Home Instead Senior Care

We partner with franchisees to help them attract top talent, gain more clients, and differentiate their services in their local communities.

  • Recruitment marketing
  • Social media
  • Brand photography
  • Search marketing

Home Instead Senior Care is the world's largest home care franchise, serving more than 100,00 families in 14 countries.

Key takeaways:

  • We've crafted client and CAREGiver marketing campaigns, taking the time to tailor each for individual franchise.
  • Achieved 120,000 CAREGiver applicants achieved through social media.
  • 32% increase in client inquiries via Google search advertising.
  • Social media is now a primary source for new candidate hires.
  • Our custom photoshoots and filming differentiate the brand and achieve a fresh, local feel for each franchise.
  • Growth Alliance built direct software integrations with recruitment tools used by HISC internally to increase Recruiter's productivity.

Since 2016, Growth Alliance has partnered directly with more than 150 of the fastest growing Home instead franchisees in the US, UK and Australia. With an in-depth insight into the intricacies of home care marketing, Growth Alliance is a Preferred Partner for Home Instead nationally in the UK.

(Due to the significant and ongoing relationship with Home Instead, we are not currently looking to partner with other care providers.)

"Growth Alliance is agile and innovative, never allowing their service to become obsolete.  Their ‘restless perfectionism’ means that he will always be looking for a competitive advantage in the market." - John Kirk, Franchise Owner

James McGlade, Founder of Growth Alliance, has supported more than 150 Home Instead franchises since 2016.

The challenges facing franchisees

Fanchisees know they must continuously attract top talent and profitably acquire new clients if they are to grow. The challenge they frequently faced was how to profitably scale up their digital advertising and implement best practices both from their own franchise network and the ever-changing field of online marketing.

For Recruiters, the primary challenge was figuring out how to increase their pool of talent and capitalize on their social media presence to deepen their connections with potential and existing caregivers.

"While we were using social media such as Facebook in a low-key way, our input delivered small, unfocused returns.  Simply put, we didn’t know how to exploit the various channels and engage with audiences beyond those with whom we were already in conversation" - John Kirk, Franchise Owner

Home Instead franchisees were looking for an expert partner who understood their brand and was able to cost effectively scale their digital marketing efforts- and they found Growth Alliance.

The opportunity

Home Instead's growing social media presence presented a new opportunity: could they use social media to increase engagement with potential caregivers and clients? More specifically, could social media be used to attract candidates who more closely share Home Instead's values?

Growth Alliance was brought on board to craft an ongoing online marketing campaign that would fulfill their social media, paid search, content, brand photography and integrated strategy needs.

"You need to start thinking of new and exciting ways to recruit and to keep up with the latest trends. These guys are great!!” - Lesley Wright, Recruiter.

Custom photoshoot for a summer campaign in Los Angeles. Can you feel the Southern Californian vibes?

Growth Alliance launched a multi-pronged digital marketing plan

First, to engage potential and existing caregivers, Growth Alliance crafted a social media advertising and content strategy tailored to each franchise location. We infused the campaigns with more than 500 custom photos and videos from photoshoots in the US and UK.

Led by ex-Google Digital Strategist, the team at Growth Alliance built a comprehensive Google Search campaign, including display, Youtube and remarketing. We got right to work optimizing and expanding Home Instead's keyword list, creating several different campaigns for optimal testing, and developing new promotional ad copy. Special attention was paid to ensure search cannibalization was avoided- a particular challenge in franchise marketing.

"It has been the most positive advertising spend for us in 5 years of operating" - Clare Percy, Franchise Owner

Custom landing pages, Facebook messenger automations, and branded photography helped achieved a 900% average increase in applicants via Messenger.

We built integrations with their top recruitment tools

To help Recruiters and General Manager increase their productivity, we designed and developed direct integrations from our marketing campaigns to some of the most popular tools in use:

  • Applicant Stack
  • SmartRecruiters
  • Fountain
  • Sugar CRM

A transformational story

  • 120,000 caregiver applications achieved to date.
  • 10 million+ ad impression on social media.
  • Social media is now a primary channel for sourcing candidates.
  • 160% average growth in social media following.
  • 67% of new clients discover Home Instead via Google Search.
  • 900% increase in caregiver applicants via Facebook Messenger.
  • We developed direct integrations with recruitment tools including ApplicantStack, SugarCRM and SmartRecruiters.
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