In 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 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 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-of-mouth 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.