The Retention Playbook: Tribute’s Jen Kulig on the Home Care Strategy Podcast

We are excited to share key insights from a recent interview with our own Jen Kulig on the Home Care Strategy Lab podcast with Miriam Allred.

Jen offered a deep dive into the strategies that have fueled our rapid growth, focusing on our unwavering commitment to a “Caregiver-first” mentality and how we successfully implement this philosophy at scale, making Tribute a home for the industry’s best.  Watch the complete interview here on YouTube:

Here are the highlights from Jen’s conversation, covering everything from our highly selective hiring process to our innovative retention programs.

From Psychology to Home Care Leadership

Jen shared her journey into home care, starting with a psychology degree and frontline caregiving roles, eventually moving into leadership positions alongside Tribute founder John Sneath. Over her nine years at Tribute, she’s led market expansion in Massachusetts and now oversees operations across Massachusetts, Maryland, and Chicago.

Her perspective is shaped by years of working both directly with families and at the leadership table—balancing strategy with the daily realities of caregiving.

Scaling Without Compromise: The 1% Hiring Standard

One of Jen’s strongest points was that care quality starts with who we hire. Tribute accepts only about 1% of Caregiver applicants, ensuring that every hire fits the “Tribute profile”: grit, empathy, reliability, and motivation for the right reasons.

Key hiring practices include:

• Multi-step interviews with situational and values-based questions.

• Strong emphasis on soft skills over hard skills (the latter can be taught).

• A robust word-of-mouth referral program, where existing Caregivers earn bonuses for referring successful hires—40% of Tribute hires now come from referrals.

This approach ensures families don’t experience the “roller coaster” of inconsistent care that is common in the industry.

Caregiver Excellence: Retention as Strategy

While many agencies focus only on filling open shifts, Jen emphasized that Tribute invests deeply in retention. Some highlights:

• Caregiver Excellence Department: A dedicated team whose sole purpose is to support and celebrate Caregivers.

• The RISE Program: A structured 90-day onboarding and support track that dramatically reduced Tribute’s 90-day turnover to under 15% (versus the industry’s 30–40%).

• Quarterly Recognition: Instead of a single “Caregiver of the Year,” Tribute brings groups of Caregivers into the office each quarter for recognition, conversation with leadership, and tangible rewards.

“Support isn’t abstract—it’s baked into our culture with weekly check-ins, in-field visits, and continuous feedback loops.” – Jen Kulig

Innovation in Scheduling and Pay

Jen also spoke about Tribute Secure, a program offering Caregivers salaried positions with guaranteed hours (30 or 40 per week). This gives Caregivers stability in a field often defined by fluctuating schedules, while helping Tribute maintain loyalty and reduce turnover.

She also highlighted how Tribute is exploring AI-driven scheduling tools to better match Caregivers’ desired hours with client needs—further reinforcing the commitment to meet Caregivers where they are.

Always Evolving, Always Listening

A consistent theme throughout the conversation was Tribute’s willingness to experiment and evolve. Whether it’s refining referral bonuses, piloting Caregiver partner roles in senior living communities, or expanding training through a hybrid of online and in-person learning, Tribute prioritizes feedback from Caregivers to drive improvements.

“Processes can get stale. At Tribute, we embrace challenges and keep innovating so Caregivers stay motivated and engaged.” – Jen Kulig

Looking Ahead

Jen closed by noting that the challenges in home care—growing demand, workforce shortages, and policy uncertainty—are also opportunities for innovation. Tribute’s strategy remains clear:

• Put Caregivers first.

• Keep evolving with new ideas.

• Grow while staying true to the mission: “Bring love, visit after visit, for those who need care and the remarkable people who provide it.”

Jen’s conversation offers an inspiring look at how Tribute is redefining home care culture. By investing in Caregivers—through selective hiring, continuous support, and creative retention programs—we’re building a model that can scale without losing its heart.