From pandemic-era hiring shortages to record-low unemployment rates, especially among degreed professionals and executives, the job market has changed dramatically over the past few years. But one thing remains constant: the war on talent.
“During COVID, frontline sta
ff was impossible to find and even more difficult to retain because there weren’t enough employees,” says Jeff Harris, CEO of Jeff Harris & Associates. “That is a scenario we’ve come out of. But the fact is, the war on talent never ended.”
In 2025, competitive hiring is more important than ever – particularly in senior living. While some industries have stabilized, the sector continues to grapple with a critical talent shortage.
“We’re facing a crisis because of an aging workforce and because we haven’t done a good job of succession planning,” says Harris. “We don’t have people in the wings ready to take over these roles.”
However, there are ways to navigate these challenges. To succeed in today’s rocky hiring landscape, organizations must position themselves as employers of choice. Offering competitive wages is no longer enough – workplaces must provide what candidates truly want: shared values, career growth opportunities, a supportive culture and a compelling brand.
Building a Strong Brand
A strong employer brand isn’t just about marketing – it’s about creating an environment where employees feel valued and engaged. This starts with fostering a culture of growth, recognition and clear career pathways.
When considering a potential role, employees want to see opportunities for advancement. And once they’re in the role, they want to feel that their contributions matter and that they’re part of a supportive team.
It’s not enough to simply vocalize support for employees. Organizations must back up their commitment to employees with concrete initiatives like mentorship programs, leadership training and internal referral programs. While these may require investment, they help build a strong talent pipeline that pays off in the long run.
Additionally, celebrating wins, big or small, can enhance workplace morale. Recognizing employees for their achievements fosters a sense of belonging and reinforces a culture where people want to stay.
Leveraging Social Media & Digital Platforms
In today’s digital age, an organization’s reputation is shaped by what’s said about it online. Platforms like Google Reviews and Glassdoor are often the first places candidates turn to when evaluating potential employers. Leaders can respond by actively managing their online presence, responding to feedback and showcasing what makes their workplace a great place to build a career.
Social media and digital recruitment tools have also revolutionized hiring, with more and more employees exclusively finding and applying for jobs online. Organizations that use these platforms effectively are at an advantage as they can reach a wider audience, highlight company culture and promote job openings in real time.
When planning social and web content, consider featuring employee success stories, team celebrations and professional development opportunities. These humanize your brand and make it more appealing to potential hires. However, authenticity is key, particularly when attracting Gen Z candidates, so it’s important to present a genuine reflection of your workplace culture.
Enhancing the Candidate Experience
The recruitment process itself also plays a crucial role in attracting and securing top talent. A slow, impersonal hiring process can drive candidates away before they even start.
For the best chances of success, organizations should streamline their application processes, provide timely communication and ensure a positive experience from the first interaction. A well-structured and engaging hiring process can be the deciding factor in securing high-quality candidates over the competition. And it doesn’t stop there – a welcoming, well-organized onboarding experience further reinforces an employer’s commitment to its team members, laying the groundwork for a positive, long-term relationship.
Looking ahead, top senior living providers are taking proactive steps to stay on top of the war on talent. Based on the trends of the last few years, the workforce shortage isn’t going away – but with the right strategies, senior living providers can attract and retain the talent needed to deliver exceptional care and services for years to come.