Building a Strong LinkedIn Presence for Your Home Care Agency: Tips and Tricks
How to use LinkedIn to establish your home care agency as a service provider and as an employer to grow your business
LinkedIn, the world’s most popular business networking and social media site, is a useful platform for establishing your agency as a thought leader in the senior care industry, and as a premier employer.
Building a strong LinkedIn presence for your home care agency depends on consistency and relevance. Some home care agencies that post regularly, connect with their networks, and share helpful content have thousands of followers and regular engagement.
Here’s how to use LinkedIn to grow your home care business.
Who uses LinkedIn?
LinkedIn’s users are both companies and workers. Companies often use the platform for establishing their brand and employer reputations and to recruit and hire new employees. Workers use the platform to grow their professional networks and find jobs.
All kinds of people use LinkedIn, and its user base is global—as of 2022, there were more than 501 million users on the platform worldwide. LinkedIn users tend to skew young, with more than half (50.6%) between the ages of 25 and 34, and almost a quarter (24.5%) aged 18–24, according to Statista.
Should your home care agency be on LinkedIn?
As long as you can contribute regular, relevant content to your profile, you should be using LinkedIn. Why? For two reasons: to establish your agency’s reputation as a home care services provider, and to establish your employer brand.
Marketing your agency as a great place to work
LinkedIn is one of the most popular job search platforms in the world, and it’s often the first stop for many active job seekers. It’s also full of passive job seekers, that is, talented people who look occasionally for new opportunities or those who aren’t actively looking, but could be convinced to jump into a great new role.
In other words: LinkedIn is one of the best places to recruit great caregivers.
When you post an opening on LinkedIn’s job board, potential applicants will investigate your brand, and typically, the first place they’ll look is at your LinkedIn business profile, which appears on every posting you create. When they arrive on your page, you want to show off your best self.
You can also user your LinkedIn presence to promote open jobs or market the home care industry as a great place to grow a meaningful career.
Market your agency to potential clients as a home care services provider
LinkedIn is full of business professionals, many of whom are caregivers to their family members. In fact, three out of every four professionals in the U.S. are caregivers in some capacity, and you can find those people on LinkedIn.
This agency seized the opportunity to market its respite care services for caregivers who need to take time away this summer.
This agency provides tips on how to talk to your employer about needing support for your family care responsibilities.
These posts are successful because they are hyper-targeted on the needs and mindset of LinkedIn users: busy professionals in need of support.
How to use LinkedIn for marketing for your home care agency
Using LinkedIn to market your home care agency doesn’t require a lot of money (or really, any at all), but it does require time and planning. Here’s how to get started.
Complete your business page
First thing: Build out your home care agency’s LinkedIn presence by creating a LinkedIn business profile. Fill out every field you can, in detail. This includes high-resolution images, your logo, information about your services and services area, your website, office location, and how your agency was founded.
Set a calendar reminder to review your profile every six to twelve months to ensure all information is accurate and to make any relevant updates, like recent awards or new services.
Be sure to optimize your LinkedIn profile for search, using plenty of relevant keywords in your company description, services, and your posts too.
Be a thought leader
Many people use LinkedIn to establish themselves as thought leaders in their industry, but businesses can especially capitalize on the network's exposure.
Repurpose your content: Share white papers and blog posts, repost relevant news articles, share wisdom from your caregivers, advice on recruitment, business growth, or health care philosophy. If you’re unsure what to write or post about, make it timely. Take a recent news event and look at it through the lens of home care. (Here are more long-form content ideas that can help you emerge as an industry thought leader.)
LinkedIn also lets you host live virtual events on the platform, which you can use to attract ideal caregivers to your agency by promoting careers in home care, or hosting webinars on the latest home care practices, technologies, and trends.
Be a community contributor
Engage with your LinkedIn network: Comment on posts, share posts from other industry thought leaders, like posts from those in your network, and tag your industry partners.
Grow your network organically
By tagging your local collaborators, employees, and industry thought leaders, you can expand your audience organically. Tagging their names means you’re likely to show up in the feeds of their followers and connections, naturally expanding your reach.
Try a LinkedIn Ads campaign
Businesses can also run PPC campaigns on the platform, so when it’s time to boost your visibility or hire for critical positions, you can put a little extra money behind your LinkedIn presence to get the reach you need.
LinkedIn Ads lets you target specific demographics, monitor and optimize ad spend, and reach your audience with a variety of ad types, like LinkedIn messaging, sponsored posts, text ads, and dynamic ads.
5 tips for creating great LinkedIn posts
1. Vary your content
LinkedIn lets users post all kinds of content types, so take advantage of the variety by posting text, images, videos, links to your blog, event sign-ups, and more.
Vary content types (images, graphics, video, links, etc.), but stay consistent with your brand image and tone (colors, fonts, shapes, templates, etc.). Sites like Canva make it easy to create a consistent look for your posts, no design expertise required.
2. Make business announcements
Did you make a great new hire? Win an award? Open a new office? Add a new service? Announce it on LinkedIn. It shows your audience that you’re a growing, active, and dynamic business going after the right things and showing up for your community.
3. Demonstrate your commitment to community health and wellbeing
Home care is a valuable part of healthy and compassionate communities, and your agency is very likely already very involved with local nonprofits. Next time you attend an event, partner for a fundraiser, or observe an important day, take photos, post about it, and tag your partners.
4. Recognize your team’s hard work
LinkedIn is full of job seekers, so potential caregivers will be watching closely to see how your agency treats and recognizes its employees. Share client testimonials and promote your employees’ hard work.
5. Be consistent
Perhaps the most important part of establishing a strong LinkedIn presence—or a strong presence on any social media platform—is consistency. Post a variety of content types several times per week.
You can use a tool like Buffer, Later, Loomly, or CareFunnels’ Social Media Planner to schedule posts in advance so you don’t have to log into the platform every time you want to share something new.
Grow your business on LinkedIn
Ready to start building your brand reputation on LinkedIn? At Home Care Marketing Pros, we love social media and the exposure it can earn for a home care agency. Get in touch to learn more about how our CareFunnels Social Media Planner can help get you the results you are looking for.
