Home Care Evolution Quarterly

Q U A R T E R L Y WINTER 2023 MSRP $19.95

Are You Hiring Fast Enough?

FEATURE STORY Dr. Beverly KnoxPipes and her husband, Army Colonel COL (ret) Donald Pipes.

Here’s How To Reduce Your Time To Hire

Engaging And Retaining Your Caregivers SCORE Becoming Better At Inquiry Management The Light Piercing The Darkness: A Journey Of Faith And Resilience

UNDERSTANDING THE IMPACT OF POVERTY ON HOME HEALTH CARE WORKERS

3 QUESTIONS To Know That It’s Time To Walk Away

Preparing Seniors For Winter Storms: A Guide To Safety And Support The One Voice Many Stories Project

Contents 04

18

32

08

24

36

14

28

The Light Piercing The Darkness: A Journey Of Faith And Resilience - by Emily Tamilio

Understanding The Impact Of Poverty On Home Health Care Workers - by Dr. Beverly Knox-Pipes

SCORE – Becoming Better At Inquiry Management - by Scott Weiss

Engaging And Retaining Your Caregivers - by Elizabeth Moss

3 Questions To Know That It’s Time To Walk Away by Steve “The Hurricane” Weiss

Are You Hiring Fast Enough? Here’s How To Reduce Your Time To Hire - by Shelby Palmeri

Preparing Seniors For Winter Storms: A Guide To Safety And Support - by Marybeth Sondergaard

The One Voice Many Stories Project - by Brandi Kurtyka

Welcome Evolve. Adapt. Transform. Thrive.

Welcome to Issue #8 of Home Care Evolution Quarterly!

Home Care Evolution Quarterly is for those home care business leaders who inspire to continuously learn in the industry. We exist to help you stay up to date on new trends and data from vetted contributing authors, all of who are experts in this industry.

This magazine is dedicated to helping YOU be on point in your: ● Sales & Marketing ● Operations ● Recruitment & Retention ● Financial & Multiple Revenue Streams In this issue of Home Care Evolution magazine, the contributors and I provide you with current topics, breaking ideas, & practical strategies you will use to gain better ideas and solve bigger problems for new levels of success.

In this issue: ● The Light Piercing The Darkness: A Journey Of Faith And Resilience by Emily Tamilio ● Understanding The Impact Of Poverty On Home Health Care Workers by Dr. Beverly Knox-Pipes ● SCORE – Becoming Better At Inquiry Management by Scott Weiss ● Engaging And Retaining Your Caregivers by Elizabeth Moss ● 3 Questions To Know That It’s Time To Walk Away by Steve “The Hurricane” Weiss ● Are You Hiring Fast Enough? Here’s How To Reduce Your Time To Hire by Shelby Palmeri ● Preparing Seniors For Winter Storms: A Guide To Safety And Support by Marybeth Sondergaard ● The One Voice Many Stories Project by Brandi Kurtyka If there is a topic that is important to you that you would like to see in a future issue, please contact me directly.

Sincerely, Steve “The Hurricane” President and CEO Home Care Evolution steve@homecareevolution.com 848-444-9865 “But seek first the kingdom of God and His righteousness, and all these things will be added to you.” Matthew 6:33

The Light Piercing The Darkness

A Journey Of Faith And Resilience Emily Tamilio

Emily Tamilio is a dynamic healthcare leader with a passion for excellence, serving as a marketing and communications strategist for two decades through innovative partnership building to drive growth. Specializing in helping companies, including startups, particularly those in the healthcare sector, she powerfully positions teams by aligning their purpose and message with clarity, consistency, and compassion. She has served in leadership roles in health systems, start-ups, and consulting. https://emilytamilio.com/

A

s we know, life presents us with unexpected challenges, an interwoven structure of ebb and flow, resulting in an embracing and resisting of energies. Through these moments of adversity, our strength may be rendered anew.

step, suddenly loomed as a dark cloud.

A crash course in a test of resilience showed up four years ago when my journey through a breast cancer diagnosis, surgery, and subsequent recovery came colliding with a new position I had just accepted, the demands of running a consulting business, and efforts of supporting my family, particularly my teenage daughter.

There I was in the spring of 2019, sitting in a chair at the salon, having my hair done while catching up on messages on my phone, when the call came in. As it was nearly 6 pm and the caller ID revealed it was the hospital where I had my biopsy done a few days earlier, my initial thought was that I was about to receive some less-than-spectacular news.

As I was having difficulty hearing the physician’s voice on the other side of the phone with the drone of hairdryers muffling her words, I stepped outside on an unusually windy, rainy, and cool evening while holding firm to my umbrella as it swayed in the wind, the dramatic scene mirroring the impending fear rising within. Struggling to listen to the news I began to receive, it was suddenly Charlie Brown’s mother at the end of the phone, as rain pelted at me sideways. Shivering and shaking, I stepped back inside the salon, my head trying to process the confirmation of a breast cancer diagnosis, words not in one’s vocabulary. The fear instilling news and the subsequent impending surgery, which was the required next

As humans, our initial reaction to unexpected news of a negative nature can take on the gamut of emotions. Once the initial response and subsequent roller coaster range of feelings occur, they may either take root and grow, or they may be funneled in a different direction; rather, it is up to us to choose our response, the choice still being ours is within our control. As one who had always tried to incline myself toward a peaceful, joyous state, why should it be any different now, even if facing a fear-inducing diagnosis? As someone who believed and strived to embrace this mantra daily, I needed to continue in this direction, not allowing this adversity to overpower me but rather confronting it with faith and determination.

While fearful and uncertain were my initial reactions, I made the conscious decision daily, to shift my perspective. I viewed my cancer journey not as a burden but as an opportunity for growth and a chance to be a role model to my daughter and to those around me, including my team, who still relied on me.

While running a business, working for a company, and supporting a family are demanding on their own, when combined with a cancer diagnosis,

5

they became even more challenging.

The key was to learn the art of being in the present moment while leaning into my faith, believing that God would make provisions for me and carry me through the traverse waters. This allowed a sense of calm and contentedness to settle in, and while it was a daily practice, it was a transformative one. It allowed me to be still, to not move towards the runaway train online searching for the aftermath of the surgery I would face or pouring over information about the prognosis for my new diagnosis. I learned how to harness that energy while remaining in a sense of equanimity, all while trying to create new levels of efficiency. I channeled my energy into tasks that truly mattered, both in my business and personal life, prioritizing what was aligned with my compass while impacting others positively and with purpose.

I did not walk alone on this journey.

My family, friends, and colleagues rallied around me. The support I received sought to highlight the strength of those relationships, a testament only displayed during adversity. It was in those moments that I felt the power of relationships which were based on authenticity.

Embracing a strong faith was my anchor during this challenging time, helping me find the courage to move forward, even through the pangs of uncertainty. My faith provided me a balm of infinite comfort and reassurance. It helped me understand that, even in the face of adversity, there was a refuge of peace that was mine to embrace if only I stood still in its recognition.

It allowed me to be true to myself while still desiring to uplift others.

6

My breast cancer diagnosis and surgery were significant pivotal points in my journey, and I chose to face it with strength, faith, and a spirit of mindfulness.

