The senior care and assisted living profession is continuing to grow at a rapid pace. The World Health Organization projects that one in six people in the world population will be at or over the age of 60 by the year 2030. Additionally, by 2050, the proportion of the world’s population over the age of 60 is projected to increase from 12% to 22%.

This significant increase in the aging population presents a challenge for society as a whole, as well as the younger generations who now shoulder the burden of overseeing care for their loved ones. It’s not surprising, then, that the senior care and assisted living field is expanding quickly in hopes of addressing these needs. The market for assisted living in the U.S. was valued at $91.8 billion in 2022 and is projected to keep expanding at a compound annual growth rate of 5.5% between now and 2030 , while the U.S. memory care market reached a valuation of $5.82 billion in 2022 and is expected to grow at a compound annual growth rate of 5.1% between 2023 to 2030.

As the demand grows, so too does the role of ensuring you have the right talent in the senior care and assisted living niches. The question is: how can your organization stand out in such a competitive talent market?

Hiring and Retention Challenges

With so much demand for highly-qualified (and sometimes specialized) care professionals, it can be a challenge for individual organizations to create an employee value proposition that truly appeals to top talent. These challenges are exacerbated by the widespread exodus of healthcare professionals in general, largely to jobs completely outside of the healthcare profession.

To attract and retain talent, we must first understand the root causes of frustrations, burnout, and turnover. While no two professionals are exactly alike, there are a few common threads that are worth considering:

  • Inadequate staffing levels and/or inadequate time for rest
  • A culture of working overtime to cover vacancies
  • Compensation that has not kept pace (or being asked to do more for the same pay)
  • Frustration with hostility or misunderstanding from the public
  • Lack of resources and/or support from management
  • Burnout from the physical, mental, and emotional toll of the field

While senior care and assisted living professionals may not face the same challenges as healthcare professionals in acute care settings, they often must deal with complex care requirements and emotionally-charged situations. An effective approach to hiring and retention must consider the needs of the clients and the needs of the employees.

Strategies for Effective Hiring in Senior Care

Today’s recruiting strategies combine the best of cutting-edge technology with in-depth human expertise. AI-powered tools and similar algorithmic assistants can help to narrow down the field of candidates, tailoring your search more specifically – especially in situations where you need to recruit someone with particular niche expertise, like memory care, or for roles at hard-to-staff locations.

Consider your employee value proposition as you expand your search. What benefits are you offering that would be compelling to the talent you’re seeking? Along with actual compensation, consider additional components such as time off, reliable coverage, physical and mental health benefits, childcare support, and a positive culture overall.

Your recruiting strategy can also be boosted by partnering with a qualified, experienced recruiter, like Aspen Associates. Along with expertise in the nuances of recruiting, they’ll bring access to a broad network of prospects, including passive candidates who aren’t actively job-searching but who might make a job change if the right opportunity appeared. They can also pre-screen candidates for your most important qualifications, present your offer in the most appealing and effective ways, and confirm that your top candidates are prepared to accept your offer if it reaches that point, saving you time and money.

Compare the use of an executive recruiter to doing it all in-house:

As the senior care industry continues to grow and evolve, a flexible and smart recruiting strategy is a must, incorporating the latest recruiting technology along with unmatched human experience and complex knowledge. The demand for talent in this field will continue to grow in the months and years to come. Providing the best care for your clients requires identifying and retaining the very best.

Whether you’re hiring to significantly grow your team or just looking to fill a couple of key roles, Aspen Associates can help! Contact us to learn more about our custom-tailored recruiting solutions.

By Tom Zeleny, NHA