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Caregiver agencies are experiencing a demand upturn for their services.  As reported in the Bureau of Labor Statistics (BLS) for years 2016 and 2026, the home health and personal aid industry is ramping on a 41% growth estimate.  This growth is faster than the 7% growth rate average across all U.S. industries.

The baby-boomer generation is now in their elderly life stage.  AARP estimates that 34.2 million adults in the United States have been a caregiver to an adult age 50 or older in prior 12 months.  This is 14.3% of all American adults.

Personnel shortages created by the growth in demand for caregiver agencies is a significant cause for alarm. Recruiting and hiring caregivers have been identified as a top threat by agencies. In the 2018 Home Care Benchmarking Study, recruiting was named the top threat, ahead of caregiver turnover, growing competition and increasing minimum wages.

Recruiting to Get More Applicants

Caregiver Agencies can take action to transform their recruiting practices.  Consider recruiting as part of the hiring process, improvements can drive more caregiver candidates with better qualities where you can hire and train them to stay longer.

Here are three (3) ways to draw more applicants.

Employee Referral Program

Current employees are an incredible source of potential candidates.  They understand the work, know the personality traits needed to perform well and a much lower investment to the return.  A referral program is simple to create and run.  The reward, typically a payment amount, is paid to the referring employee when a candidate is hired.  The following is a recommendation:

  1. Define the incentive, for example, $100.  This amount is most common for the industry, but, considering alternatives, it’s very affordable. Offer more if you want to have more participation.
  2. Establish when the payout will be made.  Whether it is upon the first day of the referral or 30, 60, or 90 days after hiring.
  3. Track your referrals.  Logging in the activity will make it easy to track the process. Keep status with the employees and the candidates.
  4. Promote the program.  Use social media to highlight the news.  Visibility drives success.

Online Recruiting

Caregiver Agencies can post openings career focused websites, niche websites or company review sites.  A key to success is to screen the job criteria before you post the description.  Be creative if you would welcome candidates that lack experience but have job success traits, i.e. reliability, empathy, etc.

The following list of websites can get you moving in the right direction to more recruits:

Big Job Sites

  • Indeed.com
  • CareerBuilder.com
  • Glassdoor.com
  • Zipcruiter.com
  • Linkedin.com
  • Linkedup.com
  • Monster.com
  • US.Jobs
  • Jobs2careers


  • Care.com
  • CaregiverHR.com
  • Caregiverlist.com
  • Craigslist.org

Social Community

  • Craigslist.org
  • Facebook.com

Review Sites

  • Fairygodboss.com
  • Glassdoor.com
  • Indeed.com
  • Vault.com
  • CareerBliss.com
  • Kununu.com
  • JobAdvisor.com
  • TheJobCrowd.com
  • LookBeforeYouLeap.com
  • Comparably.com
  • Yelp.com

Training as a Recruiting Tool

Reach your future caregivers by providing training as a benefit.  Agencies can develop job seekers that are looking for a career change or re-entering the workforce.  Removing the barrier of a Home Health Aide Certificate (C.H.H.A) will increase candidates.

Caregiver Agencies can use screening interview questions to qualify the candidate based on transferable skills, personality fit, and shared values.

Training options for new hires has improved.  Rather than expensive small group workshops, agencies can onboard new hires with online training like CareAcademy’s Caregiver education platform.  It’s been proven to be affordable, self-paced, and convenient for the user.

CareAcademy offers a free 90-day trial.  VIEW the TOUR.


Our mission is to help agencies and caregivers provide excellent care. We are proud to work with thousands of agencies, franchisors and caregivers nationwide to accomplish this goal everyday.

Last year, we certified thousands of caregivers and saved home care agencies millions of dollars in training costs.

I am thrilled with the level of service and attention your online training provides - for me and my caregivers!

Shelly W.

Home Care Agency Owner, California