Desiring to grow as a leader, I felt the responsibility to be a source of strength and inspiration for those around me. This meant balancing vulnerability and resilience. Adversity may yield reserves of strength if we allow it, building us to become more impactful leaders.

I learned to lead through the discomfort of not being in control of my situation but rather through my response to it, showing my team and those around me that there is strength in vulnerability and in how we choose to magnify the light through the darkness. Being a role model to my young daughter became one of my greatest focuses.

I wanted to show her, through example, that life’s challenges could be overcome with strength, faith, and resilience. My journey was an opportunity to cultivate the lifelong necessary trait of resilience which could be viewed from her youthful eyes, planting the seeds to be later reaped along her own journey into adulthood one day.

Adversity has a way of developing us while drawing upon reserves of strength one only begins to understand. My experience with breast cancer and the challenges that accompanied it helped me

grow not only as an individual but as a leader, as a newfound strength permeated into every aspect of my life. Overcoming challenges is a journey that strengthens our reserves, reveals our character, and molds us into versions of ourselves with greater depth. Harnessing the power of the contentment found from being still in the moment while garnering strength from one’s faith has the ability to help us traverse the greatest plains, where the depths of despair may not encroach upon us. We all have that strength within when we make the conscious decision to align ourselves to draw upon its wonder. Let it rest easily upon our minds, allowing us confidence in the knowledge that we may be triumphant, as the light always pierces the darkness when we allow it.

Hit your goals sooner than you thought possible with Home Care Evolution Daily.

Get self paced industry training for as low as $97 per month.

Home Care Evolution Daily is a self guided program with weekly tips and strategies!

It’s time to stop the guesswork.

Subscribe to Home Care Evolution Daily today and you’ll get: •Exclusive Video trainings •Strategies designed to help you build your business and get more clients •Templates making it easy to implement and get results •Proven Marketing Methods tested and proven by 100’s of home care businesses •Monthly Private Webinar Training keeping you up to date on what’s working NOW •Private Facebook Marketing Group giving you support, accountability, and a direct line of access to get questions answered •Weekly Marketing Tips direct from the best in the industry

Never get stuck guessing what to do next for your business.

Sign up for Home Care Evolution Daily today. www.homecareevolution.com/daily

7

Understanding The Impact Of Poverty ON HOME HEALTH CARE WORKERS

Dr. Beverly Knox-Pipes Dr. Knox-Pipes is an experienced and recognized leader with a proven track record of designing, supporting, and influencing Pre-K-20 Digital Age Teaching and Learning. She is an innovative, passionate thought leader skilled in leadership development, strategic visioning, analysis, and planning; change management, instructional design, educational technology, virtual online and blended learning, and best practices in professional growth. As a former classroom teacher, administrator, and Chief Technology Officer, her visionary leadership influenced and transformed teaching and learning PreK20 throughout Michigan, Texas, Colorado, and the Department of Defense Schools, Germany. Marketing Officer. https://www.linkedin.com/in/beverlyknox-pipes/

Did You Know ● Home care services are one of the fastest-growing industries in the United States.

● The home health care workforce (HHCW) will grow by 36% by 2029, nearly four times the rate of total employment growth.

● The number of children living in poverty in the United States more than doubled in 2022, (US Census).

● By 2050, the number of adults older than 65 years is expected to nearly double from 48 million to 88 million.

● The majority of HCWs are women (89%) and/or people of color (58%), and immigrants (26%).

● Recruiting, training, and maintaining staff in the Health Care Industry is the number one priority.

● According to one AARP study, 87% of adults 65 years and older prefer to stay in their current home and community.

● Nearly one-quarter of HCWs live below the federal poverty line and more than half rely on some sort of public assistance.

IMPACT Despite the high demand for direct care workers overall, their wages remain low—the median hourly wage for this workforce was $13.56 in 2020. While “successfully employed”, these workers are underemployed, which means their positions do not meet their abilities and daily living needs. Low wages combined with a high rate of parttime work make it challenging for direct care workers to financially support themselves and their families. Median annual earnings are $20,200. 44 percent of direct care workers live in low-income households, and 45 percent rely on public assistance such as Medicaid,

nutrition assistance, or cash assistance. (Ruggles, et al, 2021).

Given the focus on long-term care and the direct care workforce generated by the pandemic, it’s imperative to refine direct care jobs and strengthen and stabilize the workforce. If you want to increase employee performance and productivity, retain the right team members, and have an employer brand that helps you attract more of the right talent. You need to understand your employees.

UNDERSTANDING THE WORKFORCE Individuals who experience childhood poverty are more

likely to experience poverty into adulthood, which contributes to generational cycles of poverty. In addition to the lasting effects of childhood poverty, adults living in poverty are at a higher risk of adverse health effects from obesity, smoking, substance use, and chronic stress. Nine out of ten home care workers are women, 25% are African American, and 25% are immigrants, many undocumented.

These immigrants come from extremely poor countries like Haiti and Guyana and are desperate to work to be financially independent and raise their families. They are an undervalued and underpaid population who will work themselves

9

to death trying to provide a meaningful subsistence for themselves and their families while receiving little formal education or training, low pay, and a lack of respect for the skills required for the job expectations. (McGheeRyan, et al, 2011).

Most of these workers are or have grown up in poverty and display the results of that in their cognition and behavior, yet they do not claim to be poor. Whether generational, lasting more than two generations, or situational, caused by divorce, illness, or death, these workers want to work and support their families, most being single parents with more than one child at home.

10

Black, Hispanic, and Indigenous children are overrepresented among children below the age of 18 living below the poverty line. (35.5% Black; 40.7% Hispanic; 29.1% Native American; 21% White).

Furthermore, families with a female head of household are twice as likely to live in poverty compared to a male head of household.

Both personal responsibility and structural pressures can lead to poverty, but some factors outside of the control of the individual —being a woman, black, Hispanic, a child, or a disabled person — are indicators of poverty. This was compounded by the economic impacts of the pandemic in 2020 (USB, 2020).

Poverty is hard for people to see – mostly because those who are poor try to hide it while others don’t want to see it. However, understanding poverty can help create discussions and guide communities toward solutions. It makes us more sympathetic to drive us to do better to help our most vulnerable. To better understand individuals from poverty, a working definition of poverty is “the extent to which an individual does without resources.” These resources are financial, emotional, mental, spiritual, physical, support systems, relationships/mentors, and knowledge of hidden rules. Typically, poverty is thought of in terms of financial resources only; however,

while it is extremely important, the ability of an individual to leave poverty is more dependent on other resources beyond financial. Each of the resources listed is critical to individual growth and leaving poverty (Payne, R., 2019).

Despite their circumstance, most home care workers find meaning and purpose in their work. They are compassionate, caring individuals who have cared for their families, some since childhood, and feel comfortable in these caregiving roles. They lack education/advanced skills, have never been encouraged to be a leader, have low selfesteem, and lack the emotional, mental, spiritual, and physical support systems and knowledge of the hidden rules to break their cycle of poverty. However, they want to work, be recognized, be

heard, be supported, be trained, and be compensated for the valuable service they provide. Their primary focus is to make a living for their families.

