Live-in care marketplace, Elder, has announced a carer loyalty programme to incentivise and attract new talent. This includes a partnership with Collective Benefits, to provide insurance, mental, physical and financial wellbeing, and rewards for self-employed workers, to deliver crucial protections for its carers.
In addition to Collective Benefits, Elder’s unique offering provides paid travel to and from all placements and competitive pay - the basic weekly rate starts at £700 with double pay for working on Bank Holidays. Through the programme, carers also have the opportunity to earn exclusive rewards with each day worked.
These additional incentives have been tailored to meet the distinct needs of the care industry, most notably the ongoing mental health crisis identified by the GMB Union. And as the sector continues its recovery from the Covid-19 pandemic, Collective Benefits’ Mental Health Support has proven to be the most popular offering used by Elder carers.
Five years in from its establishment, the industry disruptor has become the biggest in the live-in care space, experiencing average growth of 85% over the past five years with more than 5,000 carers now operating on its platform across more than 500 towns and cities across the UK. As the live-in care market continues to grow, Elder has designed this market-leading rewards programme to support its efforts in attracting another 10,000 carers in 2022 to meet demand.
Each independent carer will be offered an entirely bespoke rewards package, based on the number of days’ care provided. Silver, Gold and Diamond packages are available, with incentives from e-learning and self-employed assistance, to injury and sickness cover, digital GP services and physiotherapy - provided through a number of trusted third-parties. Those who have accrued the most days also have access to perks and discounts on goods and services including food, technology and fuel.
A pioneering care-tech platform, Elder acts as an introductory agency between self-employed carers and families, enabling users to dictate their own hours and secure the jobs they want to take on, making live-in care more accessible in the UK. Sophisticated technology matches families with a suitable carer, based on skills and personality that shine through on their profile, providing them with 24/7 support when they need it.
Having rolled out six months ago, the proposition has been developed to increase the number of active carers on the platform, and boost engagement, so far prompting a 65% increase in applications for at-home placements, going against the prevailing trend of mass departures from the sector, particularly in care homes.
Pete Dowds, CEO of Elder, commented: “For too long, the sacrifices made by UK care workers have gone unrecognised and under-rewarded. As the sector looks to build back from the pandemic, its dedicated workforce must be remunerated fairly if we’re to retain its best talent, and live-in care better facilitates this. Providing the flexibility of self-employment, paired with the assurances of a generous rewards package gives hope to attracting new talent into the workforce, whilst holding onto our most valued colleagues.”
Anthony Beilin, CEO of Collective Benefits, commented: “Carers who do not have insurance and wellness benefits are left physically, emotionally and financially vulnerable. This is not right - particularly as carers have contributed so much to the wellbeing of our loved ones over the past two years. At Collective Benefits, we believe that independent workers, including carers, should feel protected and cared for at work, and that they shouldn’t have to choose between flexibility and having access to protections and benefits. Partnering with forward-thinking partners like Elder is key to making this social mission a reality."
