Hiring great employees is harder than ever—especially in industries where you’re not selling a product, but the time, energy, and personality of your team. For business owners and marketing professionals in home healthcare, hospitality, and similar service-based fields, it’s time to treat recruiting not as an HR function, but as a marketing campaign.
Why Is Recruiting So Hard Right Now?
Recruiting is a challenge across nearly every industry, but it hits hardest in service-based businesses. Labor shortages, wage competition, and burnout all play a role. Consider these statistics:
- According to the U.S. Bureau of Labor Statistics, the average monthly quit rate in hospitality is 5.5%, among the highest of any industry.
- In home care, turnover rates for caregivers are at pre-pandemic highs over 70%, according to industry surveys.
- A recent survey by Employ Inc. found that 52% of job seekers abandon applications due to complicated or outdated application processes.
If you’re not thinking like a marketer, your job ads and hiring process may be turning great candidates away before they even apply.
What Does It Mean to Say “Recruiting Is Marketing”?
Marketing is about crafting a message, targeting an audience, and persuading them to take action. Recruiting is exactly the same. The only difference? You’re selling a job, not a product.
In service industries, the people are the product. A clean hotel room means nothing without friendly staff. Quality home care depends on the personality and reliability of caregivers. That makes hiring not just a back-office task—it’s a front-line business strategy.
What Can Non-Marketers Do to Recruit More Effectively?
If you’re a business owner or manager suddenly tasked with recruiting, here are some simple ways to start thinking like a marketer:
1. Write Job Ads Like You’re Writing an Ad
- Highlight what’s great about the job—flexibility, meaningful work, supportive team.
- Avoid generic phrases like “competitive pay” and be specific instead.
- Talk about company culture and mission—these things matter to job seekers.
2. Know Your Ideal Applicant
- Just like marketing personas, create a “recruiting persona.”
- Think about what motivates your best employees. Are they students? Parents? Retirees looking for extra income?
3. Simplify the Application Process
- Mobile-friendly applications are a must.
- Make the process fast and user-friendly, or risk losing candidates to competitors.
4. Promote Open Jobs on Social Media
- Don’t just rely on job boards.
- Post videos, staff testimonials, and behind-the-scenes content to make your workplace feel relatable and appealing.
What Should Professional Marketers Know About Recruiting?
If you’re in the marketing department and suddenly asked to help with hiring, lean into your existing skillset. Recruiting is just another form of lead generation.
1. Create a Recruiting Funnel
- Treat applicants like leads. Start with awareness (social posts, job ads), move to consideration (careers page, testimonials), and drive conversion (application form).
2. Use Retargeting and Email Follow-ups
- Just like abandoned carts, abandoned applications can be retargeted.
- Use automation to follow up with applicants who didn’t complete the process.
3. Optimize Your Careers Page
- Is it easy to find? Is it compelling?
- Include videos, testimonials, FAQs, and a quick apply form.
4. Brand Your Workplace
- Show off your company culture.
- Use photos of real employees and candid moments. Stock photos won’t cut it.
Real-World Examples from the Field
Home Healthcare
A Pennsylvania-based home care agency struggled with CNA shortages despite offering top pay. We helped them reframe their recruiting around the idea of mission-driven work. They posted caregiver stories on Instagram, created short video testimonials, and simplified their application from eight pages to two. Applications increased 43% in the first month.
Hospitality
A small hotel group was losing front desk and housekeeping staff to local retailers. Their job ads focused solely on hours and pay. We revamped their messaging to emphasize career growth, flexible shifts, and the camaraderie of the team. Combined with paid social ads, their hiring rate doubled in two months.
Construction
A remodeling company noticed that younger workers were applying, but not showing up for interviews. We helped them create a short hiring video featuring current employees talking about mentorship and skill-building. By humanizing the job, they reduced interview no-shows by 60%.
So, How Do You Turn Your Hiring Around?
The takeaway is simple: if you’re struggling to find good employees, it’s time to think like a marketer. Define your audience, craft a compelling message, and use the same tools you would use to grow your customer base.
Need help crafting a recruiting strategy that works? Call Mediastead at 215-253-3737 or complete the contact form at mediastead.com/contact.
