Recruitment Marketing Plan - www.careskilled.co.uk - Care Skilled
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Recruitment Marketing Plan
www.careskilled.co.ukExecutive summary
• Starting in August 2017.
• A multi-channel recruitment marketing campaign.
• Combining face to face, flyer distribution and
internet based channels.
• Targeting existing employees within the industry and
bringing new people into the workforce.
• The campaign would ensure that The Organisation
has the appropriate human resources in order to
mobilise as well as continue operations following
staff turnover.
www.careskilled.co.ukGoals
• Establish the brand of The Organisation within the Target area.
• Build recognition of The Organisation amongst people employed
in health and social care (60,000) those directly employed in the
domiciliary care industry (1,902) and those people who hadn't
previously considered entering the industry.
• Deliver 5,000 hours in the first two months of operation, which in
turn will require 135 FTE and 238 actual staff. Assuming that 50%
of staff TUPE from existing providers.
• Requirement to generate 1,190 applications in the first month of
advertising.
• Convert 1,190 applications into 119 appointments.
• Track marketing expenditure to better understand ROI, this would
consider the cost of the marketing channel, the interest it
generated and the conversion from interest to application and
finally to being appointed.
www.careskilled.co.ukCurrent marketing situation
• The target market
• The ONS indicates that there are 60,000 people working within health and social
care within Target.
• The NMDS identifies that 1,902 people work within domiciliary care within the
county.
• Staff turnover in the industry is approximately 38%.
• Acorn classifications: Student life, modest means and striving families.
• People who never previously considered working in domiciliary care industry.
• People undertaking courses which relate to the industry.
• Target market requirements
• Accessible information.
• Simple language
• Uncomplicated application process
• Competitors
• CQC indicates that there are 338 agencies providing homecare in Target.
• Competing homecare agencies market for new recruits from a variety of channels
with a focus on job recruitment websites indeed and community care jobs.
www.careskilled.co.ukSummary of marketing activity
• Total campaign cost of £xxxx, a total cost per
appointable candidate of £xxx
• 7 social media platforms
• 50 local newspapers
• 25,000 flyer drops
• 4 colleges
• 1,119 physical places where flyers will appear
• 19 face to face recruitment events
• 61,902 Facebook adverts
www.careskilled.co.ukSummary of marketing activity
Marketing channel Potential reach Target market Cost ROI
1. PR campaign in local 50 local newspapers 860,200 £x
regional press
2. Indeed.co.uk 200 million searches Active social care jobseekers, £x tiered costing model in
per month place.
3. Community care jobs.co.uk 106,000 active Active social care jobseekers, £x
searches per month
4. Recruitment at town market 12 postcodes and 4 TBC TBC table, signage and direct
events market towns staff costs
5. Facebook page Unknown Student life Acorn classification £0
6. The Organisation branded Unknown Both service users and potential employees £x
website
7. Flyer drops 25,001 12 Postcodes , those people living in Estates are £x
typically either terraced or semi-detached with
two or three bedrooms in those postcodes listed
www.careskilled.co.ukSummary of marketing activity
Marketing channel Potential reach Target market Cost ROI
8. Job centre 12 postcodes and 4 Active social care jobseekers £0
job centres
9. Social media platforms Unknown Student life acorn classification group £0
Direct staff costs
10. Training providers and 4 colleges Targeting students of those courses relating to £0
colleges health and social care Direct staff costs
11. Prominent places used by 1,119 physical places 860,200 £0
target market Direct staff costs & mileage
12. Google search campaign 640-1280 clicks Potential employees who have access to the £x
internet.
13. Facebook adverts 61,902 1,902 people listing their occupation as £x
homecare worker or domiciliary care worker. In
addition to this it would target the cohort of
people identified through the Census as working
in the Human, Health and social work activities of
which there are 60,000 people.
www.careskilled.co.ukPR campaign in local regional
press
• What - A press release would be produced in
collaboration with xxx. The press releases will be
produced and distributed to both local/regional press
channels. This particular channel would utilise those
local and regional channels already in place. This would
include the approximate 50 newspapers in place across
Target.
• When - Ongoing effort taking place on a monthly basis to
coincide with major milestones, e.g. business in full
operation, innovative arms length provider, innovation
within the business,
• Who - Potential employees, service users as well as
competitors in the market place.
