Should You Be Running Facebook Ads for Caregiver Recruitment?

Caregiver recruitment is one of the biggest roadblocks to growth in home care and senior living — and many providers are turning to Facebook ads to fill the gap.

But does it actually work? Or are you throwing money at a platform that doesn’t deliver?

The answer: Facebook ads can be effective for caregiver hiring — but only with the right strategy, targeting, and follow-up system.

Here’s how to know if it’s right for your agency, and how to do it right.

Why Facebook for Caregiver Recruitment?

• Caregivers are on Facebook. It’s still the top social platform among women 25–54 — the core demographic for caregiving roles.
• It allows hyper-local targeting by ZIP code, age, language, and interests.
• It supports mobile-first applications (ideal for busy, on-the-go applicants).

And unlike Indeed or other job boards, Facebook ads let you go find the candidate — not wait for them to search.

Signs Facebook Ads Might Work for You

✅ You hire regularly (not just in bursts)
✅ You have strong local brand awareness or reputation 
✅ You already use a short, mobile-friendly application 
✅ You follow up within 24 hours of a new lead

If those boxes are checked, you’re in a good position to test.

Common Mistakes That Kill Results

1. Using a Job Board Approach

Generic headlines like “Now Hiring Caregivers” won’t stop the scroll.

Fix it: Use benefit-driven hooks like:

- “Want a job that fits your family’s schedule?”

- “Get paid to care — with the support you deserve.”

2. Sending Clicks to a Long Application

Most caregivers won’t complete a 10-minute form from their phone.

Fix it: Use a 2–3 question lead form or Messenger bot to start the conversation. Collect name, phone, availability — then follow up with screening.

3. Poor Targeting or Location Settings

If your ads reach people 50 miles outside your hiring area, you’re wasting budget.

Fix it: Target by specific ZIP codes and radius around your office. Layer on interests like “Certified Nursing Assistant” or “Home Health Aide.”

4. No Follow-Up Process

Facebook leads go cold fast. You have to strike while interest is high.

Fix it: Set up SMS or email automation to respond immediately. Assign someone to make contact within 1 business day.

5. Not Testing Enough Variations

Running one ad and calling it a day won’t give you useful data.

Fix it: Test at least 2–3 versions of your copy and creative. Monitor CTR, cost per lead, and actual show-up rate.

Metrics to Watch

• Cost per lead (CPL): Aim for under $20
• Application-to-hire ratio
• Time to contact
• Lead quality (tracked in your ATS or spreadsheet)

RaisedCare’s Take

Facebook ads aren’t a silver bullet — but for the right agency, they’re a powerful way to reach caregivers directly and consistently.

At RaisedCare, we help senior care providers design ad campaigns that connect with real people, track real results, and align with real-world staffing needs.

Because you can’t grow if you can’t hire — and you can’t hire without being seen.

Sources

• Facebook Business Manager Benchmarks (Caregiver Campaigns)
• Home Care Pulse. “2023 Recruitment Insights”
• Pew Research Center. “Social Media Use by Age and Gender”