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Recruitment

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RedesigningVolunteer EMS

RedesigningVolunteer EMS

Nancy Magee, AEMTConsultant, Managing Partner

MEDIC SOLUTIONS“The most dangerous phrase in the language is‘ We’ve always done it that way’ “ ~ Rear Admiral Grace Holder

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Recruitment

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Recruitment & RetentionRecruitment & Retention

Everything you know about Recruiting andRetaining Volunteer EMT’s-

is wrong

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The Volunteer ShortageThe Volunteer Shortage

Poll any volunteeragency, and they willtell you that their #1challenge is:Recruitment andRetention of qualitypersonnel.

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The Volunteer ShortageThe Volunteer ShortageVolunteer agencies around the country arestruggling to staff ambulances.Many are closing their doors

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The Volunteer ShortageThe Volunteer ShortageConventional Wisdom holds that increased trainingrequirements, demands on personal time and familylife, and the selfish millennial generation are the rootcause of the decline in EMS volunteers.

- Are they really?

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What We Will CoverWhat We Will CoverUnderstanding volunteerism.The tough questions.How people of all ages andbackgrounds can work towards acommon goal.Geeks, freaks, soccer moms andseniors: recruiting the untappedapplicant pool.Common management mistakesthat can be corrosive to moraleand retention.Taking responsibility for the future

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“I think we are using the ‘Hope and Change’recruitment program...Hope that someone is interested in getting onthe fire department because we don't seem towant to change the way we go after newrecruits.

Put an ad in the paper and hope...”

~ Internet commenter, Vol Fire Chief

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Who Volunteers?Who Volunteers?About one in four people in the U.S. volunteer andmost of those are adults, 34 to 64 years old.They often have flexible schedules and in today’shigh-tech world, many work from home.In this demographic are life-long learners. Gaininga new skill, a sense of achievement, civicresponsibility, meeting new people with similar lifegoals, and feeling like they are making a differenceappeals to them.Many of these people are interested in a challenge,not by what is easy.

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Everyone can volunteerEveryone can volunteerPossible EMS volunteers:

High schoolers, housewives /house husbands,retirees, seniors, self employed who work fromhome.Churchgoers including synagogues & mosquesFriends , neighbors and family members .Make sure they are aware of membership openingsand talk up your agency.

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What's happening?What's happening?One out of every 4 Americans volunteer in theircommunity.The number of adults returning to school(mostly for certificate programs) went up 20%between 2000-2012 ,and is expected to continueupwards of 25% until at least 2023.EMS workforce demand is expected to continueto rise as much as 30% over the next 10 years.Many volunteer agencies provide no or low costeducation.Yet- EMS and FD Volunteerism is declining at arate of 1-2% annually nationwide. Why?

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Take a good, long, hard look inside.Take a good, long, hard look inside.

In order to increase your volunteerranks, you must assess:Why people joined in the first place,Why they stayWhy they leave.

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Conventional Wisdom-or convenient excuses ?Conventional Wisdom-

or convenient excuses ?

Two incomes needed / working two jobsPeople don’t live in the same communitywhere they work.Increasing training requirementsIncreased commitment to otherresponsibilitiesLack of community interest

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“We’ve tried everything. Nothing works.”“We advertise, but no one responds. Wehave open houses, and few people evenshow up.”“People just don’t have that volunteer spiritanymore.”“People don’t have the time to volunteer.”“Most people can’t afford to volunteer.There are way too many educationrequirements these days.”

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“People don’t have time to volunteer.”“People are not in town for daytime coverage.”“Young people don’t have the volunteer spirit

anymore.”“There is too much time commitment for thetraining required nowadays.”

Or… are we recruiting the wrong people, the wrongway?

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The most common reason given-by far- by aprospective volunteer for not joining, or by acurrent member for leaving:

“I just don’t have time.”

Translation:“What you want me to do has too little interest – ortoo much drama- for me to make the time in my lifefor it”.

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Cognitive BiasCognitive BiasInformation BiasConformation BiasCognitive Dissonance

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Causation Vs CorrelationCausation Vs CorrelationA study shows a relationship between test anxiety scores andshyness scores with a statistical value (strength of correlation) of+.59.Therefore, it may be simply concluded that shyness is some partcausally influences test scores.

