The Rising Need for Better Caregiver Recruitment

At Ankota, we work closely with home care agencies every day, and we’re seeing the same challenge across the board: the need for caregivers is skyrocketing, but finding and keeping them is harder than ever.

The numbers tell the story. The U.S. is projected to need nearly one million additional caregivers by 2040. Meeting that demand requires more than job ads and interviews—it takes a people-first approach to recruitment.

We’ve seen agencies nationwide struggle with high turnover despite offering competitive pay. What makes the difference isn’t always money—it’s how caregivers are treated throughout the hiring process. The most successful agencies are the ones who ask: Are we making caregivers feel welcome, respected, and valued from day one?

That simple shift—from filtering applicants to inviting them into your culture—can transform your hiring results. At Ankota, we’re helping agencies do just that, with systems built to support fast, flexible, and compassionate onboarding.

Understanding the Caregiver-First Mindset

Recruiting with a “caregiver-first” mindset changes everything. Instead of judging whether someone is a fit, the focus becomes: Are we building an experience that makes caregivers want to join and stay?

This mindset starts with empathy. Many caregivers earn modest wages and juggle personal challenges—lack of health insurance, unpredictable childcare, and limited transportation. Rigid policies that require paperwork before interviews or penalize limited availability can filter out great people who need flexibility.

A better approach:

• Write job posts that speak directly to caregiver needs

• Focus on conversations rather than qualifications.

• Treat every applicant like a future team member

When caregivers feel seen and respected early, they stay longer and show up more engaged.

To learn more about keeping your team through those critical early weeks, check out The First 100 Days: How to Keep Caregivers and Direct Services Workers

Balancing Budget Constraints with Creativity

Most home care agencies don’t have deep pockets. But that doesn’t mean they can’t compete.

What caregivers value most often isn’t pay—it’s how they’re treated:

• Do they have control over their schedules?

• Are they recognized for their work?

• Is there room to grow?

  Being upfront about compensation and transparent about benefits builds trust. If you can’t offer top-tier health insurance, say so. Then lean into what you can provide:

  Flexible schedules that fit their life

  Real-time recognition through simple tools

  Free or low-cost training to build skills

  Agencies that focus on culture and clarity often outperform those offering higher pay with poor communication. We see this firsthand across Ankota’s customer base.

The Numbers Game: Quality Through Quantity

Many agencies try to perfect hiring filters so only the “right” candidates come through. But in real life, predicting who will succeed is tough.

Here’s a simple truth: if only 1 in 5 new hires stays long-term, you’ll need to hire 5 to get 1 keeper.

That’s not failure—it’s planning. Instead of being frustrated by turnover, build a system that expects it and manages it efficiently. With Ankota, agencies can:

• Automate outreach and screening

• Track retention metrics

• Reduce manual tasks during onboarding

  Knowing your numbers puts you back in control. If you want to add 10 caregivers and your retention rate is 20%, aim to hire 50. Then track outcomes and improve from there.

To learn more about the workforce challenge ahead, check out The Coming Caregiver Crisis and How Technology Like KOTA Can Help

The Overlooked Power of Referral Programs

Referral programs are still one of the most cost-effective ways to find reliable caregivers. But they’re often underfunded or poorly promoted.

A good referral program should be:

• Funded: Budget 2–3x what you’d spend per job board hire

• Communicated: Make sure staff understand the reward and how to qualify

• Timed: Use seasonal contests to spark interest and boost volume

And don’t underestimate small personal touches. One agency asks applicants for their favorite snack during screening then surprises them with it at orientation. That small gesture sends a big message: You’re valued.

Creative Sourcing Beyond Job Boards

If your hiring strategy starts and ends with job boards, you’re missing out.

Here are a few creative approaches agencies are using:

• Partner Locally: Swap applicant leads with nearby providers

• Host Seasonal Events: “Walk-in Wednesdays” or “Spring Hiring Blitz”

• Engage on Social: Build a local Facebook group just for caregiver jobs and resources

None of these strategies requires a huge budget—just consistency and local visibility. The goal is to build relationships, not just collect resumes.

How to Use Automation Without Losing the Human Touch

Automation helps move things faster, but it shouldn’t replace the human element.

With Ankota, agencies can:

• Send automated reminders and application nudges

• Track where each applicant is in the hiring pipeline

• Use dashboards to manage recruiter tasks

But when a caregiver responds, a real person should always be ready to help. Technology should remove friction, not emotion.

Use automation to streamline scheduling and follow-up. Let your team focus on connecting with people.

Data is Your Secret Weapon—Use It

The best agencies know their numbers. You don’t need a complicated dashboard to start—just track the basics weekly:

• Applicants received

• Interviews booked

• No-show rate

• Orientation completion

• 30/60/90-day retention

This data helps you spot where things break down. High no-shows? Rethink your screening. Low orientation rates? Simplify your process. Ankota makes it easy to track these touchpoints and act on them.

It’s Not Just Recruiting—It’s Hospitality

Recruiting isn’t a back-office task. It’s the front door to your agency.

The agencies that win long-term are the ones that treat hiring like hospitality. Every caregiver who applies should feel welcomed. That first interaction sets the tone for everything that follows.

When caregivers feel respected and appreciated early, they carry that energy into the home—and it shows in the care they provide.

To learn more about the generational shifts impacting your workforce, check out Gen Zalpha and the Future of Home Care and HCBS Workforces

Conclusion: Empathy Is the Advantage

Home care runs on relationships. Recruitment is no exception.

The most effective agencies don’t just hire caregivers—they invest in them from the very first step. That means tracking your data, improving your systems, and never losing sight of the human being behind the application.

At Ankota, we believe that caregiver-first hiring isn’t just the right thing to do—it’s the smart thing. We build tools to help agencies streamline processes, remove friction, and build stronger, more resilient care teams.

Need help getting started? Let’s talk. Because when caregivers feel supported, they stay—and that’s how great care begins.

Ankota's mission is to enable the Heroes who keep older and disabled people living at home to focus on care because we take care of the tech. If you need software for home care, EVV, I/DD Services, Self-Direction FMS, Adult Day Care centers, or Caregiver Recruiting, please Contact Ankota.