Health care continues to struggle with worker shortages. It’s impacting almost every job, from nurses to office staff to home care workers. The last segment will face a considerable shortage, with 900,000 more needed by 2031.
Recruitment of these roles is at a standstill for many local markets, and an aging population makes this demand even greater. One key issue, according to a research report, is low wages. The median hourly wage only increased by $0.02 an hour in 2022. These workers often put in more than 40 hours a week and have been leaving the field for these reasons.
Companies that want to hire for these positions need recruitment advertising support. These campaigns should focus on pay, flexibility and advancement opportunities. Since the need for employees is local, your station is the perfect fit for these ads, encompassing both radio and digital tactics.
Pitching ideas to home health companies will require strategies and knowledge so they can invest in the right tactics at the right time.
Home Care Worker Recruitment: Local Ad Campaign Ideas
The problem for home care organizations is clear — they need more workers to fill the need, but recruitment is stalling. These companies must present themselves to potential employees in a way that emphasizes their differentiators. As a result, several themes can apply to multiple tactics to increase applications and hires.
Emphasizing Wages
Since salary is a reason why the field is losing people, wage transparency should be a central theme in recruitment ads. A recent report from SHRM revealed that 82% of people are more likely to apply for a position if the salary range is listed.
For home care agencies serious about adding staff, they’ll need to offer a wage that attracts candidates. Some may even have hiring bonuses. If this is a key differentiator for your advertiser, make it a key part of ads. Using the numbers in display ads, radio spots and OTT/CTV ads will get job seekers’ attention. Measure its impact by comparing the number of applications before and after the launch of these campaigns.
Highlighting Current Employees
A potential employee will give more credence to what current ones say than to the brand itself. Capturing stories of home health workers and why they love their jobs can be compelling. These stories are great for video, and you can use them for display, social media or OTT/CTV.
Additionally, make these programmatic videos more targeted by using geofencing. Fences could include community colleges with programs and competitor workplaces. It could be the nudge that someone needs to find a better position.
Email Outreach to Reengage Past Applicants
Home health companies are likely to have a list of previous candidates who may still be looking for a new job. This would include email addresses, which you can use to create email marketing communications. The email can showcase open roles and have a unique CTA (call to action) to update their previous application.
Using Targeting to Reach the Right People
Beyond geography, digital advertising tactics can target people in many ways, including demographics, behaviors and interests. In the recruiting world, you could use a person’s job title on sites like Facebook and LinkedIn as a way to get in front of the right people. By segmenting the population with these filters, ads will show up in the feeds of those who best match what your client is seeking in candidates.
Recommend a three-month social media advertising push for recruiting based on these targets. For content, highlighting the salary, benefits and other essential information can accelerate applications.
Positioning SEM for Larger Enterprises
SEM (search engine marketing) for recruitment aligns well with larger companies that are always hiring. SEM is not a short-term ad strategy and does best when it’s continuous and complemented by other tactics. Present to advertisers the opportunities for keywords and how SEM conversion-based optimization works to increase ROAS (return on ad spend). Optimization focuses on maximizing ad spend by allocating budget to the keywords and text ads that drive the most clicks. Also, advise that a six-month minimum will deliver the best results.
Deliver Home Care Worker Recruitment Advertising Ideas as Omnichannel
These tactics are all proven ways to increase applications and their quality. Ideally, you’ll propose various ad types to create an omnichannel campaign. In this way, traditional and digital advertising work together to boost visibility, reach and targeting. With you as their local advertising expert, they can buy it all from one media company. The need for health care employment will only increase, and job boards can’t be the sole way to advertise these positions. Be sure your health care customers know you can help them with recruitment.
Get more recruitment advertising strategies and tips by reading our e-book, Recruitment Advertising: How to Get Businesses to Hire You to Fill Their Employment Needs.
