Rewriting Job Ads That Actually Attract CNAs and Caregivers

If you’re still using the same caregiver job ad from 2019, you’re already behind.

The caregiver market has shifted. Today’s candidates are bombarded with listings, skeptical of vague promises, and comparing you to jobs outside the care industry (like retail or delivery). That means your job ads aren’t just listings — they’re mini marketing campaigns.

Here’s how to write (or rewrite) job postings that stand out, speak clearly, and drive more qualified applications.

The Problem With Most Caregiver Job Ads

• Too vague: “Compassionate, caring, and reliable” is expected. Tell us what’s unique.
• Too transactional: Listing duties and requirements without telling a story.
• Too long: A wall of text doesn’t inspire confidence — it creates overwhelm.
• Too generic: If you swapped your logo with another agency’s, would anything change?

Caregivers want to know: What is it really like to work for you?

Start With a Clear, Human Headline

Replace "Now Hiring CNAs" with something more personal:

• "Want to Be the Reason a Senior Smiles Today?"
• "Join a Team That Respects Your Time and Your Talent"
• "Weekends Off? We Thought You’d Like That"

This is your hook. Make it count.

Tell the Story, Not Just the Shift

Open with a few lines about why this role matters:

"Every day, families in our community trust us to help their loved ones age safely and with dignity. As a caregiver at [Agency Name], you won’t just complete tasks — you’ll build relationships."

Then transition to the benefits:

• Predictable schedules
• Supportive team
• Real career growth
• Paid training or certifications

Be Transparent About Pay and Scheduling

Job seekers scroll past listings that hide pay or only offer vague flexibility. List a pay range. Be honest about shift needs.

"We offer part-time roles starting at $17/hour with consistent weekend shifts."

Describe the Culture, Not Just the Duties

Instead of:

"Assist with ADLs, medication reminders, light housekeeping"

Say:

"You’ll be matched with clients who appreciate your warmth, and supported by a team that’s just a text away."

End With a Warm, Actionable Close

"Ready to join a team that treats you with respect? Apply in under 2 minutes and we’ll follow up within 24 hours."

Include:

• Text-to-apply number
• Link to simple application
• Quick overview of next steps

Bonus: Repurpose for Social Media

Your job ad shouldn’t live on Indeed alone. Reformat into:

• Short reels or videos
• Staff quotes and spotlights
• Shareable graphics for Facebook or Instagram

RaisedCare’s Take

You can’t hire the right people with the wrong message.

At RaisedCare, we help senior care providers rewrite their job ads with the same care they give to marketing services. Because caregivers aren’t just applicants. They’re your future.

And they’re reading every word.

Sources

• Home Care Pulse. "2023 Recruitment & Retention Insights"
• PHI National. "Direct Care Workforce Trends"
• Indeed Hiring Lab. "What Job Seekers Want in 2024"