POVERTY IMPACTS CHILD BRAIN DEVELOPMENT Poverty is associated with substandard housing, hunger, homelessness, inadequate childcare, unsafe neighborhoods, and underresourced schools. The first three years of a child’s life are a period of rapid brain development.

Too little energy, protein, and nutrients during this sensitive period can lead to lasting deficits in cognitive, social, and emotional development. School-age children who experience severe hunger are at increased risk for poor mental health and lower academic performance and often lag behind

their peers in social and emotional skills. Children living in poverty generally perform poorly in school, with markedly lower standardized test scores and lower educational attainment. The longer children live in poverty, the greater their academic deficits. These patterns persist to adulthood, contributing to lifetime-reduced occupational attainment (APA, 2022).

Impoverished children have less access to medical care, increased exposure to toxins, violence, poor schools, and income inequality.

“The stress of living in poverty affects children’s brains like trauma and abuse,” said Seth Pollak, an expert on child development at Duke University. He and others found that poverty affects brain growth, and the difference can be seen as early as infancy. Infants

11

living in poverty showed a different trajectory of development as early as age 2, suggesting that the longer the child is exposed to an impoverished environment, the greater the difference in brain development (Chaudry, 2016). Without effective interventions, society is facing a cost: fewer people with good qualifications, lower productivity, poor health education, high risk of unemployment and dependence on social benefits, and loss of community connection.

12

WHAT CAN YOU DO TO HELP YOUR EMPLOYEES? “You really never understand a person until you consider things from their point of view.” Atticus Finch in Harper Lee’s To Kill a Mockingbird There are many ways that you can help those who are in poverty and struggling to make ends meet, the first of which is to honor and respect them as valued members of your team. Give them your ear and listen to their thoughts.

Teach them how to share their concerns in clear meaningful ways.

Understand their culture and what they value. Then help them grow and develop through training and mentorship. Giving your employees opportunities to share their challenges in a respectful, caring, understanding way; allowing their voices to be heard; and creating opportunities for shared decisionmaking regarding processes and practices that benefit the organization’s clientele, builds self-esteem, and creates lasting

relationships. Relationships are the key to growth. This will create positive change not only for the worker but the organization.

Begin here and put processes and policies in place that support their

overall well-being under extremely stressful work conditions. Take care of your employees and they will take care of you.

References: (2022, October 9). Mental health effects of poverty, hunger, and homelessness on children and teens. American Psychological Association. https://www.apa.org/topics/socioeconomic-status/poverty-hunger-homelessnesschildren Chaudry A, Wimer C. Poverty is Not Just an Indicator: The Relationship Between Income, Poverty, and Child WellBeing. Acad Pediatr. 2016 Apr;16(3 Suppl):S23-9. doi: 10.1016/j.acap.2015.12.010. PMID: Mason, A. (2021, July 22). Ruby Payne: Understanding the “Why” Behind Behaviors. NAESP.org. https://www. naesp.org/blog/ruby-payne-understanding-the-why-behind-behaviors/ McKee-Ryan, F. M., & Harvey, J. (2011). “I Have a Job, But . . .”: A Review of Underemployment. Journal of Management, 37(4), 962-996. https://doi.org/10.1177/0149206311398134 Payne, R. K., PhD (2019). A Framework for Understanding Poverty (6th ed.). AHA Process, Inc. PHI. (2019). U.S. home care workers: Key facts. https://phinational.org/wp-content/uploads/2019/08/US-HomeCare-Workers-2019-PHI.pdf Steven Ruggles, Sarah Flood, Sophia Foster, Ronald Goeken, Jose Pacas, Megan Schouweiler and Matthew Sobek.

IPUMS USA: Version 11.0 [dataset]. Minneapolis, MN: IPUMS, 2021. https://doi.org/10.18128/D010.V11.0 U.S. Bureau of Labor Statistics. (2019). Home health aides and personal care aides. Retrieved from https://www.bls. gov/ooh/healthcare/home-health-aides-and-personal-care-aides.htm#tab-2 U.S. Bureau of Labor Statistics. (2020). Employment projection. https://data.bls.gov/projections/ nationalMatrix?queryParams=621600&ioType=i

13

LOGO HERE

SCORE Becoming Better At

Inquiry Management

Scott Weiss, Home Care Evolution Scott Weiss is the Director of Business Development at Home Care Evolution, focusing on new business opportunities and sales. For more than 20 years, Scott has been involved in the acquisition of contracts and clients, along with extensive business management, and client relation development. He has helped countless businesses increase their census, revenue, and profits rapidly, and help them stabilize their growth so that their success is long lasting and repeatable. With his extensive experience, Scott brings the knowledge necessary to help any business take their organization to the next level, and make their dreams and visions become reality. https://homecareevolution.com/

I

n today’s fast-paced world of instant access to everything, people seem to be more impatient than ever before. The need to respond quickly and fully is paramount to reach prospective clients before they move on to the next service provider. Having a plan in place to handle the initial contact, discover their needs and wants, and then schedule an appointment properly will allow your business to become more effective at inquiry management. In this article, we will dissect the typical prospective client’s initial outreach and discuss ways your organization can strive to handle inquiries properly, leading to greater success and results that allow you to thrive.

To become more productive with inquiry management, you need to have the proper people and processes in place. Speed, Competence, Organization, Results, and Efficiency (SCORE), all play a big role in the overall effectiveness your organization will have at converting inquiries to clients. Anyone in your office should be able to take an inquiry call and use the process that you put in place to schedule appointments for consultations. While anyone should be capable of doing this, not everyone will be ready to perform well if they are not properly trained beforehand. Using the SCORE method mentioned above, you and your team will become experts at inquiry management and achieve the results that you desire.

SPEED They say, on the road, speed kills, but when it comes to inquiry management, speed sells. According to a study conducted by Harvard Business Review, companies that respond to new inquiries within an hour are almost seven times more likely to have a meaningful conversation with decisionmakers. The longer you wait, the less likely you are to have those meaningful conversations, let alone with the people that really matter…the decision-makers.

Surprisingly, this is a real issue for many businesses in today’s world. The study further revealed that only 37%

of businesses responded to inquiries within an hour and that the average response time for web leads is actually closer to 17 hours! 27% of all web leads generated are ever contacted at all!

This is awful if you are really serious about maximizing your return on your investment in lead generation. Speed matters, as 71% of clients surveyed in the review said that they made purchases based on speed experience quality and that 82% expected a response within 10 minutes. Needless to say, the clock is ticking the moment an inquiry is initiated.

COMPETENCE Just because you respond quickly to an inquiry doesn’t mean the prospect is the right client for you. Your team needs to know what they are talking about and how to ask the right questions to get the answers that they need. Make sure your employees who answer the phones know all about your services and are able to identify the needs and wants of your prospects.

Knowledge is always very important, and sounding like you know what you are talking about can easily be recognized

over the phone. Do you know what else will be easily recognized over the phone? Your customer service ability.

Being polite, yet keeping control of the call, asking the right questions, and providing the correct guidance, will all go a long way. Smile while you dial… or answer. People can “hear” your smile and may put down their guard a bit if you are pleasant when you speak with them. All of this factors into the information that you will get and, ultimately, in your chances of being able to schedule the inquiry for either a more detailed appointment or to close the deal now.