• Cost - £x.
www.careskilled.co.ukIndeed.co.uk
• What - An advert for vacancies within The Organisation would be
placed on the Indeed website. this would include job description,
person specification and application form. The recommended
approach on Indeed would be to use the option to appear above
free listings in the sponsored search results, this would mean The
Organisation would only pay when people click on the job listing, the
advert would potentially reach more candidates through desktop,
mobile and job alerts.
• When - A rolling advert for vacant positions would be placed on the
website following approval of the project. An open ended advert
would be placed or one which covered a 3-6 month time period.
• Who - Active social care jobseekers, Indeed receives 200 million visits
per month.
• Cost - Indeed offers a tiered approach to posting jobs which
includes: free, appearing in sponsored search results and a service
to design a hiring campaign. It is recommended that a sponsored job
advert is used to attract more candidates.
www.careskilled.co.ukCommunity care jobs.co.uk
• What - Job adverts for vacancies would be placed on the
Community care jobs website. this would include vacancies
which would span all positions within the organisation. 16
applications per role advertised. An online job posting would
be created with the company logo. An email alert would be
created when applications have been received. An open
ended advert would be placed or one which covered a 3-6
month time period. On average 16 applications per role
advertised are received.
• When - A rolling advert for vacant positions would be placed
on the website following approval of the project.
• Who - Active social care jobseekers, 106,000 active social care
job seekers visit Community care jobs website each month.
• Cost - £x per position that is advertised.
www.careskilled.co.ukRecruitment at town market events
• What - A stall would be set-up in towns across the Target, the stall
would be set up in to coincide with market days and events in towns.
This would include the following postcodes: X1, X2, X3, X4, X5, X6, X7,
X8, X9, X10. Town1, Town2, Town3, Town4.
• When
• Town1 - 05/08/2017, 02/09/2017, 07/10/2017, 04/11/2017, 02/12/2017
• Town2 -12/08/2017, 09/09/2017, 14/10/2017, 11/11/2017, 09/12/2017
• Town3 -19/08/2017, 16/09/2017, 21/10/2017, 18/11/2017, 16/12/2017
• Town4- 26/08/2017, 23/09/2017, 28/10/2017, 25/11/2017
• Who – The stall would be run by the recruitment officer and possibly
attended by care workers too and it would target potential
employees resident in those areas.
• Cost – The only cost associated with this option would be a table and
signage. Exhibition bundle would include: Includes Banner Stands &
Table Graphics. This would cost between £214.80, £450, £510 in
total. Price for an exhibition table would be between £35.90,
£154.80, £238.45.
www.careskilled.co.ukFacebook page
• What - The Facebook page would be a dedicated business page for
the business. The page would contain blurb about the company, a
profile picture along with logo design, the page would contain links
to the dedicated website with links to application forms for vacant
positions. Facebook has a messenger facility which would be used to
directly communicate with potential employees.
• When – The page would be set up following gateway approval for the
project. It would be used on a ongoing basis to connect with
potential staff members.
• Who – This particular channel would focus on the Student life,
Modest Means and Striving Families Acorn classification. Focusing on
those people who have access to a smartphone, the internet and
Facebook. The channel would be used on an on-going basis to
communicate with the potential target market for employees.
• Cost – Facebook would be free to se-up but would require on-going
management by the social media marketing professional.
www.careskilled.co.ukThe Organisation branded website
• What – initially the website would consist of a single landing page,
the website would be a portal for both consumers of domiciliary
care as well as those people searching for employment. The website
would include attached Job descriptions, person specifications as
well as application forms. In addition to this news would be posted
on the website including any potential recruitment events. Blurb
about The Organisation along with contact details for more
information would also be included on the website.
• When – Following gateway approval for the project, there would be a
requirement to pull together the information which would be
uploaded onto the website. Specialist input would then be required
to produce the website and upload the information. This would be
carried out by XXX.
• Who – both service users and potential employees would use the
website to find out more information about The Organisation.
• Cost – initial website development would be from £395, there would
also be a further on-going hosting cost. Hosting would cost £2.50 per
calendar month.
www.careskilled.co.ukFlyer drops
• What - A recruitment flyer would be produced and distributed
to those zones highlighted through the domiciliary care tender
as areas where domiciliary care would be delivered by The
Organisation. This would include the following postcodes: X1,
X2, X3, X4, X5, X6, X8, X9, X10, X11, X13, X17.
