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The Strategic Way to Attract, Engage and Retain Talent in Your Community

THE EMPLOYER OF CHOICE

Phases of Research:

Phase 1:Secondary research

Phase 2: Survey CEOs and HR Leaders

Phase 3: Individual interviews select senior living communities

Phase 4: Individual interviews featured organizations

OUR APPROACHOUR APPROACH

The Problem of Retention and Turnover

Become an Employer of Choice

– Employer Brand Approach

– Employer Brand Elements

Implementing the Employee Brand

Discussion and Self-Evaluation

AGENDA

ATTRACTION of TALENT AND PURPOSEFULL TURNOVER

Issues around acquisition, retention and turnover are a top priority

TURNOVERis a significant issue with rates ranging from

20% 30%

Employee

turnover

negatively

impacts the

satisfaction

of residents

and their

familiesRecruitment will become more difficult in next one to five years

Turnover rates aremore significant among dining, housekeeping and entry-level nursing

Nutritional, Housekeeping & Maintenance Staff Nursing Staff

Appropriate Wages

Low Job Satisfaction

Competition from

Other Employers

FACTORS DRIVING TURNOVER

TOP REASONS FOR LEAVING

“When there’s change, it’s destructive to everybody.”

– Community Chief Executive Officer

CHALLENGES TO TALENT ACQUISITION

Top Tier Challenges

Hiring qualified people

Competitive wages and benefits

Culture fit

Second Tier Challenges

Increased demand

Advancement opportunities

Reducing employee burnout

Legislative and regulatory changes

Demographic changes in labor pool

Work-life balance

Perception of industry

WHAT COMMUNITIES ARE DOING TO ATTRACT PROPER TALENT

Top Tier Programs

Improving talent selection

New hire training/orientation

Training employees on the culture

Improving communications

Recognition programs

Second Tier Programs

Employee training

Focusing employees on organization mission

Employee engagement program

Cross training employees

Leadership training for supervisors

Improvements to workplace

Employee survey

PATHWAY TO EMPLOYER OF CHOICE

Implement Employer Brand Strategy

Achieve Employer of Choice Status

Attract, Engage and Retain Talent

The Strategic Way to Attract, Engage and Retain Talent in Your Community

EMPLOYER BRAND

WHAT IS AN EMPLOYER BRAND?

An organization’s reputation as an employer

How people think, feel and experience an organization as an employer

Encompasses values, systems, policies and behaviors

attract, engage and retain current and potential employees

A strong employer brand helps you

BENEFITS OF AN EMPLOYER BRAND

Top Employer Brand Benefits Include:1

Ease in attracting candidates

Increased employee engagement

Reduced recruitment costs

Decreased staff turnover

90% reported

improvements retaining employees,

increased engagement

and job satisfaction, and more

success attracting good candidates 3

70%believed

branding led to

improved

business results 4

54%reported an

increase in

quality of the

candidate pool 5

Of companies with an Employer Brand:

$125cost per hire for

companies with

Moderate/Poor

Employer Brands

$67cost per hire for

companies with

Strong/Good

Employer Brands 2

1 Employer Brand International, Employer Branding Global Trends Study Report, 20142 LinkedIn, LinkedIn Global Recruiting Trends Survey, 2012

3 Aon Hewitt, 2014 Trends in Global Employee Engagement, 20144 Aon Hewitt, 2014 Trends in Global Employee Engagement, 20145 CEB, 2014 Employment Branding Effectiveness Survey, 2014

APPLYING THE EMPLOYER BRAND

An agreement of exchange:

Employer may provide career development, culture, work/life balance and compensation

in exchange for

skills, a passion to excel, customer orientation and shared commitment to community’s mission and values from the employee.

EVP must be unique to the community and the type of talent it seeks to hire.

EMPLOYEE VALUE PROPOSITION

Defines the employee brand and

intentionally aligns all employee

programs and communications with that

brand.

EMPLOYEE VALUE PROPOSITION

The Starting Point:

Focus group every level and function within the

community

• What are the top three (3) reasons that people

join and stay at your organization?

• EVP should focus on these reasons

• Also, what are your competitors doing?

EMPLOYEE VALUE PROPOSITION

Some Key EVP Attributes:

• Challenging Work

• Friendly Environment

• Ethics

• Alignment with Corporate Vision/Mission

EMPLOYEE VALUE PROPOSITION

Kimberly Clark’s “People Philosophy”

Employee Value Proposition –An Example

Ernst and Young: “Building a Better Working World”

Amazon: “Building the Earth’s Most Customer Centric Co.”

