"I have more conversations with franchise owners about finding CAREGiversSM than about finding clients these days," reports Susan Richardson, a Business Performance Manager for Home Instead, Inc., franchisor of the Home Instead Senior Care® network. "The need is great and it's the same across the entire network across the country. The Home Instead, Inc. Home Office is very aware of the need and is proactive in helping owners meet staffing needs."
There is no doubt that there is a huge demand for caregivers in the senior home care industry
as baby boomers move into their senior years. In fact, the U.S. Bureau of Labor Statistics expects the employment of personal care aides to grow 70% by 2020.
It's Not Just About Numbers: A Changing Landscape in Caregiving
Richardson shares more about the outstanding resources and proactive strategies Home Instead, Inc. utilizes to support owners.
"First, home care is becoming a more recognized option in the
care continuum. There's more awareness so that's bringing more client opportunities. Second, we've seen a shift in our scope of care over the years."
She explains that, while companionship care makes up the largest portion of the network's care, now personal care and specialized care are becoming larger segments because of the more advanced age of clients.
"Franchise owners are seeing more intensive, hands-on care with more physically demanding aspects of the work," says Richardson. "While there used to be more
companionship care, meal preparation and transportation, now franchise offices are often serving a client base that needs more help getting in and out of chairs, bathing or dressing, for example.”
Creating a Candidate Pool through New Strategies
In the past, owners have been focused on hiring mature CAREGivers, especially the younger boomers, who may already have experience caring for seniors in their own families.
"At our 2014 annual convention, Home Instead, Inc. began to promote a mind shift in thinking, realizing that we need to reach out to a new generation of CAREGivers,” said Richardson. “Even if they don't have senior care experience, Home Instead, Inc. has outstanding
training programs to prepare a new wave of CAREGivers to be the best. This is a great opportunity to increase the pool of people who want to be of service to seniors and their families."
Network Support and Resources Make Hiring Easier
"Franchise owners hire, train and manage their own employees," Richardson said. Home Instead, Inc. offers a variety of support services and resources at both the national and local levels to help owners in hiring, training and retaining staff:
- National advertising and public relations campaigns that drive prospective CAREGivers to local franchise offices
- A digital recruiting brochure that can be customized for the local area and sent via email to candidates
- Partnerships with job posting websites
- An online application system to streamline the hiring process
- An online lead management system to track and nurture applicants’ progress
- Processes and guidelines for candidate assessment and interviewing
- Initial and ongoing CAREGiver training materials, including specialized training courses
- Employee recognition programs
Quality, Not Just Quantity
The heart and soul of the Home Instead Senior Care network are the CAREGivers, and it takes kind and compassionate people who truly want to help seniors in their community. Richardson says that the Home Instead, Inc. Home Office is there to assist franchises at every step of the way in
recruiting quality CAREGivers.
"We provide owners with resources that identify recommended characteristics and competencies. We educate owners about what we know works and we are there every step of they way if they have questions or need help with any issues.”
Choosing a Senior Care Franchise Network
Richardson says her advice to those considering
purchasing a senior home care franchise is to look carefully at the support and resources offered by the franchisor, but also something more. "I'd make sure a franchisor is a trueleader in the industry, one that looks forward and prepares for future challenges as this burgeoning industry continues to grow and evolve. Home Instead, Inc., provides resources to help owners handle CAREGiver recruitment and any other challenges the future may bring."
Read more about employment projections and CAREGiver staff recruitment efforts in the Home Instead Senior Care network.