The Art and Science of Caregiver Recruiting

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The Art and Science ofCaregiver Recruiting

Meet Jessica Gilmartin

Passionate about helping entrepreneurs grow their businesses and improve their communities

Experience• Joined Honor in May 2018• Started successful chain of Bay Area yogurt shops• 8 years running marketing in high-growth startups• Big company experience at Google and Del

EducationUndergrad - Cornell UniversityMBA - Wharton School of Business

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Meet Bob Roth

• Founded Cypress HomeCare Solutions in 1994• Bob took over as Managing Partner in 2003• Board of Directors: Home Care Association of America

(HCAOA) and National Association of Home Care and Hospice (NAHC)

• Governor’s Advisory Council on Aging• Host of radio show, “Health Futures, Taking Stock in You.” and

author of monthly column, “Aging Today” for the Jewish News of Greater Phoenix and Lovin Life after 50 newspapers

Board of Directors

Agenda

1. Background

2. Recruiting best practices

1. Sourcing2. Funnel movement3. Retention

3. Summary

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Direct care job openings outpaceall others by 2026

Source: Workforce Data Center

Projected Population GrowthBy Age, 2015 to 2050

Sources: PHI:”Workforce Data Center”, Bureau of Labor Statistics (BLS)

Occupations with the Most Projected Total Job Openings, 2016 to 2026

Caregiver recruiting is...

an art and

a science

● Bench: hiring as many caregivers as possible for the week—and beyond

● Direct: hiring specifically for a client

If you staff a shift successfully with a great match, it will be great experience for the client and the caregiver.

A great match for your clients and caregivers

Mix of bench + directrecruiting tactics

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Recruiting overview

SourcingFunnel

MovementRetention

How to find the best caregivers.

Online lead generation is yourbiggest opportunity

Sourcing

Job Fairs & Recruiting Events

Employee Referral Program

Referral Sources

Online Lead Sites & Digital Ads

Biggest opportunity

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Online tactics: A mix of breadth and depth

Sourcing

Finding a variety of good candidates by

casting a wide net.

Predominantly digital marketing:

● Craigslist

● Indeed

● Google AdWords

Finding a targeted match by actively searching

for for a specific caregiver profile.

Predominantly Care.com

● Active reach-outs

● Scour for specific working requirements, location, hours, skills

● MyCNAjobs

● Referrals

● Social media

Digital marketing best practices

Sourcing

1. Accurate geographical targeting is critical. Run ads

where your caregivers—not your clients—live.

2. Not all ad channels are equal, so you have to

continually test, manage, and refine your process.

3. Track your results.

a. Cost per click (CPC)

b. Cost per applicant (CPA)

c. Cost per hire (CPH)

Job Ad Clicks

Applicants

Hires

Job Ad Views

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Top 10 Caregiver RecruitmentSources/Methods for 2018

Sourcing

Source: 2019 Home Care Benchmarking Study

Honor’s go-to sources

Sourcing

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Keep ad copy short and generic

1. Use basic, general descriptions.

2. Keep ads to about 2-6 words; this has

been validated across all verticals.

3. Don’t advertise wages.

4. Always test.

Sourcing

Some ads are more effective than others

Applications Average CPC Average CPA

476 $ 0.44 $ 3.96

325 $ 0.56 $ 5.03

336 $ 0.83 $ 7.27

1,137 $ 0.61 $ 5.42

Headline

Hiring Skilled Caregivers In Your Area

Immediate Openings: Caregivers

Now Hiring The Best Caregivers

Sourcing

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Front-load your ad spend to thebeginning of the week

Sourcing

Source: 2019 Recruitment Media Benchmark Report

Applications significantly drop off after Thursday.

Recruiting overview

Qualifying and hiring the best applicants.

SourcingFunnel

MovementExperience

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Think mobile first

Funnel Movement

Source: 2019 Recruitment Media Benchmark Report

Funnel Movement

1

2

3

4

5

6

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Funnel Movement

2 3

1

Website landing page Application

Mobile ad

Funnel Movement

21Craigslist job post Honor application

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Time kills deals (hires)

Once your applicant is in the

funnel, look for opportunities to

shorten time from:

● Application to interview

● Interview to hire

● hire to first visit

Source: 2019 Home Care Benchmarking Study

Funnel Movement

The best recruiters are...

Great listeners

✓Assessors

✓Sellers

✓Guides

Master multi-taskers

● Texts

● Phone calls

● Caregiver tracking

● Caregiver follow-ups

● Setting up and running orientations

● Coordinating staffers

● Staying on top of availability, documents,

and background check status.

Funnel Movement

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Interviewing for success

Convey respect and empathy

● Every interaction should be filled with empathy,

respect, and support.

● Recruiting is equal parts sales and assessment, but you

should never sound like a salesperson, never be pushy.

● Compliment and validate them—

it’s so rare for caregivers to feel heard.

● Get the caregiver to fall in love with your agency’s

values and culture.

What’s their goal?

● To enable a match between

a caregiver and a client;

● By identifying, recruiting,

and training the best

caregivers;

● So that the client and the

caregiver have a consistent

and great relationship.

Funnel Movement

Recruiting overview

Scaling your operation for long-term success.

SourcingFunnel

MovementExperience

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Quick Poll: What Drives EmployeeSatisfaction the Most?

Driver Supervisors Employees

Wages 1 5

Work keeping you interested 5 6

Promotion 3 7

Good working conditions 4 9

Job security 2 4

Personal loyalty to employees 6 8

Full appreciation of work done 8 1

Sympathetic help on personal problems 9 3

Feeling “in” on things 10 2

Tactful disciplining 7 10

At the core

Retention

Building a strong relationshipwith your caregiver

Supply / Demand

Wages Location and Traffic

Market Behavior

Skills for Client Mix

Communications

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Key drivers of caregiver satisfaction

Retention● Getting enough hours

● Being treated with respect

● Having choice and flexibility in their schedule

● Learning new skills

Source: 2019 Honor caregiver survey

Understand and accommodate your caregivers’ unique needs

Retention

Stable Work

Employment needs Full-time Flex hours up or down depending on their primary job

Motivation Spend their career helping others Stepping stone to more stable healthcare profession

Engagement strategy Employer-sponsored skills training Accommodate their schedule

Upward mobility Trainer, staffer, or recruiter Outside of caregiving

Caregivers have different needs that change over time.

Flexibility

Source: 2019 Honor caregiver survey

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Offer them choice in clients andbe realistic about the match

Retention

Caregivers will often take a

job with a long commute but

quickly quit when a closer

job is offered.

Incentivize caregivers totake more difficult clients

Retention

We found that weekend

clients are harder to staff

because weekend clients

tend to be more difficult to

work with.

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Keep caregivers engaged

RetentionOffer them new jobs, since they

often come back. ● One third of caregivers returned to Honor

after not working for us for 8 weeks.

● 10% returned after 6 months!

Offer training on new skills that will

help them do their job better.

● Practical skills:

○ operating a Hoyer Lift

○ managing dementia distressed behaviors

● Practical knowledge:

○ common geriatric medical conditions

○ terminology

● Learning from other caregivers:

○ alternative techniques to try

○ activities ideas

○ useful products

Agenda

1. Background

2. Recruiting best practices

1. Sourcing2. Funnel movement3. Retention

3. Summary

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Summary

Prepare for the upcoming

workforce shortage.

Focus on a more effective

recruiting strategy.

Leverage best practices

in sourcing and funnel

movement to set

yourself up for success.

Trust and respect are

the keys to improving

caregiver retention.

Thank you