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Resident Liaison and Admissions Manager

HC One Limited
Closing date
17 Apr 2021

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Job Details

About The Role
  • Develop and implement sales, marketing and awareness programmes that ensure high levels of awareness and profile of the home within the local community; specifically, amongst the target market who will have the personal and family financial means to be a private fee payer.
  • Responsible for revenue generation in the care home and implementation of the strategy; with a constant focus on optimisation through occupancy, average weekly fee and maximising income and enquiry conversion.
  • Present ideas for increasing revenue.
  • Monitor and report any identified barriers that have lead to lost revenue opportunities.
  • Generate Resident enquiries through networking in the local community and supporting the enquirers throughout the process from maintaining regular contact, arranging viewings and assessments, conducting tours, welcoming those who choose to live in the care home as they are admitted and liaising with them and their families throughout their stay.
  • Organise events in the care home that are appropriate to the target audience so that they attract local private pay Residents to enquire to the home and position it as a first choice care home within its local community.
  • Local networking to identify key local public opinion leaders, influencers and referrers and building up contacts databases to support you in promoting the home i.e. people you will invite to events, send newsletters to, meet in the community.
  • Identify local community publications that are read by the same target audience we are promoting our care home to.
  • Support the Care Home Manager in setting and maintaining high standards in the presentation of front of house, public areas and Resident areas.
  • Support the Home Manager and home teams to deliver a dining experience in line with company standards.
  • Set out a route for visitor care home tours and ensuring a high standard, quality view bedroom is available.
  • Support the Home Manager is deliver high standards in customer care to people living in the care home, as well as those visiting the care home.
  • Work with the central marketing team to arrange for advertising, mailshots and other local awareness campaigns that will help generate enquiries.
  • Lead regular reviews with the Home Management Team and complete statistical reports to highlight areas of growth and areas that require improvement.
  • Manage all Care Home enquiries from initial point of contact whether direct to the Care Home or via our central support enquiry team. You will carry out training within the Care Home to ensure enquiry capture both in and out of office hours is being achieved by care staff. You will be required to follow up enquiries and arrange tours of the care home.
  • Visit local health and social care settings, community organisations and other influencers to build relationships that will generate enquiries developing an inner and outer circle of contacts to achieve this.
  • Work closely with the wellbeing coordinators in ensuring to organise events within the home to the benefit of Residents to help them live fulfilling and meaningful lives. You will research local advertorial opportunities to ensure the Care Home is achieving maximum exposure within the relevant catchment area. You will make sure that the marketing materials reflect the home to its highest standards.
  • Use your hospitality or customer care skills to ensure staff are given training in the delivery of the expected standards and may well work alongside the hospitality team who can support with this. You will focus on the Dining Experience and ensure that relevant staff are fully trained in how to ensure the residents enjoy this. You will be required to carry out regular audits to observe this experience and advise where there are shortfalls. You will be the key contact for Residents and their families to provide solutions to any problems that arise, this will involve liaising with the Home Manager, Area Directors and Area Quality Directors.
  • Manage the home level social media pages, building links, and awareness, ensuring regular content features.
  • Lead on producing the home newsletter
  • To provide training to appropriate colleagues on 'how to take a good enquiry and how to arrange and deliver a professional tour the home
  • To generate care home reviews.
  • To deliver the company 4 point marketing plan
  • Monitor daily financial budgets, occupancy (funded vs private pay) and enquiries. You will also have to complete weekly/monthly reports detailing the day to day movements within the care home and its effect on the enquiries/occupancy/financial status of the care home.
  • Generate positive news stories and write up for sign up and sign off.
  • Monitor and interpret management information undertaking comprehensive analysis to highlight and identify commercial successes and opportunities.

About You
  • The Resident Liaison and Admissions Manager will be responsible for building and sustaining high occupancy in line with the homes' commercial strategy with an emphasis on private pay admissions and public pay admissions with a 3rd party top-up.
  • Based in a single new build care home that has been planned and designed to maximise occupancy from the private pay market.
  • The ideal candidate will be confident, articulate and adept in building relationships with local health and social care professionals, community groups, sheltered housing schemes etc. You will familiarise yourself with the local health and social care system and the main community groups in the area.
  • You will become part of local networks and in line with best practice infection control measures, outreach to the community so they see the home as part of the local community. You will help design materials and place adverts as appropriate and will deliver the home level marketing plan as designed by the marketing and commercial team.
  • You will be required to work with potential Residents and their family members so that the transition into the care home is as smooth and supportive as possible to all parties. You will explain the fees and residency agreement.
  • You will monitor trends and capture feedback in relation to the service offered, our competitiveness in relation to fees and services and suggest options and make recommendations at regular commercial review meetings.

About The Company

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