• When – This would be a one-off activity to be carried out
following gateway approval of the project.
• Who - This would focus on those people living in Estates are
typically either terraced or semi-detached with two or three
bedrooms in those postcodes listed.
• Cost - The Royal Mail door to door delivery system would be
used to distribute the flyers to a chosen number of postcodes.
25,001 flyers would be distributed a cost of £1698.75. This
cost does not include printing.
www.careskilled.co.ukJob centre
• What – a number of activities would take place with respect to the job
centre. This would include an online advert placed on Universal Job Match, a
recruitment stand would be set-up within Job Centres in the following areas:
Town1, Town2, Town3, and Town4. A relationship would be developed with
the account managers for the various branches to make best use of back to
work programmes and to assist with recruitment drives. A rolling job advert
would be placed with the jobsite for any vacancies within The Organisation.
The advert would appear both on the website and in the physical job centre
itself.
• When – a constant rolling advert would be placed with the Job centre and
periodic events would be held in the job centre itself.
• Who - The primary applicant group for these adverts would be care workers.
With up to 400,000 jobs listed at any one time, it would be anyone searching
for a job who could find the advert. The primary Acorn classification group
would be Student life, Modest Means and Striving Families with a focus on
those people who access the internet through a number of portals. These
activities would be undertaken by the recruitment officer for The
Organisation.
• Cost - There is no cost associated with advertising jobs through the Job-
centre.
www.careskilled.co.ukSocial media platforms
• What - a The Organisation page/profile would be created for the
following platforms: Twitter, Snapchat, Instagram, Linked-in, Google+,
YouTube and Pinterest. This would enable The Organisation to build
its presence, reputation and would also help to increase the website
within search results. These different profiles would all contain basic
information about The Organisation: what it does, contact details, link
to website and application form.
• When – These profiles/pages would be established by the Social
media marketing apprentice once appointed in post.
• Who - These forms of communications/platforms would target
possible new entrants into the domiciliary care workforce. The
suggested target market would be the student life acorn classification
group and would be for those people who are au fete with using
those particular formats. Typically the person targeted would be
lower than the average age (42) of a domiciliary care worker.
• Cost -There would be no cost associated with this marketing channel
only the costs associated with the time of the Social media marketing
apprentice.
www.careskilled.co.ukTraining providers and colleges
• What – The recruitment officer for The Organisation would
establish a working relationship with training providers and
colleges within Target. This would include: College 1, College2 and
Town4 6th form college. The aim of this would be to make links
with the course leaders/coordinators for Traineeships, back to
work programmes, NVQ’s in Health and Social Care and
apprenticeships. The aim of this would be to make those
attending the courses aware of The Organisation brand in order
to promote new entrants into the industry and business.
• When – This would be an on-going effort by the recruitment
officer of The Organisation.
• Who - Links made with course leaders/ co-ordinators with the aim
of targeting students of those courses listed previously.
• Cost – There would be no cost associated with this, it is envisaged
that face-to-face meetings with course leaders/ co-ordinators
would take place along with electronically too.
www.careskilled.co.ukProminent places used by target
market
• What – flyers would be left, put up in communal public areas which are
accessed by the target market. This would include the following:
• Approximately 320 supermarkets
• Approximately 250 newsagents
• Approximately 180 post offices
• Approximately 250 takeaways
• Approximately 119 petrol stations
• When – A phased roll-out of the flyers to those places used by potential
employees would be carried out. In total this would be 1,119 places
potentially accessed by the target market.
• Who – the flyers would be in areas which are physically accessed by all
health and social care professionals along with those identified Acorn
groups. The activity would be carried out by the recruitment officer for The
Organisation.
• Cost – there would be a cost associated with printing the flyer and then
actually physically distributing and placing the flyer in the appropriate
location. Design and print of 25,000 a5 leaflets in gloss format would cost
between £410, £481.25, £675.
www.careskilled.co.ukGoogle search campaign
• What – When a potential employee carries out an internet search through
Google for any of the services provided by The Organisation, the company
website would appear directly underneath the search term. An account with
Google would be set up in order to make this possible.
• When – This would be arranged to coincide with the formal ratification of
the project by the various governance bodies.
• Who – This activity would be carried out by the recruitment officer for The
Organisation and would target potential employees who have access to the
internet.