Since the 1950’s, both atmospheric CO2 level and obesity levelshave sharply increased.Hence, higher atmospheric CO2 causes obesity.

As ice cream sales increase, the rate of drowning deaths increasesharply.Therefore, ice cream consumption causes drowning.

Young children who sleep with the light on are much more likely todevelop myopia later in life.Therefore, sleeping with the light on causes myopia.

Complacency-orHow do you boil a frog?

Complacency-orHow do you boil a frog?

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Failed OpportunityFailed Opportunity

“I called two or three times, but no one ever called meback. I guess they don’t need any more people."

"The website says to fill out an application and drop it offat headquarters, but nobody is ever there. And there areno contact numbers. Obviously they don’t really careabout getting new members."

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“I’m a full-time paid EMT, FTO, CPRinstructor, and EVOC instructor for a biglocal area ambulance company. I wantedto give back to my community, so Iapplied to my local volunteer agency.

The volunteers expected me to spend sixmonths as a third rider ‘probationarymember’ and would not even allow me todrive!

They only run about 500 calls a year.Their policies and politics are tooridiculous for me to waste my time with."

Failed OpportunityFailed Opportunity

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Tough QuestionsTough QuestionsDo you really want new members or just “meat inthe seat?”Are you willing to be creative in attracting andkeeping members?You need to go get them!Does your EMS agency or fire department culturemake new members feel accepted from day one?

If not- you are spinning your wheels.

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Traditional RecruitmentTraditional RecruitmentRecruitment programs often focuson danger and excitement.“Be a hero!”“Life and death” situations that onlya select few are called to answer.

“Do you have what it takes?”

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How does EMS get sold?How does EMS get sold?

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Attracting the Right People to EMSAttracting the Right People to EMS

Seventy percent of paid EMS providers are whitemales, 20-44 years old.For many, it is not their time to volunteer.In fact-They are the least likely to be interested in

volunteering anywhere.

Why are we pursuing them?

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Recruitment

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“If you want something new, you needto stop doing something old”

~ Peter Drucker

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Successful RecruitmentSuccessful RecruitmentThe “volunteer” mindset needs to change.Focus of the organization and the membersneeds to be the provision of EMSCare of the ill and injured, and caring for thecommunity is the mission, and carries seriousresponsibilityFocus on attracting people who absolutelyunderstand and accept both the challenge andthe commitment this requires.

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Recruit the right peopleRecruit the right peopleStay-at-home parents, seniors andempty-nesters fill adult educationclasses and community collegeenrichment programs.

Many are lifelong learners interested inpersonal development and seek afulfilling and interesting way to spendtheir free time.

Lifelong learners – the people who valueeducation the most - would welcome theopportunity to obtain the skills andknowledge necessary to join anorganization that provides a vital servicein their community.

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Recruitment

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Create AwarenessCreate AwarenessRecruitment is a year-round responsibility.

Have a plan to keep your organization's nameand your need for volunteers always in thepublic eye.

A banner, press releases, a PIO, etc.Keep written materials about your volunteer needsup-to-date and visible.Cultivate a circle of support.Be visible in the greater network of communityorganizations.

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Image matters!Image matters!

Educate the public:Develop a relationship with the community.Be visible on a daily basis, not just on calls or whenyou need something.Promote your agency relentlessly.People hear a lot of messages every day and whilethey may not initially respond to your appeal forsupport, they will remember your organization whenthey are ready to give support or volunteer.Make sure a positive image exists.

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Be Ubiquitous!Be Ubiquitous!Educate the public:

Do people knowwho you are andwhat you do?

Its up to you to besure they do.

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Recruitment

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Expanded RolesExpanded RolesYour organization has other needs thanpatient care providers:

Non-traditional volunteer EMS roles:Not everybody who wants to help yourorganization needs to be an EMS provider.

The local accountant, marketing professional,librarian, garage owner, etc. can help yourEMS/Fire Agency as well. (i.e. PR, fund raising /billing, records organization, vehicle PMprograms, etc)

Offer other associate memberships.Recognize help from wherever it comes.

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Embrace DiversityEmbrace Diversity

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Where do you recruitnew members ?

Where do you recruitnew members ?

