Would YOU ChooseYOU?

A Big Branding Session to

Build Your Community’s

Reputation as Employer

of Choice and Residence

of Choice

Agenda

Trends in Occupancy,

Talent Acquisition and Retention

Keys to Successful Branding

to Residents and Employees

• Employer Brand

• Community Brand

Importance of Successful

Multigenerational Integration

Exercise

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Operational Trends

Sources:

Senior Housing News, 2017.

Super Trends in Senior Living, Morrison 2016

The Employer of Choice: The Strategic Way to Attract, Engage and Retain Talent in Your Community, Flik, 2015

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Outsourcing

Small- and medium-size operators stand to gain the most from outsourcing.

Challenges

High labor costs, reimbursement pressures and loss of census have continued into 2017

One Stop Shop

Enables operators to manage one relationship that encompasses a variety of services.

Occupancy Trends

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Attachments to HomeIndependenceLifestyleSocial NetworkPossessions and Memories

Decision Factors

Internal TensionsFinancesFearsLogistics

Satisfaction FactorsPersonal growth CommunityCuisine Stress-free timeCulture Friends, Clubs, EventsInterests Volunteering

Talent Trends

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Affects reputation and satisfaction

Attraction is easy; retention more difficult

20-30% turnover = $2,000 -12,000 cost per person to re-train

Improving compensation can help

Financial compensation alone isn’t enough.Employees also need:

To feel supported/encouraged

To feel surrounded by others invested in performance

Employee acquisition, retention, and turnover

Talent Trends

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Involvement of top

management and board

Essential to success

Not as prevalent as it should be

A hospitality-oriented

approach requires changes

A different type of worker

More and/or different training

Are We Asking The Right Questions?

What senior role model do

you have in your life?

What do you like most

about the connection you

have cultivated?

What wisdom would you

share with your grandkids

at the age of 90?

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Successful Branding…

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External branding = Residential branding Internal branding = Employer branding

…to potential and current residents. …to potential and current employees.

A Look at Success

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When we say “Branding,” we mean…

…the feeling or “vibe”

• when you pull up or walk in.

• at each interaction.

• once you have left.

…the emotional response that

audiences have at any point of

contact with the community.

…something that is both physical

and emotional, not just a logo.

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“One of the most important criteria

when picking a facility?

Staff stability.”nypost.com/2014/07/20/10-things-retirement-communities-wont-tell-you-2-2/

What are you doing to bolster your BRAND?

How are you attracting the right employees?

How are you retaining your best employees?

How are you reducing turnover?

How are you improving the resident experience?

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Employer Branding

Focus on three key components

Culture Engagement Communication

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Employer Branding

Culture Matters

• Recognize it

• Improve it

• Focus on it

• Train on it

• Communicate it

• Reward it

Appreciation, encouragement,

and improvement are essential.

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You Can Do It!

Employer Branding

Engagement is Crucial

In an engaged environment, employees:

• Go above and beyond

• Want to contribute

• Believe in the mission

• Produce ideas and innovations

• Want to relate to seniors

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The Teaching Kitchen is a platform for our guests

to explore food, culinary & nutrition literacy that will

positively impact food choices and experiences

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Teaching KitchenBenefits

• Improvement

• Engagement

• Increased frequency

• Integration

• Increased appreciation

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Bursts of Learning & Shared Experiences

Employer Branding

Engagement is Crucial

Components of engagement include:• Input to and from employees

• Recognizable career path

• Opportunity to learn new skills

• A culture of mentorship1and purpose2

1 www.seniorhousingforum.net/blog/2016/5/5/how-attract-and-keep-best-and-

brightest-employees-3-keys-unlock-millennial-talent2 blog.onshift.com/4-tips-for-attracting-millennial-talent-in-senior-care

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• Between senior staff and

the rest of the organization

• Between supervisors and their direct reportsIn support of engagement efforts

In support of acculturation efforts

In support of recognition efforts

• Through formal channels and informal settings

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Employer Branding

Communication is Essential

Express Yourself…Effectively.

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Express Yourself…Effectively.

• The balloons have a message tied

to them. We’re going to share that

communication internally.

• How do the people who have a balloon feel?

• How do the people who don’t

have a balloon feel?

