In a strategic move that clearly sets out Home Instead’s intentions, the company has announced that its 10,000 strong care workforce, previously called CAREGivers, will, from now on be known and respected as Care Professionals or collectively as Care Pros.
The move by the home care company, which has 240 offices nationwide, was announced at Home Instead’s National Conference last Friday, 4th February by UK CEO, Martin Jones.
Cementing their intention to place the Care Professionals at the heart of the business, Martin also announced the formation of a Care Pro Council. This Council, made up of Care Professionals from across the Home Instead network, will meet with the company’s Executive Leadership Team (ELT) three times a year.
Care Professionals’ views, opinions and guidance on issues such as benefits, brand and marketing and training and professional development will be sought. Their counsel will inform strategic planning and decision-making that will benefit the entire workforce as the company moves to expand the world’s capacity to care as part of care technology and operations business, Honor.
Making the announcement, Martin said, “This initiative sends out a clear signal about our intention to be an employer of choice and reinforces the admiration and respect we have for our people. It will also ultimately benefit our clients.
“We need to professionalise the sector and make it one where people want to stay and grow within. One of the ways we will achieve this is by having a more open dialogue, and learning from the Care Professionals themselves.
“We pride ourselves on the esteem with which our care workforce is held within the business and the training, career opportunities, support and wellbeing packages already on offer – but we are taking this to the next level.”
Care Professionals from the four UK nations will be represented on the Council. Meetings will be held off-site in an informal environment with the Care Professionals joining the ELT to drive the discussion about their role and all aspects of Home Instead’s service.
Martin added, “The Care Pro Council will allow us to walk in a Care Professional’s shoes and get an invaluable insight into their day-to-day work. They will have a direct input into the decisions we make that will impact their lives and those of their clients. It’s a win, win.
“We are all really excited about this new initiative and looking forward to our first meeting in the Spring.”