Guest post by Beth Kempton, Content Strategist at Hireology.
The home care industry is growing, with U.S. home care jobs projected to reach 2.3 million by 2024 (an increase from 1.8 million in 2014). But home care agencies are struggling to keep up with the industry’s growth as they face challenges when it comes to attracting and hiring quality employees to keep up with this growth.
Many factors contribute to home care hiring challenges, including the record-low unemployment rate, baby boomers retiring and few job seekers interested in home care careers. And a key reason most job seekers aren’t interested in the industry is that they have the misconception that all home care employees are overworked and underpaid, and that a career as a home care aide has limited opportunity for growth.
Without the right team in place, your home care agency risks losing business to competitors. Hiring the best team can help your home care businesses offer top-notch care, and increase both client retention and profitability. Below, we’ve outlined some tips for your home care business to change the perception of a career as a home care aide and get job seekers excited to join your team.
Maintain a Strong Employment Brand
While unemployment is at a record low, 72% of adults across job industries keep an eye on open jobs no matter their current employment status. But with most top talent already gainfully employed, job seekers can be more selective with moving on to new roles, meaning your home care business needs to sell prospective applicants on the opportunity working for your team presents. This can be done by building and maintaining a strong employment brand.
Your employment brand should include compelling job descriptions that answer the “What’s in it for me?” question for job seekers. In your job descriptions, focus on what working on your team as an aide has to offer – such as your benefits, training opportunities and accolades you’ve received for being a great employer.
While home care-related positions require certain certifications, your job description should also highlight preferred competencies, rather than specific required experience. For example, let job seekers know you’re looking for home care aides with personality traits such as compassion and level-headedness. The right candidate might not have 100% of the certifications, but this is something you can help top talent achieve through initial onboarding and training.
In addition to great job descriptions, your home care business needs a strong career site, as the most engaged candidates apply through career sites, rather than simply clicking “apply” on dozens of postings on a job board. Your career site should include details on career progression, employee testimonials and overall benefits to help top candidates see the opportunity your team offers. Hireology data found that a strong career site is 15x more cost-effective than job boards when it comes to attracting quality candidates.