Recruiting Senior Living Staff with Facebook and Instagram Ads
In the many years we've worked with the Wisconsin Assisted Living Association (WALA), we learned that finding good team members is often the hardest part of running a senior living community. Especially when the labor market in your area is tight, recruiting can be even more difficult than finding new residents.
Why Digital Marketing Works for Senior Living Staff Recruiting
Here's some good news: Facebook and Instagram ads work extremely well for finding job applicants for senior living and assisted living communities.
Most people spend time browsing social media daily, and you can reach them even if they are not actively job searching. As of this writing, $10 to $15 in ad spend can get you in front of roughly 1,000 people in your area. You can target people within a radius around your location, which is ideal since most staff come from within 20 miles or so.
Creating Effective Job Ads for Senior Living
The very best social media job ads include videos of the owner talking about the company culture, or current team members sharing why they love working there. You can start with simple videos shot on a smartphone, or invest in professional-quality videos to use for years.
If recording a video truly isn't possible, strong images of happy team members working with residents can work well, too. Always make sure to get permission before showing residents and their families.
For the text of your ads, use clear and inviting headlines and describe the main benefits in bullet points. Examples of effective headlines include:
Apply for a Rewarding Career
Get Paid to Help Seniors
Caring and Patient? Check Out These Senior Living Positions
Want to Work Serving Seniors in Your Area?
Interested in Work Caring for Seniors?
Example bullet points to highlight in your job ads:
Pay range
Health insurance
Retirement benefits
Full dental coverage
Paid time off
Training provided
Fulfilling, meaningful work
Make the Application Process Mobile-Friendly
Here's a common mistake: most people browsing social media are on their smartphones, so they will not have time to complete a full job application during a scroll. They won't be able to upload a resume either — they're on their phone, not their computer.
That's why a multi-step application process works best:
Step 1: Let the applicant opt in from the job ad with basic information such as name, email, and phone number.
Step 2: Email them to complete the full application later on a desktop or laptop computer.
Facebook Lead Ads make this even easier. With these ads, applicants can submit their basic information directly within Facebook or Instagram without ever leaving the platform. No landing page required for the initial opt-in.
You can connect these leads automatically to your email marketing tool using software like Zapier or GoHighLevel. Follow-up messages to job candidates can then be sent automatically via Facebook Messenger, email, and text message.
Real Results from Senior Living Staff Recruiting Ads
We set up these recruiting funnels for clients regularly, and they work great once built. For example, our client Sienna Crest Assisted Living received 157 job applicant leads at a cost of just $17.59 per lead.
How many of those applicant leads convert to completed applications and actual hires depends on your follow-up — but automatic follow-up emails, texts, and Facebook messages help maximize those numbers.
Get Started with Digital Recruiting
Online recruiting ads help you reach more potential team members right where their attention is — on social media — and fill staff openings faster. It just takes some initial planning and setup. If you'd like help setting up recruiting ads for your senior living community, reach out at eagan@silverpathmarketing.com.