A labor battle has erupted in women’s pro basketball, and nursing home operators would do well to take note. The WNBA’s issue today might become yours tomorrow.

But first, some context: Following a record-breaking season, the WNBA’s players’ union is opting out of its collective bargaining agreement. The revised demands: better pay, improved working conditions and a better cut of overall profits.

I get it — securing the best possible deal is the American way. But isn’t an agreement supposed to mean something? Otherwise, why have one?

Regardless, this development could serve as a cautionary tale for skilled care operators. After all, there’s a clear parallel here.

The league has faced long-standing financial struggles, reportedly losing money every year for the past quarter century. Yet, things are finally looking up: an influx of popular new players, record attendance, and a new TV deal are driving revenue gains.

Similarly, the nursing home sector has been on a tough road. COVID-19 and new staffing challenges took a toll. But now, occupancy rates are climbing, deals are happening, and demand is set to surge.

Dealmakers felt this optimism at the recent NIC Fall Expo, where a giddy sense of renewal filled the air. And guess who else is paying attention? Workers and unions.

Think they might ask for a larger slice of the growing revenue pie? Me too.

So, how can operators act now to prevent the kind of labor rift we’re seeing in the WNBA? Here are four proactive steps that could help:

  •  Conduct routine compensation audits: Regularly reviewing pay scales against industry benchmarks and inflation can ensure fair, competitive wages, potentially preventing frustrated staff from turning to unions for fair compensation.
  • Invest in retention and growth programs: Show employees they have a future with your organization through advancement, training and skill-building opportunities. Employees who feel valued and see potential for growth are less likely to pursue union support.
  • Increase transparency: As revenues improve, communicate openly with employees. Sharing the organization’s financial health, especially when it translates to new benefits, fosters a sense of shared success.
  • Engage with employees directly: Routinely connect with staff and address grievances early. Resolving small issues before they fester is one of the most effective ways to prevent union organizing.

The WNBA players’ opt-out is about more than money — it’s about securing their place in a business they helped build. 

Nursing home operators would do well to recognize the same about their staff. Otherwise, they may find that success comes with some unexpected problems of its own.

John O’Connor is editorial director for McKnight’s.

Opinions expressed in McKnight’s Long-Term Care News columns are not necessarily those of McKnight’s.