How to Recruit and Retain Staff in Your Domiciliary Care Business: A Complete Guide for Care Franchise Owners
Starting a high-quality domiciliary care business means a commitment to improving lives in your community.
But here's the reality: even the most passionate care business owner will tell you that recruiting and retaining quality staff is one of the biggest challenges you'll face.
In 2024, a staggering 84% of home care providers cited recruitment difficulties as the main reason they couldn't meet demand.
If you're considering a care franchise opportunity, understanding how to build and maintain a dedicated team isn't just important… it's essential to your success.
At Sylvian Care, we've spent years perfecting our approach to staffing, and we're here to share the strategies that work.
Understanding the Current Landscape of Care Staff Recruitment
Before diving into solutions, let's look at what you're up against. The UK domiciliary care sector is experiencing unprecedented growth, with over 11 million people aged 65 or older; a number that continues to rise. This demographic shift means the demand for quality care services has never been higher.
However, the sector faces significant staffing challenges:
High vacancy rates currently sit at around 7%
390,000 people left their roles in the care sector in 2022-23
Staff turnover remains a persistent issue across the industry
Competition from other sectors makes attracting care workers increasingly difficult
But here's the good news: with the right strategies and support system (like the comprehensive framework we provide at Sylvian Care), you can build a thriving team that's committed to your vision.
Proven Strategies for Recruiting Care Staff
1. Build a Strong Employer Brand
Your reputation as an employer matters enormously in the care sector. Potential care workers aren't just looking for a job—they're looking for a purpose and a place where they feel valued.
How to stand out:
Showcase your company culture on social media and your website
Share testimonials from current staff members
Highlight your commitment to training and development
Demonstrate how you make a difference in your community
As a Sylvian Care franchisee, you benefit from an established brand identity that resonates with compassionate, dedicated care professionals who want to combine purpose with their career.
2. Leverage Digital Recruitment Channels
Gone are the days when a newspaper ad was enough. Today's care workers are online, and that's where you need to be.
Effective digital recruitment strategies include:
Social media advertising on Facebook, Instagram, and LinkedIn
Job boards specific to the care sector
Google Ads targeting local care worker searches
Your website with a clear, easy-to-use careers page
Email campaigns to your network
The key is consistency and authenticity. Share stories about your team, post about the impact your care workers make, and engage with your local community online.
3. Implement a Referral Programme
Your best recruiters are often your current staff members. People who love their jobs naturally want to share that opportunity with friends and family.
Create an effective referral programme by:
Offering meaningful incentives (£250-£500 bonuses are common)
Making the referral process simple and straightforward
Recognising and celebrating successful referrals publicly
Ensuring referred candidates receive a positive experience from first contact
4. Engage with Local Communities
Building relationships within your local community can create a steady pipeline of potential care workers.
Community engagement tactics:
Attend local job fairs and community events
Partner with local colleges and training providers
Offer work experience opportunities
Sponsor community initiatives
Host open days at your office
Mastering Staff Retention: Keeping Your Best Care Workers
Recruiting staff is only half the battle. Retention is where the real magic happens—and where you'll see the biggest impact on your business success and care quality.
1. Offer Competitive Compensation and Benefits
While care workers are driven by compassion, they also need to pay their bills. In 2024-2025, care workers typically earn between £14,000 and £20,000 per year, but the most successful care businesses go beyond basic salary.
Comprehensive benefits packages should include:
Competitive hourly rates that reflect experience and qualifications
Pension schemes
Paid holiday that exceeds statutory minimums
Health and wellbeing benefits
Mileage reimbursement at fair rates
Paid training time
Performance bonuses
2. Invest in Training and Development
Care workers want to grow in their careers, not just clock in and out. Providing clear pathways for advancement shows your team that you're invested in their future.
