Home Instead, Oxford

Client Overview:

• Client Name: Home Instead, Oxford
• Industry: Home Care Services
• Key Challenge: Over-reliance on job boards, leading to a homogeneous pool of candidates, and a need to attract Care Professionals with diverse backgrounds and experiences.

Goals:

• Broaden the candidate reach beyond traditional platforms.
• Target specific demographics: ex-nurses and empty nesters aged 35-55.
• Increase the number of care professional applicants and hires.
• Reduce the cost per application through effective marketing strategies.

Strategies and Execution:

1. Social Media Campaign: Developed a focused social media campaign using a mix of emotive copywriting and localised photography to appeal to the target demographic.
2. Localised Photo and Video Shoots: Invested in local shoots to create relatable and authentic content for Facebook, Instagram, and Instagram Stories.
3. Ad Variety and Testing: Ran 6-10 different ads simultaneously, constantly evaluating to identify the most effective ones.
4. Retargeting Campaign: Implemented a retargeting strategy to re-engage individuals who showed interest but did not apply, using varied messaging.

Outcomes:

• Applicant Increase: Achieved an 80% increase in Care Professional applicants in the first three months.
• Hiring Boost: Saw a 77% rise in care professional hires within the same period.
• Cost Efficiency: The retargeting campaign led to a 40% reduction in the cost per application.

Client Testimonial:

Growth Alliance leads care professional recruitment on social media. Their relentless pursuit of perfection ensures they are always gaining a competitive edge. We are now receiving more and better-qualified inquiries, successfully filling our induction courses with highly motivated potential care professionals.”

- John Kirk Oner, Home Instead Oxford

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