easy home: thoughtful service helps you to settle the household cores

Easy Home: Thoughtful Service Helps you to settle the household Easy Home: Thoughtful Service Helps you to settle the household cores cores

Innovative Easy Home Service Innovative Easy Home Service Paving the Effective Employment Paving the Effective Employment

for Needy mid-aged Ladiesfor Needy mid-aged Ladies

Timothy MaTimothy MaExecutive DirectorExecutive Director

Senior Citizen Home Safety AssociationSenior Citizen Home Safety AssociationHong Kong SAR, ChinaHong Kong SAR, China

http://www.ezhome.com.hk 查詢熱線： 2345 4455

Key Facts - Hong Kong(2010)Key Facts - Hong Kong(2010)

• Total Area (sqkm)1,104• Population 7,122,508• Median age 42.8• Life Expectancy 82.04 (2nd longest)• Population Growth Rate 0.45%• GDP per Capita $45,900 • Inflation Rate 4.5% • Labor Force 3,700,000• Unemployment Rate 4.6%(July 11 3.2%)• Literacy 93.5%


A.A. Unemployment rate Unemployment rate of mid-aged of mid-aged

• In 2010, the unemployment rate in Hong In 2010, the unemployment rate in Hong Kong was 4.6%. Kong was 4.6%.

• The Enforcement of Minimum Wage with The Enforcement of Minimum Wage with effect from May 1, 2011 leading to effect from May 1, 2011 leading to increase of mid-aged (45 – 59) increase of mid-aged (45 – 59) unemployment (+0.9% to 3.8%)unemployment (+0.9% to 3.8%)

• In July 2011, the total unemployment In July 2011, the total unemployment rate drops to rate drops to 3.2%3.2%


B. Employee Retraining B. Employee Retraining Strategies / PolicyStrategies / Policy

• Since 1992, Employee Retraining Board Since 1992, Employee Retraining Board was established to cope with:was established to cope with:

• -- high unemployment due to-- high unemployment due to change of economic situationchange of economic situation• -- change of trade types – from-- change of trade types – from manufacturing to servicingmanufacturing to servicing• -- new arrivals looks for inclusive-- new arrivals looks for inclusive employmentemployment• -- Migration of factories to China-- Migration of factories to China leading to huge lay off of local labourleading to huge lay off of local labour


Employee Retraining BoardEmployee Retraining Board

The Employees Retraining Board (ERB) is an The Employees Retraining Board (ERB) is an independent statutory body established in 1992 under independent statutory body established in 1992 under the Employees Retraining Ordinance. The main the Employees Retraining Ordinance. The main function of the ERB isfunction of the ERB is

• to co-ordinate, to co-ordinate, • to fund, and to fund, and • to monitor appointed training bodies to offer to monitor appointed training bodies to offer

training courses and services designed to meet the training courses and services designed to meet the growing needs and rapid changes in the labour growing needs and rapid changes in the labour market. market.

The ERB currently appoints 128 training bodies with The ERB currently appoints 128 training bodies with around 420 training centres providing services around 420 training centres providing services throughout the territory.throughout the territory.


Smart Living Courses run Smart Living Courses run by ERBby ERB

• Certificate in Local Domestic Helper Training CoursesCertificate in Local Domestic Helper Training Courses• Certificate in Massage for Healthcare Training Courses Certificate in Massage for Healthcare Training Courses • (Additional requirements and different registration (Additional requirements and different registration

procedure) procedure) • Certificate in Post-natal Care Worker Training CoursesCertificate in Post-natal Care Worker Training Courses• Certificate in Infant and Child Care Worker Training Certificate in Infant and Child Care Worker Training

Courses Courses • Certificate in Elderly Home Care Worker Training Certificate in Elderly Home Care Worker Training

Courses Courses • Certificate in Personal Care Worker Training Courses Certificate in Personal Care Worker Training Courses • Certificate in Escort Service for Out-patient Visit Certificate in Escort Service for Out-patient Visit

Training Courses Training Courses • Certificate in Home Care Worker for Discharged Certificate in Home Care Worker for Discharged

Patients Training CoursesPatients Training Courses


ERBERB

On-line Tips to CustomersOn-line Tips to Customers Household Cleaning Tips offer by Smart Living NetHousehold Cleaning Tips offer by Smart Living Net-- -- Blackening around the edges of the water basinBlackening around the edges of the water basin• Place a cotton pad soaked in a solution of household Place a cotton pad soaked in a solution of household

bleach on the blackened area and wait for 2-3 hours until bleach on the blackened area and wait for 2-3 hours until the black is removed. Rinse with water.the black is removed. Rinse with water.

