What Is Recruitment Marketing and Why Domiciliary Care Home Agencies Should Care About It?

If you want a cohesive team, recruitment marketing can transform the way you attract talent to your domiciliary care home agency. That’s because talent acquisition is more about marketing and sales than you think.

To bring in the right people, you must capture their attention and convince them to get in touch — just like you do with your customers.

What’s The Role of Recruitment Marketing?

What Is Recruitment Marketing and Why Domiciliary Care Home Agencies Should Care About It?

Let’s look at the numbers: as much as 76% of hiring decision-makers say attracting quality candidates is their number one challenge. That’s because most people want to work for companies with a powerful employment brand.

Moreover, for 84% of job seekers, a company’s reputation is essential when deciding to apply for a job. The only way you can convince the right people to come to you is by making it easy for suitable candidates to get to know you.

Here’s where recruitment marketing comes in. It includes similar marketing techniques and strategies to those a company uses to generate leads and move them through the sales funnel. In simple English, you’ll need to:

  • Identify the right people for your organisation.
  • Capture their attention.
  • Generate engagement.
  • Nurture talent to keep people interested.

As you’ll see, the process occurs before, during, and after a candidate applies for the job. Sure, depending on the position you need to cover, you’ll create a different process to attract and nurture talent — most of the time, using automation and specific tools to increase efficiency and cut down costs.

Recruitment Marketing in The Domiciliary Care Industry

Organisations in the domiciliary care industry rely on top personnel to differentiate themselves from competitors. With a market size of £5 billion, domiciliary care will continue to grow. Further, “the baby boomer generation could facilitate a short-term boom in demand for industry services,” according to IbisWorld.

The same market research shows that operators in the industry will be forced to adapt to new rules to meet the wealthy baby-boomer generation’s requirements. That’s because clients will expect a high quality of care, which you can obtain with the proper personnel only.

If you want your company to thrive, you must understand recruitment marketing best practices and implement them to attract talent. Moreover, your mission is twice as more challenging than other industries due to relatively low pay and, overall, a lack of prestige associated with this industry’s jobs.

What You Should Do Differently

To clarify how recruitment marketing works, here are some of the strategies and techniques you can use:

  • Invest in your employer brand to build an impeccable reputation as an employer.
  • Use analytics to track interactions between job seekers and your company and analyse data to improve user experience.
  • Use technology to automate recruitment marketing and keep communication open between your organisation and job seekers.

How to Build Your Employer Brand

Having an excellent reputation as an employer is the first step towards attracting the best candidates. For this reason, you want to make it easy for people to find you and learn about your company, not just when you have an open position but all the time.

A study by LinkedIn revealed that 87% of active and passive candidates are open to new job opportunities. Hence, not only should you build a relationship with job seekers, but you should also focus on potential candidates outside this market segment. Then, nurture all your audience until they’re ready to apply for a job within your company.

How can you do it? Let’s see some best practices you should follow when looking to build your employer brand.

1. Make your organisation a great place to work

Keep open communication channels with your employees, listen to their pain points, and develop personalised strategies to meet their needs. Anonymous surveys can help you learn more about your staff’s expectations. Use the feedback to create a positive climate within the company to facilitate growth.

2. Use recruitment marketing to show your strengths

Ask your employees to give testimonials and share their experience with your company. Then, create a career page on your website to publish these testimonials to make it easy for potential candidates to learn more about your company’s culture directly from your site.

3. Build a social media presence

Update your LinkedIn company page and use it to communicate with job seekers. If you know potential candidates don’t spend time on this social network, use Twitter, Facebook, or Instagram to connect with the right people. Keep your accounts up to date and use them to share valuable information and help job seekers (just like you do for your customers).

4. Create content that targets candidates

Yes, you can use content marketing to target job seekers, too, and the process of creating the best content is similar to the one used for marketing purposes. In other words, research the topics that could be of interest to your audience and develop creative ways to deliver your message out there.


To summarise, recruitment marketing relies on your core values. Thus, you want to make sure you lead with your mission and vision. By telling people not just what you do but also why you do it, you’re more likely to attract personnel that shares your values and convince them to apply for a job within your company.

Recruitment Marketing Funnel
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