ORGANIZATION Along with competence and knowledge, your team’s organization is extremely important in its ability to take inquiries correctly. If you

15

don’t have one already, you need to have and utilize a prospect call sheet when taking inquiry calls. Nothing creates organization for a process like a centralized checklist of what to do, what to ask, and a place to put it all in one location. This will also help your employees get the information that they need to understand your prospective clients’ needs better, while acquiring information that your company needs to better its processes and for tracking in the future. Speaking of tracking, it cannot be stressed more the significance of keeping track of

where your leads are coming from and how to get back in contact with them. Train your staff on how to ask for important information, like how the prospect heard of us, or their phone number, email address, and other key facts that could be critical later when you are trying to follow up with this prospect or with the referral source that gave you them. “Okay, just in case we get disconnected, what is your phone number that I can reach you back on right now?” Ask for this information so that the answer is easy and obvious, not a yes and no situation when they can simply say no and move on.

RESULTS The ultimate goal of an inquiry call is to sell something. Whether it is selling a product or a service, or simply selling the appointment slot in which you will speak, a sale can be made on every call.

Fact-finding will lead you to be in a better position to address the clients’ needs, and asking questions with options as answers other than yes and no, will lead to more discussion, and more opportunities to close them. Remember that your goal is to either acquire them as a client, or to acquire the chance to speak with them again.

“BAMFAM” is a popular term here at Home Care Evolution, it simply means, “Book A Meeting From A Meeting,” and it may be the most impacted thought process that this article can teach. If you cannot sell the prospect today, sell a chance to try again.

Results will only increase if you think this way, and always looking for ways to get another chance.

EFFICIENCY It is very easy to practice much of what we’ve discussed above, only to then make your inquiry calls drag on, take an hour of your time, and end up without a sale or even another possibility of getting one. It can be frustrating at times to be efficient…but it is part of the process, and finding ways to get to the point quickly can be the difference between lots of opportunities and a few each day. Be wary of the “shopper,” the prospect that simply wants the best deal they can get. Chances are, if you are reading this article, you aren’t the cheapest service provider in your area, and you offer higher quality products and services than most of your competitors. You don’t stand much of a chance with the shopper, since their motivating factor is about saving money, not receiving quality. Instead, focus on the people that have urgency; they have a need, and they need it addressed relatively soon. Use your Prospect Call Sheet fully, and reference it as you speak with your inquiry. Be sure to answer their questions and address their needs, but also be sure to keep moving along, and get to the next steps.

In the end, Inquiry Management is an essential and important part of business, and if you follow the SCORE method mentioned above, you’ll increase your chances at success. But it is a team effort. No one person can handle it all. Take this knowledge and bring it to your team. Roleplay with them, have fun, and make it a memorable and enjoyable training. You can increase your conversation rates easily. You just need to have a plan. SCORE!

Insurance designed for home care businesses Competitively priced policies tailor-made for your business Solutions customized for home care businesses

Singular coverage options

Comprehensive coverages from an A+ rated carrier specifically designed to protect home care businesses

Competitive pricing for both insurance packages and monoline coverages, including Workers’ Compensation

Nationwide availability

Dedicated support

Insurance for home care businesses anywhere in the U.S.

A partner who understands how the home care industry has changed and continues to change

Request your quote today info@unifiedgeneral.com

(800) 745-1380

Local: (732) 617-2000

17

Engaging And Retaining Your Caregivers Elizabeth Moss Elizabeth Moss, Licensed Practical Nurse of Geriatrics, founder of a 27-year-old home care company, and caregiver her whole life! First little sister, pets, and others in her family. At 11 she became a Candy Striper, remember what those were? A volunteer role in a Nursing Home, and… there was no certification necessary then to feed a patient in that environment! 1994 she became a CNT to decide if she wanted to become a nurse. Elizabeth fell in love; she loves listening to people’s stories and gained so much wisdom from their experiences. Not being a Nashville native, she learned the herstory (as they were mostly women) from those she cared for. And look at Nashville now! Over the next few years, her nursing career led her to Charge Nurse and a Leadership role. After a few years she took a huge leap of faith into Entrepreneurship. From the age of 13 Elizabeth wanted to be an entrepreneur, inspired by an Uncle and her experience in Junior Achievement.

18

https://carecrownapp.com/

“ H

We rise by lifting others.

ome care agency owners seeking to attract, recruit, and retain home care providers are only focusing on one key persona - caregivers with past experience that want to build a career. However, there are six distinct personas in the industry with various backgrounds and motivations. By understanding the labor pool, agency owners can be better equipped.

We’ve all heard the Silver Tsunami is coming. For Boomers (those born 1946-1964), the number of adults aged 65+ will increase from 46 million to 74 million in the United States by 2030! The caregiving profession faces an immense challenge - how to attract, engage, and retain quality caregivers to care for those needing care now and those who will need care in the future. High turnover rates, 77% in 2022*, plague the industry, with many caregivers leaving due to burnout, lack of support, and minimal career advancement opportunities.

This not only impacts the quality of care delivered but also the home care business’s financial health. However, there is a solution - the CareCrown app.

Caregiving has always been an essential part of our society. In 2015, we had a much-needed, however disruptive law change.

The US Department of Labor and the application of the Fair Labor Standards Act to Domestic Service, Final Ruling removed the exemption to pay minimum wage and overtime.

The Federal minimum wage then $7.25, and now. This was long overdue and necessary; however, it created a lot of noise and chaos with caregivers, who had to figure out how to manage multiple jobs, calendars, and supervisors overnight. Home Care Operators had to double their hiring and recruiting efforts to meet the same demands of their existing

clients. This created an immediate shortage of professional caregivers.

Caregivers suddenly needed to work for multiple companies to care for their families. Some clients were able to pay overtime, but not most. And most home care agencies were not able to absorb those costs.

When there is a challenge, Elizabeth gets creative! She realized the need for incentives to re-dedicate caregivers to her company, helping them to earn additional income based on their individual performance. The goal was for them to work for one agency again and be able to meet their needs.

The dust has settled, and companies have increased wages to minimum wage and beyond. Since then, caregivers have deservedly sought

a minimum hourly rate of $15 plus benefits. These wage and benefit increases are just not enough. The livable wage for a home health care worker is a base of $21-$23 for a single person caring for themselves and one child.

Home care providers continue to increase wages. There is a limit to how much a provider can increase wages.

They find that families are not able to afford care at home if rates continue to rise.

In 2018, we experienced historically low unemployment rates of 3.9% in the US; some metro cities were lower, especially in Health Care.

Then… 2020 COVID-19 pandemic enters! The unemployment rate jumped to a level not seen since the 1930s – and stood at 4.9% in

19

Recognizing and rewarding hard work is integral to job satisfaction.

The CareCrown App has automated features that allow service providers to acknowledge and incentivize the activities and responsibilities we need and want for quality care. Home Care managers are notified of performance achievements and can send a message of recognition directly to the caregiver.

tools and strategies. This is where the CareCrown App can become an extremely valuable tool.

October 2021, compared with 3.5% in February 2020.

