By Adam Robinson, Co-Founder, and CEO of Hireology
Q: Few job seekers are interested in home health care careers, as they have the misconception that all home health care workers are overworked and underpaid and that there are limited opportunities for career growth.
What can home health care businesses do to change this perception and attract top talent?
Between growing demand for home health care services and limited interest in home health care careers, the industry is projected to see a shortage of 150,000 paid care workers by 2030, which will cause productivity and profitability to take a hit.
Hiring the best team can help your home health care business offer top-notch care, and increase client retention. I’ve outlined some key steps your business can take to change the perception of a career with your team.
Build a Strong Employment Brand
Up to 97% of caregivers would be open to another job opportunity and across industries, 72% of adults constantly keep an eye on open jobs regardless of their current employment status. With unemployment at a record low – and only continuing to decrease, your home health care business needs to sell job seekers on the opportunity joining your team presents to get them excited.
Your employment brand should include job descriptions and a career site that answer the “What’s in it for me?” question for job seekers. In your job description and on your career site, highlight what your home health care team has to offer – such as benefits, training programs, and awards. And while home healthcare-related positions require certain certifications, your job description should also highlight preferred competencies, rather than specific required experience. For example, let job seekers know you’re looking for caregivers with personality traits such as compassion and level-headedness.
The most engaged candidates apply through career sites, so your site should include details on the workplace culture, career progression, and overall benefits to help top candidates see the long-term growth opportunities on your team.
Outline Defined Career Paths
One of the biggest misconceptions in the industry is that there’s limited room for career growth. Today’s top job seekers desire a clearly defined career path and opportunities for long-term growth and your career site is a great place for you to change the perception of a home health care career by outlining specific career paths. Your team might offer career progression from homemakers to home health aides. Or on the administrative side, the career path might range from administrative assistant to office manager. Highlight all possible paths on your career site to encourage top talent to apply and help them understand the long-term career growth potential on your team. Also, highlight success stories of employees who have risen through the ranks with your team.
Offer Ongoing Training
Once you have outlined career paths, offer employees the tools they need to grow in their careers with continuous training. Ongoing training will show employees you’re invested in their growth and make them more likely to stay with your team for the long haul.
Some home health care businesses already have defined training programs in place. Employees at Senior Helpers participate in the Senior Helpers University program, where they can take courses to learn how to be better caregivers and, as a result, can increase their salary based on certification level. And BrightStar Care offers boot camps for high-level roles like a brand manager and director of nursing. BrightStar Care also hosts two annual conferences, one of which is geared toward franchise owners and the other focused on individual location staff. The conferences help employees connect with each other and learn the latest industry best practices.
As the demand for home health care continues to grow and the unemployment rate remains steady, businesses across the industry will face ongoing challenges with securing top talent. By building a strong employment brand to change the perception of home health care careers, your team can attract quality candidates, and as a result, increase productivity and profitability at your business.
Adam is the co-founder and CEO of Hireology, where he’s on a mission to help businesses succeed by building exceptional teams and workplace culture.
Latest posts by Adam Robinson, Co-Founder and CEO of Hireology (see all)
- How to Change the Negative Perception of Working in Home Health Care - December 12, 2018