By Robert Games, author of ‘Job Boards are Dead’ – A home care provider’s guide to hiring great care workers online.
Recruitment is undoubtedly one of the biggest challenges the home care industry has had to face. As time progresses, the problem is getting worse.
Home care providers rely on job boards such as Indeed as their primary source for finding care workers. But with the average no-show rates (the number of candidates failing to attend interviews) exceeding 50% and candidates not meeting the most fundamental prerequisites of the role such as being able to drive – finding new care workers has never been harder.
So why are job boards so ineffective for hiring care workers?
To understand why the results from job boards are so poor, let’s start by looking at the mindset of a typical applicant.
They’re ‘actively’ looking for a new job as a care worker, so we can assume they are unhappy within their current role, or they are unemployed.
Already, the quality of the applicant is questionable – in many cases there’s a good reason they’re looking for a new job.
Conversely, it’s equally likely there’s a negative reason; they may have recently been dismissed or frequently move from one job to another. Ultimately, these candidates require a high level of screening.
Whatever the reason, the applicant has a strong motivation to find a new job quickly.
Job boards provide the perfect platform for active job seekers. They can apply for multiple jobs with a few simple clicks. The more jobs they apply for, the higher their chances of finding employment quickly, this leads to a scattergun approach.
A scattergun approach is a numbers game – the candidate has likely done very little research when applying for your role.
As a result, this means your inbox is full of candidates that don’t drive, lack a caring nature or live outside of a commutable distance to your service users.
Not all prospects will be bad candidates – hidden in plain sight amongst the applications will hopefully be good candidates, but good candidates don’t stay on the market for long.
Competing with providers
For every suitable applicant, you receive through a job board; you will be competing against all the local home care providers also advertising on the job board. The social care industry is a candidates’ market.
Unless you’re a well-known brand, this is likely to be the first interaction the applicant has had with your company. They have no loyalty to your company and no reason to choose you over another care provider.
If you’re quick to respond, you may be lucky and arrange an interview.
With an interview scheduled, the candidate is likely to accept an offer from another care provider who pips you at the post, resulting in a no-show.
Overall, a frustrating experience for you and your recruiters.
The truth, is your top performing carers don’t come from job boards. So why does the home care industry rely so heavily on them?
Why are job boards so popular?
With over 103,000 people searching on Google for care worker roles within the UK each month, it’s understandable why care providers have moved their advertising spend from traditional media such as local newspapers to focus their efforts online.
Job boards are unquestionably the easiest way to get started finding care workers online.
They’re simple to set up and produce a relatively high number of applicants over a short space of time, giving the illusion of being a useful source.
The reality is, the time lost waiting for no-shows and pre-screening applications, leaves you and your team feeling frustrated and demotivated.
I draw a comparison between job boards and giving my son chocolate. It makes him happy, but after a short burst of energy, the inevitable sugar crash follows.
Job boards produce vanity metrics (e.g. number of applicants); however, the quality of the applicant is low.
Hiring without job boards
Active candidates, like the ones found on job boards, account for only 15% of the overall market. The other 75% are ‘passive’ candidates.
Passive candidates are not actively searching for a new opportunity; you won’t find them on job boards.
Focusing on building awareness of your company to passive candidates using marketing can provide you with a pipeline of great care workers.
This strategy is the fundamental concept behind recruitment marketing.
Click here to read more about Robert Games’ book ‘Job Boards are Dead’.