Facebook: “Connecting the World “

Goldman Sachs: “At Goldman Sachs, You Will Make an

Impact”

Employee Value Proposition –More Examples

Google: “Do Cool Things That Matter – Work at Google”

L'Oréal: “Leading the Future of Beauty”

Adidas: “Shaping the Future of Sports”

Employee Value Proposition –More Examples

TALENT ACQUISITION

EMPLOYER BRAND ELEMENTS

Talent pipeline

Career website

Applicant tracking system

Outreach and job posting

Applicant experience

Onboarding

Welcome letter

Culture and behavior training

Diversity and inclusion

COMPENSATION AND BENFITS

EMPLOYER BRAND ELEMENTS

Wages

Additional compensation:

On-site childcare

Subsidized meals

Discounted uniforms

Transportation discounts

Wellness center memberships

LEARNING AND DEVELOPMENT

EMPLOYER BRAND ELEMENTS

Training and development

Classroom, online

Development programs

ESL

Coach and mentor programs

Career management programs

“Everyone, no matter

where they are in their

career, wants

opportunities to grow.”

– Corporate Chief Executive Officer

PERFORMANCE MANAGEMENT

EMPLOYER BRAND ELEMENTS

Year-round feedback

Clear performance expectations

Link performance to compensation

Identify career paths

Evaluate performance, frequently

Offer learning and development opportunities

RECOGNITION

EMPLOYER BRAND ELEMENTS

Leader and peer initiated

Public recognition

During team meetings, town hall gatherings, special events

Spot recognition

MISSION, VALUES AND CULTURE

EMPLOYER BRAND ELEMENTS

Management philosophy and practice

Organizational structure

Values and behaviors of leaders

Mission moments

BEHAVIORS

EMPLOYER BRAND ELEMENTS

Identify and articulate desired behaviors

Reward and recognize

“We are defining what exceptional behaviors

are for our team. Now we have the top 20

behaviors that mean you are providing great

customer service. This is what it means to be

engaged and to be part of our residents’ lives.”

– Corporate Vice President Talent Manager

ENVIRONMENT

EMPLOYER BRAND ELEMENTS

Physical

Safety, wellbeing, cleanliness, space and resources

Social

Emotional tone, respect, fun, camaraderie

COMMUNICATIONS

EMPLOYER BRAND ELEMENTS

Internal “brand”

Consistent messages and visuals for employer brand

Between manager and employee

Types: daily huddles, town hall meetings, community newsletters

Employee stories

Poor Employer Brand Strong Employer Brand

Weak resident satisfaction Strong resident satisfaction

Occupancy challenges Occupancy stable

Low employee engagement High employee engagement

Low brand awareness High brand awareness

Attrition Retention

Declined offers More job offers accepted

Low productivity Revenue goes up

Long time-to-hire More quality applications

High cost-per-hire Lower cost-per-hire

Poor referral programs Higher number of referrals

IMPACT OF AN EMPLOYER BRAND

Employer brand must be championed by the CEO and executive team

Long-term strategy, not a quick fix

Strategic, enterprise-wide HR function versus tactical one

Align with and support the corporate brand

Infuses employee engagement at every stage of employment and level of the organization

Measure regularly-use results to enhance performance

EMPLOYER BRAND TRUTHS

HOW TO IMPLEMENT AN EMPLOYER BRAND

HOW TO IMPLEMENT AN EMPLOYER BRAND

ASSESS

1

ADOPT

2

SET

3

MEASURE

6

PLAN ACTIVATE

54

ASSESS

ADOPT

1

2

IMPLEMENTING THE EMPLOYER BRAND

Establish the business case

Define the people strategy, goals and objectives

Define employee segments

Determine current state of employer brand

Develop and test EVP statements

Seek approval from senior management

SET

3

Select KPIs

Establish reporting structure

Set Year 1 through 3 KPI goals

IMPLEMENTING THE EMPLOYER BRAND

PLAN

Develop Employer Brand Communications plan for

internal and external audiences

Develop visual identity for the employer brand

4

MEASURE

6

Measure engagement and enablement of employees;

use results to drive higher levels of performance.

Track and report internal and external KPIs quarterly

and annually; make necessary adjustments to plans.

Conduct research one year after implementation

IMPLEMENTING THE EMPLOYER BRAND

ACTIVATE

Launch employer brand internally

Implement retention and engagement plan

Activate and implement the Talent Acquisition plan

5

Questions & Answers

EMPLOYER BRAND