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Employer Branding Exercise

Not Just Full of Hot Air

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Benefits of a Strong, External Community Brand

• Generates Awareness

• Urges Consideration

• Manages Evaluation Process

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Community Branding

Generate Awareness

Combat negative stereotypes and convey information

• Mass CommunicationTo potential residents

To their children

Across all media, including online

• Co-operative awareness campaigns

• Acknowledge/address negative images

• Include specific calls to action

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Community Branding

Urge ConsiderationPosition senior living as a lifestyle of choice

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Show advantagesLess home maintenance and less isolation

Living for the future

Share factsLonger, better quality of life

Less dependence on relatives

Less need for home upgrades, outside assistance

Promote benefits Opportunities for learning and growth

New, more accessible friendships

Less stress and more time

Community Branding

Manage Evaluation and Decision Process

• All personnel support sales process

• Improve lead management

• Involve residents (recruit carefully)

• Sponsor educational opportunities

• Design, offer trial-stay programs

• Offer aging-in-place support; establish trusted relationship

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The Importance of Successful Multigenerational Integration

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Age Segregation

• It’s real – and problematic

• American society has become highly

segregated by age

• Effects of age segregation

• Encourages and normalizes bias and suspicion

• Negates opportunities to learn

• Drives insensitivity

• Negatively affects community health & wellbeing

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Multigenerational Interaction

• Strengthens employer and community of choice reputation

• Positive difference for residents• Strengthen learning opportunities

• Enhance feelings of general well-being

• Positive difference for employees• Improve compassion, empathy, understanding

• Enable employees to feel more valued

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Multigenerational interaction strengthens employer and community of choice reputation

• Positive difference for residentsStrengthen opportunities for residents to learn

Enhance resident feelings of general wellbeing

• Positive difference for employeesImprove compassion, empathy, understanding

Enable employees to feel more valued

Overcome Age Segregation andEncourage Multigenerational Interaction

• Acknowledge differences

• Train and encourage peer-level

engagement/interaction

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• Establish events for a greater

community as well as residents

• Build relationships with local

universities, arts centers,

community organizations

• Co-sponsor events for seniors

• Improve interaction with seniors

• Establish programming to engage

residents and their younger family

members

• Create community hubs that residents

and family members can enjoy together

• Consider “popup markets” and invite

family member

Staff Residents Families Residents Community Residents

Infuse a multigenerational

perspective into both the

internal and external brand

• Make it part of the culture for everyone

• Include multigenerational in

communications to:

Staff

Residents

Families

Community

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Opportunities for Innovation

Leverage employees and residents as subject matter experts: we’re all passionate about something!

• Coordinate second language chat sessions

• Host a learning/seminar/workshop series

• Take part in a community initiative where both

employees and residents learn a new skill and

put it to test employees

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Real World Multigenerational Communities Demand for multigenerational living1 and age-inclusive communities2 is growing

1Harrell, Rodney, Enid Krasner, and Carlos Figueriredo, Multigenerational Households Are Increasing, AARP Public Policy Institute, April 2011. http://assets.aarp.org/rgcenter/ppi/econ-sec/fs221-housing.pdf2Overview: Planning for Multigenerational Communities, Warner, ME, Dunn, D., Li, X, et. Al. , Department of City and Regional Planning, Cornell University 2013

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Priya Senior Living, California Humanities, The Netherlands

Case Studies

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Employer of Choice Community Profile:

Fox Run at Orchard Park

• Well-defined culture of community

• Recognition connects employee and residents

• Mentorship programs connect employees

• Regular formal communications

• Frequent informal communications

• Younger staff help residents with technology;

helps residents share knowledge and history

• Regular events bring everyone together;

residents, and family members of both

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Fox Run at Orchard Park

Advice to Other Communities

• Recognize employees

• Involve them in decisions

• Go beyond the “Gold Star”

• Create opportunities for spontaneous recognition

• Employees must know what it means to “do it right”

• Be clear about expectations

• Empower employees to make decisions

• Communication, cooperation = feeling of home for all

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Community of Choice Profile:

Army Residence Community• Motto “Live Longer. Live

Healthier. Live Younger”

• It’s everywhere to affirm: Stereotypes don’t have to be

• Communications/relationship building with advocate orgs

• Resident ambassador program

• Trial stay opportunities

• Sponsor/mentor program for new residents

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Army Residence Community

Advice to Other Communities• Be welcoming, not sales-y

• Emphasize lifestyle,

sense of community

• Stay in touch authentically Existing community newsletters

Events, coffees, presentations

Emails, website

The community experience

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Community of Choice Profile:

Frasier• Following devastating flood, CEO saw

opportunity to grow, be more attractive

• Rebranding reduced stereotypes, and

increased awareness

• Events open to wait-list and public

• Deep involvement with local university

• Captures vibrant community in action

• Resident engagement with prospects

• Multigenerational community culture

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Frasier

Advice to Other Communities

• Communicate transparently

Everyone needs value, purpose, and meaning

Everyone needs respect

Residents want to know how their money is used

• Identify your community’s personality and market it!

• Invite people to visit – generate community events

• Get involved/connect with surrounding community

Causes that touch seniors

Local universities, schools

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Would You Choose You?

• Employer brand builds reputation as an employer of choice

• Community brand builds reputation and position as community of choice

• Multigenerational community enhances internal and external brands

Associates • Residents • Families

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Thank YouFor more information, contact:

Angus Brown

Director of Business Development

Angus.Brown@Compass-USA.com

Shawn Leary

Regional Vice President

ShawnLeary@IamMorrison.com

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