Advertising for caregiversThis guidance helps us develop appropriate advertisements to attract caregivers, and sets out the process.
Upcoming changes for this guidance
This content will be strengthened so it more completely reflects our commitment to practice framed by te Tiriti o Waitangi, based on a mana-enhancing paradigm for practice, and drawing from Te Ao Māori principles of oranga to support mana tamaiti, whakapapa and whanaungatanga. We each need to consider how we can apply these principles to our practice when reading this guidance. The following resources provide support:
Practice for working effectively with Māori
Our practice shift
When to use advertising
The caregiver advertising policy states that advertising should be conducted for general caregiver recruitment only.
How to advertise for caregivers
1 Complete an advertisement request brief
Fill in the advertisement request brief.
Advertisement request brief — template (DOCX 115 KB)
Once completed, give it to the appropriate manager for their approval.
Policy: Caregiver advertising — approval of advertisements
The manager then forwards the completed brief to the Marketing and Engagement Advisor (Care) for processing.
2 Create the content
The Marketing and Engagement Advisor (Care) provides the following information to the manager for approval:
- suggested advertisement content, based on the brief
- suggested advertisement timings
- suggested advertisement locations
- pricing quotes.
3 Get approval and provide confirmation
Once the content has been approved by the manager, the Marketing and Engagement Advisor (Care) publishes the advertisement.
A confirmation email is sent to both the manager and the person who requested the advertisement.
4 Manage enquiries
Enquiries should be received by the caregiver enquiries team.
If enquiries come in through the site and social workers, these enquiries should be directed to the caregiver enquiries team.
5 Monitor responses and report on results
The Marketing and Engagement Advisor (Care) monitors the advertising response rates and shares fortnightly reports on the impacts and results.
The caregiver support manager monitors enquiries at a site level.
The central caregiver enquiries team measures direct enquiries.
The Engaging all New Zealanders team provides suggested advertisement options based on the completed advertisement request brief.
Online is the preferred advertising channel because it can:
- be highly targeted to ensure we reach the right people
- link potential applicants directly to a relevant webpage for more information
- be published faster and results can be measured.
Places we can advertise include (but are not limited to) Facebook, Neighbourly and Seek.
The caregiver advertising policy prohibits advertising that includes any details of specific tamariki or advertising in places inconsistent with the wellbeing and mana of tamariki. Examples of places we should avoid include those associated with:
- the trading of goods and services, such as Trade Me
- harmful behaviour, such as alcohol use or gambling
- overtly political positions.
Advertising is appropriate in a range of print media, such as community or national newspapers.
Consider existing networks that Oranga Tamariki has in the region. This includes (but is not limited to) community groups, local providers and churches. These groups often have their own networks that can assist in appropriate recruitment. Be mindful about public perception when working with these networks.
Contact for more information
The Marketing and Engagement Advisor (Care) in the Engaging all New Zealanders team can help with any questions.