As the owner and founder of Digital Champions, I want to thank Anne-Lise and Gere Consulting for the opportunity to share some insights with this community. Right now, caregiver recruitment is such a huge part to be successful in home care. I want to share how you can start to recruit caregivers as well as attracting those other target audiences like clients and referral sources.
What Makes Home Care Different?
The first thing that we really need to understand is that home care is unique with three different target audiences that we’re looking to attract: caregivers, referral sources and clients. That’s very different from a lot of other industries. However, one thing that remains to be true, regardless of the industry, is if people know, like and trust your business they will buy from you. These three things are very important to attract more people to come into your home care business.
So what can we do?
Why Video to Recruit Caregivers
Well, the best thing that you can do is start getting on video. Yes, video is one of the most impactful things that you can start to do to drive more traffic, get more caregivers and more referrals your way.
Let me just share a few stats with you here…
- According to Forbes, 70% of marketing professionals report that video converts better than any other medium.
- Viewers retain 95% of a message when they watch it in video compared to 10% when reading it in text.
- Social video generates 1200% more shares than text and images combined.
When we look at these stats and we really think about what is it that creates the greatest impact? What is going to increase those conversions?
Your Differentiator to Recruit Caregivers
When it comes to attracting caregivers, as well as referral sources and potential clients, we can connect at a deeper level by sharing your why. Sharing YOUR story of how you got into this business. Simon Sinek, author of Start With Why, says “People don’t buy what you do, people buy why you do it.”
Let’s be honest, we are selling YOU and your organization. If they are going to join your team then they need to be bought in.
Sharing your story can be one of the most impactful things that you can do for your business, because it’s the one thing that separates you from every other company. “You and your team” are what makes your agency different and sharing your story is a key differentiator. This video should be front and center! It should be seen on your website, in your email signature, and sent to potential applicants. Sending it to potential employees has been proven to increase interview show up rate. Caregivers feel a connection with you because they feel aligned to the vision that you were looking to achieve based on your story and why you got into this business.
What Do You Want To Be Known For?
One of my students, Jonah, wanted to be known for dementia care so he began creating content on the subject. That is what he wanted to be known for! Through this, he was able to brand himself as the dementia care expert. His potential clients look at him and say: “Wow, this guy really knows about dementia. My loved one has dementia so this is the company for us.”
There are thousands of people out there looking for help to manage their loved ones with dementia. For example, they may search “What are some ways to improve memory loss?” or “How to manage your loved one or patient that has dementia.” We all know that in this industry, that can be a huge struggle and an obstacle that needs to be overcome. So by being able to provide these resources, it becomes super impactful.
Here is the best part…
One of Jonah’s caregivers started watching his dementia videos and implementing it in the field. Another caregiver came up to that individual and said “Hey, how do you know all of this?” And she said “I’ve got these great videos that you can watch.” Now Jonah has these amazing tools that will continue to produce results. His library of content continues to grow around dementia becoming the dementia care expert that is attracting both clients and caregivers.
Wait, there is more…
When he shared these videos on social media, he was able to then open up new opportunities with the Alzheimer’s association. They were seeing what he was doing around dementia care and they wanted to bring him in. They wanted him to be a part of their board because they were seeing what he was doing. Video can open doors!
Getting Started Using Video to Recruit Caregivers
When you take the time to really step out of your comfort zone, you will be amazed at what can happen. I know video can be scary, I’ve been there. That’s what I do, helping my students to overcome the fear of video and the fear of judgment about what people will think as well as giving you practical tools and strategies that make it easier and simplify the drive results.
The thing that you need to understand is that video is the most impactful medium that you can use. And as new social media platforms arise, one thing stays true. Video is the medium that people are watching. Learning the skills, developing, getting better at video is going to be a huge asset for you in everything that you do. In fact, it’s one of your best tools and assets that you can use to grow your homecare business.
If you want to stand out and you want to be different from everyone else, think about how many other companies are leveraging video. Not that many! It’s your time to be that person so you can stand out. Caregivers will want to work with your agency because home care is “P to P”, People To People.
We do business with who we know, like and trust. When you can put yourself out there and share your story, it’s going to attract more people your way so that you can drive results within your business.
By Nick Bonitatibus Note: This blog is a transcription of the video on this post.