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

Coalitionsskodny@diversifiedhealthpartners.com

Presenter: Jim Rubadue

VP, Customer SuccessOnShift

jrubadue@onshift.com