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Caregiver Recruiting Training Session 3 of 4

Caregiver Recruiting Training for senior care businesses, session 3 of 4. Watch and learn a better way to recruit caregivers for home care and senior care!
Caregiver Recruiting Training Session 3 of 4
Caregiver Recruiting Training Session 3 of 4

Schedule a Demo of our Automation System Here: https://www.asnmarketingplan.com/caregiver-recruiting-demo/

Watch Previous Training Sessions:

Session 1: Caregiver Recruiting Training Session 1 of 4

Session 2: Caregiver Recruiting Training Session 2 of 4

Caregiver Recruiting Training Transcript Session 3

Valerie VanBooven:

All right. So tonight is Recruiting Training 2021 Session Number Three. If you have not attended or watched session one and two, please go back and do that. You’ll be lost without session one and two, they are very important to everything we’re about to talk about, some of the terminology and things like that. So please watch session one and two. I believe that I have sent out the recordings of session one and two, and the full transcripts to everyone that has so far registered. So please check your email, including spam and junk mail, and you should find all of them. And I will continue to send out all of them when I send out this one. All right. So if you have questions, here’s what we’re going to do as usual. I’ll answer all questions at the very end. So enter your questions in the questions area. I’m happy to answer whatever I can. And if you want to contact us, go to ASNmarketingplan.com/contactus, or just go to our website there and click on contact us. We’ll be happy to help.

Valerie VanBooven:

Okay. So here’s what we’ve covered so far. A lot in session one, recruiting mindset, pain points, intro to pipeline automation. In session two, capturing the numbers, making better decisions, talked about virtual assistance and using online signing services and form fillable applications. Session three today is going to be a lot of pictures, woo-hoo, recruiting marketing and automation strategies and ad copy. So I’m going to show you what ad copy looks like, what we do, and you might be able to take away some cool things from this. When I post this transcript, I will post the pictures of the slides along with the transcript. So if you’re looking, of course, you can take screenshots if you want, but if you are looking for these slides, again, I don’t hand out the slides, but I will put them in our blog post with the full transcript, every single image for each night will be in line with the transcript. So you can see the pictures as you go. And, of course, it’s all on video.

Valerie VanBooven:

So today, best copy ad practices and best performing Facebook ads. I should go back and say, tomorrow night, our final night, we’re going to talk about onboarding and retention strategies. Everybody has their own way of doing, and that’s totally okay. I’m going to show you some really cool things that other people are doing, and some retention strategies that I have learned over the years. Peter Gray, are you raising your hand? I have learned over the years new and old stuff. So we’re going to talk about that, and we’re going to talk about having a house mother. I’m sure y’all thrilled that. So, that’s what we’re going to talk about today. Okay. If anybody who is not currently our client needs a demo of our system, this is what the page looks like. There’s no form to fill out. It just says, hello, it just says, schedule an ASNSPARK recruiting demo.

Valerie VanBooven:

That’s going to be with me personally, because there’s two of us that really handle almost all of the recruiting for our clients. And actually Melanie does more of it than I do, but I do all of the demos because it’s easier for me to get on a call at various times of the day than it is for her. So ASNmarketingplan.com. If you look at the recruiting at the top here, you see recruiting program, there’s a little dropdown, this is a screenshot, so I can’t do it here. It says recruiting demo. You can schedule your demo if you want to. I’d say 45 minutes maybe just to go through and then also answer your questions. Everybody’s welcome. It’ll be a Zoom meeting if you want to do it, and anyone in your office can attend, it’s really pretty open, and we’ll record it for you too. So if you want to watch it again, or share it with somebody on your team, you can do that.

Valerie VanBooven:

All right, today we’re talking about Facebook ads that get results. I will tell you that we do not use, the first thing to know is this. And this is not on the slides. We do not use Facebook job platform, the Facebook jobs platform. We don’t use that. We use lead ads, which means that we are trying to collect leads, not necessarily post in the jobs section. I have found that the jobs section is more expensive sometimes than what we need to spend, and doesn’t work as well. It doesn’t mean it doesn’t work at all. Some of you may feel fabulous about it, that’s okay. We find that it doesn’t work as well.

