We’re midway through January and the number one question we’re hearing is “what should I do to ramp caregiver recruitment in 2018?” This is the year of getting competitive. However, your investment to get competitive should be centered around your current position in the local market and your business strategy. In an analysis of thousands of companies, we’ve built five classifications from the perspective of a Caregiver to help executives determine where they fit and may be headed (this is an excerpt from It’s Time To Compete White Paper)
Clean Slates are brand new agencies that are unknown to most consumers. This is good and bad. Nineteen percent (19%) of Caregivers won’t call a recruiter back if they’ve never heard of an agency yet 79 percent are intrigued to learn more about the new company in town. You’ve got one shot to show your competitive edge as the honeymoon phase will end quickly and you’ll join the ranks of another class.
Weak Brands are better known than Clean Slates, but struggle immensely to recruit. Caregiver offerings tend to be in the bottom 33% of the market and/or Caregivers report a poor working experience. These brands are unlikely to grow without major investment in recruitment image and an improvement in their offering.
Defender Brands are known in the community and tend to have an average competitive offering. They struggle to recruit, but may be happy with their current status and business size.
Olympic Brands are well known and well loved by Caregivers. They are competitive, innovating, and in high-growth mode. Caregivers want to work for these companies as their offering is competitive and/or Caregivers report a positive working experience.
Fading Stars may have likely been in business for awhile and were a local market leader at one-time. However, Olympic brands are innovating at a faster rate. Although stillwell-known, they lack appeal and their competitive advantage is fading.
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