As we age and the demand for caregiving services grows, there’s an increasing need for dedicated, well-trained, and motivated caregivers. However, one of the significant challenges that many caregiving service providers face is engaging and retaining these professionals. Unfortunately, high turnover rates, low job satisfaction, lack of engagement, and burnout are common in this sector. Not to mention other employers poaching caregivers by offering just $0.25 more per hour, exacerbating the turnover problem even more.

However these challenges can be addressed effectively with the right

22

Elizabeth and her team saw an opportunity to grow how they attract, recruit, and retain professional caregivers in an even more engaging and fulfilling way. CareCrown was born! With automated features for day-to-day activities, recognition of milestones, birthdays, and anniversaries, CareCrown transforms the caregiving experience, all leading to improved retention. By “Caring for the Caregiver”, home care companies can reduce turnover costs while elevating quality of care and improving their financial health.

CareCrown is driving real change – one provider achieved a 40% improvement in on-time clock-ins in the first 60 days!

“I am so impressed with how you treat and look out for your caregivers! It’s so refreshing!” – Trisha N. “Very well-organized App for work!

I love this work app very much!” – Jasmin C. “CareCrown makes it almost fun to clock in and out.” – Stormi M

By automating and streamlining processes that attract, engage, reward, and retain caregivers, CareCrown helps home care companies recruit top talent more efficiently, while Caring for the Caregivers!

Caregivers are talking, and telling their friends about your agency when you use CareCrown!

Elizabeth has used this quote to encourage and develop herself as well as others, it keeps her on the leading edge of what is next for her personal and professional life.

The overarching theme echoes, in Marshall Goldsmith’s words, “What got you here won’t get you there.”

We need to change and evolve the cadence of innovation, and change has to accelerate in order for us to continue to succeed.

Are you ready to differentiate yourself from competition? Visit our website and Book a Demo https:// carecrownapp.com/ *Homecare Pulse Benchmark Study 2022

is here.

Full visibility into your EVV and claims data

A

Automated Rules

B

Billing While You Sleep

C

Claims Management

“Billing while you sleep” Automated rules engine and more!

Visit us at www.caretime.us or call (321) 250-3230 to learn23 more.

3 QUESTIONS

To Know That It’s Time To Walk Away Steve“The Hurricane” Weiss, President & CEO of Home Care Evolution, President of “The Institute for Dignity and Grace.”

Steve “The Hurricane” Weiss is a dynamic and entertaining public speaker, known for his expert knowledge in all things sales and marketing. From a young age, Steve has been driven to succeed and excelled across vastly different industries.

Steve founded Hurricane Marketing Enterprises in 2012 with a goal to help other business owners around the globe.

Steve’s passion is to lead business owners on the path to find people in need of their services and convert these prospects into clients. His company’s mission statement is to help business owners increase their census, revenue, and profits. With his dedication and hard work, Steve has developed a foolproof program that enables start-up companies to quickly get ahead of the competition while helping existing businesses experience an explosive transformation.

In 2016, he co-founded and is currently the President of the Institute for Dignity and Grace with Nicole Peretti.

Steve continues his mission of advocacy for the senior population by providing education and resources.

His passion is always helping the senior population stay in their homes safely and age in place with dignity and grace. https://homecareevolution.com/

24

O

ne of the things that stands out to me when I reflect on the last 11-plus years in business as a consultant to the home care industry is that too many agency owners stay in this business longer than they should. I understand why they do. There’s fear of the unknown. There’s the thought process of, “I’m making good money. Why should I do something else?” There is, “I don’t have the energy to start over with something new.” And then there is the thought, “My business is supposed to be my retirement. If I sell my company today, I won’t have enough money for me to live the rest of my life.”

All of these reasons are good reasons. However, if you answer yes to any of the 3 questions below, you seriously need to consider selling your business now.

DO I HATE CAREGIVERS? First, if you hate caregivers, you need to exit immediately! It sounds like hate is a strong word. However, I can tell you one of the things that has been more eye-opening and disheartening as a consultant to this industry is the number of business owners I have spoken to whose behaviors indicate that they hate caregivers. If you hear yourself always blaming caregivers for the reasons why you can’t do something, if you are constantly complaining about caregivers and the challenges they bring, then this business simply is not the right business for you.

It’s also important to notice if you hear it in your staff’s language. If they are constantly complaining about caregivers, that is probably because they have heard it from you. Our staff follow the direction we are leading them. Business owners who value and appreciate caregivers often have staff that do so as well. I’ve been on the phone with many business owners over the years where I’ve spoken to them, and they’ve told me about their disdain for caregivers. I’ve said to them, “I don’t think you should be in this business anymore because if you don’t love the people doing the work for you, then you should do something else.”

There are other things that you can do if you don’t love the workforce,

but in order to be successful in this business, you have to love caregivers.

And that means dealing with all of the challenges that they bring. I know caregivers have flaws, (don’t we all?) but for every caregiver that drives us crazy, four other caregivers are reliable, dependent, care about their patients, take their jobs seriously, and want to do a good job. You have to love those people and weed through all of the bad ones to find them. But if you find yourself in a situation where you really cannot stand caregivers any longer, you cannot take the excuses and the challenges that come with managing them, the call-outs, no-shows, the disappearing, if you’re frustrated with that and you’ve reached a boiling point where you cannot think of anything positive about caregivers, that’s when it’s time for you to move on.

AM I BURNT OUT? The next one is when you have burned out from all of the constant changes in this industry. Change is a constant in this industry. Every month, every quarter, there’s a new way to do things.

Technology is advancing so fast that we are signing up for recruitment services, marketing lead generators, and artificial intelligence. We have so much technology that we don’t even know how to use the technology that we have. And the good old ways that

we used to do things, we seem to have forgotten. I’ve seen business owners who are tired. I’ve seen business owners who just cannot adapt any longer. This is a very difficult business.

It is not for the burned out.

If you find that you cannot go on a vacation and enjoy yourself. Or If you find that you take that extended trip, return to your office, and within a few days, you are already stressed out again. That’s the sign that it’s time

to part ways. When people remain in this business while burned out, it often leads to a downward spiral in how we provide care, the patient census lowers, and ultimately the business will begin to fail. That will also greatly reduce the value of your business, and you will get far less than what you expect (or need). Get out NOW before this happens.

25

HAVE I FORGOTTEN WHY I STARTED THIS COMPANY? The final point of when it’s time to walk away is when you forget why you’re doing this. I will never forget very early in my career as a consultant in 2013 when I was on the phone with a client and this client was complaining about her patients. She was talking about all of the issues that they were bringing.

as your consultant is that you should exit this business right now. Because you do not love patients, you do not want to provide care for people. You are in the wrong business.” She was an exception because most people that I work with love their patients.

She complained about all of the things that her caregivers did. The lack of money. The late-night phone calls.

Constant complaints! Well, after about 15 minutes of letting her vent, I concluded (as this was becoming a weekly theme with her). My advice to her as her consultant was, “I’m going to let you out of your contract with me. You owe me no more money.

Forget about my advice on how to run this business. My final tip to you

focusing too much on the business.