Valerie VanBooven:

So I’m going to show you a ton of examples here. And I just want you to know this, this big image is what you would see on a desktop. So this is the desktop version of this ad. But as you know, and as I know, most of the folks that see these ads are going to be on their mobile device. So I’m going to show you the difference between desktop and mobile. And that’s pretty important. You’ll see in these ads, that pretty much only the top three or four lines matter to anyone and the apply now button is really important. So as I go through here, I’m going to explain to you what we do. Here’s another one, different words. You’ll notice a lot of people are using sign on bonuses. The hundred dollars restaurant savings voucher is a really good one. And we’ve been using that as a retention strategy. So we’ll talk about that tomorrow.

Valerie VanBooven:

This is the difference. So here is a desktop version of this ad, and here is a mobile version, I just blew it up really big, but you can see at the top of the ad, there’s less space. So you’re really only going to get the first three lines to show up and then some of these. Now it does say form on Facebook here, and that’s true. So what happens when someone sees this ad? They hit apply now, they fill out a Facebook form that we have put together, and it is deal breaker questions basically. And as soon as they do that, for our clients anyway, nothing else has to happen. They are instantly, we have Facebook talking to our clients ASNSPARK CRM account. And that account knows somebody just filled out a Facebook ad, or a form on Facebook, and it instantly adds them to the automation, which is to try and get them to take some actions, that pipeline automation.

Valerie VanBooven:

So for Facebook, we don’t have to download things, or export people and import people, this is an automatic seamless experience. As soon as they fill out this little Facebook form, boom, they start getting texts and emails encouraging they go to the next step. So it happens really fast. This is another one. We can see how little is available at the top. And you’ll notice also from most of these, we have a lot of diversity going on, super important. We always ask our clients what their expectation is, or what their need is for diversity. For instance, in Hawaii, there’s a whole set of different rules. So we always ask, because you never know what somebody might need or want. We try to keep it super diverse.

Valerie VanBooven:

We use phrases like ready to be a healthcare hero. We use those a lot, but it seems to resonate really well. And look at the emojis. You can put emojis, which for me, aren’t that interesting, but they really do capture attention. And you’re also going to notice, although we do have some males in these ads, we have some male caregiver ads, you’ll also notice that the biggest, I guess, this one’s far away, but a smiling female is, generally speaking, the best performing ad. It is not a picture of a person in a wheelchair, or the back of their head. It is a forward facing smiling female in whatever way you can get that to happen. So you can tell that if there’s something in common with every single one of these pictures, it’s a smiling female, or two smiling females, or at least one in the picture. And this client by the way, wanted apply today, work tomorrow, that’s very important in their area. So we put that in there.

Valerie VanBooven:

Smiling females, this is for a specific shift, they’re hiring for weekend shifts. So you can use these ads for generic hiring, you can use it for very specific shifts, or locations. You can put the location in the words of the ad, but you still have to maintain that 15 mile radius when you’re using Facebook, no matter how you’re using Facebook, 15 mile radius of your office, or whatever pin drop you want to use. So we’re often moving people’s 15 mile radius to different areas so that they’re not going outside of their service area. Smiling females again, diversity, healthcare heroes, no diversity. Okay. So, that’s really the whole tone short of Facebook ads. Smiling females, the top three lines are what is important. It’s not all that’s important to you, but it’s all that’s important to that person on that mobile device who’s looking for a job, or might be interested. And we find that these ads do really well.

Valerie VanBooven:

Now, the spend for these ads is different in different areas. We have some people in some areas who can spend a $150 a month. That’s $5 a day on a Facebook ad, which I think is the minimum, it might not be the minimum, but that’s the minimum we would recommend. $5 a day for 30 days on an ad is enough. We have other people, other clients like in the heart of New York City, in California, where a $150 a month isn’t going to get anything, you have to spend more, $300 a month, $600 a month on ads, because the competition is so fierce that you have to just, it’s just the way it is. And the population’s so much more crowded.

