Finding and Keeping Top Talent In Private Duty Home Care With Stephen C. Tweed Your Presenter Stephen Tweed CEO Leading Home Care a Tweed Jeffries company Louisville, KY Stephen@leadinghomecare.com Pre-season Excitement about College Basketball (c) 2015 Leading Home Care - www.leadinghomecare.com 1
Rick Pitino University of Louisville Cardinals 2013 NCAA National Basketball Champions We are having an outstanding recruiting class. And that s what our business is all about. I don t worry about our players improving; I don t worry about their strength and conditioning and I don t worry about attitudes. All that will be taken care of in high fashion. I do concern myself all the time with recruiting. If there s one thing I ve taken away from professional basketball is that talent wins and wins consistently. 2012 National Champion College Basketball Coach John Calipari I ll tell you what s hard coaching poor players. Talent Wins. And wins consistently! (c) 2015 Leading Home Care - www.leadinghomecare.com 2
What s the single most effective recruiting method you have used? What techniques have you tried that have not worked? Your most important jobs 1. Grow your Business 2. Get Ready for the Future (c) 2015 Leading Home Care - www.leadinghomecare.com 3
The number 1 competency of highly effective home care executives Seeing the Bigger Picture Source: Leading Home Care Survey of 200 Home Health CEOs Top Trends in Home Care 1. The fastest growing segment of health care in America is Private Pay, Non-medical Home Care. (c) 2015 Leading Home Care - www.leadinghomecare.com 4
2. Home Care is More Competitive Than Ever Before Independents 14,000 Franchises 6,500 59 companies selling franchises Affiliated 4,000 3. The industry is becoming more and more regulated 4. What Separates Home Care Companies? #1 is Caregiver Quality (c) 2015 Leading Home Care - www.leadinghomecare.com 5
5. The biggest threat to home care: Caregiver Shortages 6. Mobile Technology is changing the way we do business 7. Hi-Tech Hi-Touch in Marketing and Recruiting (c) 2015 Leading Home Care - www.leadinghomecare.com 6
How do you see these outside forces and trends affecting your agency? The Recruiting Funnel The Best Caregivers are already Happily Working For Someone Else! (c) 2015 Leading Home Care - www.leadinghomecare.com 7
Leading Home Care 2015 Caregiver Recruiting Study (c) 2015 Leading Home Care - www.leadinghomecare.com 8
Recruiting Analysis Lessons Learned (c) 2015 Leading Home Care - www.leadinghomecare.com 9
The most frequently used techniques are not the most effective Techniques that bring large numbers of applicants do not necessary bring high quality applicants The Message in your Ad is more important than the Placement of your Ad (c) 2015 Leading Home Care - www.leadinghomecare.com 10
Most Effective Techniques for High Quality Applicants Top Digital Recruiting Sources (c) 2015 Leading Home Care - www.leadinghomecare.com 11
Face to Face Recruiting (c) 2015 Leading Home Care - www.leadinghomecare.com 12
The Decline of Print Media Recruiting Questions?? Three Pronged Recruiting Campaign (c) 2015 Leading Home Care - www.leadinghomecare.com 13
Three Pronged Recruiting Campaign Referral Programs Digital Recruiting Face to Face Recruiting 1. Referral Programs Employee Referrals Client & Family Referrals Employee Referral Programs Market open positions to your current employees Pay an incentive that is meaningful $200 - $400 per new hire Celebrate your new hires and give credit to current employees Track the results of your ERP and the performance of your caregivers (c) 2015 Leading Home Care - www.leadinghomecare.com 14
Client Family Referral Programs Market open positions to your current and past client families Offer an incentive of free hours or discounted hours equal to the incentive you pay your employees. 2. Digital Recruiting Your Web Site Indeed.Com Local Job Sites MyCNAJobs.com Local Healthcare Site Craigslist Digital Recruiting has created Lazy Recruiters (c) 2015 Leading Home Care - www.leadinghomecare.com 15
3. Face to Face Recruiting Campus Recruiting Faith Based Recruiting Networking in the Community Public Speaking Four Year Schools of Nursing Develop Rapport with faculty members Offer to speak for nursing classes on opportunities for nurses in home health care Encourage them to look at home and community based health care services Offer part time or full time jobs while in nursing school Four Year Schools of Nursing Not enough caregivers to meet all our needs Feedback is that they make high quality caregivers who are dependable. They stay for one semester to 4 years They make great referral sources after then find nursing jobs (c) 2015 Leading Home Care - www.leadinghomecare.com 16
Faith Based Recruiting Develop a list of churches in your service area Build a list of clergy and church office managers Send personal notes and job flyers Maker personal contact Offer to speak at church events Demographic Profile Sample Age: 46.7 Years in Home Care: 10 Years with company: 3.6 Gender: 98% Female Race: AA= 42%, Caucasian=36%, Latino=14%, other=8% Worship regularly = 85% Denominations:Catholic, Baptist, Lutheran, Pentecostal, SDA, Mormon, Jehovah s Witness Radio: Gospel, Contemporary Christian, Urban Contemporary Faith Based Recruiting High Quality Caregivers Also a great source of client referrals A way to connect with other referral sources in the community who are active in their church (c) 2015 Leading Home Care - www.leadinghomecare.com 17
