December 16, 2024

You already use PPC campaigns to generate leads, attract new clients, and qualify them for your sales funnel. Did you know you can do the same with qualified caregivers?

When it’s time to hire new caregivers, being able to move quickly and find qualified candidates is key. A landing page designed to capture caregiver leads is a key component of a structured caregiver hiring process.

Understanding Caregiver Recruitment Challenges

Caregiver recruitment is a critical process for home health care agencies and home care agencies. However, it comes with its own set of challenges. Understanding these challenges is essential to developing effective strategies for attracting and retaining top talent.

Competition for workers

The caregiving industry faces intense competition for workers. Corporations and other agencies often offer better pay and benefits for workers, making it challenging for home care agencies to attract and retain qualified caregivers. To compete, agencies must rethink their strategies and offer competitive pay, benefits, and career advancement opportunities.

High turnover rates in the caregiving industry

High turnover rates are a significant challenge in the caregiving industry. According to the Activated Insights Benchmarking Report, the average home care agency has to replace 80% of its employees. This not only results in significant recruitment and training costs but also affects the quality of care provided to clients. To reduce turnover rates, agencies must focus on creating a positive work environment, offering competitive pay and benefits, and providing opportunities for career advancement.

Setting Up for Success

Define your hiring criteria

Defining your hiring criteria is a crucial step in the caregiver recruitment process. It involves identifying the qualifications, experience, skills, and personal attributes desired in a caregiver. Clear hiring criteria can streamline the hiring process, saving time and resources. It sets clear expectations for prospective caregivers, reducing the chances of hiring mismatches. When defining your hiring criteria, consider the following factors:

• Education and Certifications: Determine the level of education and certifications required for the caregiver role. This could range from a high school diploma to specialized certifications in home health care.
• Experience: Specify the type and amount of experience necessary for the caregiver role. For instance, you might require candidates to have a minimum of two years of experience in a similar position.
• Skills: Identify essential skills for the caregiver role, such as communication, problem-solving, and time management. These skills are critical for providing high-quality care and ensuring client satisfaction.
• Personal Attributes: Highlight desirable personal attributes, such as empathy, patience, and reliability. These traits are often what set great caregivers apart from the rest.

By clearly defining your hiring criteria, you can attract qualified candidates who are well-suited to meet the demands of the caregiver role, ultimately enhancing the efficiency of your caregiver recruitment process.

Determine the mission of your home care company

Determining the mission of your home care company is essential for attracting and retaining caregivers who share your values and vision. Your mission statement should illustrate the nature of your company and how it treats its employees and clients. A powerful mission statement can help you stand out from competitors and attract caregivers who are passionate about providing quality care. When determining your mission, consider the following factors:

• Values: Define the core values you want to uphold in your home care company, such as compassion, integrity, and respect. These values will guide your company’s actions and decisions.
• Purpose: Clarify the purpose of your home care company. What difference do you want to make in the lives of your clients? This purpose should resonate with caregivers who are passionate about making a positive impact.
• Goals: Outline your short-term and long-term goals for the company. These goals will provide direction and motivation for your team, including your caregivers.
• Vision: Describe your vision for the future of your home care company. How do you see it evolving over time? A compelling vision can inspire caregivers to join your team and contribute to your company’s growth.

A well-defined mission statement not only attracts caregivers who align with your values but also helps in retaining caregivers by fostering a sense of purpose and belonging.

Why use landing pages for caregiver recruitment?

Think of your caregiver recruitment marketing much as you think of client marketing campaigns: You want to demonstrate why they should pick your agency over another and encourage job seekers to make contact.

Using landing pages for recruiting caregivers lets you:

• Target a relevant audience of caregivers and licensed healthcare professionals in your area
• Capture caregivers actively searching for jobs as well as those passively looking
• Easily slide leads into your recruitment funnel and start moving them through the process
• Qualify potential caregivers automatically, with little to no human intervention necessary
• Leave the tedium of candidate sourcing to the technology, so your team can focus on the human elements of recruiting
• Gather key demographic and interest data about the most engaged applicants to improve future campaigns
• Test recruitment campaign messaging and optimize in-flight
• Improve employer brand recognition among home care professionals
• Quickly start campaigns when you need to hire new caregivers

Creating Effective Job Posts

Crafting an attention-grabbing job posting

Crafting an attention-grabbing job posting is essential for attracting qualified caregivers. Your job posting should be clear, concise, and compelling, outlining the role and its responsibilities. It should also emphasize the rewards of being a caregiver in your organization. When crafting your job posting, consider the following factors:

• Job Title and Summary: Choose a job title that accurately reflects the caregiver role and write a brief summary that captures the essence of the position. This helps job seekers quickly understand what the job entails.
• Job Responsibilities: Clearly list the key responsibilities of the caregiver role. This helps candidates assess whether they have the necessary skills and experience.
• Qualifications and Skills: Specify the qualifications and skills required for the caregiver role. Align these with your hiring criteria to ensure consistency and clarity.
• Benefits and Perks: Highlight the benefits and perks you offer to caregivers, such as competitive pay, paid time off, and opportunities for advancement. These incentives can make your job posting more attractive.
• Company Culture: Describe your company culture and how you support and value your caregivers. This gives candidates a sense of what it’s like to work at your agency and helps them determine if they would be a good fit.