Valerie VanBooven:

So sometimes we have to adjust the Facebook budget, but if we’re with somebody who is in, if we were in St. Louis, Missouri, which is where I’m from, I’m in the Metro area, we could probably start at a $150 a month, at $5 a day. And then if we don’t get any results after a week or two, we’ll jerk it up to 300. But if it’s in a big small city like St. Louis, if you’re in Houston, you’re probably going to have to spend more, New York City more, Chicago, it depends if you’re in the outskirts of town, or if you’re in the suburbs versus the heart of Chicago. So you can get a feel if you’re outside of the city of Dallas, if you’re North Dallas, Plano, you can probably get away with 300. I don’t know if you can go down to a 150. So the more rural you are, the more outside of a metro you are, the less you need to spend. So that’s for Facebook.

Valerie VanBooven:

And we always make Facebook an option. Not everybody has to use Facebook. We have found good results from it, but if you don’t find good results from it, and that’s why I say that that tracking is so important. You need to keep track of how many respondents you get from Facebook, and how many are actually hired from Facebook. And if that number’s not good for you, stop using Facebook. It’s not working. Here is what an Indeed ad looks like that gets good results. Now this is Florida, this is South Florida. So again, for Indeed, we have a lot of ads running on Indeed for this particular company. They’re very big and they cover a huge territory. You can see right up here at the top, and if you’ve ever talk to Indeed and you get your own Indeed rep instantly. If you ever have talked to those people, they’re going to tell you this, and at first you’re not going to believe them, but it really is true. This is all you need for the title of this ad.

Valerie VanBooven:

If you start adding in junk to the other stuff like this, if you added this whole title to your title of your ad, it will not show up in search results well. Whoops. So when you’re doing ads in Indeed, you want to keep it really simple, home health aide, hello, home health aide, CNA, home care caregiver, caregiver home care, whatever. You don’t have to put in your towns, you don’t have to put in anything. Indeed is very specific about that. And it is true. So you just want to leave, put the tittle in there, home health aide, that’s it. And then you can add more and talk about what you’re really looking for in the first part of the text. You’ve got to get to it. If you fool around and put this giant thing here right at the top, no one’s going to read it.

Valerie VanBooven:

The first three or four lines is all that matters to these folks. They are not going to read tons and tons of stuff. So if you were to look at our Facebook ad for this client, you would see that all of this is in that Facebook ad, even though I said that only the first three lines really matter. If you were to open that ad up, it’s this long dissertation about what they’re looking for. And some people might browse through that, but basically they’re just looking at the first three lines. So make sure you’re getting to the point right here. If you are offering a sign on bonus, or if you’re offering something that’s important, flexible schedule, whatever it is that you think might be a good attention grabber, put it at the top.

Valerie VanBooven:

You can put all these other things in there, but make sure the big deal stuff that you know people are looking for is right at the top. And be specific about what you’re looking for. And I also get it that people don’t pay attention, they fill out forms, and then they are like, well, I want to work in New York, even this is for Florida, it’s just crazy what people do, but get to the point right at the top. Here’s another one. This is so crazy. $750 sign on bonus for STNA’s and HHA’s. And this is in the middle of Ohio, Mansfield, Ohio, I’m not sure if that even registers on the map. It does. I’m just kidding. But this client’s been there a long time and actually they’re in Ontario, Ohio, and they serve Mansfield, Ashland. And because they’re in a rural area, super rural area, it’s even harder to find people. But yeah, first three lines.

Valerie VanBooven:

Okay, this is a Craigslist ad. Craigslist ads, this is not something I’m recommending necessarily. And by the way, if you’re using myCNAjobs, or you’re using Glassdoor, or you’re using Snagajob, or whatever you’re using, same rule applies to all of them, make it as compelling as you can in as few words as possible at the very top. So this is what we do for Craigslist. We put the how to apply right at the top. Now, sometimes people will hit reply to these and they’ll send us an email directly, which actually comes to our staff. And then we will just add them to the CRM for our client. It’s not that many, we’re talking maybe five or six a month. So it’s not that big of a deal. And we do have some that come in through the automation.

