November 11, 2024

If you were to lose two of your best caregivers tomorrow, how quickly could you fill those positions? How confident are you that you’d be able to hire the best caregivers?

Having a recruitment marketing plan can help you ensure that you can find, vet, and hire top-quality caregivers quickly and efficiently (not to mention prevent turnover altogether.).

Recruitment marketing pulls double duty. Not only does it help you attract and retain your workforce, it also helps you attract and retain clients. After all, once you’ve lost those outstanding caregivers, you may lose clients too.

Let’s explore how recruitment marketing helps you hold onto your clients.

What is recruitment marketing?

Recruitment marketing encompasses the actions you take to attract new caregivers to your agency and retain them as employees. If you needed to fill a key position tomorrow, what steps would you take?

Employer branding is a critical part of recruitment marketing, and it affects employee turnover. Your employer brand is your reputation as a place to work among current and potential employees. It can be a help or hindrance when it comes to hiring caregivers and keeping the ones you have. It can also be a factor in your ability to retain home care clients.

Why recruitment marketing affects client retention

The way you recruit and retain workers is highly relevant to your client base. If the quality of care suffers, you can lose clients to your competitors.

Think of it this way: If you saw an employment ad for a local restaurant that reads Now hiring anybody who wants a job. No experience required. That message would hardly inspire confidence in customers. On the other hand, what if you saw an ad that reads, Now hiring line cooks with 3+ years of experience and excellent references. Most people would probably choose restaurant number two.

The same is true for home care agencies. Your hiring and retention strategies matter to clients. Just think of restaurants and retail stores that print the years of service on employee name tags—it says something about the quality of the workplace and the skill of the worker.

Questions to ask as you evaluate your employer brand and recruitment marketing strategy

• Are your caregivers proud to work for your agency? This will show up in the way they do their jobs.
• Are caregivers happy to work there? Pride in a workplace and happiness don’t necessarily correlate, but clients feel both in the care they receive.
• Do you have high standards for the type of caregiver you hire? Clients will feel this in the quality of care they receive.
• What is your employee turnover rate? A high turnover rate among caregivers often results in a high turnover rate among clients.
• How healthy is your talent pipeline? If you needed to replace your top two caregivers tomorrow, does your home care agency have a plan in place? And do you have a pool of qualified applicants to pull from?

Recruitment marketing helps keep your talent pipeline full of qualified caregivers, giving you the ability to …

• Recruit caregivers quickly to fill vacancies: Don’t lose clients (or miss out on new ones) because you don’t have the staff.
• Find caregivers with hard-to-find skills and qualifications: A full and active recruiting strategy can help find caregivers with the highly sought-after skills your agency needs.
• Cover long-term absences like parental or medical leave: Quickly bringing in temporary and part-time caregivers to fill in for current staff lets you test-run with employees before hiring caregivers for full-time positions.
• Grow the business: Build better teams so you can bring in new clients and add new services your that current client base needs.

Recruitment marketing also affects your home care agency’s reputation and helps build trust

• Your current clients will likely see your recruitment campaigns: It’s a chance to remind them of the high standards you have for your caregivers and staff.
• Clients will see and feel the difference in quality of care: Your ability to attract and hire high-quality caregivers will affect whether your clients stick with your agency or leave for one of your competitors.

Jumpstart your recruitment marketing

At Home Care Marketing Pros, we specialize in employer branding and recruitment marketing for home care agencies. We use the same tech that powers our CareFunnels marketing engine to power great recruiting campaigns that attract caregivers and clients alike. Book a demo and we’ll show you how we do it with CareFunnels Recruit.