Caring and sharing

The full social package

MiHomecare does what you’d imagine: helping vulnerable and older people live independently for as long as possible in their own homes. While its sister company Complete Care offers more complex nurse-led care 24-hours a day to people with serious life-affecting conditions.

But in the current climate, both struggle to recruit front-line staff across the UK. The care sector is, after all, a crowded marketplace - and will only get worse as we all live longer.

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MiHomecare is up-the-walls busy caring for people on the front line, so managing social media is hardly their top priority.

On top of which, the company is spread across regional branches UK-wide, all struggling to recruit locally - some more active than others online and with little consistency.

We proposed paid, targeted recruitment via social media, alongside brand-awareness social posting, could be the double-whammy they needed - flagging-up that a caring nature was far more important than any previous experience, since employees enjoyed industry-leading training from day one, leading to qualifications in healthcare.

What we did

Our paid advertising strategy pulled on our own data gained across millions of CVs to target active candidates who may not have care experience, but who might be great in the role, as well as passive candidates who might have their interest piqued.

We bigged-up what existing employees told us they loved about their roles - the relationships they built with clients, the qualifications and career progression, the friendship and teamwork - and even the above-and-beyond stuff, how some went on holiday with their clients, carried on visiting them after changing roles, and shared birthday parties with them.

These carers were, in many cases, the only contact some of their clients had with another person all day. Talk about the caring profession!

Did it work?

As a result of the two-pronged campaign, we increased applications right across the country, as well as raising profile for the company as a supportive employer who cared.

And we cleaned up their social media, which in turn engaged employees in contributing actively in their own way, in their own regions.

We even started to enjoy playing a small part in this inspiring sector - which, after all, we may well all rely on one day.