-- -- Dust on the CeilingDust on the Ceiling• Clean the ceiling with pantyhose since the static Clean the ceiling with pantyhose since the static

electricity generated by pantyhose attracts dust. Work electricity generated by pantyhose attracts dust. Work from the centre outwards to the edges. Noticeable stains from the centre outwards to the edges. Noticeable stains can be removed by rubbing the surface gently with fine can be removed by rubbing the surface gently with fine sandpaper. Do not wipe with a damp cloth as this will sandpaper. Do not wipe with a damp cloth as this will leave stains. leave stains.

-- -- Chewing gum on carpetChewing gum on carpet • Place some ice cubes in a plastic bag and put the bag Place some ice cubes in a plastic bag and put the bag

over the chewing gum, causing it to harden. After over the chewing gum, causing it to harden. After removing the chewing gum, clean the carpet with dry-removing the chewing gum, clean the carpet with dry-cleaning detergentcleaning detergent.


ERB AchievementsERB Achievements

For the past 19 years, ERB has trained:For the past 19 years, ERB has trained:• -- More than 110,000 Smart Living-- More than 110,000 Smart Living HelpersHelpers• -- More than 200,000 successfully-- More than 200,000 successfully taking language, computertaking language, computer coursescourses• -- more than 100 Special training-- more than 100 Special training courses for specific type of trade,courses for specific type of trade, e.g. Installation for Life-linee.g. Installation for Life-line service, Call Centre Operators, etcservice, Call Centre Operators, etc. • -- provided huge supply of trained teammates for provided huge supply of trained teammates for Easy Home Service Easy Home Service


ERB RequirementsERB Requirements

• After training, the retrainee has to After training, the retrainee has to sustain a job for at least three months, sustain a job for at least three months,

• More than 75% of the retrainees from More than 75% of the retrainees from a class should be placed with a joba class should be placed with a job

• If not, the Training Body will be If not, the Training Body will be disqualified for further training fund disqualified for further training fund and coursesand courses

• Easy Home pools the market demand Easy Home pools the market demand to the retrainees by territory wide to the retrainees by territory wide marketing campaign marketing campaign


C. Hurdles leading to Under C. Hurdles leading to Under Performance on Job PlacementPerformance on Job Placement

• -- not sizable work force preventing fromnot sizable work force preventing from scalable marketing and promotion scalable marketing and promotion • -- district based-- district based• -- not connected to a territory wide job market-- not connected to a territory wide job market informationinformation• -- low intention to work after getting the-- low intention to work after getting the retraining allowanceretraining allowance• -- have to wait for referral and job placement-- have to wait for referral and job placement• -- flat rate of reward discouraging the incentive-- flat rate of reward discouraging the incentive• -- -- too picky on job types – x odd hours, xtoo picky on job types – x odd hours, x cooking, x dirty jobscooking, x dirty jobs


D. Emerging Needs ofD. Emerging Needs of Home Care & Home Support Service Home Care & Home Support Service

• A. 1.1 million of aged 60 or above in HK1.1 million of aged 60 or above in HK• B. More and more singly lived elderlyB. More and more singly lived elderly• C. 40,000 new born babies a yearC. 40,000 new born babies a year• D. Working Couple increased leading toD. Working Couple increased leading to high demand on home helperhigh demand on home helper• (Though HK has already a 300,000(Though HK has already a 300,000 overseas home help maids, mainly fromoverseas home help maids, mainly from Philippines, Indonesia and Thailand), thePhilippines, Indonesia and Thailand), the demand is still growing up demand is still growing up


Pitfalls of the ERB Policy Pitfalls of the ERB Policy • -- not sizable active work force preventing from scalable marketing and promotion • -- district based due to boundary of service • -- only demand for 75% employment rate in six months, not sustainable enoughAll the above created the social need for the

innovative initiatives of Easy Home


Innovative Responding Innovative Responding ApproachesApproaches

-- Not connected to a territory wide job market informationIntroduced A territory wide promotion and job matching & information system via mobile phone-- Low intention to work after getting the retraining allowance-- Have to wait for referral and job placementAn integrated ICT and call Centre service to offer referral and job

matching service-- Flat rate of reward discouraging the incentiveIntroducing varied service fee for different job types-- Too picky on job types – x odd hours, x cooking, x dirty jobsEducation and workshop to expand and motivate the retrainees to

take up jobs and willing to care for the elderly

Features of Easy Home Service ModelFeatures of Easy Home Service Model


Easy Home – Easy Home – As a Social EnterpriseAs a Social Enterprise

• Innovation to response to a social Innovation to response to a social need – matching and connecting need – matching and connecting the used manpower with the needy the used manpower with the needy elders elders

