Social Media Marketing: For Home Care Marketers

Your next client is checking out your social media right now… but are they impressed?

Most home care agencies make the mistake of outsourcing their social media, leaving them with bland, forgettable content. The truth is, your real audience isn’t seniors—it’s their adult children, and they’re looking for a company they can trust.

In this video, I’ll show you how to build a strong online presence, leverage both your personal and business brand, and create content that attracts clients, caregivers, and referrals.

If you’re ready to stand out and grow your agency, watch or read below.

Did you know that 73% of people turn to social media to find reliable companies? That includes families searching for home care services. If your agency isn’t leveraging social media effectively, you’re missing out on a powerful opportunity to connect with your audience and grow your business.

Who’s Really Looking at Your Social Media?

Many home care agencies make the mistake of thinking their target audience is seniors. But in reality, it’s their eldest daughter—the family decision-maker—who is doing the research. And where is she looking? Social media. She’s checking out your Facebook, LinkedIn, and Instagram to see if your agency is trustworthy, engaged, and credible.

So the big question is: What does your social media presence say about your agency?

The #1 Mistake Home Care Agencies Make

One of the biggest mistakes home care agencies make is outsourcing their social media to generic marketing companies. The result? Bland, cookie-cutter content that doesn’t connect with real people. If your posts don’t showcase the heart of your business, why would a client or caregiver feel inspired to choose you?

Your social media should be a reflection of your agency’s culture, team, and values. That’s why it’s crucial to have someone inside your organization managing it—whether it’s you, a marketer, or a dedicated social media manager.

How to Build a Powerful Social Media Presence

If you want to stand out and attract more clients, caregivers, and referral partners, here’s how to do it:

1. Showcase Real People & Real Moments

People connect with people. Instead of posting generic stock photos or boring “Happy Monday” graphics, share authentic content like:

• Photos of your team at work
• Caregiver spotlights and testimonials
• Office celebrations and team milestones
• Behind-the-scenes moments from training and orientations

The more you showcase your team’s personality and culture, the more you’ll attract like-minded caregivers and build trust with potential clients.

2. Make It a Team Effort

Your social media presence shouldn’t rely on just one person. Everyone in your agency can contribute! Encourage your staff to:

• Snap photos during caregiver training
• Take videos at community events
• Share success stories from the field

By making social media a collaborative effort, you’ll naturally create more engaging and authentic content.

3. Leverage Both Personal & Business Branding

Your business page is important, but don’t underestimate the power of your personal brand. As the owner or marketer, you should be active on LinkedIn and Facebook, engaging with your community and sharing your expertise. People trust other people more than faceless brands.

Why This Matters for Caregiver Recruitment

If you’re struggling to find and keep great caregivers, your social media strategy could be the key. The best caregivers want to work for an agency that values and recognizes them. When you post about caregiver milestones, training programs, and company culture, you’re showing potential hires that your agency is a great place to work.

Take Control of Your Social Media Today

Your next client—or top caregiver—is checking out your social media right now. What are they seeing? If you want to build trust, attract top talent, and grow your agency, start creating content that reflects your values and showcases the heart of your business.

Want expert guidance on making social media work for your home care agency? Let’s connect! Visit thedigitalchamps.com/connect to learn more.