Caregiver Recruitment: Leveraging Facebook PPC for Recruiting Success

Did you know that you can recruit new caregivers for your home care agency much in the same way you attract new clients?

Caregivers are in high demand. By the year 2030, the entire Baby Boomer generation will be 65 or older—that’s 73 million people in the U.S.—but there aren’t enough caregivers to meet the coming demand for in-home care. AARP reports that the need for at-home caregivers will grow 25% by 2031—that amounts to roughly 700,000 caregivers needed every year for almost a decade.

Competition for this talent will be tight, so what is your agency’s plan for staying fully staffed enough to provide quality care and grow the business? It’s all about caregiver recruitment marketing. Agencies can leverage the same tools they already use to attract new clients for attracting new caregivers.

One of the most effective tools in the digital marketing kit is social media ad campaigns. One that your home care agency should have on its radar is Facebook.

Why you should consider Facebook ads for caregiver recruitment

So, why go to the trouble of using Facebook as a platform for finding new caregiver candidates?

• Recruiting caregivers will only get harder in the coming years. A shortage of qualified workers plus a rapidly aging population means demand for talent is set to significantly outpace supply. Agencies that are proactive in their recruitment efforts will have the advantage.
• Facebook ads help you find in-market job seekers to precisely target the audience you need.
• Find caregivers in your local area to reduce ad waste.
• Using digital ad campaigns for caregiver recruitment, when managed with a CRM, can help you keep all new leads organized. A customer relationship management platform—or CRM for short—will allow you to seamlessly manage new leads and move them through the recruitment and hiring process.
• Retarget interested Facebook users with your campaigns to increase the likelihood that they will become leads.
• Learn more about your ideal caregivers, including their demographics and interests based on the insights returned from your campaigns.
• Uncover the messages employer value propositions that most resonate with your ideal candidates.

How much does Facebook advertising cost?

As an advertiser, you get to set the budget for your Facebook ad campaigns, so how much a campaign costs depends on your budget. To get a sense of how much it might cost to generate a single caregiver lead, here are some basic Facebook ad campaign benchmarks:

• Average cost per click for all industries: $1.72
• Average cost per click for healthcare advertisers: $1.32
• Average conversion rate for all industries: 9.21%
• Average conversion rate for healthcare advertisers: 11%

The best measure of campaign effectiveness is return on ad spend, or ROAS.

Conversions can be managed in a few different ways. For instance, the number of clicks on an ad, the number of times a user fills out a contact form, or even the number of leads generated who become employees. All of these can be tracked and measured with a good CRM.

How recruitment marketing works on Facebook Ads

Before you get started, your home care agency should have a Facebook page that is active and up to date. This is what you can expect from using Facebook ads for recruitment marketing campaigns.

1. Identify a goal

The more specific your goal, the more likely you are to reach it and achieve a return on your investment. Make sure yours is measurable and time-bound. For instance, your goal might be to add 20 new licensed CNAs to your candidate pipeline by the end of the month. That’s a goal that can be tracked and measured.

Facebook will ask you to categorize your goal on the platform too, picking among: awareness, traffic, engagement, leads, app promotion, or sales. For recruitment marketing, we recommend traffic (to your landing page) or lead generation goals.

2. Select your buying type

On two of Meta’s ad platforms, Facebook and Instagram, advertisers can pick between auction campaigns and reservation campaigns.

• Auction campaigns are dynamic, flexible, and often more efficient than reservation buys.
• Reservation campaigns are all planned in advance, which makes it possible to run sequence campaigns, delivering ads to a given user in a very specific order. Campaign performance with reservation buys is slightly more predictable but less efficient.

3. Select your campaign details

You’ll also need to provide Facebook ads with more details about your caregiver recruitment campaign. You’ll need to give it a name, select an ad category, refine your performance goals a bit, and make a few decisions about how you want the budget distributed, where you want your ads to appear, and help them narrow your ideal audience by age, location, and language.

4. Make your ads.

You’ll need some visual assets to run your campaign, including images or video and ad copy. As you get creative, keep a few things in mind:

• Use high-quality images. If you’re not using your own photos or graphics, be sure you have the right to use assets produced by others. Ideally, your visuals will be original to your agency, not stock creative.
• The same goes with video. Only use high-quality files that you have the right to use.
• When putting together your ad copy, do a little research to see how other agencies are marketing themselves as employers. Can you offer something to caregivers they cannot? This is where having an employer value proposition is a great tool.

Stumped? A good copywriter can usually help you come up with attention-grabbing language to get your message across.

5. Decide if you want to A/B test

A/B testing means that you can try two versions of the same ad (or part of an ad) to find out which returns the best results. For instance, you might test two different images or two headlines to see which gets the most attention from your ideal caregivers.

6. Allocate your ad spend

When you allocate your ad spend, you tell Facebook how you want it to mete out your money: daily or over the lifetime of your campaign.

• Daily allocation lets you limit the total amount of your budget spent on a given day.
• Lifetime allocation lets the platform spend your budget on the best placements across the lifetime of your campaign, which means that you’ll get more exposure on some days than others.

7. Choose your landing page

The campaign doesn’t stop once a user clicks on your Facebook ad. Their destination should be a high-quality landing page that continues the recruitment journey and coaches them toward either providing your agency with their contact information or directly applying for a job.

Your landing page should be on your home care agency website and should include basic details about the hiring process, the benefits of working at your agency, and how they can get in touch with you.

You can A/B test landing pages too, so feel free to experiment with headline messages, copy, images, video, color, and contact forms—all can be tweaked to maximize engagement.

8. Try the Facebook Ads Manager app

Try Facebook’s Mobile Ad Manager app so you can run your campaigns from anywhere and monitor leads as they come in.

How to maximize caregiver recruitment with Facebook Ads

Maximizing the return on your caregiver recruitment campaigns is a matter of staying organized—and that’s where Home Care Marketing Pros is here to help. Our PPC management services and the same CareFunnels platform your agency uses to grow your business are the same ones you can use to add new qualified caregivers to your team. Book a demo to see how it can work for you.

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