Personal contactCivic organizations,clubsCommunity eventsLocal businesses

Local governmentSchools, communitycollegesTraining programs forthe publicEstablish a cadetprogram

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Just- No. DON’T DO THIS!

*Ugh..*

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Potential volunteersPotential volunteersIs your town really a ghost townin the hours of 7:00 am – 5:00pm?What about the stay-at-homeparents of school-aged children?People who are looking not for acareer opportunity, but a way toserve their community.What about retirees?

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Recruitment

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Recruitment of volunteers isa 24/7/365 job.

The “recruitment drive”may have results, butusually only in the shortterm.

You must also be aware ofmedium and long-termresults.

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Culture CheckCulture CheckIs your organization a place where people wantto spend their time and energy?Is your current membership excited andpassionate about the department's mission?How do members describe their EMS experienceto friends and neighbors?Are you depending on the next class of newrecruits to save the day?Do you expect new volunteers to pay for EMTclass out of pocket?

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Word-of-mouth is by far the most effectivemeans of recruitment for most types of smallbusiness and organizations.

Double-edged sword

What do your members have to say to theirfriends, families and neighbors?

Are they sharing positives, or ventingfrustration and negativity?

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Remove ObstaclesRemove ObstaclesOne of the simplest ways to improve yourrecruitment program is to remove or minimizeobstacles in the application process, policy andbylaws.

Practices should be reflective of a professionalbusiness environment, not a private club. Keepthe process simple, efficient, and welcoming.

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Remove ObstaclesRemove ObstaclesAssign or hire a dedicated recruiter, preferablysomeone with business or human resourcesexperience.Make sure their contact information and email isposted at your headquarters (inside and outside).Answer all recruit inquiries within 48 hours or less.Anticipate questions, have positive and honestanswers ready.

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Remove ObstaclesRemove ObstaclesEvaluate new membership processes

Be alert to images of negativityThese can be exclusionary- not inclusionaryNeed for current member references ? Why?

Are there too many unnecessary hurdles?Do prospective members have to deal with oneperson…or eight?Do you require multiple interviews?Do you require irrelevant probationary tasks?

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Red Flag!!Red Flag!!Committees,subcommittees, focusgroups, task forces…… only create createdelays, red tape, anddivision.They are a time suck. Give1 or 2 people a job, and letthem do it.Individual accountability ismuch simpler to recognizeand react to.

ObstaclesObstaclesEliminate membership committees

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Obstacles: Red TapeObstacles: Red TapeStreamline your paperwork.

Initial application shouldbe NO LONGER than onepage, 2-sided.

Requests for additionalinformation can beaddressed after 1st

meeting.

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Streamline Your ProcessesStreamline Your ProcessesThe initial meeting should determine whatthe applicant’s expectations are from theorganization, and explain what theorganization will expect from a new member.Consider group orientations- suggestbringing a friend

Often people will ask more pertinentquestions with “backup.”

Have timeline clearly spelled out.Have training and orientation schedule andgoals clearly identified.

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Keep it RealKeep it Real"It was not what I expected" is a common reasongiven by those who quickly leave a volunteerservice.

A brief, but compelling story that reflects howeven the most basic, everyday EMS calls can berewarding will paint a realistic picture for yourpotential recruit and avoid an early separation.

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Goals and Expectations SetGoals and Expectations SetReview goals for new members:

Number of calls and patientcontacts needed to be cleared.Number of meetings required-business and trainingNumber of scheduled hoursrequiredNew Member booklet for by-laws, documentation of ride timeetc.

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Recognize Achievement of GoalsRecognize Achievement of GoalsOnce your candidate has decided they are readyfor EMS, extend a formal invitation to join yourservice.

It is important for the new member to feel a senseof accomplishment and honor at being accepted.

News release shows public recognition ofcommitment to the service

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Welcoming and InclusiveWelcoming and InclusiveInclude all members in awardceremonies and recognitionceremonies from day one.Get rid of terms like “probie,”newbie, trainee, 1st tech, 2nd

tech, lead, etc. And *FNG*Labeling leads to lowexpectations.Crew chief, crew, observer andstudent may be the only statusneeded.

