Workforce Retention Techniques: Live-in Care Direct

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Essex-based Live-in Care Direct has shared the strategies it is using to keep hold of its employees against the backdrop of a recruitment and retention crisis.

This follows the launch of HCI’s Workforce Retention Techniques series, which aims to inspire home care providers by shining a spotlight on employee retention best practices.

Live-in Care Direct, founded in 2018, employs just over 100 employees and has a monthly staff turnover rate of around 10%.

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Here are the company’s Workforce Retention Techniques, penned by founder Jason Russell.

24/7 support service
When I launched Live-in Care Direct over three years ago, my main aim was to put as much effort and focus into supporting our carers as we do our clients. After all, they are the ones doing all of the hard work and incredible daily tasks.

I wanted to be an agency for the carers as well as the people, by offering a one-to-one personal service, whereby carers could get in touch day or night via our Live-in Care Direct app with any concerns or issues they have.

Rewards system
Applause is not enough, so when I launched Live-in Care Direct I thought about how I could build a company that properly rewards care workers. So in 2020, ‘The LICD Rewards Program’ was launched.

We wanted to let our carers know that we appreciated all of their hard work and dedication and decided that it was time to start giving something back to them.

For every week our carers work, they receive 100 points, which equates to £50. So the more points they have, the more money back they will receive.

Each time carers check their points via our app, they will have the option to either use the points that they have, or save them in order to increase their rewards balance.

Emotional support helpline
As well as the support we offer carers through the Live-in Care Direct app, we also run an emotional support helpline, which is open from 10pm to 4pm, Monday to Friday.

Carers often don’t get to spend as much time with their own families and friends as they need to. They may be isolated from others and feel as if they don’t have support systems. 

Providing our carers with emotional support can give them the opportunity to talk and vent about frustrations without feeling judged. This can provide a boost to their mental and emotional health.

If you would like to share your Workforce Retention Techniques with HCI, please email

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Sarah Clarke

The author Sarah Clarke