Amid Industry Labor Woes, Pansy Homecare Finds Growth by Paying Workers More

HCAOA member agency Pansy Homecare and CEO Vicki Hoak were featured in the Hartford Business Journal.

As many homecare service companies struggle to retain employees due to low wages and job stresses, West Hartford-based Pansy Homecare Service LLC is trying to buck that trend by paying its workers more and fostering an environment of inclusiveness. And, the nine-year-old business — operated by the mother and son team of Pansy and Jonah Francis — is growing.

There are about 27,000 homecare businesses in the U.S., and many are facing similar challenges, starting with finding workers amid a tight labor market in an industry known to pay low wages, according to Vicki Hoak, CEO of the Home Care Association of America.
 
It’s an issue that was exacerbated by the pandemic.
 
“There are so many challenges facing the industry,” Hoak said. “First, it’s a challenge to have enough professional caregivers to meet the needs of the growing elderly population. How can you recruit better and retain workers better? It boils down to many things. Wages are important, but people also want to work for a company that cares about them. It’s all about creating a culture of caring.”
 
Hoak said nationally, the average homecare worker pay is about $12 to $14 an hour, a sum many can’t survive on.
 
The Francis’ said they’ve found success by paying workers more than competitors and offering incentives.
 
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