For hiring and recruiting caregivers during times when it’s a top priority, you need top marketing solutions to fit the bill. Every caregiver agency is facing different circumstances. While you have access to several communication channels for recruiting caregivers, they’re not all equally useful. Certain marketing channels will benefit caregiver agencies than others.
How can you be certain that the communication channels you’re using are reaching your target audience efficiently? The people that you’re looking to hire may be of a different generation than managers that stem from the baby boomer generation. That’s an important concept to consider because Gen X and the millennials are typically influenced by different communication channels than the baby boomers.
The most recent generations are characterized by being active on social media platforms like Instagram and Twitter. They’re not apt to be looking for ads in the classified section of the local newspaper. Today’s job seekers are scouring the internet looking for their next employer. You’re better able to find the most skilled caregivers by tailoring your marketing strategy for recruiting and hiring around the channels that your target audience uses daily, rather than the ones that you have the greatest comfort level with.
This article provides as many ideas as possible so that you can make your own decisions about the types of communication channels that will yield your agency the best results. Getting stellar results takes a bit of time, but don’t worry too much. It’s easier than you might think.
To continually refine your process, it’s important to track the following data for each channel:
- Number of applicants
- Turnover rate
Consider the following options for communication channels that you can use for home care hiring and recruiting solutions to get new hires:
- Organic traffic through social media outlets
- Paid ads through social media outlets
- Google ads
- Email marketing
- Online hiring platforms and job boards
- SEO for caregiver recruitment
- Referral programs
- Open houses for caregiver recruitment
- Caregiver training events
- Hiring automation platform for recruiting
Organic Social Media
A strong social media presence is your key to hire more caregivers. Facebook ads for hiring is resource where individuals in the generations that you want to hire will see every day.
Facebook ads for employment allows you to set the geographical location of where your future employees reside. Posting jobs every day on your company’s Facebook page is a valuable way to attract caregiver talent. The job features only allow you to post one position at a time, but your post can work in your favor when you attract lots of followers because it will give you organic visibility.
You can also run your posting as a Facebook ad to target potential recruits. Facebook automatically fills out the application with the jobseeker’s profile which allows them to edit it as necessary.
Instagram is yet another social media platform that you can use strategically to hire more caregivers. You might consider running a contest asking your followers to tag others that might be interested in a caregiver job offer. You could offer a gift card to them for their efforts. People love contests and free rewards. They’re a great way to help you increase engagement on your social media pages and build thousands of followers. The more that you can build the momentum of the buzz about your jobs and your company, the more likely you will be to attract caregiver recruits.
Paid Social Media Ads
You have two options for posting paid Facebook ads.
- Boost a post
- Create a paid campaign to promote your job post
Facebook also owns Instagram and it uses the Facebook Ads Manager for ad posting. If you’re interested in segmenting your audience further and tracking analytics, Facebook Manager is a better option than boosting a post because it gives you more call-to-action options. Click on Facebook Ads Manager where you can set your ads up according to your marketing plan.
If you plan to have your staff run Facebook ad campaigns, they can take an exam to be certified. The Facebook Blueprint Certification for advanced-level proficiency in running ads on Facebook’s platform.
Once you get into the Facebook Ad Manager, you’ll need to clearly define your target audience. Shoot for the broadest audience possible while setting reasonable parameters to attract those that you want to apply. The placement feature is something you should give careful consideration to. Your selection tells Facebook where to place your ads on Facebook and Instagram.
I find that the most reasonable budget for small-to-average home care agencies is between $350-$500 per month. That might sound high, but you’ll likely get a good return on your investment. This kind of budget works well for more than just recruitment ads. In my experience, Facebook ads are the most cost-effective way to recruit caregivers. I’ve run many ads on Facebook for recruiting caregivers for clients and the results have been nothing short of amazing.
Google Ads for Recruitment
Google ads give you another top opportunity to identify and engage with potential caregiver recruits. Google’s platform offers extraordinary options for creating hyper-focused ad campaigns. When you set the right parameters, you’ll find that their platform will attract caregivers within certain cities, towns, or zip codes. You can even set a parameter for a specified radius from your facility.
To maximize your efforts, make certain to spend some time doing keyword research. Your job seekers will likely be putting things like HHA, CHHA, or CNA into the search box when they’re looking for a job.
To get the most clicks, write great ad copy using clear and simple language. Google ads work similarly to Facebook ads in that you pay for every click. If you have a high-converting landing page, you’ll know that your Facebook or Google ad campaign was a success. You can expect the cost of each caregiver that you hire to cost between $200 to $300 depending on the location.
