Aged Care Opinion

Thriving in the care worker market – being an employer of choice


It is no secret that the aged care industry is currently facing significant workforce challenges, with the demand for skilled professionals far exceeding the available supply.

In such a tumultuous environment, it becomes crucial for organisations to become an employer of choice if they want to attract and retain top talent.

So how can organisations achieve that? And how can they stand out in such a saturated market?

By prioritising employee satisfaction, engagement and growth opportunities, aged care providers can differentiate themselves and build a reputation that positions them as an employer of choice in their respective communities.

Create a Positive and Supportive Work Environment

Establishing a positive work environment is fundamental to becoming an employer of choice. At Home Instead Geelong, we cultivate a culture that values respect, collaboration, and open communication. We go the extra mile by encouraging employee feedback and providing opportunities for their voices to be heard.

Recognising the importance of work-life balance, we offer flexible scheduling options and support programs that empower employees to effectively manage their personal and professional lives. Additionally, we invest in employee well-being initiatives to demonstrate our commitment to the holistic welfare of our workforce, which has now become the new standard.

To further strengthen the sense of support and camaraderie, Home Instead Geelong has recently appointed CAREgiver champions who serve as peer mentors, providing hands-on support to the field workforce. Regular catch-ups, buddy shifts, and effective communication channels ensure that our staff feels connected, supported, and part of our vibrant culture. As a testament to our commitment, we have also opened a new office in Bellarine Peninsula, extending our localised and hands-on approach

Embrace Continuous Learning and Development

In the aged care industry, ongoing learning and development opportunities are crucial for providing high-quality care and ensuring staff remain engaged and motivated. To achieve this, we have established comprehensive training programs that equip our employees with the skills and knowledge they need to excel in their roles.

We offer mentorship programs and career advancement pathways to provide professional growth opportunities. We foster a learning culture where employees are empowered to expand their skill sets and stay updated on industry best practices. Our CAREgivers have access to workshops, seminars, and online resources, enabling them to continuously develop and enhance their expertise.

By investing in the development of your workforce, you not only enhance their capabilities but also demonstrate your commitment to their long-term success.

Prioritise Employee Recognition and Rewards

Recognising and rewarding employee contributions is essential for building a motivated and engaged workforce. At Home Instead Geelong, we are genuinely passionate about our robust recognition program, which acknowledges exceptional performance, celebrates milestones, and publicly appreciates the dedication and hard work of our employees.

We provide competitive compensation packages that go above industry standards and consider additional incentives such as performance bonuses, flexible work arrangements, and opportunities for advancement. By ensuring that employees feel valued and appreciated, you can foster their commitment to the organisation and actively encourage them to contribute to its success

Foster Diversity and Inclusion

Embracing diversity and fostering inclusion within the workplace creates a sense of belonging and fosters innovation. At Home Instead Geelong, we take great pride in our diverse workforce and have established a strong reputation for welcoming and training migrant workers who aspire to break into the Australian care workforce.

Additionally, we house a Return to Work Program that supports mothers and previously retired individuals to re-enter the workforce. A workforce that reflects the diversity of the community it serves enhances the quality of care provided and strengthens the organisation’s reputation as an employer of choice.

In the dynamic and competitive aged care workforce market, becoming an employer of choice requires a multifaceted approach.

By prioritising a positive work environment, continuous learning and development, employee recognition and diversity and inclusion, organisations can attract and retain valuable employees.

At Home Instead Geelong, we recently accomplished an exceptional feat by recruiting 54 new CAREGivers in just one month—an unprecedented achievement in today’s market and something we are very proud of.

We all as industry leaders want to do better for our employees and our sector and so these strategies not only enhance employee satisfaction and engagement but also contribute to the overall success of the organisation in delivering exceptional care to the ageing population.

What are you doing to be an employer of choice in your communities?

This article was first published in the Third Sector.


Born in Reggio Emilia northern Italy, Giovanni completed his Bachelor and Master's degrees in engineering management at UniMoRe. Self-taught in English, he began his global career in a wide range of industries such as IT, logistics, manufacturing and Healthcare, across different continents
including Europe, America and Africa. Keen for a change in lifestyle, Giovanni migrated to Australia in 2011 and he has never looked back.
Giovanni founded 'Home Instead Geelong' in 2018 and more recently 'G&G Accessible Lifestyle', employing nearly 400 people in the Geelong region, with the combined mission to alleviate pressure from the health care system by providing end-to-end high quality in-home care services and accessible accommodation.
Home Instead Geelong won the GBEA 'Business of the Year and the 'Emerging Business' for 2021. The business also won the 'Customer Service Award in the 2022 Community Achievement Awards for Regional Victoria. Giovanni was the winner of the GBEA Young Entrepreneur of the Year 2021. Giovanni holds an MBA from Deakin University and recently completed the Leaders for Geelong program' in 2022.


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