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Care employee segmentation

How to successfully recruit care employees

If you want to know how to successfully recruit care employees you first need to understand who you have as employees now, and who you are trying to attract in the future. The businesses who are successful at recruitment have gone through this exercise. You can read more about this here, or carry on reading below to discover the importance of going through a process that will help you succeed.

There are many employee segmentation quadrants but I have created this one specifically with care businesses in mind. By going through a current employee segmentation exercise does two things. One, it identifies your ideal care employee and two, also identifies the ones you don’t want to attract. From this it will enable you to create carer avatars which will then help you to target those ideal employees through social media and other recruitment vehicles.

The image within this blog shows the segments and below there is a description for each one. You will see on the axis that there are two arrows. The first one is ‘relationship’ e.g. how engaged they are with your company and the second is ‘added profitability’, how much profitability they add to the business. This one is more difficult to measure but you will have a sense of this. Identifying factors would be, they are reliable, are full-time or at least able to cover peak hours, little time off etc. So let’s look at what they are in more detail.

1. Advocate

The advocate means they are high in ‘relationship’ and high ‘added profitability’. They are highly engaged and advocates of what you do e.g. tell people how great you are and how much they love working for you. They are very reliable and go the extra mile without having to ask them. You would like lots of these people!

2. Steady Employees

These people are steady and reliable. They do what you need them to do e.g. turn up, are compliant and achieve the tasks you set them in a professional way. You would identify them as this category if perhaps they are not fully engaged with what you do. They could be new employees or they could be people who have been there for a while but you are not their priority. They may be people who need the income so have to work but, if they could, they might do something different.

3. Lifestyle

You would identify these people if they are part-time e.g. less than 16 hours a week. The role fits in with their lifestyle. They are, however, engaged with you and are passionate about providing great care. They could have a young family or could have a family that they need to care for e.g. parents. You would describe them as empathetic and compassionate people.

4. Detractors

You would identify a detractor employee if they are not engaged and do not add profitability to the business. Examples would be people who try and disrupt the status quo. They may take a lot of time off and are unreliable. When you identify those care employees as detractors it is important they are taken through a process quickly, that either exits them from the business, or understand they need to comply with company standards if they want to remain with you.

Once you have completed the exercise you will have a clear idea or who you have now and the types of people you want to attract. In reality you need Advocates, Steady Employees and Lifestyle too but they all require a different approach to recruitment and they all will require a different approach when it comes to retaining them too. This is something that I take clients through and it works.

So there you have it, a quick guide on employee segmentation. If you would like access to an excel spreadsheet that enables you to capture this information complete the contact form here and put in the message “Please send me employee segmentation”. The next steps will be creating avatars and a marketing plan to target the ones you want to attract. This will be the subject of my next blog.

If you would like to know more on how Thoughts Become Things can help you to not only recruit care employees but also how to retain them, then book in for a no obligation “virtual cuppa” here.

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