Embrace Care UK
The Focus
Residential care provider: Embrace Care sought to enhance their recruitment of skilled residential support workers and care home managers across Chester, Runcorn, Preston, and Neston as they expanded operations in the region.
They specialise in person centred care homes for teenagers and adults with complex needs, led by trauma informed specialists who create tailored, multi-disciplinary care plans based on attachment and evidence-based practices. A key differentiator is their end-to-end management of properties, including acquisition, renovation, and a dedicated maintenance team, which ensures that every home remains safe, nurturing, and genuinely homely.
As part of their growth strategy, Embrace Care also wanted support in promoting their brand across social media channels to increase awareness and attract aligned, values-driven professionals to join their expanding team.
Specifically our objective was to:
1. Social Brand Awareness
2. Increase Job Applications
3. Optimise Touchpoint Data
The Strategy
Over the course of a month, we prioritized the following:
Social Marketing
Focused on organic activity to maintain Embrace Care’s brand. We set up a content calendar that prioritised 3 content pillars:
- Brand Awareness
- Community Driven
- Conversion Action
This content mix targeted themes around, person centred care benefits, case studies, employee appreciation initiatives and hiring posts. We published this across Meta and LinkedIn to target both corporate and community audiences, utilising DMs for engagement, especially via Instagram.
Meta Ads
Ran recruitment lead-gen ads on Meta to target Residential Support Workers and Care Home Managers. The targeting for employment campaigns are slightly different compared to regular conversion ads as we couldn’t create lookalikes due to the Employment Rights Act.
Therefore we focused on custom audiences to exclude from unqualified leads and were very descriptive in our ad messaging so that we were targeting skilled workers who had to answer custom questions, making sure they had a working UK visa and had qualificaitons in Social Care.
Interactive Questionnaire
To prevent trigger happy submissions on Meta’s internal forms, we created an interative form that’s split into separate stages for each question. This makes the form experience more convenient and by providing more steps, we’re assuring the high intent form submitters compared to users who can auto fill forms. This generated a 40% increase in qualified applicants.
Reporting
To retarget web traffic on key pages regarding recruiting, we tracked all pages using GA4 and setup events via GTM to monitor conversions across:
- Job Application Clicks
- Call Buttons
- Call Links
- Contact Form Submissions
- Recruitment/Referral Email Clicks
- LinkedIn Clicks
By doing this and adding Meta pixel, we were able to retarget users with relevant messaging to capture their interest, based on their personal behaviour on the website.
The Results
As a result of the implemented changes, our efforts achieved:
Applicants
Cost Per Lead
Interviews Booked
Successful Candidates
