Recruiting and retaining good people is something I frequently hear care providers say they struggle with.
A job advert can tell someone the hours, salary, responsibilities and experience needed, but there are some things that are much harder to get across in a list of bullet points.
What is the team actually like? Will I be valued? Will I fit in? What does the role feel like day to day? Is this somewhere I can see myself working?
For someone considering a role in care, those things can matter just as much as the practical details. They may already work in care and be deciding whether your organisation is right for them, or they may be completely new to the sector and unsure what to expect.
This is where I think video can be really useful. It gives potential applicants a chance to see and hear from the people behind your care organisation before applying.
Here are three ways care providers could use video to support recruitment and show candidates what it’s like to work for them.
1. Employee Testimonial Video – Let staff share their experience
One of the most powerful things you have when recruiting is the people who already choose to work for you.
Rather than telling potential applicants that it’s a supportive place to work or that staff enjoy being there, show it by letting employees talk about their own experience.
They could share why they originally chose care, why they joined your organisation, what they enjoy about their role or what has made them stay.
I think this is particularly valuable in care because the work is so people-focused. Who you work with, how supported you feel and the relationships you build can all influence whether you want to stay in a role.
It can also reinforce what you’re already saying in your job adverts rather than asking candidates simply to take the organisation’s word for it.
When filming this kind of care provider recruitment video, I’d recommend sending the questions to the staff member beforehand. This gives them time to think about what they might want to say.
2. A Day in the Life – Show what the job is like
People can have very different ideas about what working in care involves.
Someone who has never worked in the sector may not know what a typical day looks like, while an experienced care worker may want to understand how your particular organisation operates.
A day-in-the-life video can give potential applicants a more realistic sense of the environment, the team and what the role involves.
In a care setting, you’ll also need to consider privacy and make sure the appropriate permissions are in place for anyone appearing in the video.
I wouldn’t advise trying to make everything look perfect. I think it’s better to give someone an honest feel for the role rather than create something that doesn’t reflect what the job’s actually like.
That honesty can work in your favour. If someone gets a clearer picture of the role beforehand, they can make a more informed decision about whether it’s right for them.
And for a care provider, attracting somebody who understands the role and genuinely wants to be there is much more valuable than simply generating as many applications as possible.
3. Candidate FAQ Video – Answer common questions
Applying for a new job can come with questions and uncertainty.
For somebody considering care for the first time, those questions might be even bigger. Will I get training? What support will I have? Do I need previous experience? What opportunities are there to develop?
Existing care workers may have different priorities, such as shift patterns, progression or what the culture is like.
Video gives you another way to address some of those concerns before someone applies. You don’t need to answer every possible question in one video. Even covering a few of the things applicants regularly ask can make the organisation feel more open and help somebody decide whether they want to take the next step.
It also shows that you understand recruitment from the candidate’s point of view, rather than only thinking about what you need from them.
Video as Part of Your Recruitment
You don’t need to use all three care provider recruitment videos at once. Think about what potential applicants most need to know about your organisation and where video could add something that a job advert can’t.
Planning recruitment videos for your care organisation? Send me a message and let’s discuss how I can help you.