2021 hasn’t been easy, from staffing shortages to the demands of the COVID-19 pandemic. While COVID-19 vaccines have provided some relief, the senior care industry will face many more challenges as we begin the new year. Senior living executives predict that the industry will continue to face workforce and operational challenges in 2022, but they are optimistic that new innovations will drive recovery.
In preparation for the new year, here are some predictions for some of the upcoming challenges and opportunities facing the sector in 2022.
Staff Retention
Senior living needs to be rebranded.
Not only do the job opportunities need to seem more attractive, but employees need to be aware of the career trajectory each community could take them on. Your recruitment practices shouldn’t be a band-aid for poor employee retention and management roles shouldn’t be placeholders until better opportunities appear.
Invest in training, culture, and your own team. You’ll become more of a destination and desirable place to work, and as a result, you’ll be able to be more intentional with recruitment. Build a pipeline and continue to hire new talent, but make sure they’re intentional hires. If you bring on a third-party recruitment company to guarantee better candidates, you will have more time to focus on delivering a quality onboarding experience.
Hiring Shortages
Senior care facilities may consider looking outside of their industry for staffing The hospitality industry was hard hit during the pandemic with many employees still out of work, so that may be the first industry to pull from.
The caliber of the service experiences provided by your community is what will drive long-term levels of resident satisfaction. Unlike in a hotel, guests do not leave. As a result, while the expectation of exceptional service exists, it is maintained on a higher level of consistency. Throughout their daily lives, residents should expect the highest levels of hospitality. Traditionally, the hotel industry has been excellent at attracting and retaining talent. Hoteliers can assist senior living facilities in elevating their experiences because their specialty is delivering quality customer service.
Aside from pulling from alternate sources, in order to navigate the labor shortage, senior care communities will need to think outside the box. Communities may need to look into technological solutions such as medication management system devices and wearable devices that can track vital signs or allow residents to call for assistance.
Marketing
Back to the rebranding aspect. The senior living business will continue to employ more technology in 2022 to provide a tailored experience that will attract both residents and workers.
Sales conversion rates are largely based on marketing. You may need to hire a Director of Sales & Marketing to spearhead new initiatives. Particularly, website rebrands and personalized videos. This is more important than it ever has been, as potential residents are still reluctant to drop in for an in-person tour. A good online presence is essential for providers. Hosting online events and outreach to create local connections is a fantastic way to gather leads.
Overall, there are many opportunities that will present themselves throughout the upcoming year. Providers should stay diligent and be prepared for a few new (and old) challenges.