Essential training and development elements:
Mandatory training: Health and safety, first aid, safeguarding, and medication management
Continuous professional development: Regular updates on care techniques, dementia care, and specialist conditions
Leadership training: For those who want to move into supervisory roles
Qualification support: Funding for NVQs and other relevant qualifications
Mentorship programmes: Pairing new staff with experienced care workers
At Sylvian Care, we provide comprehensive training programmes and ongoing business coaching to ensure both you and your team have the skills needed to deliver exceptional care.
3. Create a Positive Work Environment
The care sector can be emotionally demanding. Creating a supportive, positive work environment isn't just nice to have—it's essential for retention.
Build a positive culture by:
Encouraging open communication and regular feedback
Recognising and celebrating achievements (both big and small)
Providing emotional support and debriefing opportunities
Fostering team connections through social events
Addressing concerns quickly and fairly
Leading with empathy and understanding
4. Offer Flexible Scheduling
Work-life balance is increasingly important to care workers, many of whom have caring responsibilities of their own.
Flexibility strategies include:
Allowing staff to indicate their preferred working hours
Accommodating requests for specific days off when possible
Using scheduling software that gives staff visibility and control
Offering a mix of full-time, part-time, and bank staff positions
Being understanding about last-minute emergencies
5. Implement Recognition Programmes
Everyone wants to feel appreciated, and care workers are no exception. Regular recognition boosts morale, increases job satisfaction, and improves retention.
Recognition ideas:
Employee of the month awards
Thank you cards and personal notes
Public recognition in team meetings and newsletters
Small gifts or vouchers for exceptional service
Annual awards ceremonies
Client feedback sharing (with permission)
Meeting CQC Standards Through Effective Staffing
The Care Quality Commission (CQC) places significant emphasis on staffing levels and quality. Achieving and maintaining good CQC ratings requires a strategic approach to recruitment and retention.
CQC considerations for staffing:
Ensuring adequate staffing levels to meet client needs safely
Maintaining proper staff training records
Demonstrating effective supervision and support systems
Showing evidence of staff satisfaction and low turnover
Proving that staff have the skills and competencies required
When you join the Sylvian Care franchise network, you benefit from our proven systems and expertise in meeting CQC requirements, taking the guesswork out of regulatory compliance.
Technology Solutions for Modern Care Businesses
Technology can be a game-changer for recruitment and retention, streamlining processes and improving staff satisfaction.
Essential technology tools include:
HR and Recruitment Software:
Applicant tracking systems to manage recruitment efficiently
Digital onboarding platforms for seamless new starter experiences
Training management systems to track compliance
Staff Management Tools:
Scheduling software that reduces admin time and improves communication
Mobile apps for care workers to access rotas, training, and updates
Time and attendance systems for accurate payroll
Communication Platforms:
Team messaging apps for quick, easy communication
Video conferencing for remote training and meetings
Staff portals for accessing policies, procedures, and resources
Building Your Recruitment and Retention Strategy
Now that you understand the key elements, here's how to put it all together into a cohesive strategy:
Step 1: Assess Your Current Situation
What's your current turnover rate?
How long does it take to fill vacancies?
What do your staff say about working for you?
Where are your biggest challenges?
Step 2: Set Clear Goals
Define your target turnover rate
Establish recruitment timelines
Set staff satisfaction benchmarks
Determine your ideal team size
Step 3: Develop Your Employer Brand
Clarify your values and mission
Create compelling job descriptions
Build your online presence
Gather and share staff testimonials
Step 4: Implement Recruitment Tactics
Choose your primary recruitment channels
Set up a referral programme
Create a streamlined application process
Develop a positive candidate experience
Step 5: Focus on Retention from Day One
Design a comprehensive onboarding programme
Establish regular check-ins and feedback sessions
Create clear career pathways
Build a recognition culture
Step 6: Monitor and Adjust
Track key metrics (turnover, time-to-hire, staff satisfaction)
Gather regular feedback from your team
Stay informed about industry trends
Continuously refine your approach
The Sylvian Care Advantage
At Sylvian Care, we understand that recruiting and retaining staff can feel overwhelming, especially when you're starting out. That's why we've built a franchise model that provides comprehensive support in every aspect of staffing:
Proven recruitment strategies that we've refined over years of experience
Training programmes that meet CQC requirements and develop your team's skills
HR support and templates to streamline your processes
Marketing materials to build your employer brand
Ongoing coaching to help you navigate staffing challenges
A network of fellow franchisees to share insights and support
When you partner with Sylvian Care, you're joining an established network of like-minded business owners who are passionate about providing exceptional care while building successful, sustainable businesses.
