Creative Ways to Recruit & Retain Qualified Employees in a Hiring Crisis Webinar
 April 4, 2024
1:00pm – 2:00pm (EST)

A webinar presentation in partnership with LeadingAge Pennsylvania.

This engaging webinar takes a holistic approach to a siloed problem. The labor force is expected to increase by 8.9 million, or 5.5 percent, from 2020 to 2030, and at the same time, labor of the ages 16 to 24 is projected to shrink by 7.5 percent from 2020 to 2030. How can the senior living space prepare for a tight job market about to become even tighter? It combines creativity, innovation, marketing, and human resources to address the labor crunch for senior living via multiple interventions. In this session attendees will learn how to create an Employer Value Proposition (EVP) for your community to attract and retain more employees, develop the ones you have, improve your culture, and be more competitive in hiring.

Target Audience:
C-level executives, HR professionals, and marketing people at senior living organizations who are struggling with workforce challenges

Event Objectives:
1. How to develop an EVP (Employee Value Proposition) to help HR use targeted marketing tactics to attract more and better-qualified applicants.
2. Discover ways to enhance and update your Career page on your website to entice potential employees to join your team and what messages speak to them.
3. How to leverage team members to write positive reviews about working in your community and organically attract more applicants.
4. Innovative ways to write job descriptions that cut through the clutter using creative copy, images and potent appeals

Registration Information:

Webinar Pricing
$75 for LeadingAge Connecticut Members
$150 for Non-LeadingAge Connecticut Members

Registration is a commitment to pay in full.

• This program has been submitted but not yet approved for Continuing Education for 1.0 total participation hours by NAB/NCERS.
• To receive continuing education credit for LeadingAge PA-sponsored webinars, attendees must register under their name, participate through the link supplied after registering and complete the evaluation after the webinar.
• Registration is for ONE computer login access per webinar.
• Recordings of live sessions are included in webinar purchase.

Questions or Concerns? Contact LeadingAge Connecticut at (203) 678-4477 or [email protected].

Speaker Bio:
Cynthia Thurlow-Cruver, Founder, Principal and President of 3rdPlus
Cynthia’s 30-year career in branding and advertising spans a multitude of industries, from high-end hospitality with Sunterra Resorts (today named Diamond Resorts) and its 50 worldwide locations to telecommunications, software, banking, nonprofits and medical systems. A partner in general-service agencies THREEam and GCDirect, she catered to clients such as T-Mobile USA, Microsoft, F5 Networks, Boeing Credit Union, Goodwill Industries and Pacific Medical Centers. Also, Cynthia has owned a casual but upscale bistro, Cafe Destino in Bremerton, Washington, where she also originated Bremerton’s first farmers market. Her broad professional background translates well to the senior living industry, which requires technical expertise with food and beverage, hospitality, communications and creative, all driven forward by a powerful, engaging brand.
Cynthia takes a professional approach that consistently focuses on the positive, builds long-term relationships with clients and achieves success with brilliant creativity. A past president of the Seattle Direct Marketing Association, board committee member of the Puget Sound American Marketing Association, member of ALFA and LeadingAge, Cynthia rounds out her passions with organic gardening, art, cooking and her island home life with her husband and dog, Dr. Pickle

Derek Dujardin
Creative Director and Brand Strategist at 3rdPlus and 3rdThird Marketing
Derek Dujardin has been an award-winning advertising copywriter, creative director, and brand strategist for over 30 years. He has worked as the creative director for 3rdThird Marketing and 3rdPlus for the last seven years. During that time, he has helped redefine what’s possible in marketing and branding for senior living communities by bringing a fresh, creative perspective informed by his extensive work with Nike, F5, T-Mobile, Starbucks, Microsoft, McKesson, Evergreen Health, U.S. Bank and dozens of other clients. As the foremost thought leader on the role of internalized ageism and marketing, he has spoken extensively about its many adverse effects on senior living sales. He will not abide cookie-cutter work. He believes marketing senior living communities by using photos of older people and pictures of buildings is just plain lazy, uninspired and often a bad idea.