If you’re overly worried about the finances and covering payroll. If you’re focusing too much on the caregivers and their challenges, your office staff and their challenges, you forget that the business that you’re in is taking care of patients! If you forget that a patient is someone’s mother, someone’s uncle, a grandparent, or even if that patient has no one, and you forget that the patient signed an

26

That is a very extreme case, but if you find yourself day in and day out

agreement with you to provide them care, then it is time for you to walk away from your business. It is time for you to sell your company.

CLOSING THOUGHTS The biggest reason people don’t exit is fear of the unknown. People fear change. I understand that. But when you look back on your life, recognize that since the day of your birth, the one constant in life is things are going to change. One day, you will not own your home care business. One day, eventually, you will sell your company.

If you are reading this and answering yes to any or all of these 3 questions, then I want you to think long and hard about selling and remember this. You have grown your business to a point where it is valuable enough to be sold.

You did that! You grew your business!

You scaled it! You developed it to a point where it is ready to be sold, for someone else to take on and continue the legacy! Remember that!

You are intelligent. You are motivating.

You can do great things. There are other business opportunities out there. In the USA, there are about 27 million small businesses. Less than one and a half million of those are generating over 1 million in revenue every single year. If you’re doing that now (or more), that puts you in the top 5% of all small business owners. Let that knowledge make you confident in yourself that you will land on your feet with what you make in selling this business. You will be able to figure out what’s next on the horizon for you. If you want to have a discussion about selling your business, reach out to me at Steve@homecareevolution.com and let’s talk because I can help you exit and make it a reality. https://homecareevolution.com

Increase Your Census, Revenue, and Profits with Home Care Evolution Coaching.

Are you tired of having your business run you?

It’s time to work ON your business vs. in it.

Drive results quickly with detailed training, business analysis, management, goal setting, motivation, and advice.

There’s no better time than now.

GET STARTED HERE: www.homecareevolution.com

27

ARE YOU HIRING FAST ENOUGH? Here’s How To Reduce Your Time To Hire Shelby Palmeri

Shelby is the Content Marketing Manager at CareerPlug. She has years of experience helping entrepreneurs and small businesses with their digital marketing strategy, and currently focuses on SEO-driven blogs. When she’s not stringing sentences together at work, she can be found doing yoga, hiking with her dogs, or seeing concerts with her husband. https://www.careerplug.com/

28

H

ome care businesses are feeling the pressure of an ongoing struggle for top talent.

In a tight labor market, there’s a lot you can do to win over the best candidates, like offering good benefits, paying competitive compensation, and building your employer brand.

But those things will only get you so far. You also need to focus on reducing your time to hire.

Moving slowly in a hiring process means that you won’t get the opportunity to engage your best candidates and get them excited about working for you. They’ll move on to other opportunities with companies that contacted them first, got them into interviews sooner, and made them an offer.

that employers were hiring 10.3 days (two business weeks!) faster than they were the previous year. And in 2022? Employers took just 17.8 days.

if you contact them fast, before the competition scoops them up.

THE 24-48-5 RULE We’d like to challenge you to speed up your process even more.

days to hire causes a dramatic drop off in an employer’s ability to close the hire with the right applicant.”

We recommend following the 24-48-5 Rule: Contact applicants within 24 hours. Schedule an interview within 48 hours, and hire within 5 days. You can put your business at a significant advantage

Taking longer than 5 days limits your options for great employees. It could also be costing you money in lost revenue. It’s estimated that a job vacancy costs companies an average of $95 per day!

CareerPlug President, Jenny Leman advises that “taking more than 5

Are you hiring fast enough to secure the best talent for your home care business?

In this article, we’re looking at how quickly other businesses are hiring so that you can see how you compare.

We’ll also share some of our best tips for reducing your time to hire.

HOW FAST SHOULD YOU BE HIRING? We define “time to hire” as the amount of time it takes you to fully complete a hiring process – from initial job posting to accepted offer.

When thinking about hiring faster, you might be wondering how quickly other companies are hiring. In our Recruiting Metrics Report, we’ve found that healthcare employers are shaving down their time to hire a little each year.

In 2020, the average time to hire for the healthcare industry was 29.8 days, and in 2021, that number dropped to 19.5 days. This means

29

That’s why automated interview scheduling (available in some applicant tracking systems) is a game changer for home care businesses, and the best way to hit the goal of getting interviews scheduled quickly after someone applies.

HOW TO REDUCE YOUR TIME TO HIRE Hiring in 5 days? Depending on your current hiring process, that might sound like a bit of a stretch.

But unprecedented competition for talent means you might have to do things differently than you’ve done before. Here are some ways you can try to hit those goals of contacting and hiring candidates.

candidates that don’t meet your minimum qualifications, saving you more time.

USE TEXT RECRUITING Another way to streamline candidate communication is with text recruiting.

Even if you are reaching out to candidates within 24 hours, if you’re using email, they may not see it.

Sending candidates a text is a faster SPEED UP CANDIDATE way to get a response and engage COMMUNICATION them early. The proof is in the data: Contacting candidates within 24 ● Email has only a 20% open rate – hours is a great goal for employers, compared to text messages, which and candidates appreciate it, too! have a 98% open rate.

In a recent survey of job seekers, ● The average email gets a response we found that applicants consider about 6% of the time. The average prompt and frequent communication text message has a 45% response to be a major factor in a great rate. candidate experience. ● 68% of recent job seekers told us that they’ve been contacted by an So how do you reach out to employer via text message during candidates within 24 hours without the hiring process. 84% of those job being glued to your phone or seekers said their experience with computer all day? text recruiting was positive.

An applicant tracking system can help. With an ATS, you can set certain parameters around your application, and get notified when someone that checks all your boxes applies. Once you’re notified, you can reach out to that candidate right away. With some applicant tracking systems, you can even automate sending polite rejection emails to

30

AUTOMATE INTERVIEW SCHEDULING If you’ve ever experienced the countless back and forth emails with candidates trying to figure out a time that works for both of you to meet, or played endless games of phone tag, then scheduling an interview within 48 hours may sound like an impossible task.

Automated interview scheduling eliminates the back and forth with candidates, by simply sending them a link so that they can self-schedule an interview. You sync your calendar, candidates see your open time slots, and choose a time to interview that works for them. The interview automatically shows up on your calendar.

Automated interview scheduling can cut interview scheduling time by up to 91%. Less time scheduling interviews means a quicker time to hire, and better chance of making those right hires for your team.

CONCLUSION Being a great place to work will help you attract job seekers to your open roles, but in order to turn them into hires, you have to move quickly.

For the past three years, home care businesses have hired a little faster than the year before, shaving their time to hire down to around 18 days in 2022. This is great, but to really beat the competition, we recommend aiming to try and turn an applicant into a hire within 5 days.

You can do this more easily by improving your communication with automations and text recruiting and letting candidates self-schedule their interviews.

Schedule interviews with qualified applicants in a click!

CareerPlug partnered with Home Care Evolution to provide home care agencies with THE tool to hire the right people, more efficiently.