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Incentives and removingobstacles

Incentives and removingobstacles

ReciprocityDoes your state accept other mediccertifications or National Registry?

Ease of recruitmentIf not, lobby for change!

Medic programsCommunity college?In-house?On-line?

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Incentives and InnovationsFederal, State, Local

Incentives and InnovationsFederal, State, Local

Minnesota (August 2007):Increase reimbursement for classes:

$450 to $600 for initial$225 to $275 for refresher

“Hardship” staffing varianceRural BLS service can utilize one EMT and oneCFR as opposed to two EMTs.

Rural BLS and ALS services can substitute a CFR foran EMT on inter-facility transports.

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Statewide IncentivesStatewide IncentivesColorado:

Grants up to $1,500 are available to rural andfrontier EMS agencies to address recruitmentand retention issues.

“… encouraged applications from EMSagencies that utilize innovative and effectiverecruitment and retention strategies.”

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Statewide IncentivesStatewide IncentivesMinnesota Report (2006):

Partnership with school districts to train seniors asEMTs.Convincing employers to allow volunteers torespond to call during work hours.Providing childcare for the children of volunteerswith a day care provider or on-call babysitters.

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ResourcesResourcesVirginia DOH OEMS

Christopher Reeve campaign“Keeping the Best” volunteer retention series

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ResourcesResourcesFederal grants under the Staffing for Adequate Fireand Emergency Response (SAFER) program toincrease recruits and retain members.

EMS1Grants.com

Rural Health Offices

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Successful RecruitmentSuccessful RecruitmentCast a small, selective net.It is important to distinguish betweensimply signing up new recruits andattracting the right members to yourorganization.Sometimes casting too wide a net is a badidea:

An organization that is selective about whothey accept is often more appealing thanan organization who is just looking to put abody in a seat.A big part of retaining members is startingwith the right people to begin with.

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Retaining Members is Critical!Retaining Members is Critical!Understand that recruitment is different fromretention.Recruitment is an investment in your future.Retention is your agency's ability to maximize thatinvestment.Both are equally important.

Take a long (honest) look your agency.

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What's happening?What's happening?Why are people leaving?

Lack of opportunity?Lack of leadership?Unreasonable hours?Lack of appreciation?Emotional stress?Financial realities?Lifestyle/scheduling changes?

~ Rural Health EMS System Review, 2000

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Why do volunteers really leave?Why do volunteers really leave?#1 Reason: Internal Politics

CliquesNepotism or favoritismNegative atmosphere.Nasty people

Volunteering is no longerrewarding, or fun.

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Recruitment

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Change the CultureChange the CultureBreak down cliques

Work on removingany sense of “theold boys network.”Improveinclusiveness.Zero tolerance fordisrespect.Reconsider needand function of“title” positions.

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Recruitment

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Reasons Volunteers LeaveReasons Volunteers LeaveInflexible managementScheduling must be flexible. Thismeans 4, 6, 8, 10 or 12 hourshifts-accommodate people.

Shift coverage must beguaranteed.Use a scheduling system not acalendar or white board.Scramble Crews are unreliableand anxiety provoking.

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What does the future hold forVolunteer EMS agencies?

What does the future hold forVolunteer EMS agencies?

Remember the tough questionsfrom before:

Do you really want new members?Will your EMS/Fire agency acceptthem ?Do you have the systems in place tomake them competent, confidentmembers?Are you willing to be flexible?Are you willing to do whatever ittakes to change a toxic orantiquated culture?

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Raise and hold the bar.Raise and hold the bar.Successful volunteer services have the higheststandards.They do not accept candidates for membershipwho are not a good fit for EMS or the agency.

Neither do they allow malcontents or non-performers to remain in their ranks.

Shifts are scheduled 24/7/365.

Attendance and participation in meetings andtraining sessions is expected.

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SUMMARYSUMMARYRefuse to accept defeat.

Stop making-or accepting-excuses.

Own and overcome cultural bias

Seek out new ideas.

Accept that the choices are:Evolution or Extinction.

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Believe in the importance and value of theVolunteer model for provision of EMS.Believe in the importance and value of theVolunteer model for provision of EMS.

If you don’t believe in it- no one elsewill.

Be proud. You make a difference.

Sing the song of your people.

Yes, You have what it takes!