Home Instead renames workforce as 'care professionals' to reinforce 'respect' towards staff

Home Instead has announced that its 10,000 strong care workforce, previously called CAREGivers, be known as care professionals or collectively as care pros to "reinforce" the "admiration and respect" the company has for its people.

While the company's intention is to place the care professionals at the heart of the business, chief executive Martin Jones 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.

Mr Jones 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.”

The company will be seeking care professionals’ views, opinions and guidance on issues such as benefits, brand and marketing and training and professional development.

Care professionals from the four UK nations will be represented on the council to discuss roles and all aspects of Home Instead’s service.

Mr Jones 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 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.”

click here for more details or to contact Home Instead