Why Traditional Onboarding Methods Don’t Work Anymore

Why Traditional Onboarding Methods Don’t Work Anymore

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Ruby Mehta: Hello and welcome to CareSmartz360 On Air, a Home Care Podcast. I am Ruby Mehta, the VP of Sales at Caresmartz. Today’s guest is here to shake up everything you thought you knew about onboarding. Meet Becky Reel, the powerhouse behind Reel Home Care Consulting. She’s not just any consultant. She is the owner of a home care agency, where she scaled revenue by 300% year over year.

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Ruby Mehta: How? By ditching outdated processes, setting boundaries and investing in herself.

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Ruby Mehta: You will know more about this today. Becky is not just keeping these game changing secrets to herself, she’s on a mission to help agencies like yours to level up, build thriving teams and achieve work life balance.

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Ruby Mehta: And today she’s tackling a big one-Why, traditional onboarding methods just aren’t cutting it anymore. If your caregiver retention feels like a revolving door, Becky is about to drop some serious knowledge bombs.

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Ruby Mehta: get ready to rethink the way you onboard your team. Let’s dive in. Welcome to the podcast Becky. How are you?

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Becky Reel: Thank you. Thanks for having me.

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Ruby Mehta: Thank you, Becky. Why don’t you just introduce yourself, although people know you already. They see you on Linkedin. But yeah, let’s talk about you today.

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Becky Reel: Oh, well, thank you. So yeah. As you mentioned, I actually have a background in marketing and sales and worked for a corporation for many, many years until my parents started a home care agency.

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Becky Reel: I wanted to help them turn it around so they would have a decent retirement, naively thinking I would be there for 2 years, build it up, sell it, and move on. I was there for 10 years. As you mentioned, we grew it significantly, and we were named the number one Agency in North America by home care pulse, which is now activated insights, in 2022. We sold our agency in 23, and I just love this industry so much that I needed to stay in it. But what I learned and felt

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Becky Reel: while running my agency was that there is just. It is the loneliest

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Becky Reel: journey. It is very isolating. And I really wanted to build community around what we do beyond. You know the the normal conferences that we have which are awesome but really really unique

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Becky Reel: relationships, right that are gonna be able to go deep and really understand what agency owners are going through. So we really are a holistic solution for agency owners if they’re getting started, or if they’re feeling stuck or plateau to help them figure out

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Becky Reel: what they need to do. But also just really be a support system and build community to make sure that people are feeling connected in this very isolated world. We live in.

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Ruby Mehta: Yeah, true. And people who follow you on Linkedin can tell that every word that you said is true. It is all about building community.

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Ruby Mehta: That’s so true. So today, Becky, we are talking about these traditional onboarding methods and processes that we follow. So tell us what are the biggest flaws that you have seen, and you coach your agencies. What are the flaws in this traditional onboarding?

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Becky Reel: Listen. The biggest, I mean, we all know, is an agency that we’re in. We’re in a tight market for caregivers, but you know honestly, 10 years ago, I don’t think things were that much different. I think that we’re more aware of it now. I think Covid made us aware, and I think that it opened up a lot of the gaps that existed. But this is not. This is nothing new, in my opinion.

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Becky Reel: But we are a people centric business. And I think the biggest thing that we are not doing

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Becky Reel: is looking at this industry

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Becky Reel: from a customer service lens right? And if we do. It’s typically only on the client side. But I believe and I’ve seen success on my side, and with plenty of my clients, that when you invest that same level of hospitality and customer service and dignity to your caregivers from the very start, though right from that very 1st touch point.

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Becky Reel: That is what changes that dynamic. That’s how you gain that loyalty for the caregivers. It’s no more like competing to get so and so in the door. They want to work for you, and I think that agencies just oftentimes sadly look at caregivers as a commodity.

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Becky Reel: as just a number, and that’s

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Becky Reel: not how you grow, and that’s not how you build that trust. That’s not how you get your caregivers to become ambassadors.

