Recruitment Advertising in Social Care – Are You Getting Return on Investment?

Recruitment in the UK’s health and social care sector is challenging and becomes more so as the country’s demographics put more and more strain on the social care system. The policy of introducing more choice into the social care system was long overdue, but that too means that there is additional demand on the pool of candidates from which jobs in care homes and jobs in home care are filled. PAs or personal assistants are employed directly by people who are seeking some kind of support to live independently.

The result is that although there are many people in the job market looking for care opportunities, there are many care employers advertising and competing for the same candidates. Until work in care is actively promoted as a genuine career opportunity in care and therefore increasing the number of candidates, this imbalance between supply and demand will continue.

Care job advertising is a hit and miss affair with limited correlation between cost and results delivered in terms of individuals recruited for work in care. Before spending valuable resources on high cost advertising it’s important to consider the potential advert from the perspective of the individuals you are aiming to recruit. Will they read that publication or visit that website? If they do, will they even notice an advert or is their attention drawn to the main part of the content? Be realistic – ask yourself is this the right publication for the individuals you want to apply?

Ask care job advertising sales reps to provide you with readership and distribution figures. What proportion of those readers are possible candidates for your opportunities in the care sector? It’s only when you consider these questions that you can start to make an informed judgement of whether your advert is reaching the desired audience. Advertising sales reps can be very persuasive. Just remember that if an advert is not going to fill any of your care vacancies, it doesn’t matter whether it is reduced from £1000 to £100, it is money that could be invested more effectively elsewhere.

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