The aged care sector is at a critical juncture, facing mounting pressure to attract and retain top talent in an increasingly competitive job market.
At the heart of this challenge lies the concept of employer branding—how an organisation is perceived as a place to work. A strong employer brand not only influences recruitment success but also plays a pivotal role in creating a thriving, resilient workforce.
Effective employer branding goes beyond logos and slogans; it’s reflected in every touchpoint with potential and current employees, from job advertisements to the interview process. For aged care providers, where the workforce directly impacts resident care and satisfaction, getting this right is paramount. Here, we’ll explore how treating candidates well, optimising the recruitment process, crafting impactful job advertisements, and engaging expert recruiters can collectively enhance an employer’s reputation and recruitment outcomes.
Treating Candidates Right: A Foundation for Success
Talent acquisition in aged care is not just about filling roles—it’s about building relationships. Treating candidates with respect and care throughout the recruitment journey is not only ethical but also strategically valuable for enhancing employer branding. Candidates who feel valued, whether they are hired or not, are more likely to share positive experiences with others and consider the organisation for future roles.
What does treating candidates right look like?
- Clear Communication: Keeping candidates informed at every stage of the process builds trust. Transparency about timelines, expectations, and feedback fosters goodwill and demonstrates professionalism.
- Personalised Interactions: Candidates should feel like more than just a number. More than just a follower of IT instructions ‘upload your Resume to here’, Tailored messages and personalised updates show that the organisation values individuality.
- Constructive Feedback: For candidates who don’t make the cut, providing feedback on their performance is a small gesture that leaves a lasting impression.
A positive candidate experience often converts even unsuccessful applicants into advocates for the organisation. In an industry like aged care, where word-of-mouth referrals are vital, every interaction contributes to the broader reputation. This is also true not just for TA teams, but recruitment agencies as well.
The Recruitment Process Journey: Success or Failure Hinges on the Details
The recruitment process is often the first direct experience a candidate has with an organisation, making it a critical opportunity to showcase the employer brand. A seamless, efficient, and engaging recruitment journey reflects well, while a disorganised, lenghty or impersonal process can deter even the most qualified candidates.
Key elements of a successful recruitment process include:
- Speed and Responsiveness: Aged care candidates, particularly skilled professionals, are often in high demand. A slow or unresponsive process risks losing top talent to competitors. Streamlining decision-making and offering prompt follow-ups are essential.
- Candidate-Centric Processes: From scheduling interviews at convenient times to offering virtual options, a flexible approach makes candidates feel valued and respected.
- Positive Onboarding Experiences: The recruitment journey doesn’t end with a job offer. Effective onboarding reinforces the employer brand, ensuring new hires feel supported and excited to join.
In contrast, a poorly managed process can leave candidates feeling frustrated or disillusioned, tarnishing the employer’s reputation. We consistently hear from executive and middle managers in aged care about experiences they have with aged care recruiters. They interview with a hiring organisation and hear nothing from the recruiter by way of feedback. This can be weeks of non-communication and often don’t receive any at all. I wonder if the hiring organisation knows this is wide spread in the recruitment world?
Not just in aged care, more broadly in NGO and commercial sectors, every step of the recruitment process contributes to the overall perception of their brand.
The Power of Professionally Written Job Advertisements
A job advertisement is often the first interaction a candidate has with an employer. Yet, many aged care providers overlook its importance, treating it as a functional description rather than a marketing opportunity. In reality, a well-crafted job ad is a powerful tool for showcasing the employer brand and attracting the right talent.
Why use a professional copywriter?
- Engaging Language: Copywriters understand how to craft messages that resonate with the target audience, using engaging language that captures attention and inspires action.
- Storytelling: A compelling job ad tells a story about the organisation’s mission, values, and workplace culture, making the role feel more meaningful and aspirational.
- Standing out from the crowd: Copywriters are skilled at using the right keywords and structuring content to ensure job ads are easily discoverable on platforms like LinkedIn or Seek.
For example, instead of a generic ad for a Registered Nurse role, a copywriter might highlight the opportunity to make a difference in residents’ lives, the supportive team culture, and clear pathways for professional growth. This shift transforms a standard job listing into a persuasive invitation to join a purpose-driven organisation.
Often internally written job ads miss the mark, particularly in middle management and executive job advertisements. Either by using overly formal language or failing to emphasise what makes the role unique, you lose the candidate at ‘hello’ in a run of the mill job ad. Investing in a professional writer ensures the ad not only attracts more candidates but also aligns with a broader employer branding strategy.
Partnering with a Recruitment Agency to Showcase Employer Brand
Partnering with a specialist recruitment agency can amplify an employer’s brand and deliver superior outcomes. A recruitment agency acts as an ambassador, presenting the organisation in the best possible light to the candidate marketplace.
How does a recruitment agency enhance employer branding?
- Expert Positioning: Recruitment agencies understand how to highlight an organisation’s strengths, culture, and values in ways that resonate with candidates.
- Wider Reach: With established networks and databases, agencies can connect employers with a broader pool of talent, including passive candidates who may not actively be searching for roles.
- Candidate Care: Agencies prioritise candidate experience, ensuring that every interaction reflects positively on the employer. At P.J. Recruitment, we specialise in nurturing relationships and delivering personalised service, creating a positive impression of the organisations we represent.
For example, we worked with a regional aged care provider struggling to fill a clinical leadership role. By crafting a compelling narrative about the organisation’s commitment to innovation and employee growth, we attracted a highly qualified candidate who was initially hesitant to consider a rural role. This kind of tailored, value-driven approach demonstrates how a recruitment agency can elevate an employer’s brand and deliver lasting results. It was a role that they just couldn’t ‘sell’ in the market place themselves.
Elevating Employer Branding to the Next Level
Employer branding is not a one-time effort; it’s an ongoing process that requires alignment across recruitment, marketing, and internal culture initiatives. Here are actionable strategies for aged care providers looking to strengthen their employer brand:
- Align Branding Across All Touchpoints: Ensure consistency in messaging across job ads, social media, careers pages, recruitment portals and processes.
- Gather Employee Testimonials: Highlight stories from current employees to give potential candidates an authentic glimpse into the workplace culture.
- Invest in Training: Equip hiring managers and HR teams with the tools they need to deliver exceptional candidate experiences.
- Celebrate Wins Publicly: Share milestones, awards, or success stories on social media to reinforce the organization’s credibility and appeal.
At P.J. Recruitment, we work closely with aged care providers to identify areas for improvement and implement strategies that enhance their employer brands. Whether it’s crafting compelling job ads, streamlining recruitment processes, or engaging passive candidates, our tailored approach ensures organisations stand out in a crowded marketplace.
Employer Branding is the Key to Recruitment Success
In aged care, where attracting and retaining talent is more challenging than ever, employer branding is a powerful differentiator. From treating candidates with care to crafting compelling job advertisements and engaging expert recruiters, every touchpoint contributes to how an organisation is perceived as a place to work.
By prioritising employer branding, aged care providers can not only attract the right candidates but also create a workplace where employees feel valued and inspired. At P.J. Recruitment, we’re passionate about helping organisations achieve this vision, building stronger teams and delivering better outcomes for the people they serve.
Call us if you want a recruitment agency that is aligned with your employer brand and can positively take this reputation into the candidate marketplace for you. (02) 9144 4544
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