winning the millennial market session at matrixcare directions

Confidential ©MatrixCare 2016Winning the Millennial Market | MatrixCare Directions 2016

Mike Pumphrey, Director of MarketingOnShift

Winning The Millennial Market: How to Attract & Engage Millennials in

Senior Care


Introductions

Mike PumphreyDirector of Marketing

OnShift


1. Describe the mindset and preferences of potential employees and how these relate to your organization’s operations

2. Uncover modern recruiting practices to attract employees to senior care

3. Discover how to spiff up your organization’s culture and implement scheduling best practices to engage and keep your top talent

Objectives:


My Prediction

• Millennials will be 1st to respond

• Millennials will be a minority in the room


• 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%)

Millennials LOVE their Phone


Looming Workforce Shortage

Research from University of California San Francisco found that at least 2.5 million more workers will be

needed to provide long-term care to older adults in the United States between now and 2030.

2.5 Million Additional Workers Needed to Meet Demand


• Predict 260,000 RNs short by 2025 • Nursing schools do not have faculty, clinical

placement sites or funding to match demand • In 2013, more than 50,000 qualified

applicants could not find schools to enroll in

Registered Nurse Shortage


“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

Attracting Millennials


The Millennials Are Here


• Veterans Pre-1945– Respect authority & leadership hierarchy, intense

work ethic

• Baby Boomers 1945-1960– Love/hate relationship with authority, workaholics,

defined by their work

• Gen X 1961-1979– Mistrust authority, require constant feedback, want

input into processes and decision by consensus

• Gen Y (Millennials) 1980-1995– Relaxed polite view of authority, want quick

responses, want to be entertained and stimulated, thrive on team work

Managing a Multigenerational Workforce


No Yes

65%

35%

Are You Adapting?

* “Workforce Insights” OnShift & McKnight’s Long-Term Care News, 2016


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



64% say it’s a priority for them to make the world a better place.

What Makes Millennials Tick?


Your Brand Matters


• Somerby Senior Living– 28,432,320 views

• Over 500,000 views after day 2!

– 645,494 shares– 90,534 comments– Coverage on local radio,

Cosmopolitan Online, USA Today, and Kathie Lee & Hoda

Promote The Fun!


• 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

Craft The RIGHT Message


• Create a referral program• Recruit brand ambassadors

• Share & Like social posts for maximum impact

Your Millennials Are Your Megaphone


Advertise on Instagram

• Sponsored content


• Employee reviews matter!

• Track top talent in your organization & see if they’d be willing to add a review

Pay Attention to Glassdoor


• 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

Simplify Job Applications

* “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


• Millennials want to apply for jobs on their phone

• Initial applications should take 1 – 2 minutes

Go Where The Candidates Are


• Set “day in the life” expectations

• Provide salary range

• Identify scheduling expectations

Be Transparent


• 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

3 Hiring Tips

“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 …


• 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

Onboarding Tips


• 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

Define Career Tracks

“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.



• Mentors – Not necessarily the most senior

person

• Keep mentors involved– Involved in hiring, onboarding,

ongoing education– Consistent meetings and coaching

• Honor & certify mentors

Create a Mentor Program




88% prefer a collaborative work-culture rather than a competitive one.



• 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!

Provide Staff With A Voice


• 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



65% said personal development was the most influential factor in their current job.80% want that feedback in real-time versus a traditional

performance review.



• 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

Give Constant Feedback




74% want flexible work schedules. 88% want work-life balance.



“It’s so convenient to have my schedule on my phone. It’s great!”

Senior Living Communities

• Give staff more control over their schedule

• Identify work preferences & availability

• Make scheduling transparent• Offer convenient mobile access• Work in repeatable schedules

Effective Employee Scheduling


• Manage variance to budget• Set OT targets• Project staff who will go into

overtime & over part-time hour thresholds

• Make adjustments before it happens

• Understand what is causing overtime– Call-offs, early/late punches,

schedule

Get Predictable & Flexible

Census data from

MatrixCare is shared with

OnShift

OnShift uses census data to

calculate staffing targets


Q

A

&


Complete 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

Let’s chat – swing by the exhibit hall

Learn More

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