By including these factors in your job posting, you can create an attention-grabbing job ad that attracts qualified caregivers who are passionate about providing quality care.

What makes a great landing page for recruiting caregivers?

There are some components that every great recruitment landing page has. Here’s your checklist:

Well-crafted job ads can attract quality candidates, communicate organizational values, and serve as the first impression for prospective hires, thus playing a vital role in standing out in a competitive market. Additionally, joining local job search groups on social media can help you reach potential candidates who are actively looking for caregiving positions.

A clear message

What do you want caregivers to remember about your agency? This should be your banner message.

Your key message might be:

• That you’re actively hiring
• Offering meaningful work in an impactful field
• Provide career growth opportunities

And this is key: The principal message should match the search term that the PPC recruiting campaign targets. This doesn’t have to be an exact-match, but it should indicate to visitors that you can provide what they’re looking for.

For instance, if the search term is about home care jobs in Portland, Oregon, your landing page should indicate that you’re recruiting caregivers in Portland.

Your employer value proposition

What can you provide your employees that other home care agencies can’t? This is your value proposition.

• A supportive and collaborative environment
• A unique philosophy of home care
• Competitive compensation and a great benefits package
• Part-time work and flexible schedules
• Career development opportunities, including shadowing experienced caregivers

You can also tout the benefits of home care to healthcare professionals curious about the industry, like deeply meaningful work, exceptional job security, and hands-on experience.

High-quality images

Don’t skimp on the creative elements of your landing page. Use original images when you can, but a high-quality stock photo can often do the job.

A call to action

What do you want visitors to do? All signs should point in that direction.

• Fill out a contact form
• Call or email your agency right away
• Upload a resume
• Attend a virtual information session
• Schedule a virtual interview
• Participate in job fairs

Branding consistent with your client-facing brand

Your caregiver recruiting landing pages should look like your website. Don’t deviate widely from designs—not only should it be recognizable, there’s also no need to spend time reinventing something that already works.

A way to capture contact information from qualified candidates

Always include a way to capture the name and contact information of interested caregivers checking out your agency. Optimize your lead generation forms for maximum success and feed that information directly into your recruitment automation platform so you can start moving those candidates through your funnel right away. Additionally, consider leveraging online job boards to further enhance your recruitment efforts and attract a diverse pool of applicants.

A way for caregivers to contact you through a caregiver referral program

Some potential caregivers will prefer to contact your agency on their terms. Provide a phone number and/or email address so they pick their channel. Landing page phone numbers can be made dynamic so you can track exactly which landing pages generate the best engagement.

Social media links

If you keep active social media channels, include logo links to those feeds, making it easy for caregivers leads to start checking out your agency right away.

6 best practices for recruiting with PPC landing pages during a caregiver shortage

1. Identify your goal. Are you looking to add brand new leads to your recruitment funnel, or maybe a caregiver who may already be aware of your agency as an employer? This will inform everything about the landing page, and the PPC campaign that drives caregivers to your site.
2. Always link it to your recruitment automation platform. Your landing pages would be nothing without a powerful marketing platform that helps you sort, track, and nurture those leads.
3. Boost the page with multimedia. Beef up the page with videos, audio, graphs, or illustrations. Make the page engaging and give your visitors a reason to engage.
4. But less is more. Don’t overload the page with text, form fields, or images. Make it clear. Visually organize page content with bullet points, graphics, fonts, colors, and visual breaks.
5. Offer something. If visitors give you their contact information, can you offer them something in exchange? Consider an ebook about the benefits of a career in home care, a tip sheet on crafting a great home care application, or a video of agency leadership offering tips for the interview process.
6. Add employee testimonials. Just like you use client testimonials to add new ones to your sales funnel, use employee testimonials to attract potential hires. These could be written quotes (don’t forget to include a photo) or video reviews.
7. Implement a caregiver referral program. Encourage your current employees to refer new caregivers. This approach can reduce hiring costs, lower turnover rates, and boost staff morale through incentives for successful referrals.

Measuring the Success of Your Landing Pages

A well-designed landing page is crucial for attracting qualified caregivers. However, it’s essential to measure the success of your landing pages to ensure they are meeting their intended purpose.

Use metrics to measure the success of your landing pages

To measure the success of your landing pages, use metrics such as:

• Conversion rates: Track the number of visitors who complete the desired action, such as filling out a job application or submitting their contact information.
• Bounce rates: Monitor the number of visitors who leave your landing page without taking any action.
• Time on page: Measure the amount of time visitors spend on your landing page.
• Click-through rates: Track the number of visitors who click on your job postings or other calls-to-action.

By analyzing these metrics, you can identify areas for improvement and optimize your landing pages to attract more qualified caregivers.

Build great landing pages, hire great caregivers

Ready to leverage landing pages to kickstart your recruiting campaigns and attract quality caregivers? Home Care Marketing Pros can help you set up a PPC campaign, design landing pages that convert, and hire qualified caregivers. Book a demo and we’ll show you how our CareFunnels Recruit can work for you.