All home care agencies are feeling the strain of attracting and retaining caregivers, and the pandemic has only heightened an already-existing caregiver shortage. How can you make sure that the time, effort and money you spend on recruiting brings about the results you need?
One of the top home health marketing tools we recommend for better recruiting outcomes is effective copy writing to capture the attention of job seekers. Here’s what to do (and what not to do) when creating job ads.
Avoid Overused Buzz Words
If your ads are full of terms like “rock star” and “guru,” it’s time for a revamp. Not only are they overused, but they don’t address what you really need: kind, compassionate, and proactive team members to meet the needs of your clients.
Make It Clear and Relevant
Focus on what the job involves: providing care at home for multiple clients, writing or entering detailed care notes into a software system, developing long-term relationships with seniors, preparing meals, driving clients to appointments, etc.
Know Who You Are and What You Need
Start by assessing your agency’s needs.
- Do you need to fill immediate vacancies?
- Are you looking to build a larger talent pool?
- What does your ideal caregiver look like?
Once you have a deep understanding of your measure of success, determine if your job language appeals to your target audience and identify opportunities to provide either more or less details to reach your goal. For example, if you are looking to fill immediate vacancies, your job headline might state, “Apply today and get paid this week!”
What’s in It for Them?
Everyone wants an opportunity that is better than the one they are leaving. Highlight what working for your agency means for them: better pay, health insurance, flexibility, etc. Survey your existing staff to find out what benefits they appreciate most and what they feel potential employees should know about what your agency has to offer, and then incorporate that into your job ads.