How Alkcare reaches passive jobseekers in elderly care
Alkcare recruits certified caregivers for its care homes and home care in Alkmaar. One regional campaign leads with its culture instead of pay.
- applications in the first month
- 17
- average cost per application
- €35
- people reached
- 16,400
Alkcare runs two care homes and home care in Alkmaar, and certified caregivers are the hardest role it has to fill. A regional campaign built around its culture now brings these caregivers to Alkcare, most of whom already have a job.
The hardest role to fill, and no room to compete on pay
Job boards and the own careers site brought in hardly any certified caregivers, and four positions in the region had been open for months. Salaries are fixed by the collective agreement, so Alkcare could not stand out on pay, and applications landed in a general HR mailbox without follow-up.
Lead with the culture, for caregivers who already have a job
Applyfin built a vacancy page in the Alkcare house style and launched one Meta campaign for the whole region, with Alkcare's own photos of daily work in its care homes. Screening questions checked the caregiving diploma and experience in elderly care, every applicant got a WhatsApp message asking for a CV, and HR followed up by phone from one pipeline in the Talent Acquisition System.
A steady flow of caregivers from day one
Applications came in from the first week, almost all of them through lead forms on Facebook and Instagram, and the first qualified candidate was in the pipeline within days. A pool of local caregivers, researched alongside the campaign, is ready for the next round.
What we built
The Alkcare career page
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