Recruiting CNAs: How to Stand Out in a Crowded Market

Staffing shortages plague the long-term care industry. While many stakeholders talk about the nursing shortage, if you drill down further, you’ll likely find that nurse assistants are among the most sought-after healthcare workforce today. As the demand for skilled care in long-term care and skilled nursing facilities increases, the competition to attract and retain top CNA talent is fiercer than ever.

Solving the problem with the healthcare workforce isn’t easy. And, no matter how you decide to attack the problem, you must have a strategy to stand out amongst the competition to attract and retain nurse assistants in a highly competitive market. 

So, how can this be done? We recommend a three-pronged approach – attracting top talent, utilizing modern recruitment techniques, and creating a seamless onboarding process. Let’s dive into these three areas to help you create a robust plan for standing out in a crowded nurse assistant employer market.

Attracting Top CNAs

Healthcare providers must adopt innovative and effective recruitment strategies to stand out and attract top talent. It's not just about filling positions; it's about attracting nurse assistants who are passionate, skilled, and committed to providing quality care to patients and residents. Here are some best practices you can implement as a workforce solution.

Offer Competitive Compensation and Benefits Packages

Wage is a vital component of CNA recruitment, but benefits like health insurance, paid time off, and retirement plans can be equally attractive. Consider offering additional perks like tuition reimbursement, bonuses, or extra time off for earning specialized nurse assistant certifications.

Foster a Supportive Work Environment

Nurse assistants often face demanding work environments and assignments. Creating a red-carpet culture of support, recognition, and appreciation can significantly boost morale and job satisfaction. You can also build and offer mentorship programs, regular feedback loops, and professional growth and development opportunities to foster support and increase recruitment and retention efforts. 

Invest in Professional Development Opportunities

CNAs are eager to learn and grow in their careers. A robust professional development program can help your organization stand out in a competitive market. Investing in their professional development can be a strong recruitment and retention tool. Offer training programs, workshops, and opportunities to advance into leadership roles or tuition programs to allow them to continue their education and become nurses or other skilled healthcare professionals.

Showcase Growth and Career Paths

Clearly outline career paths and opportunities for advancement within your organization. CNAs are likelier to stay with an employer who invests in their future and provides a clear trajectory for growth, increased income, and professional development opportunities.

Train Internally

Many long-term care facilities find that local programs can’t meet their pipeline demands, so they run a training program internally. This strategy gives you an added layer of control over the pipeline, allows you to choose candidates who fit your culture, and provides additional benefits, such as paying candidates to take the course. 

Utilizing Modern Recruitment Techniques

Gone are the days of posting a job vacancy in your community newspaper and receiving multiple applications. Job applicants are savvy and use various technologies to find job opportunities and learn about the employers before applying for a job. 

Let’s explore a few of the most common modern recruitment techniques you can implement when building workforce solutions. 

1. Leverage Social Media for Targeted Outreach: Social media platforms like LinkedIn and Facebook can be powerful tools for reaching potential CNAs. Share engaging content about your workplace culture, employee testimonials, and career opportunities to attract and retain top talent.
2. Build Relationships with Local Training Programs: Establish partnerships with local CNA training programs to create a pipeline of qualified candidates. Hosting clinical rotations in your facility offers nurse assistant students an insider’s view of your workplace culture, job duties, and daily routines. Consider offering “lunch and learns” for each cohort to showcase all your facility offers.
3. Utilize Technology for Efficient Recruitment: Streamline your recruitment process with applicant tracking systems (ATS) and online job boards. Use video interviews and virtual tours to showcase your facilities and make the application process more accessible for all candidates.

Creating a Seamless Onboarding Process

CNA recruitment is only one part of a multi-part process of hiring and retaining top talent. While the interview process is the candidate's first glimpse into your facility’s culture, onboarding will likely leave a lasting impression. This reality means you must have a plan to make onboarding seamless, robust, and productive. 

Start by ensuring members of your healthcare workforce feel welcomed, supported, and well-prepared for their roles. Assign mentors, provide comprehensive training, and offer ongoing support. It’s also best practice to provide them with basic information about communication within the organization so they know who to contact with questions or concerns. 

Although onboarding may only last for a set time, you must build feedback loops with new nurse assistants. Regularly check in with new CNAs to address any concerns and ensure a smooth transition into your workforce. A positive onboarding experience can significantly impact a CNA's decision to stay with your organization.

Next Steps for Recruiting CNAs

Addressing the CNA recruitment challenge in a competitive healthcare workforce market requires a comprehensive approach. Long-term care and skilled nursing facilities can attract and retain top nurse assistants by offering competitive compensation, fostering a supportive work environment, investing in professional development, and utilizing modern recruitment techniques. These strategies not only benefit the CNAs themselves but also contribute to the overall quality of care provided in these settings. The investment in CNAs is an investment in the future of the long-term care industry.