• Financial Viability – a fee-charged Financial Viability – a fee-charged service not only rendering income service not only rendering income for teammates, but also operation for teammates, but also operation surplus for the growth of servicesurplus for the growth of service


Easy Home as a Social Easy Home as a Social EnterpriseEnterprise

• A large-scale A large-scale social enterprisesocial enterprise operated by operated by Senior Citizen Home Safety Association and Senior Citizen Home Safety Association and partially funded by partially funded by

• EasyHome aims to provide EasyHome aims to provide reliable, efficient reliable, efficient and tailor-made “one stop” high quality and tailor-made “one stop” high quality household management serviceshousehold management services in response in response to the need of local market. to the need of local market.

• As a social enterprise, the service also takes As a social enterprise, the service also takes this chance to carry out the this chance to carry out the social social responsibilityresponsibility by by providing working providing working opportunitiesopportunities for people who have completed for people who have completed the re-training program.the re-training program.


Easy Home ObjectivesEasy Home Objectives

• Provide Provide professional, tailor-made and professional, tailor-made and customer-oriented household management customer-oriented household management servicesservices which enable our service users to which enable our service users to enjoy healthy fashionable and carefree enjoy healthy fashionable and carefree lifestyle. lifestyle.

• Develop an Develop an innovative, sustainable and innovative, sustainable and economic efficient business modeleconomic efficient business model so as to so as to provide worthwhile service with continuous provide worthwhile service with continuous improvement.improvement.


Easy Home ObjectivesEasy Home Objectives

• Develop a career prospect, build and maximize theDevelop a career prospect, build and maximize the• capacity of home helperscapacity of home helpers by aligning the support from by aligning the support from• vocational retraining bodies, enabling them to achievevocational retraining bodies, enabling them to achieve• self reliance.self reliance.

• Facilitate the Facilitate the development of household managementdevelopment of household management• service marketservice market by providing a platform for the by providing a platform for the collaboration and synergy among variouscollaboration and synergy among various counterparts within the sector.counterparts within the sector.


Service contents


「管家易聯絡及通訊系統」「管家易聯絡及通訊系統」(EasyJob ICT System)(EasyJob ICT System) Website and personal

account system

Job matching system

Location-based tracking system

Sim Toolkit application and SMS

gatewayService delivery tracking system

Job dispatch and bidding system


Stake holders of Easy Home Service Stake holders of Easy Home Service contributing to a successful social enterprisecontributing to a successful social enterprise

• 13 Training Bodies13 Training Bodies on Easy Home Teammates training )they on Easy Home Teammates training )they should be graduates of Smart Living Helper Training and should be graduates of Smart Living Helper Training and accredited with a cert)accredited with a cert)

• Communicating Service LimitedCommunicating Service Limited – CSL, developing a sim card – CSL, developing a sim card for helpers to receive new job orders / referralsfor helpers to receive new job orders / referrals

• Convenient Stores, e.g. 7 -11 to receive paymentsConvenient Stores, e.g. 7 -11 to receive payments• Elderly homesElderly homes requesting Escorting service requesting Escorting service• Customers – elders requiring home care support serviceCustomers – elders requiring home care support service• Easy Home TeammatesEasy Home Teammates• Insurance underwritersInsurance underwriters for Employee Insurance for Employee Insurance• MPF underwritersMPF underwriters for Mandatory Provident Fund for Mandatory Provident Fund• MediaMedia – for promotion and coverage – for promotion and coverage• Professional bodiesProfessional bodies for further training (e.g. HKADA, HKOTA, for further training (e.g. HKADA, HKOTA,

etc.)etc.)


