Navigating Senior Living Recruiting and Hiring

On Episode 25 of the Senior Care Growth Show, we interview Kasey Devine, a senior living HR expert from Procare HR.

During this conversation, we’re going to explore the state of the job market, the unique challenges faced by senior living communities, and the hiring process. We’re also going to discuss effective strategies for attracting and retaining dedicated staff and learn about innovative approaches to creating a supportive and thriving workplace culture because we all know that culture is really, really important in hiring and retaining staff. So whether you’re struggling to fill positions or looking to improve your HR practices, you won’t want to miss this conversation.

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Summary

Kasey Devine’s Background

Kasey Devine’s journey into HR began unexpectedly through sales. His fascination with human capital strategies and organizational behavior led him to focus on the senior living sector. Devine emphasizes that success in this industry hinges on people, underscoring the significance of quality leadership and a strong organizational mission.

The Role of Procare HR

Procare HR, based in Minneapolis, Minnesota, specializes in senior living operations. The company partners with mid-sized to large operators, offering managed services to alleviate HR and workforce challenges. Devine stresses that Procare’s mission-driven approach focuses on enhancing care quality by addressing HR-related headaches.

State of the Hiring Environment

While there’s no silver bullet, incremental improvements can make a significant impact. The primary challenge is the imbalance between job openings and job seekers, exacerbated by geographic and skill-based limitations.

Importance of Community Leadership

Devine highlights that community-level leadership is crucial. Senior living organizations with strong leadership often experience fewer employee vacancies and higher employee referrals. Conversely, the broader macroeconomic reality presents more jobs than job seekers, making it essential for organizations to create attractive and supportive work environments.

“Work-Life Integration”

Devine prefers the term “work-life integration” over “balance,” advocating for a holistic approach where work is seamlessly integrated into life. This approach helps employees manage personal and professional responsibilities, reducing stress and increasing job satisfaction.

Communicating the Mission

Organizations must effectively communicate their mission to attract potential candidates. Devine suggests that senior living communities should document and showcase daily life, highlighting the fulfillment and happiness of their staff. This transparency helps build a positive employment brand and attracts candidates who resonate with the organization’s values.

Creative Recruitment Strategies

Devine discusses several innovative recruitment strategies:

1. International Recruiting: Importing qualified professionals from other countries can address local talent shortages. Organizations should consult with labor and immigration attorneys to navigate legal complexities.
2. Remote Administrative Roles: Outsourcing administrative tasks to professionals in countries with similar time zones (e.g., Central and South America) can free up local staff to focus on core responsibilities.
3. Guerrilla and Referral Marketing: Leveraging unconventional marketing tactics to reach potential candidates in adjacent industries, such as hospitality or maintenance, can uncover hidden talent pools.

Importance of Applicant Tracking Systems

Devine emphasizes the need for robust applicant tracking systems. These systems help maintain a pool of potential candidates, allowing organizations to fill vacancies faster with prior pre-screened applicants. Recruitment should be viewed as an ongoing process rather than a one-time event.

Best Practices for Conducting Interviews

Behavior-based interviews are recommended to assess candidates’ past performance and predict future behavior. Devine advises organizations to provide context and help candidates understand how their experience translates to the senior living sector, even though they may not have senior living experience. This approach can uncover “diamonds in the rough” who may not have direct industry experience but possess transferable skills.

Retaining Employees

Organizations should focus on developing talent from within. By investing in employees’ growth and aligning their roles with the company’s mission, organizations can foster loyalty and long-term commitment. This is part of the culture of the community. Clear communication of mission and values is crucial to this process.

Devine reiterates the importance of documenting organizational values and maintaining a continuous recruitment process. He encourages senior living communities to seek external help when needed and to learn from these collaborations to improve their internal practices.