In this episode, Larry Williams discusses the intersection of marketing, talent acquisition, and employee engagement in the senior living industry with Brooke Saxon Spencer, Vice President of Marketing at Claiborne Senior Living.
They delve into the importance of treating employees well to ensure resident satisfaction and share insights on how senior living organizations can leverage marketing strategies for recruitment and retention.
Key topics covered include the role of structured onboarding, ongoing training, internal branding, and the power of authentic storytelling through video and social media to enhance employee and resident experiences.
- 00:00 The Importance of Employee Treatment
- 01:28 Introduction to the Episode
- 01:49 Meet Brooke Saxon Spencer
- 02:23 The Role of Marketing in Senior Living
- 02:52 The Power of Storytelling in Recruitment
- 03:09 Casual Conversation and Personal Stories
- 04:44 Claiborne Senior Living's Marketing Strategy
- 06:47 Integrating Marketing and HR for Employee Satisfaction
- 17:16 Revamping the Onboarding Process
- 19:52 Revamping the Orientation Program
- 20:41 Interactive and Personalized Training
- 22:29 Feedback and Continuous Improvement
- 24:55 Empowering Employees and Building Trust
- 28:29 Marketing for Talent Acquisition
- 32:12 The Importance of Employee Experience
- 36:31 Final Thoughts and Key Takeaways
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
More Than Leads: Marketing’s Role in Culture & Hiring (with Brooke Saxon-Spencer)
April 15, 2025 • Episode #15
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
More Than Leads: Marketing’s Role in Culture & Hiring
with Brooke Saxon-Spencer
April 15, 2025 • Episode #15
Clip 1 (1 min.)
Brooke shares how her team is redefining employee growth—by building clear career paths and making perks and resources easy to find, fostering engagement and long-term commitment in senior living teams.
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Clip 2 (59 sec.)
Brooke Saxon-Spencer reflects on the power of authentic storytelling in senior living—unscripted moments that capture real emotion, connect residents and staff, and remind us why this work truly matters.
Clip 3 (59 sec.)
Brooke's team expanded the role of marketing to reach not just prospects, but residents, families, & employees. They uncovered the deep influence of marketing in the industry.
“Marketing’s job isn’t just filling leads—it’s empowering teams. The more we support employees behind the scenes, the more they can focus on what really matters: relationships..”
More clips from this episode are available here.
Brooke Saxon-Spencer
Vice President of Marketing
Claiborne Senior Living