Demand for caregivers is greater than ever and with the current job market, you’re competing for caregivers not only with other agencies but with retail giants like Amazon and Walmart, fast food chains like McDonalds, and gig platforms like Uber and TaskRabbit. Here are 101 ways that you can use to recruit more caregivers and ensure that you’re properly staffed.
While you’re almost definitely using some of these sources, there’s probably not an agency in the country that’s using all of them. All of these are ideas that home care agencies listed in the 2018 Home Care Benchmarking Study as being ways that they found and hired caregivers, or ways that we’ve seen other home care agencies or similar small businesses use to recruit.
5 Trends to Overcome Home Care Sales & Marketing Challenges in 2022
Keep These 3 Things in Mind
It’s important to remember that not all caregiver recruiting channels are created equal; we strongly encourage you to track the cost-per-hire, number of applicants, and caregiver turnover rate of each channel so that you can continually refine your process.
We also recognize that the circumstances of every agency are different; some of these ideas may be extremely useful in helping one agency hire more caregivers and bring little or no benefit to another agency. We’ve included as many ideas as possible in this list so that you can make your own decision about which caregiver recruitment channels are best for your agency.
Finally, remember that the channels you’re comfortable with using may not be the channels that your target demographics use most often. For instance, caregivers are generally younger than agency management and much more likely to be active on social media platforms like Instagram and Twitter. In fact, overall today’s job seekers are much more likely to connect with employers via internet sources vs. traditional marketing sources than they were even a few years ago. It’s very important that your strategy is tailored around the channels that your target audience prefers—not the ones you feel most comfortable with.
Recommended Top Sources
While your circumstances may dictate other sources, these are widely-used sources that we advise you to look into as cornerstones of your recruiting strategy.
- Employee Referral Programs
- Social media, both nonpaid and paid (specifically Instagram, Facebook, and Twitter)
- Google Ads/pay-per-click
- Open house recruiting events
- CNA schools
- Job websites, specifically myCNAjobs, Indeed.com, and ZipRecruiter
- Recruitment CRMs like Hireology
- Networking by a full or part-time dedicated recruiter (if the circumstances of your agency allow)
While most agencies are already using Indeed, Craigslist, and a few other websites, there are a host of other sites used by job seekers, not to mention social media and other online advertising platforms at your disposal to attract new caregivers. In addition to throwing a wide net, you should take time to ensure that your job postings are engaging, easy to read, and stand out.
- Facebook ads
- Instagram ads
- Local Facebook groups
- Paid ads on Pinterest
- Asking employees to share on social media
- Yahoo Jobs
- Career Builder
- Local university job websites
- Your company website
- LDS Employment Services
- Local career websites
- Bing ads
- Ads on podcasts (ideal for national franchises)
- Pandora ads
- Spotify ads
- Church or faith-based newspaper
- Daily newspaper classified ads
- Direct mail flyers
- Direct mail postcards
- Other outdoor advertising (benches, signs, etc.)
- Sponsored signs or advertising at local businesses
- Penny Saver/Thrifty Nickel or other free local paper
- Radio Christian or faith-based station
- Radio stations (both music and talk radio)
- Regional newspapers
- Senior directory ads
- Signs or banners on your building
- Television ads
- Weekly newspaper classified ads
- Yellow pages (online or print)
Focus your recruiting on the right candidates with the Targeted Recruitment Strategy Tool
As you throw your caregiver recruiting net wide, consider which local job boards you might benefit from. One benefit of job boards in caregiver recruiting is that they’re usually free and extremely low-maintenance.
- Regional job boards
- College job boards
- Community Center boards
- Grocery store job boards
- Library job boards
- Workforce services job board
Sometimes your referral sources can do double-duty–we’ve had home care agencies report that establishing strong relationships with professional referral partners has sometimes yielded not only client referrals but only referrals as well. Some of these are client referral sources; others are purely employment referral sources. It’s worth your time to evaluate which ones you can strengthen your home care agency’s relationship with to hire more caregivers.
- American Red Cross
- Assisted living facilities
- Chamber of Commerce
- Church clergy
- CNA or home health aide schools/programs
- Current/past clients and their families
- Employment agencies
- Hairdressers and beauty salons
- Home health agencies (Medicare certified)
- Hospice agencies
- Independent Living Facilities
- Junior or Community Colleges
- Nursing Schools
- Senior Centers
- Skilled Nursing Facilities
- State home care associations
- Trade or technical schools
- Workforces Services local office
- Working with local universities to offer accredited internships
Whatever other sources you’re using, it’s important to have some involvement in your community—not only for the sake of recruiting caregivers, but also to extend your reach with potential clients and establish your home care agency in people’s minds. We particularly recommend having a presence at job fairs, care-related community events, and charities like Alzheimer’s Walks.
- Community caregiver training
- Health fairs
- Job Fairs
- Town parades
- Booths at wellness events
- Speaking engagements
- Sponsorships (Alzheimer’s walk, etc.)
- Cultural celebrations and festivals
- State and county fairs
- Word of mouth (reputation)
- Reactivation of former employees
- Other home care agencies (We don’t recommend actively targeting the employees of other agencies as this contributes to caregiver turnover and increases the burden on clients, but it can be useful to create inroads with other agencies so that if they are unable to work with a caregiver’s specific schedule they can pass along the referral and vice versa.)
Retention Starts at Recruitment
For most agencies, caregiver turnover is nearly as difficult a challenge as caregiver recruitment. To counter this, you need to have a mindset of recruiting for retention. Track the turnover rates of caregivers who are recruited through each source and over time you can pinpoint the sources that will yield the most dedicated caregivers.
Which methods surprised you most? Let us know in the comments below!