• Cost – Cost against this marketing channel would only be incurred when the
person making the search actually clicks on the Organisation website URL.
Historical information suggests that cost per click for Google is between $1-
$2 per event (£0.77-£1.44). It would be suggested that a cap on the budget
for this marketing channel be set at £x with the potential to review its
effectiveness and conversion into applications before deciding to continue
with this marketing channel. The budget would therefore pay for between
640 and 1280 events. Other potential costs could be incurred if this exercise
is carried out by an agency which specializes in this type of marketing.
www.careskilled.co.ukFacebook adverts
• What - An advert would be created for Facebook, the advert would try to catch the eye of
potential employees. The advert would appear in the feed of the identified target market.
The employee would then be able to click on the advert and find out more information
about The Organisation and apply for a vacant position.
• When – This would be conducted as a one-off exercise following gateway approval, the
exercise would establish ROI and then a decision would be taken as to whether to continue
advertising through this medium on a rolling on-going basis.
• Who – The adverts would be targeted at Facebook users in Target. It would target females
aged 42. It would focus on those 1,902 people listing their occupation as homecare worker
or domiciliary care worker. In addition to this it would target the cohort of people identified
through the Census as working in the Human, Health and social work activities of which
there are 60,000 people.
• Cost – there is a Cost Per Click for people accessing the Organisation website through the
Facebook advert this is £0.19p per person. Following on from this there is also a cost
associated with the number of impressions, views of the advert known as Cost Per Mille
(CPM). The cost per 1000 impressions is £4.05. Therefore the total cost would be £242.73
for the advert to reach the target market of 61,902 people. The total number of clicks would
be discovered following publication of the advert along with the cost. The production and
management of the advert would be conducted through an agency.
www.careskilled.co.ukTimeline of marketing activity
Marketing channel
Aug Sept Oct Nov Dec Jan
PR campaign in local regional
press
x x x x x x
Indeed.co.uk
x x x x x x
Community care jobs.co.uk
x x x x x X
Recruitment at town market
events
x x x x x X
Facebook page
x
The Organisation branded
website
x
Flyer drops
x
www.careskilled.co.ukTimeline of marketing activity
Marketing channel
Aug Sept Oct Nov Dec Jan
Job centre
x x x x x x
Social media platforms
x x x x x x
Training providers and colleges
x x x x x
Prominent places used by target
market x x x
Google search campaign
x x
Facebook adverts
x x x
www.careskilled.co.ukThe target market
• Age - The average age of a worker is 42 years old, the average age of someone holding a
managerial and a professional role is 47 and the average age of someone holding a direct
care role is 42.
• Disability - Around 2% of the workforce are recorded as having a disability.
• Ethnicity - Overall, 80% of the adult social care workforce in England has a white ethnic
background. This proportion is significantly lower (36%) in the London region.
• Nationality - Just over 80% of workers hold a British nationality, 11% of the workforce hold a
non- EEA nationality, while 5% hold an EEA/ non-British nationality. Like ethnicity, the
nationality of workers varies by region.
• Gender - Overall, the adult social care workforce remains one where females make up over
80% of the workforce.
• The X postcode area, also known as the Town4 postcode area,[2] is a group of XX postcode
districts in England, which are subdivisions of six post towns. These postcode districts cover
much of north and central Target, including Town1, Town2, Town3, Town4, plus very small
parts of County 2 and County 3.
• Estates are typically either terraced or semi-detached with two or three bedrooms.
www.careskilled.co.ukAcorn classification group
• This category contains a mix of traditional areas of Britain. Housing is often terraced or semi-detached, a mix of lower value owner
occupied housing and homes rented from the council or housing associations, including social housing developments specifically
for the elderly. This category also includes student term-time areas.
• There tends to be fewer traditional married couples than usual and more single parents, single, separated and divorced people
than average.
• Incomes tend to be well below average. Although some have reasonably well paid jobs more people are in lower paid
administrative, clerical, semi-skilled and manual jobs.
• Apprenticeships and O levels are more likely educational qualifications. Unemployment is above average as are the proportions of
people claiming other benefits. People are less likely to engage with financial services. Fewer people are likely to have a credit
card, investments, a pension scheme, or much savings. Some are likely to have been refused credit. Some will be having
difficulties with debt. These people are less likely than average to use new technology or to shop online or research using the
internet, although will use the internet socially.
