The Care Sector Recruitment journey & the next Generations
Ownacarehome take a deep dive into Care sector recruitment and retention challenges which are well talked about, with an ageing population expected to increase by 34% between 2020 and 2035 (Source Skills for Care) an increase in people working in the care sector needs to increase substantially over time.
The Skills for Care report also highlighted that the ‘average age of people working in adult social care is 45 with 28% aged 55 and over,’ thus highlighting the need to drive recruitment from the next generations:
- Generation X: Born 1965-1980
- Millennials: Born 1981-1996
- Generation Z: Born 1997- 2012
Earlier generations are also experiencing new careers with the extension of the State Pension Age era.
Thus, next generation recruitment in the care sector is becoming increasingly topical.
So how can care home owners engage with the next generations?
Each generation brings some new dynamic to the workplace as well as having to cope with different life skills and challenges.
It goes without saying that care home owners who have a champion recruiter (Seed Recruitment), whether inhouse or using an external recruiting agency, have the most success when dedicating time and effort to the process. Same day enquiry follow up, whether over the phone or virtual meetings, impress the candidates who are born into the more tech savvy era.
Using systems which allow applicants to receive active job alerts also speeds up the recruitment process.
All generations have embraced technology to a degree, thus care home owners need to have a diversified approach to achieve a diverse and inclusive workforce. Part time and flexible working appeal to this era as well as later generations.
Millennials have moved with progressing technology and are willing to keep on learning as innovation in the care sector develops at pace. Increasingly a prospective care worker will want to know if the care setting has embraced technology, paper becoming a thing of the past. Along with Generation Z they are becoming increasingly aware of how the planet and climate has been affected by the industrial era and ongoing polluting activities, seeking to do work with a care business that is forward looking, green and innovative.
Generation Z were born into the digital era, having information at their finger tips and able to google prospective care homes easily by searching the web, facebook, Instagram, Twitter and LinkedIN. Each social media platform will tell them something different about the care home including the environment and the ethos of the care service. Thus a care home owner needs to ensure that they have a strong marketing and social media presence (Sharp Minds Communications).
- This is a generation with the potential to accumulate a vast knowledge about a care home as part of their decision making before they even apply for a job.
- Generation Z tend to be a values driven generation caring about work life balance (they have seen their parents trying to hold full time jobs, juggle children and elderly family members), seeking equality, diversity and inclusion in the workplace.
- Generation Z with greater social media influence touched the vast mental health landscape even before the pandemic and many are part of the lock down generation in the most important years of their education, thus a care home business which has an empathetic culture to all, including the needs of this generation will be able to nurture the next generation of care workers.
All generations want to make a difference in the workplace and feel valued.
Whether it’s part of a new role or enhancing an internal role, care workers are looking to help management with special projects which can only enhance the lives of the people that they look after. This could include a net zero champion, a refurbishment champion and a better lives champion looking for innovative ideas within the care team. All help with recruitment and retention in a care home setting.
A care home business should action a buddy and mentoring system from the outset. The ability to show empathy with a colleague as their confidence in caring for someone grows will support the retention process.
With an increase in flexible shifts post pandemic with some hybrid working where possible in the care home sector, communication is key, and all generations value a company that empowers its people through good communication, interaction and career development plans from the outset.
A positive onboarding process tends to ensure a successful recruitment process.
Having a social champion for the care team with events that all can participate in also help with team comradery and staff retention. Feeling part of a team has taken on an enhanced meaning during and post pandemic.
Open conversations and feedback help support a multi generation of care workers and supports longevity in staff retention.
As the care teams experience grows giving them more autonomy with projects and ideas creation enhance the work experience and increases staff retention. It also encourages staff members to refer a friend to the team.
To reiterate a quote from Peter Rainey Founder of Seed Recruitment:
“Invest in your staff and they will invest in you”
For more information on a successful recruitment strategy contact Peter Rainey here.
