Sponsored by WORKFORCE DEVELOPMENT
Recruiting During The Coronavirus Pandemic
Mark Woodka, CEO, OnShift
Unlike many of the industries facing layoff s and furloughs, we need more frontline work- ers than ever before. And while recruiting has always been a priority for our growing industry, our focus has shifted to targeting the rapidly growing number of workers that have been displaced. These people need work, and we are in a position to help. However, we aren’t the only ones going
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after this newly created labor pool – we are up against grocery stores and other big brands that are getting national media at- tention for their hiring needs. Just read any article on major news sites with the headline “Here’s Who’s Hiring Now” and you won’t see a single senior living organization on the list. It’s truly shocking. That means we must take a creative,
grassroots approach to cut through the clutter. Here’s how we can spread the word about the meaningful, rewarding opportu- nities in senior living.
Make job postings more timely In order to fully tap into this newly created pool of talent, you’ll want to make some sim- ple but necessary changes to your current job postings. Make it apparent that you’re open to and actively looking for those displaced by COVID-19 and that you can off er temporary and long-term positions—depending on the job seeker’s needs. Next, paint a colorful picture of a day in the life. Keep it brief and highlight all the things that make working at your community so special. And fi nally, keep- ing in mind that many of these applicants might have never considered a career in senior living, communicate the rewarding aspects that can only be found in this line of work.
38 SENIOR LIVING EXECUTIVE MAY/JUNE 2020
o much has changed these past few months, including senior living’s strategy for recruiting employees.
Expand your outreach eff orts Contact businesses in your area that have closed like restaurants, retailers and hotels. But, before you make contact, make sure you have your talking points down. Ap- proach the situation delicately. Start out by letting the owners and managers of these companies know that you are sympathetic to their situation, want to help their em- ployees earn a paycheck during this diffi cult time, and fully understand they will return to their jobs when they reopen. Communicate which jobs you are look-
ing to fi ll that align with their industry. For example, when speaking with restaurants, highlight openings in dining. Tell them no experience is required, their employees can start immediately, and that senior living pro- vides rewarding, necessary work caring for the elderly. It helps to have some collateral or a short description of jobs available with instructions on where to apply that they can then pass along to their employees. You should also keep in mind that a large
group of home health workers was recently furloughed, and these employees are prime candidates for open care positions. Next, share your job openings on social
media. Doing so is one of the most eff ective and inexpensive ways to reach a large num- ber of people. Advertise that you are look- ing to hire those displaced by the pandemic, taking an empathetic and helpful approach as you did in your local outreach. Encour- age your employees to share your openings with their networks and to also share your posts in order to cast the widest net possible.
Focus on providing a positive candidate experience Finally, don’t drop the ball once they’ve applied. Be sure to follow up fast, even if
an applicant is not the right fi t for the role. Consider conducting interviews virtually. Services like Zoom and GoToMeeting make it easy to connect with candidates while sticking to social distancing measures. This also sends the message that safety is a priority for your organization. Be sure to keep each candidate in the
loop about next steps post-interview. An applicant tracking system can streamline the recruiting process, provide a positive candidate experience, and get top talent in the door faster. These next several months won’t be easy.
But the silver lining I foresee in all of this? Some of those who turn to senior living for temporary work will stay long term after being exposed to the rewarding aspects of the industry. Of course, to make this a reality, we must make taking excellent care of our staff and thanking them for all that they do a priority—especially during these uncertain times. Thank you for all that you are continually doing in this fi ght.
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