Your HCED Tip Has Arrived

Implement a tiered referral bonus: $100 for referring a caregiver who completes orientation, $200 more after 90 days, $200 more at 6 months. Pay in stages to ensure quality referrals who actually stick around. Announce monthly in staff meetings who earned bonuses to keep it top of mind.

Host quarterly “Bring a Friend to Work” days where current caregivers can bring potential recruits to shadow for 4 hours (paid for both). The recruit sees real work environment, current caregiver earns referral bonus if friend applies. Way more effective than job posting descriptions.

 Develop and implement efficient processes for caregivers to get hired, including application, interview, orientation. Text them and let them know when the next step is happening. Clear processes help ensure consistency and quality of care. 

Offer opportunities for career advancement and professional growth within your organization. Recognize and reward outstanding performance and provide pathways for career development.

Strong caregivers talk to each other. Instead of trying to pull staff from other agencies or facilities, focus on becoming known as the agency caregivers want to work for. When you are in the field, introduce yourself professionally. Let people know you are always hiring high quality caregivers. Share what makes your culture different. Leave recruiting cards at approved bulletin boards, community centers, churches, and CNA schools. When your reputation is strong, caregivers seek you out and they come to you. 

If you are not responding to applicants quickly, you are losing them. Period. When a caregiver applies, they are applying to 5 to 10 agencies at the same time. The agency that calls first usually wins. Review applications daily. Call within 24 hours. Text if needed. Keep your screening simple and efficient. Move qualified candidates forward fast. Recruiting is not just about volume. It is about speed and follow up. (Coach Leah)

Phone screens and interviews should be more YOU selling the benefits of working for your agency and less about the candidate selling themselves to you.  While the later is important, they can get a job anywhere but you want them to choose you first.

 Stagger interviews close together so candidates can see other applicants.  Use language like “if you get the job” to let them feel that it is a coveted position.

 Stagger interviews close together so candidates can see other applicants.  Use language like “if you get the job” to let them feel that it is a coveted position.

The quality of service you provide is paramount to your success. Ensure your caregivers are well-trained, compassionate, and reliable. Consistently deliver high-quality care that meets the needs of your clients. (Coach David)

Hire skilled and dedicated caregivers who share your commitment to providing excellent care. Invest in ongoing training and development to keep your team motivated and equipped with the latest skills and knowledge

Offer a gift card drawing for caregivers who write positive review on social media/google

Offer a motivating referral bonus for caregivers who help bring on a new team member.  (Ex:  $250 bonus for a CG who completes 40 hours.)  Make sure to ALWAYS talk it up.  People won’t do it if they don’t know it is available.  Get in the habit of whenever a caregiver calls, remind them about the referral bonus.

Create a “Caregiver Career Path” visual showing advancement from companion care → personal care → specialized dementia/hospice care → lead caregiver → care coordinator. Display during interviews and post in break room. People stay longer when they see growth opportunities not just “a job.”

Partner with community colleges offering CNA programs – offer to hire their students upon graduation with a sign-on bonus. Post flyers on campus bulletin boards and speak at career days. You get first pick of newly certified caregivers before competitors even know they exist.

Use the “Blanket Strategy” – see 5-7 contacts per facility visit (social worker, DON, admissions, floor nurses, activities director) instead of just one. Spend 15 min each for 90 min total. When multiple people see you in one day you look like you own that facility and they start talking about you to each other.

Go to Medicare.gov and look up each hospital’s readmission rates for CHF, COPD etc. Create a Canva graphic showing: Hospital 15.3% / Your Agency 3.2%. Walk in and say “I noticed your CHF rate is 19.2%. Here’s how we keep patients home by following discharge plans to the letter.”

Be specific when asking for referrals.  “We are the agency to call to help reduce hospital readmissions.”

March is National Social Worker Month.  Be planning events and activities NOW that can get you time in front of them then.

Develop a comprehensive marketing strategy to raise awareness of your home care services in your community. Utilize a mix of online and offline channels, including websites, social media, local advertising, and community events, to reach potential clients and referral sources.

Collaborate with hospitals, clinics, senior centers, and other healthcare providers to generate referrals and expand your client base. Establishing strong relationships with healthcare professionals not just case managers but the ENTIRE office, all of whom can help you tap into new markets and enhance your credibility. Ask them who else they work with. 

Be insanely easy to refer.  ASK:  “When you need us FAST, what is the best way for you to reach us?”  Then create a contact card to distribute.

 When visiting referral partners lead with “where do families struggle after discharge?”  Then be there to “paint a picture with words” about how your agency is the solution to that problem.

 Use the Blanket Strategy online and instead of partially filling out your profile, fully optimize it with updated photos, accurate services, a strong description, fresh posts, current reviews, and correct contact information. Spend intentional time on it monthly. When families and referral partners see a complete and active profile, you look like you own your market and they begin trusting and talking about you before you ever walk through the door. (Coach Leah)

 Go have a look at your website like a stranger would. Not as the owner. Not as the marketer. As a daughter looking for care for her mom. Read your homepage. Look at your photos. Click through your services. Is it clear? Is it current? Does it feel warm and professional? Is it easy to contact you? Families and referral partners are researching you before they ever call. If your website feels outdated or confusing they move on. Make sure it reflects the level of care and professionalism you actually deliver every day. 

Build a Dual Discharge Program with one home health marketer – visit discharge patients together. Create a one-page “Safe Transitions Program” flyer with both logos for nurse stations. SNFs love one call getting two coordinated services instead of managing separate vendors.

Calculate your readmission rate (national home care average is 3%) and create a comparison chart in Canva: Hospital 15.3% / SNF 22.1% / Home Health 15.8% / Your Agency ___%. Bring to every meeting to show you solve their biggest pain point.

Identify what sets your home care business apart from competitors and emphasize these unique selling points in your marketing efforts. Whether it’s specialized care programs, innovative technology solutions, or exceptional customer service, highlight the value you bring to your clients. Secret shop your competitors quarterly. 

 Happy clients are more likely to refer your services to others and become loyal customers. Regularly solicit feedback from clients and their families, and use this information to improve your services. Take the reviews and post it or create collateral on it. 

When the “people can’t afford home care” objection comes in – agree with them!  It will throw referral sources off guard.  “We know that not everyone can afford home care.  We also know that not everyone who can afford home care will choose it.  But we do know that 40% of the people who are presented with the option can and will find a way to opt in to additional support.”  (Based on national averages from Activated Insights.)