial Market:
How to Attract & Engage
Millennials in Senior Care

2. Presenter: Peter Corless
Executive Vice President of Enterprise
Development
OnShift
Introductions:
Presenter: Irene Fleshner
RN, MHA, FACHE
Principal, Reno, Davis & Assoc. Inc.
SVP Strategic Nursing Initiatives,
Genesis HealthCare

3. 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:

5. Our Prediction
• Millennials will be 1st to
respond
• Millennials will be a minority in
the room

6. • 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

8. Population Growth – 80-84 Years

9. More People Will Need Our Post-Acute Services
Source: SNF Volume from Avalere projection model; Medicare enrollment from 2015 Trustees’ Report

10. 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 MillionAdditional Workers Needed to Meet Demand

11. 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

12. “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

13. The Millennials Are Here

14. 65%
35%
No Yes
Are You Adapting?
* “Workforce Insights” OnShift & McKnight’s Long-Term Care News, 2016

15. 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

16. 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?

17. Your Brand Matters

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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 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

24. 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

25. Be Transparent
• Set “day in the life”
expectations
• Provide salary range
– They know it anyway based on
Glassdoor & others
• Identify scheduling
expectations

26. 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

27. 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 …

28. • 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

29. • 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

30. Consider SMART Goals
S
Specific
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?
M
Attainable
How
Is the goal reasonable
enough to be
accomplished? How so?
Make sure the goal is not out
of reach or below standard
performance.
A
Relevant
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?
R
Timely
When
Your objective should
include a time limit.
This will create a sense of
urgency and prompt
completion of goals.
T

31. 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 …

32. 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

33. 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

34. • 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

35. 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 …

37. • 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

38. • 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

39. 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.

40. 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 …

41. • 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

42. 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 …

43. “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

44. Q
A
&

45. 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
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