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Session #W22:Winning The Millennial
Market:How to Attract & Engage Millennials in Senior Care
Presenter: Shelly Szarek-Skodny
CEO, Diversified Health PartnersPresident, Ohio Person Centered
Care Coalition
Introductions:
Presenter: Jim Rubadue
VP, Customer SuccessOnShift
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
“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
65.00%
35.00%
Are You Adapting?
* “Workforce Insights” OnShift & McKnight’s Long-Term Care News, 2016
Attracting Millennial Talent
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%)
They’re Doing Research
Nursing Allied Healthcare
Physician Other Healthcare
1214
16
13
Number of different resources used before applying to a job
* CareerBuilder 2015 Candidate Behavior Study
Your Millennials Are Your Megaphone
• Create a referral program• Recruit brand ambassadors
• Share & Like social posts for maximum impact
64% say it’s a priority for them to make the world a better place.
What Makes Millennials Tick?
Your Brand Matters
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
Advertise on Instagram• Sponsored content
Pay Attention to Glassdoor• Employee reviews
matter!• Track top talent in your
organization & see if they’d be willing to add a review
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
Go Where The Candidates Are
• Millennials want to apply for jobs on their phone
• Initial applications should take 1 – 2 minutes
Be Transparent• Set “day in the
life” expectations• Provide salary
range• Identify scheduling
expectations
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 …
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
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
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 …
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
88% prefer a collaborative work-culture rather than a competitive one.
They’re Hired! But To Keep Them
Engaged …
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!
• 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
80% want that feedback in real-time versus a traditional performance review.
They’re Hired! But To Keep Them
Engaged …
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
74% want flexible work schedules.
They’re Hired! But To Keep Them
Engaged …
88% want work-life balance.
• 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
Learn MoreComplete 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• Visit Booth #503
Question & Answer
Presenter: Shelly Szarek-Skodny
CEO, Diversified Health PartnersPresident, Ohio Person Centered Care
Presenter: Jim Rubadue
VP, Customer SuccessOnShift