Tackling Healthcare Staffing: Solutions for Skilled Nursing Facilities

Skilled nursing facilities (SNFs) are entering the holiday season facing one of the toughest staffing challenges in recent history. Rising labor costs, shrinking talent pools, and a growing demand for senior care mean many facilities are struggling to cover shifts and maintain quality care. The pressures that began during COVID-19 continue to linger, leaving SNFs scrambling to fill critical roles just as staff time-off requests and seasonal demands increase.

According to the American Health Care Association (AHCA), it often takes months, not weeks, to hire the professionals SNFs need. That gap becomes even more pronounced during the holidays, when patient needs remain high but staff availability dips. The impact touches every corner of the organization, from patient care and staff morale to operational efficiency and financial performance.

Thankfully, there is a way forward. Modern healthcare staffing solutions using data-driven recruitment strategies, digital campaigns, and strong employer branding can help facilities attract, engage, and retain the right talent more effectively.

Why SNFs Face a Staffing Crisis

The demand for senior care is not slowing down anytime soon. From 2010 to 2020, the 65-and-older population in the U.S. jumped by a whopping 15.5 million. By 2030, nearly one in five Americans will be of retirement age. That means more patients, more complex care needs, and a bigger need for skilled staff.

Financial Pressures Are Real

Staffing shortages also create financial strain. Many SNFs rely heavily on government reimbursements, which often lag behind rising costs. In the article cited above, the AHCA reported that 87% of SNFs were operating at a loss or barely breaking even in March 2024.

Labor costs have climbed since 2019, with nurses’ wages increasing by about 17.3% according to a CliftonLarsonAllen report. Contract nurses can fill gaps, but rates are 22–28% higher than pre-pandemic prices, making this an unsustainable long-term fix. Without smart healthcare staffing solutions, facilities risk burnout, turnover, and even closures.

Staffing Shortages Affect More Than Money

Understaffed SNFs see higher nurse-to-patient ratios, which can lead to mistakes, lower patient satisfaction, and poor health outcomes. Overworked staff can burn out, creating a cycle where more nurses leave, increasing the strain on remaining staff.

The good news is that involving existing nurses in staffing decisions improves retention and job satisfaction. Maintaining appropriate staffing levels is essential for high-quality care and smooth operations.

Smart Healthcare Staffing Solutions

Traditional hiring methods like job boards and classified ads are no longer enough. Today, facilities need creative, multi-channel recruitment strategies to reach the right candidates.

Social Media Advertising and Targeted Campaigns

Social media is not just for cat videos. Platforms like LinkedIn, Facebook, and Instagram allow SNFs to connect with highly targeted talent pools. Paid campaigns let you focus on specific roles, locations, and demographics. Pair that with engaging content, such as employee testimonials or behind-the-scenes videos, and your job posts get noticed.

Know Who You’re Looking For

The right hire is not just about credentials. Technical skills matter, but soft skills like communication, teamwork, and emotional intelligence are equally important in senior care. Clear job descriptions that outline expectations and culture help attract candidates who fit your facility.

Pick the Right Digital Platforms

Different roles need different platforms. Leadership positions may perform best on LinkedIn or Indeed, while caregivers and support staff may respond better to Facebook campaigns. Using a mix of platforms strategically maximizes visibility and improves candidate quality.

Build an Employer Brand That Shines

A strong employer brand makes your facility stand out. Highlight your culture, values, and commitment to employee well-being. Share success stories, show opportunities for growth, and maintain an active online presence. When candidates can picture themselves as part of your team, you are already ahead of the competition.

Keep the Conversation Going

Recruitment does not stop after someone sees your ad. Retargeting campaigns, emails, and personalized outreach keep potential candidates engaged, creating a sustainable talent pipeline for future hiring needs. The goal is to make it easier and faster to fill positions when they open.

Optimizing and Measuring Recruitment Success

Even the best recruitment campaigns need constant tweaking. Tracking performance metrics and using data insights helps drive long-term success.

Key Metrics to Watch

Facilities should monitor the following metrics to optimize recruitment efforts:

• Cost Per Hire (CPH): Total expenses for recruiting each candidate

• Time to Hire: How long it takes from posting to offer acceptance

• Offer Acceptance Rate: Percentage of candidates who accept offers

• New Hire Turnover Rate: How many new employees leave within a set period

• Candidate Experience Score: What applicants think of the process

• Application Completion Rate: Percentage of candidates who finish applications

• Sourcing Channel Performance: Which channels provide the best hires at the lowest cost

Experiment With A/B Testing

Try different versions of job postings, ads, and application processes to see what works best. Test calls-to-action like “Apply Now” versus “Join Our Team Today” or experiment with shorter applications and self-scheduling interviews. The data will show what drives candidate engagement.

Leverage Your Data

Look at what worked in past hiring campaigns and use those insights to refine sourcing, screening, and outreach. A data-driven approach improves efficiency and creates a better experience for candidates.

Real Results: Healthcraft Creative Solutions

Healthcraft Creative Solutions has helped SNFs tackle staffing challenges successfully. For one chain with 21 facilities, we implemented a targeted recruitment campaign featuring social media advertising and regular messaging. The results were impressive:

• 150 positions filled in just two months

• 572 ad clicks

• 35,648 people reached

• 66,160 total ad impressions

This shows that strategic messaging, digital platforms, and analytics can deliver real results quickly.

Future-Ready Healthcare Staffing Solutions

With the right strategy, SNFs can (and should) hire smarter, not harder. Using data-driven insights, targeted advertising, and strong employer branding helps reduce costs, improve candidate quality, and build a resilient workforce. Continuous optimization through performance tracking and testing ensures long-term success.

Healthcraft Creative Solutions provides tailored recruitment campaigns designed for the unique pressures SNFs face, especially during holidays. Our approach helps facilities build sustainable talent pipelines, reduce hiring costs, and boost staff satisfaction while maintaining excellent patient outcomes.

Ready to level up your staffing strategy? Healthcraft Creative Solutions can help you attract the right talent, fill positions faster, and make a lasting impact on your facility.

Download our free eBook for an even deeper dive on the healthcare staffing crisis.