WS - Create a Playbook to Build Your Employer Brand

Building an employer brand is critical in attracting, recruiting and retaining good employees. For so many senior living companies the primary story they tell is "taking care of our residents will make you feel good". As a value proposition for employees this message is one sided and falls short of the mark. The resident / employee relationship is a part of a bigger experience for those in senior living. There is a better story your company can tell about what it's like for employees to work for you. You have many awesome cultural features that make you special and unique and you need to be calling them out and building your own company brand. In 2018 The Springs Living started working on identifying key features of their company culture to start building their employer brand. We know our employees thrive when they feel a connection to their work community and we have a unique culture with values that attract caring and relational employees. We launched a program directed exclusively at employees through a campaign that included community celebration, social media posting and consistent messaging through all communication channels. Preliminary data shows we are on the right track. Our reputation in the industry is very positive as evidenced by online reviews and our ability to staff two new communities in tough employment markets with relative ease. Looking ahead we are working on additional ways to market ourselves through an employer brand that is becoming bigger and a more relevant part of the employee experience.