How to Combine Recruitment Marketing and Client Marketing for Optimal Success

Did you know your caregiver recruiting campaigns are a powerful tool for client acquisition?

If you’re not combining your recruitment marketing with your client marketing—you’re missing out on powerful synergy that could help you grow your business.

What is recruitment marketing?

Recruitment marketing is the way you advertise your home care agency as an employer. It can be used to:

• Hire highly qualified caregivers quickly and when you need them
• Keep your talent pipeline full of great candidates (even when you’re not actively hiring caregivers)
• Build awareness and name recognition of your home care agency among potential caregivers as well as potential clients in your area
• Cultivate an image of your agency as an authority on home care and senior care
• Establish credibility and trust within your community
• Demonstrate your standards of care upheld by your caregiving staff

The value of an employer brand

The most significant part—and driver of—recruiting campaigns is your employer brand. This is the way you’re perceived by current and potential employees. This image is important to potential clients because it reflects the caliber of care you provide.

Your employer brand comprises:

1. Your employee value proposition, or EVP, which is what you can offer caregivers that no other home care agencies can’t
2. The purpose and meaning of the work your caregivers do, which can be a major draw for the field and to your specific home care agency
3. Employee compensation and benefits, including paid time off and schedule flexibility
4. The employee experience, or what it feels like to work at your company—like how supportive the colleagues are, the leadership philosophy and management style, how disputes are resolved, how understanding managers are, whether it’s easy to get PTO approved, etc.
5. Career development opportunities, like training courses, educational reimbursement, management training, and promotion opportunities
6. The way your current workforce represents your home care agency—are they happy to work there? What do they say to their friends and family?

What is client marketing?

Client marketing is your strategy for bringing in new business to your home care agency. That’s the traditional marketing you do to attract and retain new clients.

At a minimum, your digital marketing campaigns should include some combination of SEO, PPC ad campaigns, and social media. Your recruitment marketing campaigns will look very similar (yep—you can use PPC for recruiting too).

Your client brand includes:

1. Your company value proposition, or what you offer clients that other home care agencies can’t.
2. The purpose and meaning of the work your caregivers do, which includes your philosophy of care and motivating values
3. Your cost and service offerings, as well as the insurance carriers you work with
4. The client experience, or what it feels like to be a client at your agency—like the temperament and professionalism of caregivers, response time, how easy it is to work with billing and finance, etc.
5. Your reputation in the community—are you seen as a trustworthy and conscientious care provider? What about being an expert in senior care? Do you give back to your community outside of billable hours?

How to use recruitment marketing to build your business

When you’re recruiting caregivers, your agency brand should align with the public-facing image you already have and the marketing campaigns you use to attract new clients. This includes image style(s), colors, and fonts, as well as voice, tone, and messaging.

Consider that clients may see every part of your recruiting campaigns—so market with that in mind. Here are six tips for merging the two marketing types for maximum impact:

1. Automate your campaigns

One of the most important investments you’ll make for your marketing campaigns is a good automation engine. A fully capable platform makes the process more efficient, automating rote tasks like scheduling and data collection, so your team can make the most of human interactions.

Marketing automation is truly a game-changer when it comes to talent acquisition. It allows you to set up campaigns quickly and track them in flight, plus it prevents pipeline leaks so you don’t lose great caregiver candidates during the hiring process.

2. Represent your employer brand accurately

When marketing your senior care agency to potential hires, and potential clients, do so candidly and honestly. Misrepresenting your company culture, benefits, and opportunities will do more harm than good.

3. Optimize your recruiting for search

Make sure your agency can be easily found online by prospective caregivers and clients alike. Leverage SEO best practices across client-facing and caregiver-facing content on your home care website.

4. Combine campaigns on social media feeds

On the same social media channels you use to promote your agency as a healthcare authority, promote your agency as a great place to work too. Include photos and announcements of new hires or recently promoted staff, celebrate employee milestones, and share the stories of your workers.

5. Ask your caregivers to review your agency

Invite your workers to review your agency on employer review sites like Indeed and Glassdoor as well as Google reviews. These often appear in search results when users go looking for local home care providers.

6. Enlist your caregivers to tell your company story

Potential hires want to know what kind of people they might be working with, and potential clients want to know what kind of people will be looking after them or their loved ones. Ask caregivers and clients to help you tell the public what it’s like to work with you—record testimonial videos, write blog posts about client success stories or publish interviews with caregivers about their careers and what motivates them.

High-quality stock photos are a great time-saver, but, where possible, don’t forget to use images and videos of your real staff and clients (with permission, of course).

Hire new caregivers, attract new clients

At Home Care Marketing Pros, the same tech that powers our CareFunnels marketing platform also fuels great recruitment marketing campaigns. Agency growth doesn’t happen without exceptional caregivers. Book a demo and let us show you how CareFunnels Recruit can help you make better hiring decisions.