Employer Branding Strategy in 14 Steps

Career in Care • By Kate Skitakova • Published on July 8

How to Develop an Employer Branding Strategy in 14 Steps for the Care Sector

In today's competitive job market, having a strong employer brand is crucial for attracting and retaining skilled support workers and care assistants. This is especially true in the care sector, where registered managers are often overwhelmed with tasks such as managing relatives and family concerns, complying with institutions like the CQC, dealing with uncooperative business owners, and working within tight budgets. Recruitment is a daily struggle for small care homes or domiciliary care agencies. Here’s a concise guide to developing an effective employer branding strategy in 14 simple steps to help you attract and retain the right candidates.

1. Define Your Employer Value Proposition (EVP)

  • Identify what makes your care home or agency unique as an employer.
  • Highlight benefits, workplace culture, career growth opportunities, and work-life balance.
  • Example: "Our care home offers a nurturing work environment where every staff member is valued. We provide ongoing professional development opportunities and emphasise a supportive community culture. Our employees enjoy flexible schedules that respect their need for work-life balance, and we foster a family-like atmosphere where everyone looks out for each other."

2. Conduct Internal Research

  • Gather feedback from current employees to understand perceptions and areas for improvement.
  • Assess employee satisfaction, engagement levels, and reasons for retention or attrition.
  • Example: "We held informal coffee mornings and listening sessions where staff could share their thoughts on what we do well and where we could improve. For example, we learned that many employees appreciate our family-like atmosphere but would like more opportunities for professional development."

3. Analyse Competitors

  • Research how other care homes and agencies position themselves as employers.
  • Identify strengths and weaknesses to differentiate your employer brand.

Example: "We reviewed job postings and company reviews of other care homes in the area. We found that while many competitors highlight salary, we decided to focus on our strong sense of community and support for staff well-being, as these are areas where we truly excel."

4. Identify Target Audience

  • Determine the demographics, interests, and preferences of your ideal candidates.
  • Tailor your messaging and channels to reach them effectively.
  • Example: "Our ideal candidates are compassionate individuals who are motivated by making a difference in people's lives. We target our recruitment efforts towards local community centers, volunteer organisations, and healthcare training programs to reach those genuinely passionate about care work."

5. Craft Compelling Employer Brand Messaging

  • Develop consistent and authentic messaging that reflects your EVP.
  • Communicate your company culture, values, and opportunities for growth.
  • Example: "Our messaging emphasises the heart and soul of care work. We use phrases like 'Join our team and become a hero in someone's life' and 'Be part of a community that values kindness, compassion, and support.' This reflects our commitment to creating a positive impact in the lives of our residents and staff."

6. Optimise the Careers Page and Job Descriptions

  • Ensure your careers page and job postings accurately represent your employer brand.
  • Highlight key benefits, company culture, and career development opportunities.
  • Example: "Our careers page features videos of staff talking about their daily experiences and the joys of working in our care home. Job descriptions are crafted to highlight the emotional rewards of the job, such as building meaningful relationships with residents and being part of a supportive team."

7. Leverage Employee Testimonials

  • Showcase real employee stories and testimonials to give candidates insight into your company culture.
  • Feature testimonials on your careers page, social media, and recruitment materials.
  • Example: "We share stories from our staff, like Emma, a care assistant, who talks about the fulfillment she gets from knowing she makes a difference in the residents' lives every day. These testimonials are shared on our website and social media to give potential candidates a real sense of what it's like to work with us."

8. Engage on Social Media

  • Use social media platforms to share content that showcases your employer brand.
  • Engage with followers, respond to comments, and participate in relevant conversations.
  • Example: "We use social media to showcase the compassionate side of our work. Posts include heartwarming stories of resident-staff interactions, photos from community events, and shout-outs to staff for their dedication and hard work. This helps to attract candidates who are motivated by a sense of purpose."

9. Invest in Employee Development

  • Demonstrate your commitment to employee growth and development.
  • Offer training programs, mentorship opportunities, and career advancement paths.
  • Example: "We offer personalised training programs and mentorship opportunities. For example, new hires are paired with experienced mentors who guide them through their initial months, ensuring they feel supported and integrated into our community."

10. Promote Diversity and Inclusion

  • Embrace diversity and foster an inclusive workplace culture.
  • Showcase diversity initiatives and employee resource groups.
  • Example: "Our care home hosts cultural competency workshops and celebrates different cultural festivals to promote understanding and inclusion. We highlight these initiatives on our careers page to show our commitment to fostering a diverse and welcoming workplace."

11. Create a Positive Candidate Experience

  • Streamline the application process and provide timely communication.
  • Offer feedback to candidates, even if they're not selected.
  • Example: "We make our application process as simple and transparent as possible, with a clear timeline and regular updates. After interviews, we provide constructive feedback, helping candidates feel respected and valued, even if they are not selected."

12. Measure and Analyse Results

  • Track key metrics such as applicant conversion rates, time-to-fill, and employee retention.
  • Gather feedback from candidates and new hires to continuously improve.
  • Example: "We track metrics such as the number of applications per job posting and employee retention rates. Regular surveys and feedback sessions with new hires help us understand what we're doing well and where we can improve."

13. Adapt and Evolve

  • Stay agile and responsive to changes in the job market and employee expectations.
  • Continuously refine your employer branding strategy based on feedback and results.
  • Example: "We continuously adapt our strategies based on feedback from our team and changes in the job market. For instance, during the COVID-19 pandemic, we introduced virtual interviews and online onboarding processes to keep everyone safe while still bringing in new talent."

14. Celebrate Successes and Share Stories

  • Recognise and celebrate employee achievements.
  • Share success stories and milestones to reinforce your employer brand.
  • Example: "We celebrate achievements big and small, from professional milestones like certifications to personal ones like a staff member's anniversary with the team. These celebrations are shared in newsletters and on social media, reinforcing our community spirit."

Additional Tips for the Care Sector:

  • Recognise that candidates in the care sector often have heartfelt reasons for choosing this profession. Encourage them to craft honest cover letters that share their real stories.
  • Help candidates create concise, clear CVs that highlight their relevant experience and passion for care work.
  • Emphasise the rewarding nature of working in the care sector, despite the challenges.

Developing an effective employer branding strategy requires time, effort, and commitment, but the payoff in attracting and retaining skilled support workers and care assistants is well worth it. By focusing on what makes your care home or agency unique and truly caring, you can build a strong, loyal team dedicated to providing excellent care.