Would YOU Choose YOU? - Arizona LeadingAge · Community Branding Urge Consideration Position senior...
Transcript of Would YOU Choose YOU? - Arizona LeadingAge · Community Branding Urge Consideration Position senior...
Would YOU ChooseYOU?
A Big Branding Session to
Build Your Community’s
Reputation as Employer
of Choice and Residence
of Choice
Agenda
Trends in Occupancy,
Talent Acquisition and Retention
Keys to Successful Branding
to Residents and Employees
• Employer Brand
• Community Brand
Importance of Successful
Multigenerational Integration
Exercise
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Operational Trends
Sources:
Senior Housing News, 2017.
Super Trends in Senior Living, Morrison 2016
The Employer of Choice: The Strategic Way to Attract, Engage and Retain Talent in Your Community, Flik, 2015
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Outsourcing
Small- and medium-size operators stand to gain the most from outsourcing.
Challenges
High labor costs, reimbursement pressures and loss of census have continued into 2017
One Stop Shop
Enables operators to manage one relationship that encompasses a variety of services.
Occupancy Trends
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Attachments to HomeIndependenceLifestyleSocial NetworkPossessions and Memories
Decision Factors
Internal TensionsFinancesFearsLogistics
Satisfaction FactorsPersonal growth CommunityCuisine Stress-free timeCulture Friends, Clubs, EventsInterests Volunteering
Talent Trends
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Affects reputation and satisfaction
Attraction is easy; retention more difficult
20-30% turnover = $2,000 -12,000 cost per person to re-train
Improving compensation can help
Financial compensation alone isn’t enough.Employees also need:
To feel supported/encouraged
To feel surrounded by others invested in performance
Employee acquisition, retention, and turnover
Talent Trends
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Involvement of top
management and board
Essential to success
Not as prevalent as it should be
A hospitality-oriented
approach requires changes
A different type of worker
More and/or different training
Are We Asking The Right Questions?
What senior role model do
you have in your life?
What do you like most
about the connection you
have cultivated?
What wisdom would you
share with your grandkids
at the age of 90?
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Successful Branding…
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External branding = Residential branding Internal branding = Employer branding
…to potential and current residents. …to potential and current employees.
A Look at Success
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When we say “Branding,” we mean…
…the feeling or “vibe”
• when you pull up or walk in.
• at each interaction.
• once you have left.
…the emotional response that
audiences have at any point of
contact with the community.
…something that is both physical
and emotional, not just a logo.
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“One of the most important criteria
when picking a facility?
Staff stability.”nypost.com/2014/07/20/10-things-retirement-communities-wont-tell-you-2-2/
What are you doing to bolster your BRAND?
How are you attracting the right employees?
How are you retaining your best employees?
How are you reducing turnover?
How are you improving the resident experience?
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Employer Branding
Focus on three key components
Culture Engagement Communication
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Employer Branding
Culture Matters
• Recognize it
• Improve it
• Focus on it
• Train on it
• Communicate it
• Reward it
Appreciation, encouragement,
and improvement are essential.
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You Can Do It!
Employer Branding
Engagement is Crucial
In an engaged environment, employees:
• Go above and beyond
• Want to contribute
• Believe in the mission
• Produce ideas and innovations
• Want to relate to seniors
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The Teaching Kitchen is a platform for our guests
to explore food, culinary & nutrition literacy that will
positively impact food choices and experiences
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Teaching KitchenBenefits
• Improvement
• Engagement
• Increased frequency
• Integration
• Increased appreciation
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Bursts of Learning & Shared Experiences
Employer Branding
Engagement is Crucial
Components of engagement include:• Input to and from employees
• Recognizable career path
• Opportunity to learn new skills
• A culture of mentorship1and purpose2
1 www.seniorhousingforum.net/blog/2016/5/5/how-attract-and-keep-best-and-
brightest-employees-3-keys-unlock-millennial-talent2 blog.onshift.com/4-tips-for-attracting-millennial-talent-in-senior-care
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• Between senior staff and
the rest of the organization
• Between supervisors and their direct reportsIn support of engagement efforts
In support of acculturation efforts
In support of recognition efforts
• Through formal channels and informal settings
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Employer Branding
Communication is Essential
Express Yourself…Effectively.
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Express Yourself…Effectively.
• The balloons have a message tied
to them. We’re going to share that
communication internally.
• How do the people who have a balloon feel?
• How do the people who don’t
have a balloon feel?
