Home Care Tips: 3 Best Practices to Recruit Younger Millennials and Generation Z

Home Care Office Staff Hiring Tips

How well do you understand these younger generations entering the workforce and what are you doing to capture their attention?

If you’re recruiting and hiring members of a different generation to work for you, it’s important to recognize generational differences and adapt them into your strategy. Today, the average age of a CEO is 50. The majority of the home care owners and executives that our team at Home Care Pulse works with are older Generation X or young Baby Boomers.

Millennials (ages 23-38) hit the stage back in 1981 and are known for valuing education, launching the tech era and challenging the standards and norms of their predecessors. Now that the Millennials are aging up and moving on, we’re being introduced to Gen Z (ages 16-22). Members of Gen Z, otherwise known as “Post-Millennials” or the “iGeneration” are typically transparent, social, fast-paced, open to feedback, and most importantly, want to feel valued and have purpose in their lives.

Every year, home care agency owners are encountering more Millennials and Gen Z entering the workplace. Many of the recruiting and retention issues agency owners are facing arise from the difference in communication, style and motivations driving these younger generations.

How well do you understand these younger generations entering the workforce and what are you doing to capture their attention?

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View the world the way they do

First and foremost, be where they are. Smartphones, TV, laptops, desktops and tablets are native to these younger generations. Rather than paying for a radio recruitment ad or posting a job in a local newspaper, think about saving time and money by using the Internet. Millennials were the early adopters of social media and gravitate toward Facebook and Instagram, while Gen Z prefer time-sensitive, video-based platforms like Snapchat and YouTube.  Be visible and be memorable. For example, post an authentic video, send them a direct message or share a story on their timeline. Be where they are and let them know who you are.

Social media isn’t just for connecting with friends anymore; it’s used to scroll, stock, watch, listen and size up products and businesses before purchasing a product or applying to a job. Make sure your home care agency has a digital footprint where younger potential employees can find you.

Which social platforms is your company currently using and do those platforms match the audience you’re trying to reach?

Communicate quickly and openly

Gen Z has an average “8-second filter” to decide whether something is worth their attention. When writing your job descriptions (should be posted on Indeed, LinkedIn, Facebook and even Instagram) they need to be concise, personal and creative. From your first time engaging with them online to their first day on the job, be transparent, show flexibility and provide ongoing feedback. Millennials are known as the “optimistic” generation and Gen Z is known as the “realistic” generation. Find out their styles and preferences and build their confidence in the Home Care industry.

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Give them purpose and add value to their lives

Most 20-year olds aren’t thinking about home care. In the recruiting process, help them understand the importance of home care and show them the value of serving in this industry. On average, 26% of Gen Z are volunteering on a regular basis—these are generations who care about people and are motivated by wanting to make a difference in the world. Emphasize the human interaction and face-to-face opportunities of home care employment. As an employer, help them see value personally and professionally joining the home care industry and give them reason to want to pick your team.

Now is the Time

The future of home care will be determined by our adaptability and acceptance to work with younger generations. We need to consider the communication styles and professional preferences of these younger generations because they matter. Millennials and Gen Z are entering our home care workforce and now is the time to embrace their skills and let them add value to our companies.

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About the Author:

Miriam is a Project Manager at Home Care Pulse and comes from a background in traditional and digital marketing. Previously, she worked at a radio broadcasting group, social media ad agency and a freelance web designer/graphic designer. Miriam has helped local businesses achieve great success through marketing strategy and execution. She's explored and added value to many different industries, but now finds herself passionate and motivated to help the home care industry grow.

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