Introduction: Navigating the Perfect Storm in Care Home Recruitment

The UK adult social care sector, valued at over £68 billion, is facing intense recruitment pressures. Vacancy rates remain alarmingly high, driven by underfunding, burnout, Brexit-related workforce issues, and shifting immigration policies. As international recruitment declines sharply, care homes must adopt smarter, more strategic domestic recruitment campaigns.

This article unpacks channel-specific strategies, from social media to employee referrals, that UK care homes can use to attract and convert quality candidates right now.

Understanding the Recruitment Landscape

Key Challenges:

• Vacancy Rates: Still nearly 3x higher than the UK average.
• Pay Competition: Sector wages trail far behind the NHS and retail.
• High Turnover: Domestic staff turnover is over 40%.
• Immigration Policy Changes: International visa grants down 90% YoY.

Strategic Shifts:

• Values-Based Recruitment (VBR) boosts retention.
• Stronger Employer Branding communicates culture and purpose.
• Use of Technology (ATS, Care Character) streamlines processes.
• Proactive Sourcing reaches wider, passive talent pools.

Optimising Channels for Recruitment Conversion

1. Indeed: Job Boards as Marketing Tools

• Write keyword-optimised, values-aligned job ads.
• Use screening questions and ATS integration.
• Sponsor critical roles for visibility.

2. Facebook: Local Reach & Culture Showcasing

• Post engaging content: team stories, resident activities.
• Use targeted Meta Ads to reach local talent pools.
• Respond actively to messages and comments.

3. TikTok: Engaging the Next Generation

• Share short videos: “a day in the life,” staff spotlights.
• Use relevant hashtags and trends for visibility.
• Feature real employees for authenticity.

4. Employee Referrals: Trust-Driven Sourcing

• Launch a structured referral programme (e.g., Care Friends).
• Incentivise shares, interviews, and hires.
• Regularly promote and celebrate successful referrals.

5. Company Careers Page: Your Conversion Engine

• Optimise for mobile and SEO.
• Clearly present your EVP, culture, and values.
• Make applying fast and frictionless.

6. Local Outreach

• Partner with Jobcentres, schools, community groups.
• Attend local job fairs.
• Place flyers in GP practices and community centres.

Crafting Campaigns that Convert

Build a Compelling Employer Value Proposition (EVP):

• Promote not just pay, but benefits, progression, and purpose.
• Tailor EVP messaging to audience needs (e.g., flexibility for parents).

Embed Values-Based Recruitment (VBR):

• Highlight values (empathy, teamwork) in job ads.
• Use tools like Care Character to assess fit.
• Incorporate VBR into interviews and onboarding.

Showcase Culture Everywhere:

• Use social media to share behind-the-scenes glimpses.
• Include staff testimonials on your website.
• Make the application experience reflect your values.

Learning from What Works: Case Study Highlights

• Transform Homecare: Digital ads filled 25 vacancies in 6 months.
• South West Care Business: Custom landing pages increased applications by 307%.
• Care Friends Users: Referred hires up to 6.5x more likely to stay.
• Dimensions UK: VBR tool cut early turnover by 17%.
• Jobtrain ATS: Halved time-to-hire; boosted retention.

Metrics that Matter

Track the following to evaluate success:

• Application source and volume
• Time to hire
• Cost per hire
• Retention at 6 and 12 months
• Interview-to-hire ratio

Use ATS data, Google Analytics, and platform insights to measure ROI and adjust campaigns.

Conclusion: Turning Strategy into Sustainability

To thrive, care homes must move beyond reactive hiring and build integrated, values-driven recruitment ecosystems. This means:

• Embedding VBR to attract better-aligned candidates.
• Actively marketing your culture and EVP.
• Using targeted channels with optimised content.
• Tracking what works and iterating.

By doing so, providers can not only meet their staffing needs but also improve care quality, stability, and reputation.