HomeCare Mellor is one of the leading providers of care and support to people in their own homes. They provide a range of care services to a variety of people in diverse communities around the Blackburn area, including Darwen, Ribble Valley, South Ribble and Preston.
They aim to provide high quality care and support in the comfort of their users’ own homes. They promote independence, preferences, dignity and privacy, enabling service-users to make decisions on their lifestyle, care and support whilst maintaining health and wellbeing. Staff are recruited for their values, and are able to demonstrate respect and compassion with a dignified, professional attitude.
The client wished to bring in new candidates for their continuous Home Carer position. As they run training courses for this position, they have a continual intake, and therefore need regular applicants.
In addition to bringing in new carers, the client also wished to raise brand awareness, letting the right people know who they are and what they do. They also wished to build a targeted audience based in the areas they cover.
Our first task was to make the page look the part. We changed the cover photo to a stock image of a carer’s hands, matching the company logo. This instilled feelings of care and security. We also added a service tab, promoting the client’s core values of a focus on people, excellence as standard and a family business.
Next up was to sort out the content. Before we took over, the client was posting on an irregular basis, citing time as a big constraint. We began to post daily content, using the client’s services and values as a base point, whilst also posting healthcare news to interest our target audience.
We then ran a pair of page growth competitions – one for each branch. This helped us boost our audience, which we then continued by running page like campaigns.
In terms of the job post, we used a send message campaign to encourage our target audience to get in touch with their contact details. We reposted this job every few weeks, in order to keep interest levels high.
- Grew page likes by over 230% within four weeks
- Generated a cost per interview of £2.45
- Generated over 50 leads in the first month alone