Effective Strategies to Recruit and Retain Top Nursing Assistants

Are you always looking for new CNA recruitment and retention strategies? If so, you’re not alone. Many long-term care facilities look for strategies to recruit and retain top CNAs. With the demand for skilled CNAs outpacing supply, a well-structured talent acquisition strategy might be your missing secret weapon. 

Whether recruiting for your in-house CNA program or looking for already licensed staff, having a competitive compensation structure, growth opportunities, and a robust work-life balance program can help. Let’s explore effective best practice strategies long-term care facilities can use. 

Craft a Robust Employer Brand 

Your employer brand is your reputation in the eyes of potential CNA candidates. To attract the best talent, you must showcase what sets your organization apart and what candidates can expect once on your payroll. 

There are two categories to consider when showcasing your brand and improving CNA recruitment efforts.

Values and Culture

Clearly articulating your commitment to resident-centered care, employee well-being, and a supportive work environment can go a long way in demonstrating your company culture. You should also share compelling employee testimonials on your website or in printed materials. Ensure testimonials highlight real-life positive experiences of CNAs within your long-term care facility.

Providing employees with safe feedback loops is critical to stay abreast of the workforce culture. Consider developing employee councils where employees are encouraged to report any concerns or ideas for improvement. This workforce strategy can be a significant selling point for CNA candidates.

Finally, be sure to emphasize growth opportunities. Let candidates know your career development offerings, such as continuing education, specialization certifications, and advancement pathways. When staff know the long-term care organization is willing to invest in them, they will likely stay longer and be a dedicated staff member. 

Employee Engagement Initiatives

A brand and culture that keeps employees engaged can boost CNA recruitment and slow turnover. Start by encouraging a culture of open communication where CNAs feel comfortable sharing feedback, concerns, and knowledge gaps. 

It’s also critical to conduct meaningful performance reviews that offer constructive feedback, identify growth opportunities, and acknowledge achievements. This employer engagement strategy allows you to check how each CNA feels about their job, competency, and the overall workplace culture. 

A robust employee engagement plan must include team-building activities. Foster a sense of camaraderie and belonging through social events, team-building exercises, and recognition programs. Be sure to survey staff to learn what matters most to them, such as work-life balance or competitive compensation. 

Offer Competitive Compensation and Benefits

Attracting top talent often hinges on offering a competitive compensation package that goes beyond just salary. Conduct thorough market research to ensure your pay rates are competitive within your region and industry, and consider the overall workforce status when creating a strategy. Offering sign-on bonuses as part of your CNA recruitment process is a successful way to increase the pool of candidates. Once you hire good staff, offering retention incentives goes a long way toward boosting employee engagement.

Other comprehensive competitive compensation and benefit components you should consider include:

• Health Insurance: Provide a comprehensive health insurance plan that covers medical, dental, and vision care.
• Paid Time Off (PTO): Offer generous PTO to allow CNAs to recharge and maintain a healthy work-life balance.
• Retirement Plans: Consider offering 401(k) or other retirement plans to help CNAs secure their financial future.

Provide Flexible Scheduling Options

Most CNAs have families and other commitments outside of the long-term care facility. They need their lives outside of work to be respected and recognized to feel appreciated. Employers can provide this recognition by offering creative schedules that allow staff to work when it best fits their life outside of work. A few ways to do this include:

• Part-Time and Per Diem: Offer flexible scheduling options like part-time and per diem shifts to accommodate different lifestyles and preferences.
• Shift Swapping: Implement a system for CNAs to easily swap shifts with each other, fostering a sense of autonomy and control over their schedules.
• Internal Staffing Pools: Create internal pools of staff who are willing and able to pick up shifts on an as-needed basis. Consider offering a higher hourly rate to these staff members to improve overall staffing. 

Foster Growth Opportunities and Work-Life Balance

A desire for professional growth and a healthy work-life balance often drives top CNAs. They want to feel recognized and have growth opportunities that can help them earn more and boost their career outlook. Three programs you can implement include:

• Mentorship Programs: Pair new CNAs with experienced mentors to foster skill development, knowledge sharing, and career growth. Consider matching them with tenured CNAs and an LPN or RN to provide different levels and types of mentorship opportunities. 
• Tuition Reimbursement: Offer tuition reimbursement or assistance to encourage CNAs to pursue further education and certifications. Provide a guaranteed nursing role for them in exchange for a set number of work hours or time. 
• Leadership Training: Identify and nurture leadership potential among your CNAs to build a strong pipeline of future leaders. Create team lead roles or other leadership opportunities as part of your employee engagement program.

Work-life balance is essential to your CNA recruitment strategy for nursing home staff. A few programs to develop include: 

• Employee Wellness Programs: Promote physical and mental well-being through stress reduction workshops, fitness classes, or counseling services.
• Recognition and Appreciation: Regularly acknowledge your CNAs' hard work and dedication through awards, bonuses, extra days off, or team-building events.
• Work-Life Balance Resources: Provide access to resources like childcare assistance, transportation support, or flexible work arrangements.

Streamline Onboarding 

CNA retention starts the minute they step into your long-term care facility for onboarding. Conduct thorough orientation sessions and provide comprehensive training covering clinical skills and facility-specific procedures. Provide new hires with extensive information about their roles, responsibilities, and expectations to set them up for success. Assign a "buddy" to each new CNA to help them navigate their first weeks, answer questions, and feel supported.

CNA workforce shortages have no easy solutions. However, creating a well-thought-out talent acquisition plan using the strategies above can help ease the pain felt around staffing shortages. Investing in staff and developing programs that work will help you fill your CNA vacancies and build a robust pipeline of qualified CNA candidates.  

Ready to take your healthcare facility to the next level with a stellar CNA team built through an in-house training program?

Cinematic Health's ReadyCNA program equips you with everything you need to develop a qualified and passionate CNA workforce from the ground up. Visit Cinematic Health's website today to learn more about ReadyCNA and how it can help you attract the right candidates and build a strong foundation for your patient care team.

Head to www.cinematichealtheducation.com/readycna to unlock the potential of your CNA staff!