People The Playbook
is your guide to thinking creatively about your workforce and occupancy challenges – featuring eight unique solutions, their obstacles and challenges, KPIs and results, and action steps to implement them yourself.
Playbook
Removing Obstacles for Talent Retention Ohio
› Dana Ullom-Vucelich, CHRO dana@ohioliving.org
Ohio Living (11 communities – LPCs, home health, and hospice) unleashed greater staff commitment, well-being, and retention by creating on-site workforce solutions and resources to reduce and manage external personal employee barriers.
Implementation Challenges
› Creating an employee questionnaire to identify external obstacles while respecting personal boundaries.
› Developing a sustainable model that maximizes ease of intake/access and enables quick resource distribution for staff.
› Understanding and leveraging local, state, and federal support resources.
› Ensuring compliance with regulations for awarding tax-free gifts.
› Managing additional workload without overwhelming existing staff.
KPIs & Results
› Support and retain valuable staff by reducing turnover and absenteeism.
› Increase productivity, satisfaction, and engagement.
› Strengthen donor support and grant opportunities.
How to Replicate
› Track data on top three reasons for call-offs and “personal” resignations.
› Survey team members to understand barriers.
› Connect with broader community resources.
› Establish a connector, navigator, or champion role.
› Build flexible resources to address individual needs.
Notes & Takeaways
Playbook Hiring for Fit
› Edward Dooling Chief of Healthcare Services edooling@masonicare.org
› Stacy Allen Senior Director of Administrative Services sallen@masonicare.org
Masonicare (CT, 10 communities) has expanded their hiring pool and accelerated staff performance across all service lines by doubling down on the idea of hiring for personality – not just for skills.
Implementation Challenges
› Bias Risk Hiring for "fit" may reduce diversity.
KPIs & Results
› 12% increase in retention
› FY 2023: 68%
› FY 2024: 76%
How to Replicate
› Culture Clarity Vague values hinder assessment.
› 31% increase in rehires
› FY 2023: 61
› FY 2024: 80
1. Define Culture & Values
› Clearly articulate mission & behaviors.
› Identify success competencies.
› Learn from top performers.
2. Embed Culture in Hiring
› Job Descriptions: Highlight values.
› Early Screening: Use assessments.
› Structured Interviews: Culture-focused questions.
› Behavioral Assessments: Real-world scenarios.
› Team-Based Hiring: Involve key employees.
› Fit vs. Skills Overemphasizing fit limits skills & innovation.
› 96.4% decrease in agency usage
› FY 2023: 28%
› FY 2024: 26%
› YTD 2025: 1%
3. Standardize Onboarding
› Reinforce values from day one.
› Assign culture mentors.
› Conduct 30/60/90-day check-ins.
4. Align Leadership and Reinforce Culture
› Train managers on cultural fit.
› Recognize culture-driven employees.
› Integrate values into reviews.
5. Measure & Improve
› Track retention, engagement and cultural turnover.
› Gather feedback & refine hiring.
› Adapt as company evolves.
Notes & Takeaways
Sourcing Talent from Abroad
› Rob Lahammer, VP Engagement & Advocacy rlahammer@preshomes.org
Presbyterian Homes and Services (MN, 63 communities) successfully sourced 25% of its RNs from the Philippines and is expanding its program to nursing assistants and more countries.
Implementation Challenges
› U.S. immigration is often unpredictable for international RNs and other workers.
› Global competition for foreign-born employees is increasing.
› Engaging work environments help reduce contract breakage; specialists are essential at any scale.
› Affordable housing for contract holders is critical.
› Rural placements present unique challenges.
KPIs & Results
› Over 30% of RN hours come from the International Nurse Program.
› At least 80% of RNs complete their three-year contract.
› International employees are as engaged in our Ministry as other employees.
How to Replicate
› Direct and intentional effort to connect, celebrate, and engage first generation employees.
› Find a willing partner in the international nurse area.
› Partner with other organizations considering working in this area.
› Find an Immigration expert and help legally.
Notes & Takeaways
Priority Life Care's for:
Playbook
Prioritizing Skillset, Toolset, Mindset
› Enoch Paul, Sr. Director of Organizational Learning & Development epaul@prioritylc.com
Priority Life Care (IN, 64 communities) is driving sustainable productivity and fostering well-being with PLC University; a comprehensive program of pathways to leadership advancement tailored to meet the personal and professional needs across a large and diverse workforce.
Implementation Challenges
› Evaluating the need for a 360° leadership growth pathway.
› Gaining buy-in from leadership, department heads, and teams.
› Determining investment, timeline, and ideal methodology.
› Differentiating coaching, mentoring, and consulting in growth.
KPIs & Results
› 44% increase in training compliance rates.
› 78% training completion rates.
› Achieved at least +70 NPS Score for in-person training.
› 84% success rate in employees achieving personal & professional goals.
How to Replicate
› Foster a growth-focused culture for buy-in.
› Identify learning environment needs.
› Develop a structured learning plan from onboarding to leadership.
› Identify high-potential candidates aligned with business needs.
› Assign training and mentorship pathways.
› Evaluate knowledge retention and performance.
› Measure program impact on business success.
Notes & Takeaways
Playbook
Developing a HighPerformance Mindset
› Jason Kohler, EVP Senior Living jkohler@beztak.com
Beztak (MI, 7 communities) converted more leads into new residents through a rigorous data analysis of both their highest performing sales staff and marketing channels.
