Caregiver Recruitment: Leveraging Facebook PPC for Recruiting Success

How to Recruit Caregivers for Your Home Care Agency

Did you know you can recruit caregivers the same way you attract clients? Caregivers are in high demand. By 2030, 73 million Baby Boomers in the U.S. will be 65 or older, increasing the need for in-home care. The AARP says we’ll need about 700,000 new caregivers every year for the next decade.

Why Caregiver Recruitment is Crucial

With so many people needing care, competition for caregivers will be tough. How can your agency stay fully staffed? The answer is caregiver recruitment marketing. Use the same tools you use to find clients to attract caregivers.

Use Facebook Ads for Caregiver Recruitment

One of the best tools for digital marketing is Facebook ads. Here’s why:

  • High Demand: As the population ages, the need for caregivers will increase.
  • Targeted Advertising: Facebook ads help you find local job seekers.
  • Efficient Management: Use a CRM to manage leads and streamline the hiring process.
  • Retargeting: Reach out to interested users to convert them into leads.
  • Insights: Learn about your ideal caregivers’ demographics and interests.
  • Effective Messaging: Find out which messages resonate with your candidates.

Cost of Facebook Advertising

You control the budget for Facebook ad campaigns. Here are some average costs:

  • Cost per Click (CPC): $1.72 for all industries, $1.32 for healthcare.
  • Conversion Rate: 9.21% for all industries, 11% for healthcare.

The best way to measure your campaign’s success is Return on Ad Spend (ROAS).

ROAS = Total Amount Spent on the Campaign / Number of Conversions

How to Use Facebook Ads for Recruitment

1. Identify a Goal

Set a specific, measurable goal, like adding 20 new CNAs by the end of the month. Facebook will ask you to categorize your goal: awareness, traffic, engagement, leads, app promotion, or sales. For recruitment, choose traffic or lead generation.

2. Select Your Buying Type

Choose between auction campaigns (dynamic and flexible) or reservation campaigns (planned in advance and predictable).

3. Set Campaign Details

Name your campaign, select an ad category, set performance goals, and define your target audience by age, location, and language.

4. Create Your Ads

Use high-quality images or videos. Ensure you have the right to use them. Research your competitors to create compelling ad copy. Consider hiring a copywriter for catchy language.

5. A/B Testing

Test two versions of your ad to see which performs better. You can test images, headlines, and other elements.

6. Allocate Your Ad Spend

Decide if you want daily or lifetime budget allocation.

7. Choose a Landing Page

After clicking the ad, users should land on a high-quality page with details about your hiring process and benefits. Experiment with different elements to maximize engagement.

8. Use the Facebook Ads Manager App

Manage and monitor your campaigns from anywhere using Facebook’s Mobile Ad Manager app.

Maximize Caregiver Recruitment with Facebook Ads

To get the most out of your recruitment campaigns, stay organized. Home Care Marketing Pros can help with PPC management services and the CareFunnels platform. Book a demo to see how it can work for you.

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