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Becky Reel: salespeople for you ultimately and just loyal employees. And that’s what we’re trying to change. We’re really trying to get deeper into not only the onboarding, but the hiring and the nurturing and the performance plans. And how are we making sure that the caregivers know that this is not just a job, that they could have a future here with you? And then you’re just gonna get them better embedded into your agency.

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Ruby Mehta: Yeah, 100% 100% investing in those relationships, investing in your caregivers, maintaining that relationship and making them realize their value. I think, yeah.

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Becky Reel: Exactly.

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Ruby Mehta: Figures.

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Becky Reel: You know, like early I we have this conversation all the time about.

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Becky Reel: you know you want your caregivers to grow with you right. We want them to be with you long term. But inevitably caregivers are not always wanting to be caregiving for their career. They might have other things that are on the horizon, whether it’s a nursing degree or Cna license

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Becky Reel: finishing college, whatever right my viewpoint is that we should be helping them get to whatever that next step is, and making it clear to them that that’s our role, because even if they do leave which they might, and that’s not the worst thing right? Because we’re helping them grow as people. They’re still going to be your ambassadors. They’re still going to recommend you in the community.

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Becky Reel: And one of my favorite stories. I’m sorry. I know I’m kind of going, but this is, you know, this is so important. One of my favorite stories was, we had this caregiver.

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Becky Reel: Her name’s Katie, and I just remember it so well. She was working as a Pr executive, and was just, you know, wanted to do something else part time, just a few hours a week, just to, you know.

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Becky Reel: Just feel good about what she was doing. She was not feeling fulfilled in her corporate career.

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Becky Reel: and she started caregiving, and then, little by little, started taking on more hours, more hours, and realized how much she truly loved this to the point that she actually went and got her nursing degree, and now is a nurse, and the fact that we were able to help her find that fulfillment, and know that she I knew she was going to nursing school. We knew we had an expiration date with her right.

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Becky Reel: But we were helping her get to that step, and we helped her find that, and that to me, is one of the most fulfilling things about owning an agency, and that Katie still has a very good relationship with that family. They’re still in touch. She was in the obituary for her client when he passed away like these are so much more than employees. Right? These are the lives that we’re dealing with. And I just love that story. I love sharing that story to help humanize exactly why we need to be thinking bigger about.

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Ruby Mehta: Exactly because they have their own journeys. They have their own lives that are going on beyond this job.

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Ruby Mehta: An employer really understands this. I think it’s a great match.

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Becky Reel: Right, and if you just kind of keep it where you’re a caregiver, my expectation for you is to only be a caregiver. Why are they going to feel motivated, to go above and beyond? Why are they? Gonna why are they gonna try extra hard? If they know there’s no growth? They know you don’t care about their growth.

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Ruby Mehta: Exactly there, there has to be the human aspect to it, and that really resonates with yeah, motion 100%.

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Ruby Mehta: What strategies did you use in your company that grew 300% in revenue.

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Becky Reel: Well, when it comes to the onboarding side, right of how we grew again, it really came back to the people, but it was about what we, what we went through over, I mean, we were there for 10 years. We existed a few years before I joined.

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Becky Reel: We needed to figure out who we were right, just like, before you and I started the podcast we were talking about. Even with my consulting business, I had to figure out who I was and who my ideal clients were, and what my voice was. Agencies have to go through that discovery phase, too. They need to, you know, even if you’re a franchise and independent, it doesn’t matter. You have a voice.

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Becky Reel: And at the end of the day all agencies typically have the same service line. Same Adls that we’re covering. But you need to figure out a way to differentiate yourself in the market. And that’s what we talk about a lot. And it’s more than just we’re family owned, or we train like there’s something deeper. There’s a story.

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Becky Reel: We had to figure out who we were right. And I think once we understood who we were and who we were servicing right? Which areas we really wanted to target and who we really wanted to be in the market. It helped us identify what our caregiver personas were.

