Sourcing Challenges
CTL Home Care came to Hireline after struggling to attract enough fresh caregiver talent to support and expand its home care operations.
Like many providers nationwide, CTL was facing a caregiver labor shortage as demand for senior and in-home care continued to rise. While CTL had traditionally relied on job boards such as Indeed and ZipRecruiter, candidate quality had begun to decline, and many applications were coming from the same repeat candidates.
Previous job postings were becoming stale, and organic social media posts generated little traction. CTL knew they needed to broaden their talent pipeline beyond traditional job boards but lacked a clear path to do so effectively.
Solution
CTL turned to Hireline to expand its reach and connect with a new audience of caregivers across Connecticut.
Hireline took CTL’s open caregiver roles and intelligently distributed them across major social media platforms, placing the jobs directly in front of candidates as they browsed platforms like Facebook, Instagram, and other social channels.
Rather than waiting for active job seekers to apply, Hireline enabled CTL to reach passive caregivers who were open to work but not actively searching on job boards. Candidates were pre-screened on key criteria, including availability, location preferences, and prior caregiving experience.
Results
Within a single day of launching campaigns on Hireline, CTL began receiving pre-qualified caregiver leads that met their scheduling, location, and experience requirements.
Within a week, CTL had already conducted multiple on-site interviews and made several solid hires during that same timeframe.
Notably, CTL saw no overlap with candidates from Indeed, allowing them to access an entirely new pool of caregiver talent and get more value from their recruiting spend.
By leveraging Hireline, CTL Home Care transformed a stagnant hiring process into a fast-moving, high-quality caregiver pipeline, enabling the organization to continue delivering reliable in-home care to the communities it serves.