• Overall, while many people in this category are just getting by with modest lifestyles a significant minority are experiencing some
degree of financial pressure.
www.careskilled.co.ukStudent life
• These are areas dominated by students and young people, often recent graduates. At least
half of the people here, usually more, are studying. Students will be living in a hall of
residence or in flats or shared houses.
• There will be little in the way of incomes other than to fund their time at university. Some
will be utilising overdrafts or be building up debts.
• Internet use is likely to be extensive whether for their studies, or leisure purposes. They will
be happy to go online to research their purchases, download music, stream TV or videos
and play games.
• Ownership of smartphones tablet and hand-held computers will be well above average, as
will the proportion owning portable media players and games consoles.
• They will find time for going out as well as going online. Their interests may focus around
social and leisure activities. In addition to the broadsheet newspapers, film, computing,
educational and style magazines may be their preferred reading matter.
www.careskilled.co.ukModest means
• These people own or rent smaller older terraced housing and flats, which often includes some of the least
expensive housing in the area. The mix of families is likely to include singles, couples with children and
single parents and the age profile may tend to be younger than average.
• Incomes are likely to be well below the national average. Jobs reflect a mix of educational qualifications
that are generally lower than average. Employment tends to be in a mixture of clerical, semi-skilled and
other office or manual occupations.
• Unemployment may well be above average. In addition to Jobseeker’s Allowance the proportion of people
claiming other benefits, disability and income support is likely to be above average.
• Generally there will be average levels of investments and savings. However a few people may be having
difficulties keeping up with loan repayments. There are fewer cars than in many other areas.
• Shopping may tend towards cheaper stores. Fast food, burgers, fried chicken and traditional baked goods
are likely to be favored more than average. Football, DVD’s, betting, bingo and the lottery are amongst
the more common leisure activities.
• A relatively high number of these people dislike receiving marketing communications, whatever channel is
used, although traditional channels are more acceptable than others.
www.careskilled.co.ukStriving Families
• These low income families typically live on traditional low-rise estates. While many rent their homes from the council or
housing association an equal number have bought their houses. Estates are typically either terraced or semi-detached with
two or three bedrooms. Relatively high numbers of children are typical and there may be high numbers of single parents.
• Incomes are likely to be well below the national average and unemployment is above average. Jobs may reflect the general
lack of educational qualifications and tend to be in a mixture of clerical, semi-skilled and other manual occupations in
factories and shops. A proportion of these families may be reliant on state benefits. In addition to the unemployment the
proportion of people claiming other benefits, disability and income support are also likely to be above average.
• The majority will not have a credit card and perhaps one in four might have been refused credit in the past. Most will have
few investments and minimal savings. The financial services more often required in these areas may be loans and a few
people may be having difficulties keeping up with the repayments.
• Their phone is less likely to have internet capabilities and with the possible exception of games consoles and TV’s these
people are less likely to purchase the latest technological goods.
• There are fewer cars than most other areas. Money is tight and shopping tends to focus on cheaper stores and catalogues.
Visiting the pub, computer games, DVD’s, betting, bingo and the lottery are amongst the more common leisure activities.
With the possible exception of people in more rural locations fewer than average are likely to consider marketing
communications acceptable, whatever the channel.
• These families are struggling to get by on limited incomes in urban areas.
www.careskilled.co.ukThreats and opportunities
Threats
• Recruitment in industries outside of domiciliary care
offering comparable rates of pay.
• A search of the recruitment website Indeed reveals that
there are 17,997 adverts for positions offering comparable
rates of pay (£10,465 per annum)
• Recruitment by existing homecare agencies
• A search of the recruitment website Indeed reveals that
there are 1,098 adverts for Homecare assistant positions.
Opportunities
• Recruiters both inside and outside of the
domiciliary care industry use a small number of
marketing channels.
www.careskilled.co.ukDo you want to recruit more
staff ?
• If you want to recruit more staff we would love to
help. We can;
• Develop a bespoke strategy for you
• Set up a recruitment pipeline for you
• Work out an effective recruitment budget
• Undertake forensic research
• Train you and your staff in recruitment
• Make your recruitment budget work
• Get you more staff
• Call or email. Its cost nothing to talk
• info@careskilled.co.uk
• 0333 444 5344
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