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Becky Reel: There’s a lot of different personas. We know that there’s studies out there that break down different kinds of caregivers and what they’re incentivized on, and what kind of hours they’re looking for. But for us, we really

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Becky Reel: wanted a certain caliber of caregiver, because we knew the expectations of our clients right. We wanted our caregivers to be more than caregivers like we didn’t call them caregivers, too. We really wanted to elevate

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Becky Reel: that position.

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Becky Reel: And that was a big strategy of ours was investing back into our team right? So that was helping pay for if they wanted to go to the C to get their Cna license. And people think I’ve heard that that’s crazy. Why would I help pay for somebody? Ultimately, if that man means they’re gonna leave the organization well, while they’re doing that education side, you better believe we’re getting 110% from them.

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Ruby Mehta: Yep.

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Becky Reel: And again, once they do leave. If they leave.

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Becky Reel: they’re hopefully still going to be thinking very fondly of us, and be an ambassador, or still be with us part time. But you have to have this longer term strategy, and if you start thinking short term with everybody and everything, then your business is going to fall flat because you’re not thinking bigger. So honestly, our biggest strategy was investing into our people. It was investing into our caregivers, into my office staff, into the community.

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Becky Reel: and really listening to what people needed and what they wanted. If we listened to a lot of the feedback from our caregivers. We did a lot of digging in town halls and just constantly listening right? We would use home care, pulse surveys and really dig into that. And if there were areas for improvement, we not only tried to address it, but we would have conversations with the family or the caregiver about

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Becky Reel: their feedback, and I think a lot of times people are hesitant to do surveys because they think like no one’s reading them, or what’s the point

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Becky Reel: We wanted to make sure people understood that. No, no, we are actually reading every single word that is being written, because it might not be something we can fix like. There might be a reason, a regulation, or whatever the case may be, or it’s just not realistic, but always going back and explaining the why, I’m really big on the Simon Sinek book. Start with why.

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Becky Reel: It helps prove the rationale right of any decision you’re making. So explaining. Right? Setting expectations is a really big piece of that and really honing in on our service offerings. So letting our caregivers get specialized in certain areas right to help them feel more confident, but then it helps the clients feel more confident, and then you can also charge more.

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Becky Reel: So. That was a lot of our strategies, of how we grew, but it ultimately came back to the people

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Becky Reel: That’s called.

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Becky Reel: It will always come back to the people for me.

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Ruby Mehta: I can’t agree more 100%, and that fear of losing an employee if you help them take certification or some training. I think, even as you said, even if that person leaves, they are going to maybe recommend more people to your agency.

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Ruby Mehta: because that relationship that you build it’s never going to go to waste. It’s always going to benefit you in so many different ways. Actually.

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Becky Reel: Yep. And if it’s in your own community, right? That’s you’re not marketing to

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Becky Reel: other states and and other countries. You’re marketing to you. And I just did an Instagram post about this the other day. It’s like.

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Becky Reel: think hyper local and think, and then think even smaller than that you need to be marketing to your back, your next door, and your neighbors. That’s your target audience, and your caregivers are part of that.

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Ruby Mehta: Absolutely no true 100%.

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Ruby Mehta: What do you think about this fast onboarding and getting caregivers with clients as fast as possible? Is this a thing without really compromising quality and training and stuff like that.

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Becky Reel: I think it can be done. I think you. Unfortunately, we have to live in this world just due to the nature of our business. But I think when you have a strong enough pipeline and you’re consistently always recruiting.

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Becky Reel: Then you don’t get into that.

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Becky Reel: That sos mode as much of. Okay, we’re starting a client tonight. We need to get somebody in here this morning to interview them and get them through the cycle. Right?

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Becky Reel: So

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Becky Reel: do or die. Yes, that that stuff is going to happen, but I think planning accordingly, and always having a solid flow, is going to alleviate that need to

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Becky Reel: have that urgent.