Generally, digital marketing requires a lot of testing, and setting up social media ad campaigns is no different. Your goal is to get the largest number of recruits for your marketing budget. Bear in mind that Google ads target a different audience than Facebook ads and the Google ads tend to cost a bit more than Facebook ads. It’s wise to do some testing and calculate your investment for ads for both platforms against your return on investment.
In addition to posting ads on social media platforms, it’s also a good idea to look at some other strategies for home care hiring and recruiting solutions.
You may have used sites like Indeed, Craigslist, and some others to hire more caregivers. Jobseekers are certainly combing those sites, and you may get a few recruits from those efforts. It’s wise to keep using them because you want to cast the widest net possible.
Beyond the concept of getting your company’s name out in front of jobseekers, it’s essential to evaluate the quality of your ads. Your ads should be attractive, eye-catching, and readable.
It’s very time-consuming to create jobseeker ads on a host of different sites. Some caregiver agencies may decide that it’s more cost-effective for them to hire a recruiting platform to automate the process for you.
The following sites offer job boards to help you find top talent in caregiver jobs:
- US Jobs
- LDS employment service
- Caregiver List
Email Marketing for Recruiting
As you acquire new applicants, ask them to please “opt in” to your emails so that you can communicate with them via email. You may also want to ask them to “opt in” for text messages from your agency. Getting their permission gives you the right to send them emails about recruiting even more caregivers.
You may receive 100 applicants in response to your social media ad campaigns or from other sources, and if you only have 60 positions to fill, you’ll still want to maintain a connection with the other 40 applicants.
Your next step is to respond that you’ve received their applications and you’ll contact them as soon as possible. As you’ll be communicating with them via email moving forward, also ask them to “opt in” for your emails.
You’ll proceed with hiring 60 of the applicants and you can continue with an email marketing campaign for recruiting to the other 40 applicants. That will give you a pipeline of potential caregivers.
Mass marketing software like Mailchimp and Constant Contact are valuable tools for creating caregiver recruit lists. These software solutions allow you to create multiple lists for different email campaigns. This feature gives you the ability to create segments for recruits and the candidates that you hired. Your CRM software may connect with mass email marketing software so that you can create automated, customized email campaigns.
Caregivers also tend to know a lot of other caregivers. Even if you can’t work things out to hire a particular caregiver, they may refer another caregiver to you. Referral programs can be quite successful using this strategy.
SEO a Recruiting Channel
The caregiver resource section of your website can be a valuable lead generation tool for your Human Resource department.
SEO can be one of the best tools to help you get qualified home caregivers. Create content on your blog or company website that targets topics like “Caregiver Interview Questions.” Quality caregivers want to be “in the know” about blog information, articles, free courses, and videos about home caregiving. By posting informative information that’s targeted to the caregiving population, it tells workers that you’re proactive in the field and that you care about educating your workers so that they’re always at the top of their game.
Quality home caregivers are on the hunt for positions where agencies provide them with value. If your home care agency has a stellar reputation, it’s to the caregiver’s benefit to list your agency on their resume for future employment if they ever need it.
Post content with titles like “How to Become a Home Caregiver with Specialization in Parkinson’s Disease.” Articles on other topics like dementia and Alzheimer’s disease are also issues that home caregivers will be interested in.
You can make your blog articles do double duty by turning them into an eBook and giving them away in exchange for collecting contact information.
You’ll have the best success in using your agency’s website for recruiting caregivers when you add contact forms to all the pages of your website that are related to caregiver job-seeking.
Ad banners are another useful tool for promoting caregiver job opportunities.
With so many digital tools and strategies at your disposal, along with having to spend many hours on keyword research and writing good content, it’s easy to become overwhelmed and do nothing at all. Your best option may be to hire a digital marketing agency to take the work off your hands and perhaps, even get better results than you could do alone.
Make the best use of the time you spend creating content by using it as a resource for creating videos and infographics. If your budget allows, promote your blog articles on your social media platforms and send them out to recipients via email marketing campaigns.
Recruitment Platform Solution
Posting on multiple job boards is tedious and time-consuming when you’re trying to run a business. Nevertheless, it’s important to make the effort to give your time and attention to caregiver recruiting and hiring to keep your agency fully staffed with quality home caregivers. By posting on as many communication channels as possible, you’re certain to find the best match between your agency and the types of caregivers you want to employ. We offer a recruiting and hiring platform that will increase the reach for your job post. The recruiting solution that we offer will automate things for you such as each time you post a new job the automation will post your new job on Facebook, Twitter, Indeed.
If your senior care business needs to hire staff such as Caregivers, HHA, CNA, RNA, or any other talent; We can help. Just send us a message by using our Contact form.
Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.
Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!