Are You Losing Great Candidates? Simplifying the Care Sector Application Process

'Jasmine’s heart sank. She had already spent hours perfecting her CV, only to now face the frustration of having to enter the same information all over again into an online form.

Feeling utterly defeated, she placed her head in her hands.

With a sigh, she closed the page and decided to apply to another care provider - one that didn't make her jump through endless hoops just to get her foot in the door.'

Sound familiar?

Every detail counts when attracting talent. From your job descriptions to the way candidates interact with your online forms, the smallest obstacles can cause great candidates to drop off and move on.

If you haven’t reviewed your candidate communications and application process in a while, now is the time to ask yourself some key questions:

• How easy - or difficult - are you making it for people to apply?
• How warm, inviting, and friendly are your communications?
• Are you encouraging candidates, or inadvertently pushing them away?

As a copywriter in the care sector, I’ve reviewed countless websites and application processes over the years. You quickly notice what works well - and what drives potential applicants straight into the arms of another employer.

Here are some simple, actionable ways to ensure you're providing a smooth, positive candidate experience.

1. Keep It Simple

There’s nothing more frustrating for a candidate than repeating the same information over and over. If an applicant has already uploaded their CV, avoid asking them to fill out endless fields that ask for the same details. Streamlining your application form into a shorter, user-friendly process will instantly make it more appealing and prevent drop-offs.

2. Optimise for Mobile

Many candidates, particularly those looking for roles in the care sector, will apply using their phones. Whether it’s during a quick break at work or while juggling family responsibilities, convenience matters. Make sure your website and application process are responsive, mobile-friendly, and easy to navigate. A clunky mobile experience can be a huge turn-off for candidates on the go.

3. Communicate Clearly

Once a candidate hits ‘submit’, the waiting game begins. But it doesn’t have to be a silent one. Sending automated email confirmations and setting expectations at each stage of the process can make a world of difference. A polite, timely update reassures applicants that their application has been received and they haven’t been forgotten.

4. Be Transparent

Transparency builds trust. If you can’t provide an immediate response, let candidates know when they can expect to hear back from you. Even a simple message like, “We’ll be in touch within five working days,” can ease uncertainty and demonstrate that you value their time.

5. Show Them What You’re About

Your careers page is more than just a place for job listings. It’s an opportunity to give candidates a real feel for your workplace culture. Include testimonials from current staff, share real-life stories from your team, and paint a picture of what makes your workplace supportive and rewarding. Authenticity here can be a powerful tool in attracting people who align with your values.

6. Offer Flexibility

Life happens. Sometimes candidates start an application and simply can’t finish it in one sitting. Offering the ability to save progress and return later can be a small but meaningful way to show you understand their time constraints. This flexibility demonstrates respect for the candidate’s circumstances, which can lead to a positive perception of your organisation.

Recruiting for care roles is challenging enough without the added hurdle of a clunky, frustrating application process. By simplifying the journey and offering candidates a warm, supportive experience from the very first step, you’ll not only attract top talent but also build long-lasting, positive relationships with potential employees.

After all, the way you treat candidates during recruitment speaks volumes about how you’ll treat them as part of your team. Make every interaction count.

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I'm Becky, a seasoned copywriter with a passion for the elderly care sector and self-empowerment stories and techniques that I share regularly on my LinkedIn page.

I am also currently training as a life coach, NLP and Hypnotherapist.

?? I create engaging, human-to human content that truly connects with readers.

?? With over 20 years of experience, I've crafted compelling press releases, blogs, and web copy, all designed to resonate deeply and authentically.

?? I've supported numerous clients in the care industry, and they appreciate my warm, relatable approach.

?? Drop me a message to say hello, or visit my website to learn more about how I can help your brand shine.