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Becky Reel: We need to throw somebody in here now. If you know I would always rather tell a family. We need a few extra days to staff this right than to put somebody in there. That’s going to either make a bad impression or do more harm than good. Open us up to some kind of workers. Comp. Case. It was never worth it for me. So it’s always best to be transparent with the family

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Becky Reel: right from the start and let them know that it might take a little bit of time. And here’s why. And most people will understand there’s some situations, obviously with Hospice, that

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Becky Reel: There’s really no.

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Becky Reel: you know you. You need to be there right? We understand that. But there, instead of just rushing to get somebody through, maybe you creatively put together a schedule to buy you some time until you can get everybody in and on board in a more mindful way, instead of rushing you in and in. The whole concept of not seeing the caregivers before they start. A shift

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Becky Reel: It is a bit mind boggling to me. I’ve had. People tell me that they do all of it virtually, and then they just meet them there on the 1st shift.

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Becky Reel: I really don’t understand how you can do that, how the caregiver can even feel secure and safe and taken care of when you have that approach. So there needs to be, or even people that want to use, you know, outsourcing for that aspect, I think outsourcing is great. I love these, and I think there’s a time and a place for them. But I definitely think when it comes to the main, your main product, which is your people.

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Becky Reel: You need to have that connection, that physical connection. And so I think just planning accordingly, and kind of always being ahead of it is one way to alleviate that issue.

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Ruby Mehta: Yeah, same way, you wouldn’t really hire a babysitter for your child without even meeting with them.

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Becky Reel: Right.

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Ruby Mehta: Exactly.

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Ruby Mehta: Yeah, yeah.

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Becky Reel: You know I’ve heard it all. I feel like, you know.

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Becky Reel: And this is why this is why I do what I do. I. When I was running my agency, I felt so many times that there weren’t. If I couldn’t help a family, I was gonna help them find a solution, right? And that’s another way of just going above and beyond. You might. You’re not going to be the solution for everybody. And that’s okay.

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Becky Reel: But just don’t say sorry. We can’t help you be a resource. Sorry I can’t help you, but let me do some research, and I’ll send you some referrals. I had a really hard time finding really good referrals sometimes. And that’s when this idea came to us.

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Becky Reel: We have to help this industry do better. There’s a lot of agencies out there that want to be great, but they just don’t have, they don’t know how or they don’t have the capacity. And then there’s a lot of agencies that are doing things really.

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Becky Reel: you know, on being

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Becky Reel: ways that we should not be doing things. And you know, I want to make sure that the ones that are doing this for the right reason and want to be doing well, have the opportunity to, and have that support.

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Ruby Mehta: Great. Great. Yeah.

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Ruby Mehta: Now, let’s just gear towards technology a little bit.

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Ruby Mehta: In your experience and in your home care, experience, and consulting experience. Tell our audience how AI or technology can really elevate their onboarding.

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Becky Reel: Yeah. So I think AI is always gonna be an interesting topic.

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Becky Reel: There’s a lot of talk about AI taking over, you know, the whole scheduling aspect of things. And

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Becky Reel: you know there’s always going to be a need

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Becky Reel: for that human connection. And what we do.

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Becky Reel: There’s a lot of use and a lot of benefits of AI, though, that I do see working well when it comes to communications.

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Becky Reel: When it comes to communicating next steps or making sure. You know

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Becky Reel: Whether it’s welcome information or different collateral we’re giving the team like that’s when AI shines. In my opinion, AI is also beautiful when it comes to helping you find solutions

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Becky Reel: for scheduling needs. Would I ever recommend an agency purely rely on AI to schedule? No, because these are human beings, and there’s things that AI will not. Inevitably it will just miss right, or there’s going to be nuances in

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Becky Reel: in what we’re dealing with right? But I think you can use AI a lot to help build out really cool things like onboarding presentations for your team and different kinds of awards for your team and ways to recognize them and use them for social media posts. And consistently be recognizing your team. We just did a webinar yesterday about social media