Networking in the Community Develop a job flyer for the position Printed and PDF Send PDF to everyone on your email contact list Send printed flyer to referral sources, clients and family, current employees, past employees, personal contacts Public Speaking as a Marketing and Recruiting Tool Identify the potential audiences Develop a high-content presentation that will interest your audience Develop effective audio visual aides Master your presentation Add humor where appropriate Develop leave-behind materials Keys to Successful Recruiting Always be looking for Great People! Focus on Recruiting, Selection and Retention Write Great Copy for your job ads Hook em with the Headline Describe the job in detail Explain why the reader would want to work for you Explain exactly how to apply Make it easy for people to come to work for you (c) 2015 Leading Home Care - www.leadinghomecare.com 18
Recruiters Gotta Write! Write Terrific Copy Write Terrific Copy Great Copy is the secret Capture them with the headline Paint a word picture of the opportunity Describe why they want to work for your company Tell them exactly how to apply Call to action. (c) 2015 Leading Home Care - www.leadinghomecare.com 19
Write a Sample Job Ad A Rare Opportunity Make a difference in the life of an elderly person The leading company in non-medical home care services in [ your community ] is looking for caring individuals who want to make a difference in the life of an elderly person. If you are a caring, compassionate person who is reliable and shares our values, this may be the right opportunity for you. (c) 2015 Leading Home Care - www.leadinghomecare.com 20
As a personal caregiver, you will work closely with our clients who are elderly individuals in need of assistance with the daily routine in their homes. You ll work independently providing companionship and light housekeeping that this elderly person needs to remain safe and comfortable in his or her own home. Since our clients pay for this service out of their own pockets, we are looking for caregivers who understand the importance of reliability, integrity, and exceptional customer service. Questions?? Selection is the Key (c) 2015 Leading Home Care - www.leadinghomecare.com 21
The Recruiting Funnel Use Pre-screen Questions Online Fine Tune Your Phone Screening Process (c) 2015 Leading Home Care - www.leadinghomecare.com 22
Get another view with a Pre-employment Assessment The CQA Pre-employment Assessment Completed online Instant Results Measures four dimensions Attitudes Behavior Cognitive Reasoning Engagement www.caregiverquality.com Attitudes (c) 2015 Leading Home Care - www.leadinghomecare.com 23
Job Fit Behavior Cognitive Ability Engagement (c) 2015 Leading Home Care - www.leadinghomecare.com 24
Become a Master Behavioral Interviewer Conduct Background Checks Create a Powerful On Boarding Process (c) 2015 Leading Home Care - www.leadinghomecare.com 25
Celebrate Your Staffing Success What gets measured gets managed Set up a Caregiver Staffing Scorecard. Set Goals Keep Score Celebrate your Wins Questions?? Retaining The Best Caregivers: Top Techniques to make Caregivers feel Valued and Appreciated Presented by (c) 2015 Leading Home Care - www.leadinghomecare.com 26
Three top Factors 1. Appreciation and Recognition caregivers feel valued and appreciated by their supervisor 2. Meaningful Work caregivers feel that they are making a difference in the lives of their clients 3. Servant Leadership company leaders put service before self How Do Caregivers Like to Be Recognized? 30.4% 29.0% Top 5 Ways Caregivers Prefer to be Recognized 15.9% 12.5% 12.2% Verbal Recognition by Supervisor Pay Raise Recognition by Client Vacation Time, Bonuses, Perks, Gifts Cards Company Wide Recognition *Data based on thousands of caregiver satisfaction interviews performed by Home Care Pulse (c) 2015 Leading Home Care - www.leadinghomecare.com 27
Appreciation vs. Recognition Appreciation is the informal way we tell a person how much we value who they are and what they do. Recognition is the more formal way we give tangible rewards to show everyone in the agency how much we appreciate what they have done Ideas for Caregiver Appreciation»Send a Thank You note to 10% of your employees each month.»friday phone calls.»monthly newsletter giving positive acknowledgement of employees.»pass on positive feedback from clients.»educate your key managers on how to recognize provide them with a recognition budget. Ideas for Caregiver Recognition» Tangible Reward for making an extra effort» Gas Cards» Gift Cards» Bonus $» Tangible Reward for performance» Bonus $» Paid Time Off» Significant gift item» Employee of the Month Recognition» Annual Awards Event (c) 2015 Leading Home Care - www.leadinghomecare.com 28
Meaningful Work Making a difference in the lives of clients Having a personal connection with clients Having enough hours to make living Working with the same client over a long period of time Removing barriers to doing my best work Servant Leadership Leader who puts service before self Leader who listens Leader who cares Leader who inspires Leader who grows a successful business Questions?? (c) 2015 Leading Home Care - www.leadinghomecare.com 29
Your Presenter Stephen Tweed CEO Leading Home Care a Tweed Jeffries company Louisville, KY Stephen@leadinghomecare.com Stephen C. Tweed, CSP CEO Leading Home Care a Tweed Jeffries company 9750 Ormsby Station Road, Suite 205 Louisville, KY 40223 502-339-0653 Stephen@leadinghomecare.com www.caregiverquality.com www.privatedutytoday.com (c) 2015 Leading Home Care - www.leadinghomecare.com 30