Recruitment Campaigns

Providing safe homes for children and youth in out-of-home placement and for those awaiting 

adoption is an important function of the public child welfare system. Recruiting adults to take on 

the role of foster or adoptive parent or mentor and providing them with information that will 

support their choice to do so is, at least in part, the responsibility of Communications. 

Communications brings knowledge of appropriate media outlets and other communications techniques to 

the task. A single-issue communications plan is often employed depending on the breadth of the 

recruitment campaign.

 

Current, local foster and adoptive parents are in a unique position to suggest what recruitment 

techniques work best within any given community. If focus group meetings are employed to provide 

input, care should be taken to schedule these meetings at a convenient time and location. 

Compensation, refreshments and child care should also be considered to incentivize the process. 

When prospective foster and adoptive parents contact an agency, they should be asked how they heard 

of the agency’s need. In this way, Communications can gauge the most effective recruitment methods 

employed.

 

While targeted advertising for foster and adoptive parents is often successful, special events that 

garner media attention, such at the Heart Gallery and Adoption Day, bring the subject of the need 

for safe temporary and permanent homes for children to the attention of a wider portion of the 

public.

 

Some larger agencies employ the Internet to assist with increasing the pool of prospective foster 

and adoptive parents by purchasing advertisements on search engines such as Google or Bing. Such 

ads direct the public to the agency web site page

where more specific information is presented.

 






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