In this partnership, we have taken the guesswork out of all steps in the recruiting and hiring processes, with features such as automated texts and emails, pre-loaded templates, and training on best practices in the industry. Our results speak for themselves, but don’t take our word for it. Come see for yourself at: www.homecareevolution.com/careerplug "CareerPlug's Autopilot feature cut my scheduling time in half. No more back and forth trying to figure out what time works best." - Annet Asio-Pasquali, Vibrant Health Homecare "In about a week's time, we have over 75 quality applicants apply to work with our company. CareerPlug makes it easy and efficient to reach out to the candidates and set up interviews. My greatest concern launching our business was we wouldn't be able to find quality team members. I hear the horror stores and struggles about finding quality workers, but honestly I have a totally different issue. My issue is that I have so many quality candidates, I have been struggling to keep up with the demand! This is a great problem to have! Thank you, CareerPlug!" - Edward Rankin, Home Helpers Home Care of Southwest Las Vegas

Convert applicants to interviews faster with CareerPlug and Home Care Evolution.

Learn more at https://homecareevolution.com/careerplug

31

LOGO HERE

PREPARING SENIORS FOR WINTER STORMS

A Guide To Safety And Support Marybeth Sondergaard

Marybeth Sondergaard has been a registered nurse in the State of New Jersey for 31 years. She started her career in cardiology at Robert Wood Johnson Hospital in telemetry before taking a position with the VNA of Central Jersey as a community health nurse where she was employed for 10 years. According to her, it was a rewarding position helping the homebound patients prevent hospitalization and keep the elderly population safe in their homes. Her next opportunity was accepting a Director of Nursing position with an Assisted Living facility in New Jersey where she really fell in love with the senior population. In this environment caregivers become their family, friend, confidant, and health care provider. Her accomplishments as DON included 5 deficiency free surveys, reducing employee turnover from 91% to 15.5%, and maintaining a low hospitalization rate for the residents of her community. While there, she received her certification in dementia care and was also certified to teach the medication aide class in New Jersey.

32

https://www.dignityandgrace.info/

A

s the winter season approaches, our seniors must be prepared for the challenges that a winter storm can bring. The cold temperatures and the potential for heavy snowfall and icy conditions can pose significant risks to seniors. Winter storms make it vitally important to have a plan in place to be able to provide a safe and comfortable home environment. With my personal experiences as a community health nurse for ten years and my current passion for making sure we take care of our elderly in the home, I felt compelled to write this guide.

MEDICATION With an impending storm watch, it is very important to make sure you have a surplus of medications to last for a four-day period. Most pharmacies will work with you in refilling medications a few days early to prevent an emergency situation in the home. Seniors are in the mindset that they can just call their pharmacist if they need more medication, not thinking about the possibility of the conditions being so bad that no deliveries can be made right away. Or perhaps they just call their daughter or son to pick up the medication as they usually do, but due to conditions at the time, it is not going to be possible.

FOOD SURPLUS Due to the current cost of food in our country, I doubt that any senior citizen on a fixed income has their pantries filled with non-perishable items as they did years ago. It is our responsibility to make sure that if there is a potential storm coming, we get to the store and prepare for them in case the roads should become impassable. It is a really good idea to get some things that don’t require cooking so in the event that the electricity should go off for any extended time period, there are still food items to eat. Also, make sure that the personal care items

they use are in place. Examples would be toilet paper, toothpaste, depends, wipes, etc. The items they would need to take care of themselves.

FLASHLIGHTS When our seniors are in their homes alone at night and the electricity should go out, it is a frightening experience.

Flashlights are very important to have in your home with a surplus of extra batteries, and they should be easily accessible. It is a very good idea to check if they have flashlights in the house when completing your in-home assessment, not only for the client’s safety but also for your caregivers who would feel uncomfortable in the dark. There is a huge safety risk in the use of candles. Due to the generation we are servicing and the age of most of our clients, it was common for them to use candles

when electricity wasn’t available.

As part of the aging process, our lack of coordination and fine motor accuracy is affected, which would create a challenge when working with open flames. The most common diagnosis with home care clients today is dementia. We all know that with this diagnosis your safety awareness diminishes and the

risk increases.

PREPARING FOR ELECTRICITY OUTAGE Once we have been informed of a storm coming our way, it is very important to make sure all devices

33

are charged so everyone in the home has an open mode of communication to others not in the home. A battery-operated radio is good to have so you can check the status of the storm and the outcome of the damage after a storm that could have affected your area.

BREATHING One thing that people forget sometimes is that you need an emergency plan if your client uses oxygen in the home. The oxygen condensers use electricity, so if there is no electricity there is no air to breathe. Make sure you have a filled portable oxygen tank to use for emergencies. Also, if your client uses a BIPAP or CPAP machine to sleep, check with the company who supplies the machine to discuss the emergency battery backup for the system.

WARMTH IN THE HOME Unfortunately, if there is no electricity in the home, there is no heat. You will need to have extra blankets and jackets easily accessible if you need them. To keep your clients warm, you can dress them

34

with multiple layers to keep them more comfortable. If the home has a wood-burning stove, you must bring an ample supply of wood into the home to use during the storm.

If electricity is out for an extended period of time and your clients are ambulatory, have them get up to walk every couple of hours. This will increase the blood flow in their bodies, providing some warmth from the increase in circulation. If you are caring for a couple, it is a really good idea to encourage them to cuddle.

This will also help with warmth, making them happy and smiling.

SAFETY It is also a very good idea before you actually need it, to line up someone that you can call for snow removal.

There should be a bag of ice melt or equivalent by your front door to make sure your porch and steps stay free from ice buildup. The other thing that you need to establish even before a winter storm is a point of contact. Someone in the family needs to check in with our seniors on a daily basis. The phone call need not be lengthy, just a way to confirm the safety of the senior at home.

Someone very close to me has an expression that he lives by that I would like to pass on to all of you. It is better to have it and not need it, than to need it and not have it. My personal experience that I would like to share with all of you is to get yourself an emergency bin that you can use to put together all of the emergency items you may need in one place. We all must remember that getting around your house in the dark trying to locate a flashlight or an extra blanket is not easy and could be very dangerous. I have an emergency bin that includes all of my flashlights, two battery-operated lanterns, a battery-operated radio, extra batteries, a first aid kit, two blankets, a roll of toilet paper, and some bottled water. Nothing stored in that bin is wasted, you will always be able to keep your supplies for your next storm preparation.

Preparing our seniors for winter storms is about ensuring their safety, comfort, and peace of mind for your clients and their families. If you have the necessary items in the home our seniors can face winter storms feeling safe and secure.

Increase Sales Generate More Referrals Hire More Caregivers Using The Power Of Video Marketing

In today's home care market, agencies need to leverage all the tools they can to stand out. However, many organizations are doing the same thing as everyone else and expecting to get noticed.

You have the opportunity to unlock a brand new FREE course designed exclusively for home care owners on how to leverage the most powerful marketing medium.

The best part is that it only takes 2 hours a month to implement.

You Will Learn...

