Top Recruitment Channels for Finding Qualified Caregivers in 2025
By strategically leveraging the right recruitment channels, agencies can stay ahead in the competition for talent.
Finding and retaining qualified caregivers has become an increasingly urgent challenge for home care agencies. As the demand for home care continues to grow, fueled by an aging population and a strong preference for aging in place, many agencies are struggling to keep pace. Caregiver shortages aren’t just an operational hurdle—they directly impact agency growth, client satisfaction, and revenue stability.
With 63% of agencies turning down cases in 2023/2024 due to staffing shortages, it’s clear that traditional recruitment methods alone aren’t enough. To stay competitive, agencies must rethink their hiring strategies, leveraging a mix of high-impact recruitment channels to attract and retain top talent. This article explores the most effective caregiver recruitment sources in 2025, helping agencies build a stronger, more sustainable workforce.
1. Employee Referral Programs (Best for Quality & Retention)
Employee referrals consistently rank among the most cost-effective and highest-retention sources for caregiver recruitment. In 2023, referrals had the lowest turnover rate among all recruitment sources, with a median cost-per-hire of just $162 compared to job boards or staffing agencies.
Why It Works:
Referred candidates are more likely to understand job expectations, leading to higher retention.
Current employees recommend people they trust, increasing the likelihood of cultural fit.
Agencies can incentivize referrals with bonuses, recognition programs, or additional benefits.
How to Implement an Effective Referral Program:
Offer a structured incentive, such as a $300–$500 bonus for referring a caregiver who stays at least 90 days.
Make referrals easy and accessible via a digital form or app.
Recognize employees who bring in successful hires with shout-outs, rewards, or team incentives.
2. Job Boards (Best for Volume Hiring)
Online job boards remain a go-to recruitment tool for agencies looking to scale their hiring efforts. Platforms like Indeed, myCNAjobs, and ZipRecruiter attract thousands of caregiver applicants monthly.
Pros:
✅ Wide reach and ability to attract caregivers actively seeking jobs.
✅ Customizable postings allow agencies to target caregivers with specific skills (e.g., dementia care, HHA certification).
Cons:
❌ High volume of unqualified or passive applicants, requiring strong screening processes.
❌ Cost-per-hire can be higher than referrals, depending on job board competition.
Best Practices for Job Board Success:
Optimize job postings by highlighting competitive pay, flexible schedules, and career growth.
Use sponsored listings for better visibility in high-demand areas.
Implement automated screening to filter applicants based on experience and certifications.
3. Social Media Recruiting (Best for Branding & Passive Candidates)
Social media is becoming a powerful recruitment tool for home care agencies, particularly for reaching passive job seekers who aren’t actively searching but may be open to new opportunities.
Platforms to Focus On:
Facebook Groups: Many local caregiver groups exist where agencies can post job openings and engage with potential hires.
LinkedIn: Great for professional networking and building an employer brand.
TikTok & Instagram: Short-form video content showcasing agency culture can help attract younger caregivers.
How to Maximize Social Media Recruitment:
Share employee testimonials and success stories.
Post short, engaging videos showing “A Day in the Life” of a caregiver at your agency.
Use paid social media ads to target caregivers based on location, job interests, and experience.
4. Local Workforce Programs & Community Partnerships (Best for Long-Term Pipeline Growth)
Partnering with local organizations can provide a steady flow of trained, motivated caregivers.
Effective Partnership Opportunities:
Workforce Development Programs: Many states offer home care training initiatives that match graduates with employers.
Community Colleges & CNA Schools: Establish relationships with nursing assistant programs to recruit newly certified caregivers.
Nonprofit & Faith-Based Organizations: Partnering with churches, community centers, and nonprofits can connect agencies with caregivers looking for meaningful work.
Steps to Build Strong Partnerships:
Offer guest lectures or workshops at CNA training schools.
Provide scholarships or tuition reimbursement to students who commit to working at your agency post-graduation.
Attend local job fairs and career events to meet candidates in person.
5. Recruiting from Competitor Job Listings (Best for Targeting Experienced Caregivers)
One of the more aggressive but effective tactics is recruiting caregivers who are already employed but may be looking for better opportunities.
How to Do It Effectively:
Monitor job boards for caregivers posting their resumes while employed elsewhere.
Reach out professionally and discreetly, emphasizing what makes your agency a better fit (higher pay, better scheduling, career growth).
Avoid direct poaching from competitors but focus on attracting caregivers who are open to a change.
6. Retargeting & Predictive Hiring (Best for Reducing Time-to-Hire)
If your agency has previously received applications from qualified caregivers who weren’t hired, re-engaging these candidates can lead to faster placements.
How It Works:
Use CRM or applicant tracking systems (ATS) to track past applicants.
Set up automated outreach for past candidates, sending reminders when new positions open.
Use predictive hiring tools to analyze hiring trends and anticipate caregiver demand.
Building a Sustainable Caregiver Pipeline
Using a mix of these recruitment channels ensures agencies are not only filling immediate staffing gaps but also building a long-term pipeline of qualified caregivers.
Key Takeaways for 2025 Recruitment Success:
Employee referrals provide the best quality hires with the lowest turnover—make this a priority.
Job boards and social media can generate high applicant volume, but require strong screening processes.
Local partnerships with training schools and workforce programs provide a consistent flow of caregivers.
Predictive hiring & re-engagement of past applicants can cut hiring time and costs significantly.
The caregiver shortage isn’t going away, but by strategically leveraging the right recruitment channels, agencies can stay ahead in the competition for talent.
Looking for ways to streamline your hiring process? Ona’s Ready Talent Platform connects home care agencies with pre-vetted, high-quality caregivers—helping you hire faster and smarter. Learn more here.
