Successful agencies have strong marketing programs.  We say it time and again, "Business doesn't begin until somebody sells something."

We see the most successful agencies having a constant struggle to recruit enough caregivers to meet the demands of their growing client population.  In today's market your biggest barrier to double-digit growth is probably not for lack of clientele.  If you have a strong marketing program, lack of quality caregivers will be your limiting factor.

So why don't we apply what we've learned about marketing to recruiting caregivers?

Let's face it, recruiting is simply another form of marketing.  The same techniques apply, however the audience is different, and they need to hear a different message.

Let's take a look at our audience.  If your agency is like many others, they need a large population of individuals that meet the following criteria.

Mature work ethic -- While it's tempting to hire young recruits, most agencies find their best caregivers are between the ages of 30 and 55.  These caregivers have had several years of solid work experience.

Maternal instinct -- Chances are your best caregivers are women.  This is less a function of the double X-chromosome than it is a function of societal conditioning.  It's acceptable and encouraged for women to be selfless caring individuals, the exact qualities that make extraordinary caregivers.

Honesty and integrity -- Your best caregivers will have clean criminal background checks.  This is a function of honesty, it's a function of integrity.  High integrity people tend not to break the law.  Take that a step further, however.  Lots of people have clean criminal background checks, and this is the result of fear of consequence rather than honesty.  Your best caregivers will have the natural desire to abide by the rules of society and corporate culture, not do so out of fear of reprisal.

Dependability and flexibility -- Your best caregivers won't be driven by habit, stability or routine.  This career is one that requires a high level of flexibility of thought.  Unfortunately, spontaneity and adaptability are frequently cause for concern.  These excellent caregivers may also be more likely to leave for greener pastures if the opportunity arises.

So now the question becomes how do we find these high integrity, mature, dependable and flexible women?  (Okay, okay, and men.)

Let's take a look at the worst classified ad in the world!  Unfortunately, you've probably run this ad at some point in the past.

XYZ Homecare is looking for people to care for the elderly and disabled.  While two years work experience is preferred, we will train.  Excellent starting salary, competitive benefits package, and a sign on bonus of $XXX.  Are you looking for a great new career, call us!

Tell me where in that ad do you mention any of the qualities that you actually want in a caregiver?  Here your ad says...

·                     Do you have such low self-esteem that you'll work with the least among us?

·                     We'd like experience, but will take anyone.

·                     Are you motivated by money, or require benefits?

·                     Have you given up on your last job, and need to start from scratch?

You probably spent about twice as much on this advertisement.  I ask however, what's more valuable, one extraordinary caregiver, or half a dozen warm bodies motivated by money.

Take this beyond the Sunday paper.  Create a new recruiting strategy designed around finding your ideal caregivers.  If you put the time and effort into recruiting strategy in the way you plan your sales and marketing efforts, you'll find that having enough quality caregivers is no longer limiting your success.