Implementation Challenges
› Identifying behaviors that impact sales effectiveness.
› Selecting an assessment tool for relevant traits.
› Gaining team buy-in for honest participation.
› Analyzing results to improve current performance or refine hiring criteria.
KPIs & Results
› Over the past three years, we've achieved an average 25% decrease in the sales cycle (“gestation period”), reducing the time from inquiry to move-in across all levels of living (IL, AL, MC).
› Improvements in lead-to-tour and tour-to-move in.
› Shortened our sales cycle during the time that we implemented the assessment, began providing training on “mindset”.
› Attempted to hire sales team members that had a “Motivator” selling style.
How to Replicate
› Launch the assessment tool without consequences, explaining the "why" and sharing outcomes.
› Coach on sales effectiveness—awareness alone improved performance.
› Continuously measure, train, coach, and give feedback through real interactions.
› Hands-on learning through practice and demonstration is more effective than lectures.
Notes & Takeaways
Playbook
Fostering an Inclusive Intergenerational Community Lasell Village's for:
› Zehra Abid-Wood, President zabid-wood@lasell.edu
Lasell Village (MA, 1 community) is leading the charge on diversity and inclusion by taking an inside-out approach where residents and staff collaborate to ensure their community reflects the diversity of the world around them.
Implementation Challenges
› Balancing Governance and Multiple Voices: Quick, effective decisions with broad participation need structured facilitation and clear accountability.
› Cultural Shift Requires Time & Buy-In: Overcoming legacy mindsets requires education, engagement, and shared values, while momentum depends on champions and accountability systems.
› Balancing Structure with Adaptability: Strong governance ensures alignment while adapting to resident and staff needs.
KPIs & Results
› Resident-Led Engagement: 50% rise in resident-led cultural inclusion programs.
› Cross-Generational Connection: 30% more resident participation in intergenerational initiatives, 300% rise in joint resident-team activities.
› Community Impact: Four new partnerships expand engagement: two affinity groups, a community center, a service opportunity, plus a cross-campus food pantry and meal donation program.
› Longer-term Quantifiable Measures: Resident Satisfaction, Employee Engagement and Retention, Productivity Measures.
How to Replicate
› Listen First: Assess your starting point by gathering voices in multiple ways: focus groups, surveys, and 1:1 conversations.
› Start Small, Stay Focused: Choose one area to start, whether it’s a resident initiative or a team member policy. Start small but make it impactful.
› Adopt a Co-Creation Model: Shift from top-down inclusion to resident-team collaboration in shaping culture and well-being.
› Build Governance Early to Manage Many Voices: Define roles clearly and build feedback loops. Ensure leadership buy-in and accountability.
› Tie Inclusion to Measurable Business Goals: Make inclusion tangible with goals that enhance satisfaction, engagement, and growth.
Notes & Takeaways
Aspenwood's for:
Playbook
Hyper-Personalizing Your Offerings
› Heather Tussing, President htussing@theaspenwoodcompany.com
Aspenwood (TX, 20 communities) extended length of stay for its high acuity residents with “Soar,” a unique memory care program that caters activities to residents’ hobbies and pastimes.
Implementation Challenges
› Continuous research and innovation in memory loss treatment in collaboration with universities and aging institutions like Rice University’s Memory, Mood, and Aging Lab.
› Gathering necessary info to create a personalized Alzheimer's kit before move-in.
› Gaining buy-in from team members to change.
› Ensuring consistent training to create “stickiness” with team members.
KPIs & Results
› 35% longer stays in memory care.
› Lower hospitalization and nursing home placement rates.
› Improved quality of life – with higher engagement in structured activities, reduced depression, and better medication adherence.
› Reduced psychotropic medication use.
› Positive family and resident feedback on personalized care.
How to Replicate
› Collaborate with all departments to create a Memory Care Program, honoring residents’ hobbies, traditions, and socialization preferences.
› Develop a monthly programming calendar with wellness categories: social, physical, intellectual, spiritual, emotional, and sensory.
› Introduce Signature Programs, which include purpose, positivity, continued learning, physical activity, relaxation, and the opportunity for spontaneity.
› Create meaningful Purpose Points for your residents, such as a nursery, garden, workshop/tool station, laundry, and sports-themed areas, to evoke memories and give residents a sense of purpose.
› Conduct new associate and monthly associate training focused on principles of your memory care program and meaningful engagement.
Notes & Takeaways
Starling's for:
Playbook
Supercharging Resident Growth
› Megan Kennedy, COO mkennedy@starlingliving.com
Starling (FL, 7 communities) is skyrocketing its conversion rates by leveraging video and content marketing – resulting in 94% occupancy across its locations.
› Defining the Experience
› Right People, Right Seat!
› Getting Buy-In
› Identifying Focus Sources
KPIs & Results
› 38 move-ins from friends and family in 2023 (18% conversion)
› 73 move-ins from friends and family in 2024 (26% conversion)
› 11 move-ins YTD (65% conversion)
› 14 move-ins from our website in 2023 (8% conversion)
› 81 move-ins from our website in 2024 (29% conversion)
› 37 move-ins from our website YTD (42% conversion)
How to Replicate
› Focus on the experience
› Make it fun!
› Plan in advance
› Ask for the engagement – review, like on social, etc.
› Remember your WHY Implementation Challenges