CEO Weekly INsights
January 3, 2018
CEO Explains How an Ongoing Commitment to Giving Back Is Keeping His Company in the Lead
In the highly competitive home health care field, BAYADA’s commitment to Corporate Social Responsibility is giving the company a formidable reputation and an advantage over other home health care providers. More patients want BAYADA care. And more professionals want to be part of the BAYADA team.
Mark Baiada founded BAYADA Home Health Care in 1975 with $16,000 in savings and a mission to help every client have a safe home life with comfort, independence and dignity. What started as a company with three employees working in one state is now a leading global home health care provider with more than 23,000 nurses and home health care professionals in 325 offices in 22 states and an expanding international presence.
An ongoing commitment to Corporate Social Responsibility (CSR) has been instrumental to customer satisfaction and the company’s success. “In home health care, providing community service where we live and work has rewarded us with patients, as well as recruiting and retaining caregivers. Both have been essential to the long steady growth of BAYADA Home Health Care,” says Mark.
Beyond direct client care, giving back to the community is part of what BAYADA stands for. “We are proud to participate in events and donate to causes the community and our people are passionate about.”
One of these is the BAYADA Regatta, the nation’s oldest and largest all-adaptive rowing competition for athletes with disabilities. The event has been taking place on the banks of the Schuylkill River in Philadelphia since the summer of 1981. Besides attracting rowers from around the world, the Regatta receives considerable media coverage and attracts thousands of spectators.
Doing good takes the form of countless charitable acts. Individual employees and entire BAYADA offices regularly serve causes of their choosing, often to support local efforts or honor a patient or employee.
Clothing donations for the Salvation Army, fun-runs for disease research, roll-up-your-sleeves help during disasters such as Hurricane Sandy — BAYADA people come through. This supports communities and builds BAYADA’s reputation as a company that cares.
“The communities cherish our support. They show up in our red colors. We march in their walks, volunteer time and help raise money. It is positive. And people feel good. They feel we are connecting with the community and making a difference. It builds the spirit that people want to be part of.”
Attracting talent needed for the business. Home health care depends on skilled nurses. Today, there is a shortage of them.
“We are doing everything to get new ones. And we are working hard at retaining the great people we have today. We do this by matching them with clients they respond well to, scheduling them according to their needs and encouraging them to connect with the community in a way that makes the work they do meaningful.”
The BAYADA Way resonates well with all home health care professionals – no matter where they live or their age. The BAYADA Way is the company’s mission, vision and set of values and beliefs expressed by the current generation of BAYADA home health care professionals. At the top of these beliefs are that clients come first, employees are the company’s greatest asset and giving back through community service.
“People who enter this field are givers. They value being part of a company whose heart is in the same place as theirs,” says Mark.
Creating a meaningful nursing career. Part of BAYADA’s CSR is the commitment of creating a meaningful nursing career by investing in technology and training opportunities.
One way is empowering nurses, therapists and other clinicians by elevating them to the top of their profession. BAYADA is doing this by leveraging tablets, piloting electronic documentation, adopting telehealth communications with physicians and delivering pre-packaged medications,
Another is to advance the profession. The company established the BAYADA Award for Technological Innovation in Health Care Education and Practice. Created in 2004, it recognizes health care providers who have made significant contributions to education or practice through the development or adoption of innovative technologies. BAYADA partners with Drexel University College of Nursing and Health Professions, which facilitates the award process and seeks nominations for consideration of $20,000 in awards, $10,000 each, for innovation in Patient Care and Health Care Education.
“We’re proud to carry on this important tradition of empowering health care professionals whose vital contributions in education or practice can have a lasting impact on their field and improve the quality of life for those in their care,” says Mark.
CSR has contributed to making BAYADA a clear employer of choice.
This was recognized recently when BAYADA Home Health Care was honored with Glassdoor's "Employees’ Choice Award" as one of the Best Places to Work in 2018. The "Employees’ Choice Award" relies solely on the input of employees.
This came months after Mark received Glassdoor’s “Highest Rated CEO” honor.
“We know that CEO approval ratings correlate to overall employee satisfaction and trust in senior leadership, which contributes to long-term employee engagement, ultimately helping an employer’s recruiting and retention efforts,” said Robert Hohman, Glassdoor co-founder and CEO.
Why BAYADA is part of Satell Institute.
“Like so many other great ideas and inventions of the modern world with roots in Philadelphia, the Satell Institute is at the leading edge of the global Corporate Social Responsibility wave, informing CEOs about the centrality of CSR to their forward-looking businesses. I want to be part of this progressive group and join the outstanding business leaders affiliated with the Institute.”
“I believe the Satell Institute’s mission can benefit companies and communities around the nation and the world. The Satell Institute, with its roots in the City of Brotherly Love, should take the lead. I can see every city having their own Satell Institute chapter carrying out the Institute’s vision of a Collective Force of Businesses and Nonprofits for the Greater Good and sharing the benefits of its Think Tank.”
BAYADA to become a nonprofit.
Mark found a unique way to celebrate his 70th birthday in August. He announced that he would be turning his company into a nonprofit organization designed to benefit its clients and employees, and ensure the BAYADA Way endures for generations to come.
At the same time, he stepped down as CEO and turned the company over to his son, David. Mark remains Chairman of the Board.
THE BROWNSTEIN GROUP JOINS THE SATELL INSTITUTE
The Satell Institute is proud to welcome the Brownstein Group as a member of the Collective Force of Businesses & Nonprofits for the Greater Good.
The Brownstein Group is the longest-running independent brand communication agency in Philadelphia, and renowned for giving back to the community.
Brownstein Group Chairman and Chief Creative Officer Berny Brownstein and President and CEO Marc Brownstein were recently named to the Junior Achievement Philadelphia Business Hall of Fame for their career achievements in the business community and for serving as positive mentors for students in the region.
In joining the Satell Institute, the Brownstein Group has pledged a yearly sum for four years to the University of the Arts in Philadelphia. The donation, in honor of Alumnus Berny Brownstein, will be dedicated to scholarships.
“The Brownstein Group is built upon family values that guide each and every one of our business decisions, and this pledge reinforces our belief that family values never go out of style. The donation to the University of the Arts will help future generations of young people pursue their passions, and with that, hard work and resilience anything is possible,” says Marc Brownstein.
“The Brownstein Group is honored to be associated with other leading Philadelphia based companies in the Satell Institute.”