Anyone with experience of caring for the elderly will be aware of HomeInstead, a well established and highly respected independent UK home care provider. HomeInstead are always on the lookout for carers and had an ambitious plan to recruit people who never even knew they would make a great carer.
The senior care industry is often overlooked by employees and comes with pre-conceptions about what the job involves.
HomeInstead wanted to recruit the best care givers, not necessarily from a traditional care background, but people with great social skills who add value to the lives of those around them.
The challenge was to build a recruitment site that could compete against big names in the commercial sector, like Aldi, Pets at Home and KFC to name a few. It had to dispel the myths surrounding care for the elderly, showcase HomeInstead's values and highlight just how rewarding being a carer can be.
Our solution started with the carers, our UX process revealed that they could come from any background and there were no restrictions on gender or age. The only requirement was that they would make a great carer and had some time to give.
The creative design used vibrant, upbeat colours and imagery and slightly cheeky copy to portray the kind of unexpected activities that HomeInstead carers would get involved in.
Part of the long term plan for HomeInstead was to make better use of social media marketing to attract care givers. To fulfil this, we designed a fun quiz system that could be used on-site and extended to Facebook. The design of which encouraged users to both share it with their friends and to apply to be a carer if they were a suitable candidate.