Effective strategies to build a strong online brand to INCREASE sales The simple framework to generate MORE LEADS How to DIFFERENTIATE your agency from your competition The ONE tool you can use again and again to hire more caregivers How to become the Go-To Expert in your territory to establish credibility and trust in your market An easy strategy to BOOST referrals from industry partners

Enroll for Free TODAY! Nick Bonitatibus

TheDigitalChamps.com

Founder of Digital Champions

35

The ONE VOICE MANY STORIES Project Brandi Kurtyka Chief Executive Officer

Brandi Kurtyka, Co-founder and CEO of MissionCare Collective, is a distinguished expert in workforce development, home care, senior living, and the recruitment and retention of front-line healthcare workers. Leading the largest caregiver community in the nation, Kurtyka has relentlessly dedicated the past decade to advancing and uplifting the care industry. Based in St. Petersburg, Florida, her unwavering mission revolves around transforming the culture of care, ensuring that it continuously improves. Driven by a deep-rooted passion and a sense of calling, Kurtyka envisions a world in which care professionals feel inspired and fulfilled, allowing patients to receive the exceptional care they deserve when and where they need it. https://www.missioncare.com/

36

I

n an era of rapid digitization and fleeting human connections, the world of home care presents a heartwarming exception. At its very essence, home care pairs two individuals – a caregiver and someone needing care, forming a deep bond. Yet, the world largely remains unaware of the countless untold stories that weave this intricate tapestry. The One Voice Many Stories Project, a collaboration between MissionCare Collective and the National Association for Home Care & Hospice (NAHC), delves into these stories of home care workers across the nation.

WHY WE CONDUCTED THE STUDY At the outset, it’s crucial to establish the genesis of this study. Brandi Kurtyka, the CEO and Co-founder of MissionCare Collective, with a 12-year legacy in the business, spearheaded this initiative. Driven by a mission to revolutionize the care culture, she believes in the power of collective collaboration. Bridging gaps between potential employees

and employers through platforms like myCNAjobs and creating virtual communities with CoachUp Care, MissionCare Collective’s ultimate goal is to bring people together to change the culture of care. The challenges?

Soaring demand and limited supply of workers. By better understanding the perspective of the home care worker, we can unleash innovation and new thinking to stabilize the workforce. The “One Voice. Many Stories” project emerged to surface the important voices of those holding the keys to our workforce challenges home care workers.

THE HEARTFELT INTERVIEWS We interviewed 22 home care workers, recording each session live, raw, and on camera. These weren’t just interviews but emotional and enlightening experiences.

What stood out?

Although all direct care workers hailed from the myCNAjobs community and shared a similar voice, each story was unique. Their perspectives spanned the gamut from an 80-year home care worker in the industry

for 30 years to those with just a few years of experience under their belt and a vision for a bright future.

The outcome? A comprehensive project in print and digital form, accompanied by a video channel, providing an intimate look into the lives of these caregivers.

What did we learn? Here are a few highlights from the study: CARE IS A CALLING Caregiving isn’t a mere vocation; it’s a profound calling, often rooted deeply in faith. To truly transform the caregiving landscape, it’s essential to resonate with this sentiment.

Recognizing the importance of matching a caregiver’s soul and essence to a patient, understanding evolving relationships, and encouraging storytelling can pave the way for unprecedented caregiving experiences.

THE DESIRE FOR CONNECTIVITY Direct care workers crave connection and feel disconnected from the companies they serve, often with transactional relationships with employers. When direct care workers don’t feel a sense of belonging or appreciation from their employers, it

37

can lead them to seek employment elsewhere, contributing to the sector’s high turnover rate. Home care workers, in particular, have emphasized the importance of being recognized and appreciated for their hard work and dedication.

They value a simple thank you or acknowledgement of their efforts more than tangible rewards or gifts.

This strong desire for connection and recognition highlights the universal

human need to be seen and valued, especially in a field that requires a high level of compassion and commitment.

HOME CARE WORKERS ENTER CARE DUE TO PERSONAL EXPERIENCES Individuals are often drawn to direct care roles for a myriad of reasons, underscoring the profound depth and diversity of the care sector. For many, the appeal lies not just in the promise of flexible working hours but the genuine “ flexibility” that

38

these roles offer, transcending what’s simply advertised in job postings.

Additionally, the care industry is unique in valuing a wider range of experiences, not just professional qualifications but also personal familial or childhood experiences that have nurtured empathy and understanding.

These personal journeys into care enrich the industry, and understanding them allows employers to foster deeper connections

during interviews and throughout employment. Furthermore, strong referral programs often highlight the communal and supportive nature of care roles, drawing in those who value community and wish to be part of a close-knit, caring team.

OLDER GENERATIONS CRAVE FLEXIBILITY AND PURPOSE In direct care, there’s a growing recognition that a “one size fits all” approach is insufficient, especially when it comes to engaging older generations. These individuals, rich

in experience and wisdom, bring diverse needs and motivations. By diving deeper into the seven distinct personas of caregivers, it becomes evident that each caregiver has unique desires and aspirations. The prospect of earning extra money drives some, while others value the freedom that comes with the role.

For many, it offers a liberating escape from routine home life. Yet, at the heart of it all is an innate love and passion for people. To effectively reach this older demographic, recruitment strategies need a fresh perspective. Traditional hubs like churches and word-ofmouth referrals through friends remain crucial. Digital platforms, like myCNAjobs, offer a modern touchpoint, but it’s vital to craft messages thoughtfully, as not all ads resonate with this demographic.

OPPORTUNITY BEGINS WITH PROGRESS In conclusion, the One Voice Many Stories project is more than a study.

It’s a clarion call to respect, recognize, and reform the direct care industry.

The essence is clear – to truly honor those who choose this noble path, it’s essential to understand their stories and walk a mile in their shoes.

More topics in the “One Voice. Many Stories” study include how families can complicate caregiving, lack of supportive services, low wages, and policy considerations for all.

Turn these insights into action plans to recruit, engage, and build a stronger team - download the study, watch videos or register for educational webinars here: missioncare.com/ stories.

39

“Why We Care – Choosing the Right Home Care T Agency”

his book, which already reached bestseller status on Amazon, is designed to help the millions of individuals and their families who must navigate the challenges of caring for aging parents and outline their options.

“Why We Care” provides essential insight into choosing a home healthcare agency from those in the industry, along with stories from real people who found solutions to help their parents age in place with the dignity and grace they deserve.

“This book was written so that we could tell the story about home healthcare for people who need it and the families who have to make that decision,” said Steve “The Hurricane”™ Weiss, co-author of the book, co-founder of the Institute of Dignity and Grace, and CEO of Hurricane Marketing Enterprises.

The book was co-written with home care agency owners and professionals, Haytham Najjar; Lynn Marie Houghton; Sandra Dougherty; Vikki Kalitsi; Judy Loubier, PT, CSA CDP; Nicole Peretti; Krista Gaul; and Kunu Kaushal, CSA. Published by the Institute for Dignity and Grace, “Why We Care – Choosing the Right Home Care Agency” is available on Amazon ($17.99 and Kindle version for $4.99).

Everyone will eventually need some type of home healthcare services and choosing what form that care will take can be overwhelming. “Why We Care – Choosing the Right Home Care Agency,” provides readers with essential information in a positive way on aging parents, aging at home, and aging with dignity and grace.

Proceeds of the book go towards The Institute for Dignity and Grace.

Buy your copy from Amazon here. https://a.co/d/eoAMjoO To buy wholesale as gifts to your clients and industry partners, call us at 732-414-6155

40

40