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Becky Reel: and how to really leverage that recognition for the caregivers. And

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Becky Reel: you know, if we had a great topic about, you know, using

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Becky Reel: tech using social media solely with the caregivers to highlight

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Becky Reel: things that they’re doing, exciting things that they’re doing or times that they’ve gone above and beyond, or giving them shout outs. Things like that. You can get an email from a client right about an experience they have with the caregiver and then use it. Used AI to transform that into something spectacular for social media and for your newsletter and so there’s a lot of benefits in that

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Becky Reel: I think you can also use it for

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Becky Reel: You know, making sure that there’s a streamlined approach for okay. Now we need to do this, I think sometimes if you’ve never been a caregiver, or if you’re with a different agency.

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Becky Reel: Everyone’s different, right? And you just don’t know what to expect from a client’s perspective. If you’ve never used home care, you don’t know what’s next. And so our job as an agency is to really hold their hand. And I think AI is a cool environment to be able to do that. But I don’t feel like it will ever completely replace that human component that we need to keep people loyal to keep people committed to the agency.

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Ruby Mehta: No, I agree 100%. How are you in your consultation? Approach, maybe, how do you recommend your agencies? In terms of technology that. Ha! To what extent they should be relying on technology in onboarding.

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Becky Reel: Yeah, I mean, we, the agencies that are still using spreadsheets. Are the ones that I worry about the most.

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Becky Reel: I don’t. I don’t even care if you have one or 2 clients, you should not be on spreadsheets. There’s just too much that can get missed. So my role as a consultant and coach, if it’s a startup agency, is to help them identify just what technology they need, because most likely they don’t. You don’t know what you don’t know.

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Ruby Mehta: Right.

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Becky Reel: Right. It’s a lot of people that have a very different career, and they want to do something with meaning, and they know in their heart. They can do this, but they don’t know what technology is needed. So my job is to help them. Okay, you need scheduling software billing payroll training. You need all of these different things and then help them understand

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Becky Reel: who are the players in the space, and then make a recommendation of you. Should you call, or I’ll connect you with these 3 or 4 different organizations. And then you do the demo. You see who you connected, because again, it’s about connection. It’s about feeling really comfortable, confident, and trusting

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Becky Reel: who is who you’re using. And I will say this over and over again. People don’t always buy what you do, but they buy why you do it, and they’re not always going to buy. And that’s a Simon sent a quote, but they also are going to buy from people they like

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Becky Reel: in people they trust.

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Ruby Mehta: So I want to. I’m not gonna tell them who to pick.

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Becky Reel: I’m gonna say, these are my recommendations. I need you to do the Demos and and feel it out and see who do you feel is the best fit for you, based on who do you click best? With which technology do you feel the most comfortable with? And then obviously, price right? And budget constraints.

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Becky Reel: But that’s my job is to help them understand the different pieces of technology. But I will say, if you are doing this without a scheduling system.

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Becky Reel: I don’t understand. I just don’t understand. Not only from an organizational standpoint, but from your caregiver standpoint. That scheduling software is where they can view their care of the clients. Care plan. If there’s been any changes, the address, the care plan. There’s so much in there that they need, and it helps you as an agency, look way more reputable than just texting them. The address?

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Becky Reel: So it helps build a lot of confidence from a caregiver standpoint. And there’s also just I mean, there’s so many things that exist now that didn’t exist when I’m the agency, or that weren’t

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Becky Reel: as mainstream. But there’s so many different mobile apps now that exist. And there’s so many different retention tools that exist. And all of these different recruitment tools and AI recruitment tools, and there’s a way for them all to play together. But there’s also a time and a place for these, and so it’s my job to help them understand

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Becky Reel: what makes sense now, and how to build that into their tech stack as they grow.

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Ruby Mehta: Yeah, I think that’s great. You’re giving me a great segue here, because that’s exactly what I wanted to know. We are in 2025. There are so many tools, there are so many new things that are available in the market.