Service Achievements at a GlanceService Achievements at a GlanceAs of May 31, 2011As of May 31, 2011

Types of ServicesTypes of Services April 1 10 to Oct April 1 10 to Oct 31,1031,10

Nov. 1 10 to Nov. 1 10 to

April 30, 11April 30, 11

Growth (%)Growth (%)

Home HelpHome Help 7,2487,248 7,4147,414 22

Child CareChild Care 3,2753,275 26,50226,502 709709

Infant baby carerInfant baby carer 2,3232,323 23,54823,548 914914

Elderly Care Elderly Care WorkerWorker

4,8334,833 8,6358,635 7979

Caring Elderly at Caring Elderly at HomeHome

00 5,3845,384

Super-house Super-house keeperkeeper

812812 9,1399,139 10241024

Monthly Fee Total Monthly Fee Total TransactionTransaction

34,51234,512 150,260150,260 335335


Successful features of the Easy Successful features of the Easy Home ServiceHome Service

• 1. Integrated ICT facilitate job referrals, job1. Integrated ICT facilitate job referrals, job orders and job matchingorders and job matching• 2. On-line customer feedback and orders2. On-line customer feedback and orders• 3. Varied service fee to award higher degree3. Varied service fee to award higher degree of service, so encouraging helpers to on of service, so encouraging helpers to on more high level servicemore high level service• 4. Territory-wide job information and4. Territory-wide job information and opportunitiesopportunities• 5. Provide employee insurance and MPF5. Provide employee insurance and MPF• 6. Quality assurance via on-line and on-site 6. Quality assurance via on-line and on-site feedback from usersfeedback from users• 7. Convenient payment gateway at 7. Convenient payment gateway at 7-11 7-11


Value added Care and Support to Teammates – Value added Care and Support to Teammates –

A caring social enterpriseA caring social enterprise • Conduct Consumption pattern & Use of Money Conduct Consumption pattern & Use of Money

Study for the teammatesStudy for the teammates• Offer training workshop in collaboration of Finance Offer training workshop in collaboration of Finance

Management Expertise to advise them the proper Management Expertise to advise them the proper finance management finance management

• Offer regular skill uplifted courses – caring for Offer regular skill uplifted courses – caring for demented eldersdemented elders

• Offer tea gathering for teammates to meet and shareOffer tea gathering for teammates to meet and share• Professional Social Workers also available for their Professional Social Workers also available for their

family or other needsfamily or other needsAll these sustain their loyalty to the service All these sustain their loyalty to the service


SE Creating ImpactsSE Creating Impacts

• Work SkillsWork Skills – more professional to related elders, – more professional to related elders, such as dementia caresuch as dementia care

• Work AttitudesWork Attitudes – hotel class house keeping, remind – hotel class house keeping, remind users to add supplies proactivelyusers to add supplies proactively

• Avoid embarrassment on personnel conflict with Avoid embarrassment on personnel conflict with supervisor – request for leave via on-linesupervisor – request for leave via on-line

• CommendationsCommendations from service users – thoughtful, from service users – thoughtful, care, friendlycare, friendly

• One stopOne stop for job referral, matching and payment for job referral, matching and payment gateway – users can pay service fee at any gateway – users can pay service fee at any convenient storesconvenient stores

• RepositioningRepositioning an elite image for the teammates an elite image for the teammates


Upcoming ChallengesUpcoming Challenges

• Manpower supplies unevenly distributedManpower supplies unevenly distributed – – leading to shortage of teammates at certain leading to shortage of teammates at certain districtdistrict

• Locality issueLocality issue – teammates don’t want to be – teammates don’t want to be assigned to work cross districtsassigned to work cross districts

• Increase of ad hoc and urgent demandIncrease of ad hoc and urgent demand – a – a Happy ProblemHappy Problem

• Too many better offerToo many better offer of attraction to of attraction to teammatesteammates

• Increasing demand on supplyIncreasing demand on supply


New Opportunities due to policy New Opportunities due to policy changeschanges

• A. Upcoming Elder Coupons enable elders to makeA. Upcoming Elder Coupons enable elders to make

more use of home support caremore use of home support care• B. Extension of pilot home care for frail elders byB. Extension of pilot home care for frail elders by

Labour & Welfare Bureau, HKSARLabour & Welfare Bureau, HKSAR• C. Private home for elder compete for customers byC. Private home for elder compete for customers by

using more out-sourced escort serviceusing more out-sourced escort service• D. D.


Q & AQ & A

• Questions / Suggestions welcomeQuestions / Suggestions welcome

• Future contact:Future contact:

• Timothy MaTimothy Ma

• Email: [email protected]: [email protected]

• Phone: 852 9038 0545Phone: 852 9038 0545

地址：香港九龍觀塘巧明街 97 號旭日集團大廈 2 樓電話查詢： 2345 4455傳真查詢： 3520 4425網頁： http://www.ezhome.com.hk

easy home: thoughtful service helps you to settle the household cores

Documents