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Care Home Recruitment Marketing
Staffing and occupancy are the same problem wearing different clothes. A home that cannot staff its beds cannot fill them, and agency cover is expensive enough to erase the margin on the beds you did fill. Recruitment marketing applies the same discipline we use for family enquiries to the people you need to hire.
Get My Free AuditWhy care recruitment adverts fail
They read as though they were written for a compliance file: a list of duties, a list of requirements, "competitive salary", no sense of what the place is actually like to work in.
They are posted on a job board and nowhere else, competing on pay alone against every other home in the county — a competition most independents cannot win.
The homes that recruit well compete on something else: the team, the manager, the rota that actually respects your life, the training that leads somewhere.
What's included
How we approach recruitment marketing
Employer brand
What it is genuinely like to work at your home, articulated well enough that the right people recognise themselves in it.
A careers page worth visiting
Real staff, real progression stories, honest information about shifts and pay. Most care home careers pages are a PDF and an email address.
Paid recruitment campaigns
Local paid social and search aimed at both active job seekers and the much larger group who would move for the right home but are not looking.
Application process review
Most care applications leak candidates badly. Slow replies and clunky forms lose good people to the home that called them back the same afternoon.
Referral programme design
Your existing staff know the best candidates. A well-designed referral scheme is usually the cheapest hire you will ever make.
Why this sits with your marketing, not just HR
Why this matters specifically in care
Prospective staff and prospective residents' families look at exactly the same things — your website, your Google reviews, your social feed. A carer deciding whether to apply reads your reviews to see how the home treats people. The two audiences are served by the same assets, which is why treating recruitment as a separate silo wastes most of the work.
Straight answers
Recruitment Marketing — frequently asked questions
Can this actually reduce our agency spend?
That is the point of it. Filling substantive posts directly is what reduces agency reliance, and the arithmetic is usually stark — a few weeks of agency cover for one post frequently costs more than a year of recruitment marketing.
We cannot compete on pay. Is it hopeless?
No. Pay gets someone to read the advert; the manager, the team and the rota decide whether they stay. Homes with a genuinely good culture and no pay advantage regularly out-recruit better-paying competitors, provided they can articulate it credibly.
Do you handle international recruitment?
We can market roles to overseas candidates, but sponsorship, compliance and visa administration need a specialist immigration adviser. We would work alongside yours rather than pretend to replace them.
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