As the senior living industry navigates a pressing staffing shortage, reliance on costly staffing agencies has become a widespread, yet financially burdensome, solution. The nationwide staffing crisis has impacted nearly every aspect of senior care, from operational costs to resident experiences.
For many operators, turning to agency services has been necessary to maintain adequate care, yet this stopgap measure brings its own challenges. Here’s a look into why senior living communities increasingly rely on agencies, the financial impact of this trend and how a well-structured recruitment marketing plan can serve as a sustainable alternative.
The Rising Dependence on Staffing Agencies
Due to high turnover rates, increased demands on healthcare workers and a shrinking pool of candidates, senior living communities have struggled to attract and retain enough qualified staff to meet their needs. This challenge has made staffing agencies an attractive – albeit temporary – solution.
The American Health Care Association (AHCA) has reported that nursing homes and senior living facilities are increasingly turning to agencies to fill critical vacancies. Agency staff often provide immediate relief by filling shifts, offering necessary support and helping maintain resident care standards.
However, this reliance on agencies comes with its own set of drawbacks. While agencies offer quick staffing solutions, they are a temporary fix, often lacking the long-term commitment and consistency that communities need to foster a cohesive, resident-centered environment. This leads to increased instability and hinders communities from building a reliable team culture and maintaining a consistent quality of care.
The Financial Burden of Agency Staffing
Relying on agency staff is not only unsustainable but also expensive. Agency rates can be significantly higher than what communities would pay full-time employees, adding to the already rising operational costs. According to a recent report by McKnights, senior living operators are finding that agency costs continue to escalate, placing a considerable strain on budgets.
In the McKnight’s report, nearly a quarter of respondents (24%) said they don’t expect staffing availability to return to pre-pandemic levels until 2026, and nearly two-thirds (63%) said they’ve already curtailed admissions because they can’t find enough workers.
This, of course, can impact the community’s revenue and limit its ability to serve seniors in need of care. Many operators acknowledge the need to find alternative solutions, but without a viable pipeline of qualified applicants, the reliance on costly agencies has become a difficult cycle to break.
Source: McKnight’s 2024 Outlook Survey
How Recruitment Marketing Can Help Senior Living Communities
Given these challenges, senior living communities need a proactive, sustainable approach to address staffing shortages. A recruitment marketing plan offers just that.
By focusing on a strategic approach to attract, engage and retain talent, recruitment marketing can help communities reduce their reliance on staffing agencies and build a dedicated in-house team.
Here are some of the critical components of a successful recruitment marketing plan for senior living organizations:
1. Uncover Common Recruitment Mistakes – Start by identifying recruitment mistakes your organization may be making, such as a lackluster careers page, vague or outdated job descriptions, a complex application process and the absence of a social media strategy. Focus on prioritizing and addressing each area to strengthen your recruitment efforts.
Related article: What Elements Should a Careers Web Page Include
2. Revamp Your Recruitment Messaging – A compelling Employee Value Proposition highlights your organization’s culture, benefits and unique attributes that will attract candidates who align with your values and goals. Use our resource to learn how to write an effective employee value proposition.
3. Implement a Social Media and Digital Ad Strategy – Leverage social media and targeted digital ads to showcase your culture and amplify your reach. There are many platforms to choose from – from Facebook and Instagram to Pay-Per-Click (PPC) ads, text search ads, video ads and more.
4. Use Traditional Strategies – Although digital marketing strategies can be effective, don’t overlook tried-and-true traditional marketing methods. Traditional marketing methods like job fairs, print ads and signage can still be great ways to find and hire the best candidates.
5. Keep Candidates Engaged – Respond quickly with automated messages. Send personalized video messages. Clearly outline what’s next and maintain regular communication throughout the entire hiring process. Here are a couple more related articles to support your efforts during the hiring and onboarding process:
How to Keep Candidates Engaged During the Hiring Process
Onboarding Strategies to Welcome and Retain New Employees
Moving Toward a Sustainable Staffing Solution
The senior living industry’s staffing crisis is unlikely to disappear overnight, but with a well-executed recruitment marketing plan, communities can begin to shift away from agency reliance. Building an in-house team not only reduces costs but also contributes to a more consistent, compassionate care environment for residents.
Get More Recruitment Marketing Tips
My senior living recruitment marketing course is 100% free, self-paced and created specifically for senior living professionals. Access it today!
