How to Write Recruitment Copy for Care Homes

Care Home Copywriter

As a care provider, you already understand the kind of people attracted to care roles. However, turning this understanding into a message that attracts quality candidates can be a bit tricky, can't it?

Copywriting is much more than just catchy slogans or a hard sell. It's about crafting messages that touch the hearts of those you want to reach. This means understanding what they need and desire from a role.

Having spent many years in-house with a large care home group, working in both internal and external comms, I've had the pleasure of chatting with care staff daily.

I've heard their stories, shared their laughter, and understood their challenges. This experience isn't just useful – it's a treasure trove for creating copy that truly speaks to the wonderful people you want to welcome into your setting.

💡 The three themes that stand out are:

1. Attraction: This may seem obvious, but they're genuine 'people - people'. Their passion for making a positive difference in residents' lives is truly inspiring.

2. Desire: They yearn for a sense of belonging. They want to be part of a community where their kindness and soft skills are valued, especially if they've been in environments where this wasn't the case.

3. Retention: Feeling valued is crucial. It's not just about the money – it's about feeling genuinely appreciated by residents, peers, and management.

Insights are like precious gems for creating copy that speaks directly to the hearts of the care staff you're eager to attract. So, if you feel that your setting can offer the solution to these, try weaving these insights into your content. You'll get a much better response than a general 'We're Hiring' advert - I promise. 

Here is an example of some copy I created for one of my clients:

💌 If writing isn't your forte, why not send me a message today? Let's add some warmth to your copy, with a personal touch from someone who truly understands your industry and the people in it.

My copywriting project rates start from a very reasonable £250.

Becky x