Strategies for Success in Staffing Your Senior Care Business

lady speaking to a group of people

Valuing employees is the first step in successfully staffing your senior care business.

Today, more than ever before, a reputable senior care business is in increased demand. With the elder population continuing to grow, more and more older adults and their families are looking for senior care solutions that are reliable and safe. In addition, the pandemic has exacerbated existing challenges with recruitment and retention, making it difficult to find, hire and keep care staff who have experience and/or desire to work with seniors.

As a residential personal care home business owner, you know that hiring and retaining great care staff not only helps to solidify your reputation in the community and your ability for long-term growth, but it also translates into providing excellent care. When employees are happy and invested, it’s reflected in every interaction – with each other, with clients, with families, and with the community at large.

What Makes an Employer Stand Out in a Crowded Field?

Many residential personal care home business owners state that their goal is to be an employer of choice in the local community. Outlining what this looks like is critical in meeting that goal and in establishing a company culture that not only provides jobs, but invests in its human resources. Attracting and retaining care staff means placing time, energy and priority into critically assessing and addressing what staff members want and what will help them remain with the company for the long term. According to a recent Home Care Pulse survey, care staff cited the following criteria for enhancing job satisfaction.

  1. Good communication. From answering questions about clients to being notified in a timely manner about schedule changes, great communication is key in establishing a work environment that builds trust. Ensure that care staff have multiple channels for reaching administrative office staff – phone, email, text or client management software. Additionally, make it a priority to respond to staff inquiries as soon as possible, showing that their time is just as valuable as your time.
  2. Competitive pay. While it may not be possible to increase your pay rate dramatically, care staff should be paid a wage that reflects their importance as it relates to the company’s desire to deliver consistently excellent care. Be creative and think outside of the box of other ways in which to enhance compensation rates – a day off on the staff member’s birthday, a gift card to a local restaurant, etc.
  3. Ongoing training and education. Exceptional care team members are in the elder care field because they love the opportunity to help seniors. Providing professional development opportunities for them to increase their knowledge and learn new skills not only demonstrates that you value their experience and commitment, but it also demonstrates to individuals new to the industry that caregiving is a career track and not simply a job with no opportunities for long-term growth.
  4. A robust benefits package. To set your company apart from the competition, put together a benefits package that reflects the priorities of your team and be sure they are aware of the benefits available to them. Survey staff annually to determine what benefits are being used and which haven’t quite hit the mark, and then adjust accordingly. PTO, health insurance, mileage reimbursement, gym memberships, maternity leave, flexibility, and 401k programs are just a few of the examples of benefits that will lead to a more committed and qualified employee recruitment pool and help retain current employees for the long term.
  5. Recognition for a job well done. Caregiving can be both emotionally and physically exhausting. Reward your team individually and as a group for delivering consistently excellent care. Bring in lunch once a month for staff members, designate an employee of the month, be generous with praise and take the time to tell care team members individually that you see the great job they are doing.

Becoming an employer of choice in the residential personal care home industry begins with being willing to listen to what employees want. If you aren’t already surveying staff annually, implement this in order to really gauge what staff members value and to identify where there are opportunities for improvement. Use these survey results to establish a solid plan for retaining your existing team and then use those positive results as a recruitment tool. By establishing a workplace culture that values employee performance, listens to employee feedback, and invests in their long-term career success, you create a foundation for a business that can grow and prosper under a variety of circumstances.

Reach Out Today to Learn More!

If you are interested in learning about additional ways to improve employee retention and recruitment from experienced leaders in the elder care field, contact Innovative Senior Solutions today to learn more about our consulting services. With a variety of consulting plans available, we offer insider knowledge of the industry and real-world experience that is applicable for both startups and established care providers. Reach out today to schedule a complimentary 30-minute consultation appointment. We look forward to learning how we can be your partner in success!

Building a Senior Care Business: Find your WHY to Build Your Brand

Building a Senior Care Business

Understanding the WHY is a foundational principle that can help define your company’s unique brand and set you apart from the competition.

In our consulting work with individuals who are building a senior care business, we always ask, “What fuels the passion behind building your senior care business?” We begin here because understanding the WHY is a foundational principle that can help define your company’s unique brand and set you apart from the competition. Your business brand not only tells consumers who you are and the values that guide your company, but it also tells employees and potential hires about your workplace culture. Taking the time to define your WHY — what motivates and inspires you and your team — is critical to distinguishing yourself from others in the crowded field of aging care services. To build your company brand, start with asking this fundamental question:

Why does your company exist?

Companies that have a strong brand are more than just about making money. Those in the aging care industry have a unique opportunity to touch the lives of seniors and their families as they navigate the aging process. Seize the opportunity to let consumers know what you stand for and place it as the centerpiece behind your brand. This will inspire care staff, referral sources and those in the community to align themselves with your company.

To do this, it’s critical to:

  • Understand what types of care consumers value
  • Show empathy and understanding for seniors and the family members assisting
  • Engage with your WHY at every point of contact
  • Use frequent, professionally branded communication in a variety of direct and indirect channels
  • Be active on social media platforms
  • Utilize SEO best practices on your website, blog and e-newsletter

What your WHY should include

Without a WHY, consumers are unable to know what your company stands for or they may think you don’t stand for anything. A WHY give consumers a way to align with your company and a shared point of interest. When thinking about your WHY, it should contain the following:

Purpose: What difference does your company hope to make in the lives of potential clients, employees and the wider community? This is your unique story and it is a powerful way to distinguish your company.

Personality: Consider ways in which you can communicate and reflect empathy and reassurance. Think about the customer and how you can provide support and knowledge and be a good listener.

Differentiation: What makes your company unique? Determine what factors make you stand out and how these factors help customers see the value of doing business with you rather than your competitors.

Infuse your WHY into every facet of your business

After articulating your WHY, use it as the fuel for your brand. By infusing your WHY into every facet of your business and using it as a framework for communicating, connecting and reinforcing your message, you will help distinguish your company from others in the community. Use your brand as a foundation for all of your marketing and communications efforts:

  • Employee orientation
  • Mission, vision and values / goals statements
  • Inquiry calls and assessments
  • Website
  • Newsletters and blogs
  • Social media presence
  • Brochures and rack cards
  • And much more

After establishing your WHY, use client and caregiver measurement tools, online reviews, and testimonials from clients, staff and referral sources to confirm that others are connecting with your company in meaningful ways.

If you’re interested in learning more about how to take your personal care home business to the next level, or if you’re interested in getting started in the rewarding senior care industry, reach out to Innovative Senior Solutions today. We offer professional consulting services and membership opportunities for both established and startup companies. Reach out to us today and schedule a complementary 30 minute consultation appointment to learn more about how our consulting services can help you put your company on the path to success!