Recruitment Marketing Plan

www.careskilled.co.uk Executive 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.uk Goals

• 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.uk Current 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.uk Summary 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.uk Summary 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.uk Summary 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.uk PR 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.uk Indeed.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.uk Community 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.uk Recruitment 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.uk Facebook 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.uk The 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.uk Flyer 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.uk Job 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.uk Social 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.uk Training 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.uk Prominent 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.uk Google 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.uk Facebook 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.uk Timeline 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.uk Timeline 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.uk The 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.uk Acorn 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.uk Student 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.uk Modest 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.uk Striving 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.uk Threats 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.uk Do 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 • [email protected] • 0333 444 5344