by Tamar Frumkin
Everyone is talking about recruitment/staffing and what to do. As our industry faces what could be considered an impending “crisis,” some pioneers are more accurately approaching these challenges as an opportunity to improve infrastructure and efficiencies. Like many things in life, a blanket “crisis” label is causing a scrambling that may be missing the nuances in our current system which are stifling growth and demand.
Value-Driven Engagement For Your Field Staff
One Entrepreneur in Manhattan has a new perspective to fix this issue, using the same principles of Demand Induction (learn more about that here). Assaf Shalvi believes that by making the whole process more accessible, this will quickly not only fix the retention/churn issue facing the industry, but also introduce efficiencies for field staff engagement. In Shalvi’s view, CSMs and Schedulers should be focused more on the client experience and less on phone tag.
“When you’re selling someone a dream vacation, you don’t start the story by asking them to apply for a visa, get an updated passport or pack their bags. You present pictures of sunset beaches, gourmet delicacies and scenic views,” explains Shalvi. “By turning the value proposition on its head, Swift Shift is creating a solution to add meaningful engagements to the recruitment process for nurses and caregivers, offering them value and engaging with them on the channels they prefer - mobile and digital.”
Bridge Salesmen Versus Bridge Builders
Shalvi isn’t the first pioneer to address this issue, but he does have a fresh approach. With the warning flags in healthcare raising high, there has also been an outpouring of “solutions” which are just more of the same over-architected processes creating additional walls to engagement. Can it be valuable to use 3rd party recruiters to help find the right talent for your agency? Yes. Could posting on Indeed and other job boards help fulfill your most imminent recruitment needs? Yes. Can re-addressing internal benefits you offer employees decrease the astronomical churn rates facing home healthcare? Yes. But these solutions are not scalable, sustainable, or savvy enough to solve the breadth of the shortage we are facing.
“If you think that spending the majority of your recruitment budget on job sites and incorporating a “spray and pray” strategy will fix this, then I’ve got a bridge to sell you,” jokes Shalvi. The principles of Demand Induction and the phenomenon of additional pathways creating further demand, is how he is planning to solve this problem.
Shalvi’s plan hearkens back to the days of Robert Moses, the Master builder of NYC in 1936. Robert Moses built the Triborough Bridge, not realizing that additional pathways created would give birth to increased traffic into Manhattan. Technology has been creating similar infrastructure with digital infrastructure for years. No need to look further than Uber, AirBnB, Postmates, or TaskRabbit to see how efficiencies have created new demand and even new work forces. If technology can convince people to schlep strangers around in their personal cars for extra income, just imagine what it can accomplish for the home healthcare industry.
Finding New Talent Isn’t the Biggest Problem
Yes, home healthcare needs to find a way to appeal to a new demographic, a new generation and a new workforce. But the biggest issue is churn. With $3 billion dollars currently being spent on Home Healthcare Recruitment, it is staggering that $.53 of every dollar spent is on re-engagement of previous employees. Lack of targeting, inefficiencies in workforce engagement, and barriers to case application and completion are the culprits of this troublesome statistic.
Swift Shift and Shalvi plan on making big announcements in the weeks ahead. So stay tuned for his new pioneering take on recruitment.
Tamar Frumkin, Director of Marketing at Swift Shift, has extensive experience and knowledge in helping early stage startups build meaningful and impactful brands both in the United States and Tel Aviv. Tamar currently lives in Manhattan. She can be reached at firstname.lastname@example.org or on Twitter @Tamarush. She writes more about recruitment and retention on her blog.
©2017 by Rowan Consulting Associates, Inc., Colorado Springs, CO. All rights reserved. This article originally appeared in Tim Rowan's Home Care Technology Report. homecaretechreport.com One copy may be printed for personal use; further reproduction by permission only. email@example.com