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Ruby Mehta: And how do you see the onboarding practices evolving? And it could be technology, or it could be something else. But that evolution is happening. And it will happen, especially when it comes to technology. So what trends should the agencies be prepared for

00:24:50.320 –> 00:24:51.840
Ruby Mehta: in 2025.

00:24:52.710 –> 00:25:10.599
Becky Reel: So I think we need to get on board with AI. Everyone just needs to be okay with it. Mobile apps, I think, are going to be a big, big change that we’re gonna see. There’s a lot of mobile apps that aggregate a lot of the softwares together. And so it’s 1 big hub for

00:25:11.003 –> 00:25:28.850
Becky Reel: the agency. So that way the caregivers don’t have all these different apps. They have to cycle through and they’re really neat because they are branded as the agency. The retention tools, I think, are really interesting, and they’re going to be changing a lot. And how we.

00:25:28.850 –> 00:25:46.920
Becky Reel: I think we’re going to be seeing a lot more community based ways of caregivers to have to communicate with each other outside. And there’s a lot like Facebook and things like that. I think we’re going to see a lot more tools to help bring the caregivers together, because, you know, think about it too. The caregivers are out

00:25:47.060 –> 00:26:06.825
Becky Reel: working in their own clients’ homes. They’re isolated. They don’t know who’s on their team. They might see other names on the schedule, but they don’t know who Becky is. They know that Becky comes in at night and works with their same client. They’re on a team technically, but they don’t get to meet. But bridging that gap is what I think. You’re gonna start to see a lot more of

00:26:07.340 –> 00:26:36.450
Becky Reel: But ultimately, when it comes to onboarding. I think you’re gonna see a lot more just auto automated. So you’re gonna get a lot of your documents sent to you ahead of time through different technology platforms. I think you’re gonna see a lot more of that. A lot more just robust scheduling systems that are going to play a role and just leveraging all of that. AI as part of that, I think, is what we’re gonna see from an onboarding standpoint.

00:26:36.560 –> 00:26:56.900
Becky Reel: I still, I still, I’m gonna say, I still don’t think that we’re gonna replace people, though, from walking them through, you know, can technology and AI replace walking a caregiver through a care plan. Sure. Is that what’s best for the client, the elderly person that needs very specialized care?

00:26:57.100 –> 00:27:04.860
Becky Reel: I don’t think that’s what’s best for the client. I still think we need that human element involved. It might be what’s the push for technology. I’m just. I’m

00:27:05.160 –> 00:27:08.729
Becky Reel: That’s where my head’s at. I still don’t think that’s what’s gonna be best for clients.

00:27:09.140 –> 00:27:14.119
Ruby Mehta: Yeah, yeah, I always connect care. It’s an emotion.

00:27:14.300 –> 00:27:19.080
Ruby Mehta: And no AI. No technology can replace emotions.

00:27:19.340 –> 00:27:23.309
Ruby Mehta: There has to be a human aspect to it. 100%.

00:27:24.490 –> 00:27:34.929
Becky Reel: Especially with the demographic that we’re caring for right. They don’t wanna they don’t under. It’s just not the world that they know and grew up in, and not something that they’re not going to be comfortable with, too.

00:27:35.630 –> 00:27:37.890
Ruby Mehta: Sure, sure 100%.

00:27:38.310 –> 00:27:39.270
Ruby Mehta: All right.

00:27:39.500 –> 00:27:42.340
Ruby Mehta: Thank you so much, Becky, for your time.

00:27:42.340 –> 00:27:42.880
Becky Reel: So welcome.

00:27:42.880 –> 00:27:50.490
Ruby Mehta: Thank you so much to our lovely audience. Until next time, I’m Ruby Mehta, signing off. Goodbye, everyone.

00:27:51.000 –> 00:27:51.949
Becky Reel: Thank you.

00:27:51.950 –> 00:27:52.999
Ruby Mehta: Thank you, Becky.