How Your Home Health Care Business Can Build a Pipeline of Quality Job Applicants

By Beth Kempton,
November 20, 2018

Between a record-low unemployment rate, few job seekers interested in home health care careers and 97% of caregivers being open to new job opportunities, staffing up with quality talent is more challenging than ever in the home health care industry. But the demand for qualified, compassionate home health care employees has never been greater – an aging population is contributing to significant growth in the industry, with Americans projected to spend $5.7 trillion on home health care by 2026.

Beyond overall increased spending, demand for home health care services tend to see an uptick during flu season, which is just getting under way. Due to the competitive hiring market and growing demand for home health care services, it’s critical for your agency to have a strategy in place to build a pipeline of quality applicants. Below, we’ve pulled together a few tips to get started.

Build a Strong Employment Brand

With so much competition for home health care employees – including other home health care businesses, doctors’ offices and hospitals, among other employers – building your employment brand is key to attracting the right job applicants and providing top-notch patient care. Your employment brand is just as important as the overall brand you build to attract new patients at your home health care agency.

The low unemployment rate means job seekers can be more selective than ever before when it comes to finding new job opportunities. Because of this, your employment brand should include job descriptions that answer the “What’s in it for me?” question for job seekers. In your job description, focus on what your home health care team has to offer – such as your benefits, company culture and awards. And while home health care-related positions require certain certifications, your job description should also highlight preferred competencies, rather than specific required experience. For example, let job seekers know you’re looking for caregivers with who are compassionate and level-headed.

In addition to great job descriptions, your home health care business needs a strong career site, as the most engaged candidates apply through career sites. Your career site should include details on the workplace culture, career progression and overall benefits to help top candidates see the opportunity your team offers. Hireology data found that a career site is 15x more cost-effective than job boards when it comes to attracting quality candidates.

With effective job descriptions and a compelling career site, you can get top talent excited about the possibility of joining your team, ultimately helping you build a pipeline of qualified talent for your open roles.

Approach Hiring Like You Do Customer Marketing

When it comes to your marketing budget, chances are you don’t put all your eggs in one basket. You likely tap into many channels to drive business at your home health care agency – including your website, local advertisements, digital advertisements, and more. But many businesses in home health care – and other industries – don’t take the same approach with recruitment marketing. Instead, they often make the mistake of buying costly, one-off job board postings to fill roles quickly as soon as they open up. But these one-off postings can lead to a high quantity, yet low quality of applicants and, as a result, wasted budget.

By instead enlisting the help of a hiring partner like Hireology, you can diversify your job board spend and automatically reach hundreds of the best local and national recruitment channels. These channels include local classified ads, social networks, specialty and mass media job boards. You can also tap into different sources depending on the role your home health care business is recruiting for rather than using the same strategy each time you have an open role.

Automate Your Applicant Sourcing Efforts

With Hireology’s automated sourcing tool, Applicant Engine, the applicant sourcing process is managed for you. Applicant Engine manages your recruitment budget and invests in sources expected to drive quality candidates based on predictive analytics. Applicant Engine taps into a network of 500+ applicant sourcing channels – including national job boards, organic search engine feeds, local classifieds, social media and other niche sources. While the recruitment campaign is being managed for you, your HR team can save time and spend it on other tasks to help your home health care business grow.

Once you have a more diverse recruitment marketing strategy, it’s important to understand which applicant sourcing channels are driving the most quality candidates – and eventual hires – and which channels aren’t driving results for your home health care business. And when you have a grasp into the performance of different applicant sources, you can eliminate applicant sourcing channels that aren’t driving results, ultimately reducing sourcing costs without sacrificing overall quality of hires. Hireology customers who have tapped into Applicant Engine to manage their recruitment marketing budgets and help build their applicant pipelines have seen a 30% reduction in overall job board costs.

By diversifying your job boards and other recruitment channels, you can avoid spending much of your budget on costly, one-off job board postings. As a result, you can have a continuous recruitment strategy in place and always have your open roles posted on channels that drive results. This will be especially helpful for building a pipeline of quality candidates for roles you need to fill regularly – such as caregivers and CNAs.

Your recruitment strategy is more important than ever before, given the tough hiring market and increasing demand for home health care. By following these tips, you can be more proactive with your hiring efforts and attract more quality candidates. For more information on overcoming key industry hiring challenges, read our eBook, “The Home Health Care Hiring Guide.”



About the Author

Beth is the content strategist on Hireology’s marketing team, responsible for creating compelling blog posts, eBooks, marketing materials and other content. Her background includes five years of experience at a B2B digital marketing agency, where she crafted content for a variety of clients, including several in the HR technology space. Before beginning her career, Beth attended Loyola University Chicago, where she studied advertising and public relations.

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