Valerie VanBooven:

This link that you see here is the automation, we also put those links in Indeed, not everybody will click on them, or pay attention to them, they usually just hit apply now, fill out the form, the deal breaker questions. And then we export those people and put them into the CRM manually. But in this case for Craigslist, or any of the ones where you can list if you’re in our program, this is the landing page for their automation to start. So we give the landing page as, fill out our short form to get started. And that takes that person right into that automation. It’s their career, we call it a career center. It’s a branded career center. And I’ll show you that tomorrow night, I’ll show you what the entire thing looks like, a demo, but we won’t go that deep. I’ll just show you the basics of what they look like.

Valerie VanBooven:

The other thing that we’re going to start doing if we control a website, or if we, I shouldn’t say control. Yeah. I can I guess, control a website. We do websites for our clients all the time. If we manage, maintain and control that website, we might, and we haven’t gotten to this yet, but we’re going to consider putting the entire career center right on their website. Instead of, if you ever used Hireology, they’re going to send you to a landing page that’s branded to you. We do the same thing. Just like Hireology, it’s a branded landing page. It’s a branded career center. It’s all about you, but it’s really sitting on that Hireology platform, well, ours is really sitting on our platform too. It’s all you, but it’s still sitting on our thing. But what we’re thinking about doing for the clients who have websites with us, we can incorporate that platform and just put it all on their website so it’s seamless and nobody ever leaves their website.

Valerie VanBooven:

So we’re thinking about doing that. It’s probably a beta we need to test. The problem is if they leave our services, then that stuff’s not going to work anymore. So they would need to have their new web developer take those pages off and just put a form up or something like that, but anyway, for now we use a branded career center for everybody. This is the link to the main landing page. And this is what we do for Craigslist. Okay. So if you have a question, be sure to put it in the Q&A section. If you have any questions about how to manage Facebook ads, budget, how many leads do we get, or not leads, but recruits do we get? If I can answer the question, I will, it really does depend on location, but if there’s something you want to know about automation or any of those things that have to do with Facebook, or Indeed, or Craigslist, or any of the other ones, let me know in the Q&A section at the top, I will come back and answer all those questions.

Valerie VanBooven:

I’m going to show something that we just started. We have about 500 caregivers in this system now, it’s a pin drop compared to where we want to be, but it’s pretty cool. And we also are going to do, we’re doing this for our clients only. I don’t know exactly where this is going to go yet, but I know it’s going to benefit our clients. So BestPayCaregiverJobs.com is a website that we put up. And this is what it looks like. Get lists of the best paying home care and home health care agencies in your area. And we can add anything to that. We can add assisted living or whatever, but all this site exists for is to attract caregivers. That’s the only thing we care about with this website right now, attracting good caregivers.

Valerie VanBooven:

So when they fill out the form here looking for a caregiver job, when they fill out that form, what happens is they’re put into our database, this is ours, and we send them a list, we don’t send them rates. No. We send them a list of the clients that currently we work for in recruiting, and the link to that client’s career center to get started. And we just put a little disclaimer in there that our hourly rate is dependent on experience and stuff like that. So we send them that list, and this is the bottom of that website. So you can see it’s just really easy, register, get your list. And then you can apply once you get your list. And it can be anything, CNA, HHA, PCAR and LPN. So we just started doing this for our own clients, and just morphing people over, just pushing them toward our clients in those areas. And yeah, so we’ve gotten about 500 people come to this website and fill out this form so far. So, that’s pretty cool.

Valerie VanBooven:

The other things that are cool about this is we put their jobs, these are all the jobs if we were to look through here, we would see that these are all the clients that we work with and their jobs are listed here, but the neat thing about this is as soon as we put these jobs up, they are instantly indexed by Google. So if you’ve ever wondered, how in the world do you get on Google jobs, you can’t just go to Google jobs and put a job ad in, it doesn’t work like that. You have to have your job ad. If you look here on the right hand side, here’s us, home care, caregiver jobs in San Jose. This is the job ad. This is us. This is a Google Search, and this is the actual job.

