Home Instead: recruitment marketing at 12× the conversion rate

The challenge

A Home Instead franchise owner needed to grow their senior-care business in two phases: first attracting care clients, then recruiting care professionals at serious volume — and internal recruitment efforts weren't producing anywhere near enough applicants.

The approach

It started with situational analysis — competitors, existing assets, audiences — because recruitment marketing fails when it's treated as media buying rather than persuasion. Then the build:

• Paid search on Google and Bing, structured around how carers and families actually search
• Paid social on Facebook and Instagram, where career-changers scroll
• A purpose-built landing page, replacing the generic careers page — opening with "Which best describes you?" instead of demanding a CV, lowering the barrier for career-changers while still filtering intent
• Applicant Tracking System integration, so every application flowed straight into the franchise's hiring process

The results

Care clients:

• 200% increase in applications
• Cost per application under £20 — against a £50 objective — sustained month after month

Care professionals:

• Landing page conversion from 0.7% to 8.5% — a more than 1000% increase
• Digital channels delivered a lower cost per applicant than the incumbent job boards, at the volume the franchise needed

The wider landing-page practice

The same page-per-purpose discipline — one audience, one promise, one action, built fast and static — runs through my other lead-generation builds: accident claims (legal), dental implants, private GP consultations, and B2B industrial lead capture for specialist metals. Different sectors, same physics: continuity from ad to page, trust signals early, ask for less in the form, and speed as a conversion feature.

If you're paying for traffic that lands on a page converting at Home Instead's old 0.7%, that's the conversation to have.