June 19, 2019 - June 21, 2019
2:30 pm - 2:00 pm
The Diversity Journey: National Research and Lessons Learned from Communities Seeking to Enhance Resident Diversity
Rob Love, President & CEO, Love & Company, Michele Berardi, Director of Community Outreach, Kendal-Crosslands Communities
Increasing diversity in senior living communities—including diversity of ethnicity, sexual orientation and other factors—has been an increasing priority for boards, management teams and residents for several years. Yet with so much attention on the subject, minimal progress has been achieved, particularly in increasing ethnic diversity. Why?
Love & Company explored this question by:
- Researching national demographic trends related to diversity in the aging population
- Surveying more than 1,600 diverse households nationwide that were over age 65 and had the economic means to afford living in a Life Plan Community
- Interviewing representatives of communities that have undertaken diversity initiatives, to better understand both success stories and lessons learned
In this interactive session, we begin by presenting key findings from the national demographic research, including how diversity in the population that is age- and income-qualified to live in a Life Plan Community compares to the overall population, how members of the major ethnic groups (Caucasian, African American, Asian and Hispanic) perceive Life Plan Communities, and the reasons members of those ethnic groups have for considering or not considering moving to a community.
As we highlight key findings from the national research, we will pause and gain “boots on the ground” insights from individuals and organizations as to how these findings compare to their experiences. Our panelists will include:
- A senior living sales consultant who, as the head of marketing and sales in a community, was successful in attracting a diverse base of residents to that community
- CEOs of two organizations that have placed a major focus on enhancing diversity in their communities
This proprietary research, coupled with the insights from the panelists, culminate in the sharing of practical steps that senior living leaders can use to begin positioning their organizations to be successful in attracting a more diverse resident base.
The Battle for Talent
Juan Ocasio, Chief Human Resources and Compliance Officer, Asbury Communities Inc., Tom Mann, Principle, Chief Marketing Innovation Officer, Love & Company, and Alana Perriello, Director, Activated Insights/Great Place to Work
This session will provide actionable insights for organizations desiring to stay ahead of the talent curve. We will discuss among other topics why the C-suite is losing sleep during this “battle for talent”; offer examples of innovative approaches to attracting talent featuring recruitment models from organizations excelling in this “age of disruption” and finally how some employers are successfully increasing retention with technology, accountability and training. Alana Perriello will share excerpts from the findings of the Great Place To Work Institute, an organization who has surveyed more than 100 million employees around the world over the past 30 years in an effort to identify and build high-trust, highly engaged, high-performing workplace cultures. Alana will provide examples of organizations that have found ways to address the challenges inherent to the talent life cycle and discuss one of Great Places To Work newest lists and the criteria for achievement-Best Workplaces in Aging Services. Manny Ocasio will share how Asbury Communities Inc,, a 96 year old, not for profit system of seven continuing retirement communities serving 4,050 residents and 2,400 associates and a certified Great Place To Work (ranked in top 40 of Best Workplaces in Aging Services inaugural 2018 list) is on a mission to address the battle for talent via issues important to Asbury associates:
- Accountability; including commitment, resilience, ownership, and continuous learning
- Higher purpose
- Listening to those closest to process.
Manny will share how and why Asbury is utilizing technology, addressing healthcare benefits, and has made a commitment to the Living Wage as part of its strategy to attract/retain talent. Tom Mann of Love and Company, an industry leading senior living marketing firm, will speak to his firm’s belief that great communities are created by great employees and thus…..Great Employees = Great Marketing. Tom believes that our industry is moving away from a need driven to an aspirational product offer and makes a great case for the necessity in today’s world for organizational workforce strategy.