Valerie VanBooven:

So what they can do then is they can just click on apply on best pay caregiver jobs. And when they do that, they’re taken to the job. And when they hit apply, they go right to our client’s automation, right to our client’s career center. They go straight there. This is good. We want to show up on Google jobs. We want to be there and with our brand and to promote our clients. So we do that for them. You can see Jobwise is there, if you could scroll, you would be able to see Indeed is on there. So there are hundreds and hundreds of jobs, but they’re all aggregated by Google, and they’re all sucked in from these bigger sites like ours, ours is small in comparison from Indeed and ZipRecruiter and all these sub sites, suck in all these jobs. Google sucks them in and then puts them in there.

Valerie VanBooven:

This is what the actual job ad looks like, if you were to blow it up and click on it, and then it tells you that it’s featured full-time and part-time, and it gives you the whole thing. If you were to click on website, or at the bottom of this ad, which you can’t see here, it says apply now. It would go straight to our client’s, straight to their automation. You would be asked to enter some information to get started. It’s their career center, it’s branded to them. So the object of the game is to give our clients every edge that we can give them. And this website does help with that. So anytime a client submits a new ad, or changes up an ad, and wants us to change things we just add it in here.

Valerie VanBooven:

All right. So that is everything I have about Facebook, LinkedIn, not LinkedIn, Facebook, Indeed. And by the way, speaking of LinkedIn, some people do run ads on LinkedIn, but I’ll be honest with you. I’m pretty sure that unless you’re looking to fill a professional position like RN, maybe office manager, LPN, a degreed professional, it might be a good place for LinkedIn jobs, I’m not sure, but I don’t think they work really well for the CNA, caregiver, HHA, STNA’s, PCA level jobs. I just don’t think there are enough on there to really get a good response. So please don’t pay for LinkedIn ads unless it’s for a professional position, office staff position. I just wouldn’t waste my money there. So, if you have any questions, now is the time to enter them in. If you want to talk to me, it’s ASNmarketingplan.com, or if you want, I don’t think I put that, if you want a demo of anything, you can, I want to go back to that little… You want a demo? You can go right here.

Valerie VanBooven:

All right. Let’s see what kind of questions we have. Any points on how to get customers or clients? Well, Cassie, this set of webinars really isn’t about getting customers or clients, but to be honest with you, that’s what we do every day, 24/7, for the last 13 years is help people get more clients. We got into the recruiting side of things, just started dabbling in it a few years ago, helping out with a few things, not really strict as we are now, not full on recruiting like we do now, but a few years ago, we started dabbling in it because the needs started to get there. And as soon as COVID hit, it was all on. So we full on, went in on recruiting. But if you wanted to know what we do all the time, 24/7, what our whole lives have been for the last 13 years, that is marketing home care agencies in their local area. And Facebook is not where I would go for that. Yes, you can run Facebook ads, but no, I don’t think you’re going to get many clients. It is a good demographic.

Valerie VanBooven:

So your Facebook business page and all those things should be regularly updated. Content is where it’s at. I could go on and on and on about how to get leads. Most of our clients at this point, yeah, they want leads, but really? They can’t find enough people to staff the leads they have. So they’re really struggling with that balance there of, yes, they want new clients, but my goodness, so many people are turning clients away because they don’t have the staff. So our mission right now, yes, absolutely, you’re welcome to visit our website at ASNmarketingplan.com. Look at all the different things that we do to help clients get leads. And we have tons of videos on our website if you go to about us and you go to news, that’s where our blog is. That will show you, we just launched a new website tonight actually, or today for a website is where it starts. A website really, really is where it starts.

