Home Instead Senior Care

Home Instead Senior Care provides the highest-quality care for thousands of older people in the comfort of their own homes. With over 170 offices in the UK and 1,000 worldwide, its vision is to become the UK’s most admired care company through changing the face of ageing.

The Challenge

Home Instead Senior Care’s 6,000 CAREGivers serve over 8,000 clients throughout the UK. One of its key challenges is engaging and retaining CAREGivers, with staff shortages across the industry.

The Solution

Since 2013, Smith & Henderson has coordinated Home Instead Senior Care’s PEAQ (Pursuing Excellence through Advancing Quality) Programme. Every CAREGiver and Client are invited to provide anonymous feedback on their experience.

To help maximise the CAREGiver response rate, during ‘PEAQ Week’ balloons and PEAQ branding appear in each office, with a PEAQ Champion, who reminds staff how they have listened to and act on their feedback from the previous survey. In 2015, this contributed to 73% of CAREGivers and 90% of office staff taking part.

Nationally, the feedback is analysed and key recommendations provided. For example, Smith & Henderson found that as offices expand beyond 40 CAREGivers, employee engagement and client advocacy levels both declined. The root cause was additional communication barriers, particularly between CAREGivers and office staff, who coordinate busy care schedules. Home Instead Senior Care quickly devised an overall action plan, identifying and sharing best practice to help offices mitigate this and supporting larger offices maintain high standards.

To empower local offices to develop their own action plans, user friendly reports were provided, which enable these to benchmark their results against the national averages, see year-on-year changes and view their verbatim comments. Smith & Henderson also provided an action planning toolkit, to help PEAQ Champions recognise their strengths and areas for improvement, and communicate this to CAREGivers.

The Result

Since 2012, participation and the results have steadily increased. In 2015, 96% of clients rated the service as ‘Excellent’ or ‘Good’ and 92% of CAREGivers said they would recommend Home Instead Senior Care as a great place to work. On the CAREGiver survey, all 29 questions improved since 2014 and the percentage of CAREGivers who said they were seriously considering leaving fell by over 80%.

To help Home Instead Senior Care leverage this positive feedback externally and enhance its employer brand, Smith & Henderson created infographics for each office, showing their key results. These were shared extensively through social media.