Go from “Survive” to “Thrive” with Caregiver Recognition

While many industries are grappling with market uncertainty, the challenges facing our senior care organizations are undoubtedly the most concerning. In 2023, there were about 9 available workers aged 18-45 for every American aged 80 and above. The US Census Bureau projects that by 2045, that number will be just over 4. Coupled with fading public applause and workforce enthusiasm, providers across the care continuum are reeling from longstanding issues merely amplified by a global pandemic.

As senior living leaders look at their bottom line, they’re seeing significant dollars invested in replacing staff. On-the-margin solutions, like overtime and agency, may provide short-term relief to maintain occupancy rates, but the cost of turnover can strangle organizations from the inside, pitting staff against their agency counterparts, and prevent investment in a better future for employees and those they care for.

Truthfully, the challenges are just as much cultural as they are structural. They are intricately intertwined with an organization’s core values and employment strategies. So the question becomes: What can leadership do to not just survive, but thrive in all matters workforce?

A Setup for Success

In senior care, how you acknowledge workers matters just as much as how often you acknowledge them, and there is a distinct difference between employee appreciation and caregiver recognition. One thing is clear: Recognition of team members’ exceptional efforts needs to go beyond a company BBQ.

A recent study by Argentum and Holleran Consulting determined that, aside from competitive wages, the most effective way to retain LTC staff was employee recognition. Money may buy you time, but it’s not going to buy employee satisfaction on its own. Neither will the stack of pizzas you leave in the break room (which by the way…don’t forget the night shift).

It’s time to focus on heads and hearts, rather than stomachs and pocketbooks.

Collecting authentic stories about employee impact has numerous tangible benefits. It provides a sense of pride in the work (esteem), improves engagement, and helps retain valuable team members. It creates camaraderie and teamwork (belonging) in an industry where it takes a village to thrive. And it affords organizations the opportunity to reaffirm their commitment to their mission (meaning) and set guideposts for how they can make their vision a reality (purpose).

So, it’s no surprise it has a significant impact on the bottom line.

A Proven Solution

With turnover rates ranging from 65% for personal care providers to 94% in skilled nursing settings, reducing attrition by even a single percentage point results in significant savings that can be reinvested in other key areas.

Ceca recently celebrated 11 years of helping healthcare organizations run programs that recognize and reward their team members. In senior care communities, Ceca’s caregiver recognition program resulted in 33% higher employee retention. This could easily represent six- to seven-figure savings for a senior-living operator’s bottom line—and a potential return on investment of over 1,000%.

While it’s undoubtedly the right thing to recognize and celebrate the contributions of team members, it’s also the smart thing for organizations. The substantial business and operating benefits from caregiver recognition done right all contribute to improved safety and quality of care, and a better employee and resident experience.

A Well-Timed Opportunity

As a frequent speaker at long-term care conferences, I’m fortunate to have an opportunity to have candid conversations with leaders about the challenges they’re facing. After one session on recognition as a strategic employee experience imperative, I was taken aback when the comment was made, “I know you saw a lot of people nodding their heads at what you shared today. And don’t get me wrong, I believe in this stuff. But I hate to tell you, they aren’t going to do it.”

His reasoning? Leadership wouldn’t budget the resources—time or money—for creating a culture of recognition. It’s mind boggling that a proven investment that will increase employee retention rates by double digits across all care settings often goes unutilized. Particularly when we know workers in the long-term care industry crave even symbolic recognition more than almost any other field.

As the senior care industry suffers from low-profit margins, regulatory hurdles, and increasing competition and consolidation, it’s time to invest in a comprehensive and impactful recognition and retention effort that can separate those who thrive from those who merely survive.