Addressing the big pink elephant in the room, employee retention and staffing!
Caregiver burnout and….
It’s all about the balancing act. How does a business owner continue to grow their caregiver business while facing a shortage of caregivers to perform the work at hand. What is a senior care business owner to do?
Reflection & projection
Reflect back to 2019 prior to the pandemic, there were countless opportunities in the senior care industry, and there still are today. Challenges have and will always be present in an industry where the customer is a person experiencing health declines. A business dedicated to caring for a person for any reason is fraught with uncertainties and requires a nimble and resilient owner.
Ask a room full of senior care business owners about the issues they face and they will always include reimbursements from private pay versus insurance, staying competitive in a quickly growing market, recruiting and retaining clinicians, managing costs of care, establishing referral partners, utilizing social media as a marketing tool, etc.
However, now the most prominent issue is caregiver recruitment and retention.
Let’s take a deeper look
Unlike any other period in the caregiver/senior care industry, staffing issues can solely determine whether a senior care company will survive.
The creation of new businesses and creative work environments developed in response to the pandemic have altered the decision making of most young adults considering a job and possibly career in the caregiver space. Other industries are now offering jobs that deliver financial stability and reduced stress levels. It truly takes a special person to commit to a job of caring for others, period!
Next, we need to remember that health conditions that can alter how a person behaves such as a cognitive or psychiatric condition.
A morbidly obese person that requires significant physical support. Or a client who has unrealistic expectations or the client or who presents with biases toward their caregiver because they are culturally different.
These scenarios are not typically portrayed on commercials looking to invite a young person into the world of formal caregiving. Finally, the person is paid at a substantially lower rate than a person who may work in fast food, delivery services, hospitality, or stocking a store.
Layers of care
Whether you are a homecare company or a physician’s office, there are numerous types of care facing this issue.
A hospital social worker is responsible for discharging patients to senior living and/or nursing homes, home care, home health for PT/OT or speech therapies, or to palliative and hospice care. A senior housing placement company supporting an older adult to locate the most appropriate senior living community. A resident in an assisted living who needs to move into a memory care facility.
The cost of care
Because of shortages, demands on caregivers also increases the risk of burnout. Burnout can result from staffing issues and will result in inconsistent staffing. If burnout occurs and the care staff continues to work, then poor care happens and word travels fast in the industry. If the quality of your care diminishes, your care partners will know and the trickle down effect can close your doors!
One of the greatest care recruitment issues is the cost of recruiting a new caregiver or clinician. The cost of reimbursing the caregiver cannot out price the reimbursement of the care.
Another primary dilemma is the cost of care that exceeds the consumer’s ability to afford care. If the care is priced higher than the consumers ability to pay, your s&#t out of luck as a business owner!
What are the solutions?
All senior care companies are challenged by this disastrous turn of events. There are numerous solutions in place, however none are foolproof.
What can senior care companies do to increase their recruitment and staff retention efforts? Employees want to feel appreciated, not only through fair compensation but through considerations of their own needs such as childcare and eldercare occurring in their own lives. Employers need to invest in care options for their own employees.
Employers can invest in the career growth of their employees through educational advancement opportunities coupled with employment advancement options. Incentives for new customer/client referrals and lengths of time in the workplace.
Provide an Employee Assistance Program benefit to support mental health counseling and coaching services for the employee and their family members.
Start a professional roundtable or mastermind
Looking back at my own business growth, I’ve learned many things about what I would have done differently. We all have limits and must be willing to ask for help and brainstorm with other business owners.
For your new year, why not try to set up your own mastermind group with other business owners. Each person can be from different industries, which I actually recommend. Every week come together virtually and discuss your wins/losses/struggles/opportunities. Too often I hear people say “we have a group that gets together every week at work”. That is NOT a mastermind group.
If you really want to explore what your strengths, weaknesses and options are for your business, invest in a professional group. There are resources online and also through social platforms like Meetup.com. Write or call me if you are considering this option or need some ideas!