Valerie VanBooven:

So we have a Canadian client that just launched their website. So we do US and Canada, and they just launch their website tonight. They’re in Toronto or Mississauga, I guess, probably saying that wrong. And it’s beautiful. It’s a really nice upgrade from where they were before. And so yes, we do lots of that. I would say anything, organically, it’s all about the content of your website and the functionality of your website, and the outreach, your community outreach. There’s so much more to talk about, but this set of webinar’s just to focus on caregiver recruiting. And a lot of caregiver recruiting really is marketing. And I just put out an article the other day that talks about making your website a recruiting powerhouse. People do go to your website to see what your job openings are. And if your website has a careers page, but it’s just meh, then they’re going to go away.

Valerie VanBooven:

We’ve had a lot of clients upgrade just their careers page, just make it look more enticing, prettier on mobile, more interactive, and that seems to have helped them. They just want to upgrade their appearance to those caregivers who are really looking for a job. And I do think that’s a great idea. So make sure you have a very nicely done careers page where we didn’t worry about it in the past, it is a worry now. So making that careers page awesome on your website is really important, but there’s a lot more to that story. I think you can also really make your website a recruiting powerhouse by the way it looks and the image that you promote. I was just talking to a colleague not too long ago, who’s in a different industry. And we were looking at their Facebook business page and it was so much fun. I don’t know if you all have noticed this, but just, it’s not really an apples to apples comparison, I know, but the restaurant industry is also suffering greatly with not being able to staff.

Valerie VanBooven:

We’ve had restaurants here close after hundred years in business because they can’t staff their kitchen anymore, they can’t staff their front of the house. It’s a very sad situation. And so I was looking at a brand new restaurant who’s owned by some friends of ours that just opened. And I was like, oh my gosh, that’s so brave in this moment. But the imagery on their website of their staff, and the imagery on their Facebook business page, and the image that they portray is one of professionalism, but also a lot of fun. They have a lot of group pictures. They have a lot of pictures of honoring their, and we’re going to talk about this tomorrow night, but they have a lot of pictures of them honoring their employees. They have a lot of introductions of different employees, and the employees see all of this. And they have a fully staffed, 100% ready to roll kitchen and front house for their grand opening this week.

Valerie VanBooven:

It is been no problem because of the image they portray is a very professional, but fun place to work in a very caring environment with a very good team, I guess, not concept, but they work as a team, they believe in each other, and they just talk about that over and over again on their way website, how they believe in their staff, and how much they honor their staff, and how great they are. And introducing their staff, their head chef, their manager, their servers, their dishwashers. They’re really into this. And I really think that helps with retention.

Valerie VanBooven:

So when I say making your website a recruiting powerhouse, I also mean portraying a very professional, but very involved set of management with caregivers, who they care about and have worked with for years and, or maybe it’s just been months, but they’re an excellent caregiver. What can we do to help that person’s life? If they’re willing to take extra shifts to help you cover a client, what can we do to give back to them? So those are the kinds of things, I think, really help with retention, and really help other people see what a great organization you are. If you’re willing to show it, it will help with recruiting a whole, whole lot.

Valerie VanBooven:

So that is everything I have for tonight. If you have any more questions, let me know in the questions, I don’t see anything else. So I’m going to assume nobody else has any questions here. And so tomorrow night, we’re going to talk about all about orientation, password protected, places to keep documents and training information and testing, and anything you want orientation wise, or maybe house rules, or policies and procedures, and all that stuff that you don’t want your competitors to see, or for people to just spread around, all that stuff. Not employee data, not scheduling, but stuff that your employees need to know, understand, and have examples of how to do that inside of a CRM account that you already have anyway, with us anyway, or you can even do it on your website, but it won’t be as, probably not as secure.

Valerie VanBooven:

So we’re going to have about all that. And then retention strategies that we’ve learned over the years and new ones, including restaurant discount vouchers, hotel discount vouchers. This is something that we stumbled upon, we don’t make any money on it, but you’re welcome to use it if you want to, if you’re our client, and a lot of our clients do, and it really helps. And we’ll describe it and talk about it all tomorrow night. So everybody have a really good evening. Thank you so much for attending. I hope you got a lot out of this and learned more about Facebook ads and get results and everything else we talked about. Thanks everybody. Talk to you soon. Bye-bye.

Valerie VanBooven RN BSN

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