Last year, 95.5% of agencies reported that caregiver shortages had an impact on their business. Here’s how an employment brand can help.
At one point or another, every home care agency owner has contemplated how to wage the talent war.
According to the 2021 Home Care Benchmarking Study, just last year, 95.5% of agencies reported that caregiver shortages had an impact on their business.
With the increasing threat of caregiver shortages, you might be asking yourself, what else can I do to get caregiver applicants when there simply aren’t enough to go around?
The simple answer? Build an employment brand that brings caregivers to you.
Whether or not you’re facing hiring challenges, an employment brand is still important. It gives your recruitment and retention efforts a face and presents a larger image that you’re a great company to work for.
What is an employment brand?
During one of our recent lunch-and-learn presentations with the internal team here at Home Care Pulse, we talked a bit about branding.
While the subject matter undeniably caused some laughter, we wanted to share it with you as it’s a great stepping stone into the employment branding conversation.
(To be fair, the internal presentation had the man claiming to be something other than being a great dancer, but our brand team said I had to keep things PG for the blog. Maybe next time).
So, what’s branding? It’s probably best to start with what it’s not first.
Being straightforward and directly telling someone you’re a great dancer is not branding, it’s marketing.
Repetitively telling someone you’re a great dancer is not branding, it’s advertising.
Telling someone you’re a great dancer over the phone is not branding, it’s telemarketing.
Someone else telling you that he’s a great dancer is not branding, it’s public relations.
However, branding IS…
. . . someone coming to you because they’ve heard that you’re a great dancer.
We hope you were able to get a few laughs out of these – we certainly did.
All jokes aside though, this is one of the best ways we’ve found to break down the concept of branding.
Branding is about getting your audience to see the value of what you bringing to the table, and in the case of employment branding, your audience is the available pool of current and future potential applicants.
In a high-turnover industry like home care, reputation and recognition are everything; however, you can’t achieve success in those two areas without first creating an employment brand.
As an agency, you’ve got two brands – your services and your employment opportunities. While you’re probably already thinking about your brand in terms of how it attracts potential clients, it’s important that you’re also considering how your brand/reputation will attract applicants.
In an industry with heavy competition, standing out with an employment brand is no longer an option; it’s a necessity.
The value of focusing on your employment brand
If you haven’t been making your employment brand one of your top focuses, you’re missing out on potential hires.
Establishing an employment brand is one of the best ways to combat caregiver shortages. It shapes the perception of how potential employees see your agency and can heavily influence their decisions during the hiring process.
Not only that, but an employment brand can also help you hire caregivers that more closely fit the mold of what you’re looking for (more on that later).
In an interview, employment brand expert Simon Seiden said, “You’re no longer in control of the conversation, but the conversation impacts you.”
This is the perfect example of why you need an employment brand. Caregivers and potential caregivers will talk about your organization regardless – employment branding ensures that those conversations are favorable for your agency.
When you start to focus more on your employment brand, you can expect to see an increase in value in a few different areas. These include: