Home-based care industries are undergoing a generational shift as they grapple with workforce challenges amid rapidly advancing technologies and increasing concerns about employee burnout. Recent discussions among industry leaders highlight how home healthcare operators are enhancing their recruitment and retention strategies to deal with staffing shortages.
During a recent Home Health Care News webinar, experts addressed the pressing nature of staffing issues. “While it may not be as severe as it was at the height of the COVID pandemic, we are at a pivotal point where the demand for care continues to rise sharply,” said Vadim Mikhaylyants, Chief of Staff at Care Advantage, which provides home care services across Virginia, Maryland, Washington D.C., and Delaware. He emphasized the disconnect between the growing needs of the aging population and the slower growth of the workforce capable of meeting these demands.
The challenges are compounded by current economic conditions. The U.S. is experiencing inflationary pressures, but Medicaid reimbursements have not kept pace, affecting providers' ability to compensate caregivers adequately. Mikhaylyants remarked, “The economic circumstances have made caregiving less appealing compared to other comparable jobs.” Despite this, interest remains among those seeking purposeful work, as caregivers want to make a difference within their communities.
Caretech COO Kerin Zuger shared insights on the shifts occurring among caregivers. “They want professionalism in their careers, and they need benefits,” she stated. Zuger emphasized the importance of meeting caregivers’ demands to build a successful business model capable of providing quality care.
Recruitment strategies are being reimagined to reach potential caregivers at various life stages. Zuger noted the increasing number of caregivers from their 60s and 70s who seek meaningful roles post-retirement. Caretech has innovatively recruited at community centers, churches, and facilities to promote caregiving as not just employment but as something deeply rooted in mission and community service.
To address staffing gaps, Caretech also offers full-time positions with guaranteed hours, ensuring caregivers receive stable income regardless of the availability of clients. “This approach enables us to fill staffing gaps quickly,” Zuger explained, addressing one of the significant pain points for caregivers.
Michele Cone, Senior VP of Industry Engagement at HomeWell Care Services, discussed the emphasis on retention strategies, stating, “The low-hanging fruit for recruitment strategies is to address retention issues.” HomeWell has invested time in engaging with caregivers who choose to stay with them, seeking to understand what drives their loyalty amid competing job opportunities.
Another effective recruitment strategy mentioned by Mikhaylyants is Care Advantage’s investment in training programs for new entrants to healthcare. “We provide fully subsidized training programs where we offer education and accreditation,” he explained. This not only equips individuals with the necessary caregiving skills but also creates paths for career advancement within the organization. The initiative has garnered support through public-private partnerships focusing on hiring and training, offering retention incentives such as flex funds up to $14,000 and the opportunity to obtain nursing degrees.
Looking toward 2025, the discussions underscored the pivotal role of technology, mental health support for caregivers, and operational efficiency. Cone noted, “Workforce wellness will be imperative. We must normalize health and wellness, offering access to mental health resources and flexible schedules. With advancements such as AI-driven tools and telehealth, we can aid caregivers, allowing them more time to interact with clients.”
Operational efficiency must also be prioritized by care providers to meet the increasing demand effectively. Zuger stressed the need for cultivating strong organizational cultures where team members are passionate about their work. She stressed, “You must focus inward so the internal efficiencies yield positive results within the community.”
With rising demand for home healthcare services, it is evident the industry must adapt to its current challenges. Intentional recruitment and retention strategies, coupled with embracing technology and supporting staff wellbeing, will be fundamental as the home healthcare workforce navigates these complex dynamics moving forward.