CCRC Salary Report: Turnover Highest in Marketing Departments

Despite average increases in salaries for marketing professionals working in continuing care retirement communities from 2012 to 2013, the field saw the highest average turnover rates nationally at nearly one-third, according to a recent salary and benefits report.

A total of 515 facilities participated in Hospital & Healthcare Compensation Service’s 2013-2014 CCRC Salary & Benefits Report. Nearly 79% indicated they are not-for-profit, while 21% said they are for-profit, and 95% identified as a CCRC.

National annual turnover rates for positions ranging from department heads, dietary, environmental services, marketing, therapy, RNs, LPNs, and CNAs averaged 26%, led by marketing with a 32% turnover rate. Department heads had the lowest national average turnover, at 14.5%. 

Directors of marketing saw a 1% salary increase between April 2012 and March 2013 to $71,970, looking at all participating facilities in HHC’s study. Marketing coordinators saw the biggest jump among marketing positions listed, up 6.3% to $43,277. Marketing representatives saw salaries trend upward an average of 2.42% to $47,236.


During that 2012-2013 timeframe, management salaries for CCRCs reporting increases rose an average of 2.69% across the nation, with the highest average increases (3.26%) seen in the northeastern central states of Illinois, Indiana, Ohio, Michigan, and Wisconsin. 

Nonmanagement positions saw salaries increase slightly less, an average of 2.47%, similar to rates for registered nurses (up 2.44%), licensed practical nurses (up 2.43%), and certified nursing assistants (up 2.45%). 

Positions with the highest percent increases in wages include household coordinators for activities and social services (14.2% and 14.6%, respectively); occupational therapy aides (10.5%); marketing coordinators; registered clinical dietitians (6.1%); chief financial officers (6%); and executive directors (5.8%). 


Among positions seeing the biggest average decreases in salaries between 2012 and 2013 are directors of dining/food services (down 8.9%); social service and activity directors (down 8.6%); and nursing home assistant administrators (down 7.06%). 

The full report can be accessed through HHC’s website. 

Written by Alyssa Gerace

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