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Employer Branding Exercise
Not Just Full of Hot Air
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Benefits of a Strong, External Community Brand
• Generates Awareness
• Urges Consideration
• Manages Evaluation Process
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Community Branding
Generate Awareness
Combat negative stereotypes and convey information
• Mass CommunicationTo potential residents
To their children
Across all media, including online
• Co-operative awareness campaigns
• Acknowledge/address negative images
• Include specific calls to action
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Community Branding
Urge ConsiderationPosition senior living as a lifestyle of choice
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Show advantagesLess home maintenance and less isolation
Living for the future
Share factsLonger, better quality of life
Less dependence on relatives
Less need for home upgrades, outside assistance
Promote benefits Opportunities for learning and growth
New, more accessible friendships
Less stress and more time
Community Branding
Manage Evaluation and Decision Process
• All personnel support sales process
• Improve lead management
• Involve residents (recruit carefully)
• Sponsor educational opportunities
• Design, offer trial-stay programs
• Offer aging-in-place support; establish trusted relationship
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The Importance of Successful Multigenerational Integration
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Age Segregation
• It’s real – and problematic
• American society has become highly
segregated by age
• Effects of age segregation
• Encourages and normalizes bias and suspicion
• Negates opportunities to learn
• Drives insensitivity
• Negatively affects community health & wellbeing
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Multigenerational Interaction
• Strengthens employer and community of choice reputation
• Positive difference for residents• Strengthen learning opportunities
• Enhance feelings of general well-being
• Positive difference for employees• Improve compassion, empathy, understanding
• Enable employees to feel more valued
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Multigenerational interaction strengthens employer and community of choice reputation
• Positive difference for residentsStrengthen opportunities for residents to learn
Enhance resident feelings of general wellbeing
• Positive difference for employeesImprove compassion, empathy, understanding
Enable employees to feel more valued
Overcome Age Segregation andEncourage Multigenerational Interaction
• Acknowledge differences
• Train and encourage peer-level
engagement/interaction
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• Establish events for a greater
community as well as residents
• Build relationships with local
universities, arts centers,
community organizations
• Co-sponsor events for seniors
• Improve interaction with seniors
• Establish programming to engage
residents and their younger family
members
• Create community hubs that residents
and family members can enjoy together
• Consider “popup markets” and invite
family member
Staff Residents Families Residents Community Residents
Infuse a multigenerational
perspective into both the
internal and external brand
• Make it part of the culture for everyone
• Include multigenerational in
communications to:
Staff
Residents
Families
Community
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Opportunities for Innovation
Leverage employees and residents as subject matter experts: we’re all passionate about something!
• Coordinate second language chat sessions
• Host a learning/seminar/workshop series
• Take part in a community initiative where both
employees and residents learn a new skill and
put it to test employees
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Real World Multigenerational Communities Demand for multigenerational living1 and age-inclusive communities2 is growing
1Harrell, Rodney, Enid Krasner, and Carlos Figueriredo, Multigenerational Households Are Increasing, AARP Public Policy Institute, April 2011. http://assets.aarp.org/rgcenter/ppi/econ-sec/fs221-housing.pdf2Overview: Planning for Multigenerational Communities, Warner, ME, Dunn, D., Li, X, et. Al. , Department of City and Regional Planning, Cornell University 2013
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Priya Senior Living, California Humanities, The Netherlands
Case Studies
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Employer of Choice Community Profile:
Fox Run at Orchard Park
• Well-defined culture of community
• Recognition connects employee and residents
• Mentorship programs connect employees
• Regular formal communications
• Frequent informal communications
• Younger staff help residents with technology;
helps residents share knowledge and history
• Regular events bring everyone together;
residents, and family members of both
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Fox Run at Orchard Park
Advice to Other Communities
• Recognize employees
• Involve them in decisions
• Go beyond the “Gold Star”
• Create opportunities for spontaneous recognition
• Employees must know what it means to “do it right”
• Be clear about expectations
• Empower employees to make decisions
• Communication, cooperation = feeling of home for all
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Community of Choice Profile:
Army Residence Community• Motto “Live Longer. Live
Healthier. Live Younger”
• It’s everywhere to affirm: Stereotypes don’t have to be
• Communications/relationship building with advocate orgs
• Resident ambassador program
• Trial stay opportunities
• Sponsor/mentor program for new residents
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Army Residence Community
Advice to Other Communities• Be welcoming, not sales-y
• Emphasize lifestyle,
sense of community
• Stay in touch authentically Existing community newsletters
Events, coffees, presentations
Emails, website
The community experience
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Community of Choice Profile:
Frasier• Following devastating flood, CEO saw
opportunity to grow, be more attractive
• Rebranding reduced stereotypes, and
increased awareness
• Events open to wait-list and public
• Deep involvement with local university
• Captures vibrant community in action
• Resident engagement with prospects
• Multigenerational community culture
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Frasier
Advice to Other Communities
• Communicate transparently
Everyone needs value, purpose, and meaning
Everyone needs respect
Residents want to know how their money is used
• Identify your community’s personality and market it!
• Invite people to visit – generate community events
• Get involved/connect with surrounding community
Causes that touch seniors
Local universities, schools
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Would You Choose You?
• Employer brand builds reputation as an employer of choice
• Community brand builds reputation and position as community of choice
• Multigenerational community enhances internal and external brands
Associates • Residents • Families
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Thank YouFor more information, contact:
Angus Brown
Director of Business Development
Shawn Leary
Regional Vice President
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