Frequently Asked Questions About Recruiting and Retaining Care Staff
How long does it typically take to recruit a care worker?
The recruitment timeline varies, but on average, it takes 4-8 weeks from posting a vacancy to a new care worker starting. This includes advertising, interviewing, reference checks, DBS checks, and onboarding. Having streamlined processes and a strong employer brand can significantly reduce this timeline.
What qualifications do care workers need?
While formal qualifications aren't always required to start, care workers need certain qualities and training. Essential requirements include a DBS check, basic training in health and safety, and a genuine passion for caring. Many care workers complete NVQ Level 2 or 3 in Health and Social Care during their employment.
How can I reduce staff turnover in my care business?
Focus on the fundamentals: competitive pay, comprehensive training, flexible scheduling, regular recognition, and creating a supportive work environment. Staff who feel valued, supported, and see opportunities for growth are far more likely to stay long-term.
What's the biggest mistake care businesses make with recruitment?
Rushing the recruitment process to fill vacancies quickly. While it's tempting to hire the first available candidate, taking time to find the right fit—someone who shares your values and has the right attitude—pays dividends in retention and care quality.
How much should I budget for recruitment and training?
Budget approximately £1,000-£1,500 per new care worker when you factor in advertising, DBS checks, training, uniforms, and the time invested in recruitment and onboarding. While this seems significant, it's far less than the cost of high turnover.
Can technology really help with staff retention?
Absolutely. The right technology reduces administrative burden, improves communication, gives staff more control over their schedules, and makes their jobs easier. When care workers can focus on caring rather than paperwork, job satisfaction increases significantly.
How do I compete with larger care providers for staff?
Focus on what makes you different: personalised attention, a family-like culture, opportunities to make a real impact, and the ability to build genuine relationships with clients. Many care workers prefer working for smaller, values-driven organisations where they're not just a number.
What role does company culture play in retention?
Company culture is crucial. Care work is emotionally demanding, and staff need to feel supported, valued, and part of a team. A positive culture where people feel heard, appreciated, and connected to a meaningful purpose is one of the strongest retention tools you have.
Your Next Steps: Building a Thriving Care Team
Recruiting and retaining quality care staff is undoubtedly one of the biggest challenges in the domiciliary care sector, but it's also one of the most rewarding aspects of running a care business. When you build a dedicated, skilled team, you're not just creating a successful business; you're building something that genuinely improves lives in your community.
The strategies outlined in this guide have been proven to work across the care sector, and they form the foundation of how we support our franchisees at Sylvian Care. But remember: there's no one-size-fits-all approach. The key is to stay authentic to your values, remain flexible, and always put your team at the heart of your business.
If you're considering starting a domiciliary care business and want the support, expertise, and proven systems to help you succeed with staffing and every other aspect of your business, we'd love to talk to you.
Ready to turn your compassion into a thriving care business?
Discover how Sylvian Care's franchise model provides the comprehensive support you need to recruit, retain, and develop an exceptional care team. With our proven systems, ongoing training, and dedicated support, you'll have everything you need to build a successful care business that makes a real difference.
Explore Sylvian Care Franchise Opportunities
Contact us today to learn more about how we can help you build a care business that combines purpose with profit, and a team that's committed to supporting your vision for exceptional care.