What We Are Learning About Digital Recruiting In Home Care

What We Are Learning About Digital Recruiting In Home Care

Written by: Jensen Jones•November 20, 2023

By Stephen Tweed and Jason Tweed Which online or digital techniques are you using for recruiting caregivers in Home Care? Which of these techniques are most effective? Of the caregivers you have hired, what percentage stay with you past 90 days? These are the questions we asked in our recent Home Care Digital Recruiting Survey.  We are asking home care company leaders to help us determine which online recruiting methods are most effective, and what we can do to improve our effectiveness. Most Frequently Used Digital Recruiting Techniques We are still gathering data, but our analysis of the early results shows some interesting information about what home care companies are doing, and what is working and not working. It will come as no surprise to you that the most frequently used online recruiting source is Indeed.com.  All 100% of our survey respondents are using Indeed to recruit caregivers.  Here are the other most frequently used sources in order of use: Which Methods are More Effective? While this is the order of methods that are used, when we look at which ones are more effective, the order changes. What is Your 90-day Retention? Data from Home Care Pulse shows that while Indeed.com is the most frequently used recruiting source, it also has the highest caregiver turnover rate.  Employee Referral Program have a much lower frequency of use but have a dramatically lower turnover rate.   We asked our survey respondents … “What percentage of the caregivers you hired last year were you…

By Stephen Tweed and Jason Tweed

Which online or digital techniques are you using for recruiting caregivers in Home Care?

Which of these techniques are most effective?

Of the caregivers you have hired, what percentage stay with you past 90 days?

These are the questions we asked in our recent Home Care Digital Recruiting Survey.  We are asking home care company leaders to help us determine which online recruiting methods are most effective, and what we can do to improve our effectiveness.

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Most Frequently Used Digital Recruiting Techniques

We are still gathering data, but our analysis of the early results shows some interesting information about what home care companies are doing, and what is working and not working.

It will come as no surprise to you that the most frequently used online recruiting source is Indeed.com.  All 100% of our survey respondents are using Indeed to recruit caregivers.  Here are the other most frequently used sources in order of use:

  1. Indeed.com
  2. Facebook Pages
  3. Your Employee Referral Program
  4. Word of Mouth Marketing
  5. Former Employee Reactivation

Which Methods are More Effective?

While this is the order of methods that are used, when we look at which ones are more effective, the order changes.

  1. Former Employee Reactivation
  2. Networking in the Community
  3. Indeed.com
  4. Word of Mouth Marketing
  5. Your Employee Referral Program
  6. Campus Recruiting

What is Your 90-day Retention?

Data from Home Care Pulse shows that while Indeed.com is the most frequently used recruiting source, it also has the highest caregiver turnover rate.  Employee Referral Program have a much lower frequency of use but have a dramatically lower turnover rate.  

We asked our survey respondents … “What percentage of the caregivers you hired last year were you able to retain past 90 days?”  Here’s what they said:

  • 40 to 59% – 50% of respondents
  • 60 to 79% – 25% of respondents
  • We don’t know … we don’t track this – 25% of respondents.

Which Online Recruiting or Marketing Activities do you Outsource?

We asked the survey respondents which activities related to online recruiting or marketing they outsource to a digital marketing company.  50% of respondents said they use an outside expert for Search Engine Optimization. Then 25% said they also outsource …

  • Website Design and Development
  • Website Content
  • Internet Job Board Ads
  • Social Media Content

What We are Learning

Recruitment and marketing are increasingly intertwined in today’s home care job market. To succeed in attracting and retaining top talent, home care businesses must recognize the synergies between the two fields. By adopting marketing tactics, focusing on pain points, and utilizing key performance indicators, organizations can position themselves as employers of choice. and thrive in the evolving workforce landscape. 

Help Us Refine Digital Recruiting: Take our Survey

You can help us refine this process by taking five minutes to answer ten quick questions.  We’ll share the results with you, and a copy of our published research report. We also invite you to a live online web conference to discuss what we learn about digital recruiting.

Take The Survey