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If you’ve Googled ‘Personal Care Assistant job description,’ you’ve probably come across the same dry, uninspiring posts that list a bunch of generic duties and skills. But here’s the problem: These posts rarely explain what it really takes to attract a great Personal Care Assistant. They might include a laundry list of responsibilities, but they don’t connect with the candidates who are truly passionate about providing exceptional care.
So, what makes a job post stand out and attract top-tier Personal Care Assistants? It’s about more than just listing tasks—it’s about showing what the role means, who they’ll be working with, and how they’ll make a real impact. In this guide, we’ll dive into the key elements that make a Personal Care Assistant job description not only informative but also engaging, personable, and most importantly, effective at attracting the right people.
If you’re looking to go even deeper into crafting compelling job posts that truly connect, check out our full guide on how to write a job post that attracts top talent , Link https://workscreen.io/how-to-write-a-job-post/.. This guide will walk you through the foundational elements of a great job description, and you can use that framework for all your future hiring needs.
If your hiring process is stressful, slow, or filled with second-guessing—WorkScreen fixes that. Workscreen helps you quickly identify top talent fast, eliminate low-quality applicants, and make better hires without the headaches.
What A Personal Care Assistant Actually Does
A Personal Care Assistant (PCA) plays a vital role in supporting individuals who need help with daily activities due to age, illness, or disability. They’re the unsung heroes who provide essential services like assisting with personal hygiene, helping with mobility, and ensuring clients are comfortable and safe in their daily routines.
But beyond just the physical tasks, a great PCA is someone who brings compassion, patience, and understanding to the table. They’re often a client’s primary point of contact, and as such, they’re crucial to building trust and ensuring that individuals feel respected and cared for. Whether it’s offering a helping hand, providing emotional support, or just listening, a PCA does far more than their job description—they make a real difference in the lives of the people they care for.
At the heart of the role, being a Personal Care Assistant means being reliable, communicative, and adaptable. It’s about being a constant support and knowing that every small act of care is contributing to someone’s well-being and independence.
Two Great Personal Care Assistant Job Description Templates
✅ Option 1: For Employers Hiring Experienced Personal Care Assistants
Job Title: Experienced Personal Care Assistant
Location: Meadowbrook Care Services, Tampa, Fl
Job Type: Full-Time | 💰 $18–$22/hr (based on experience)
Schedule: Mon–Fri, 8AM–4:30PM
🎥 A Quick Message from Our Care Team [Insert Loom/YouTube Video Link]
Who We Are
At Meadowbrook Care Services, we believe in treating every client like family. We specialize in providing personalized care to elderly and disabled individuals who need assistance with daily living activities. Our team is dedicated to delivering compassionate, quality care in a respectful and supportive environment.
We’re looking for an experienced Personal Care Assistant to join our dedicated team and make a positive impact in our clients’ lives every day.
What You’ll Be Doing
- Assist clients with daily personal hygiene, including bathing, grooming, and dressing
- Help with mobility and transfers between beds, chairs, and wheelchairs
- Provide companionship and emotional support
- Prepare and assist with meals, ensuring proper nutrition and hydration
- Manage medications, following strict schedules and guidelines
- Monitor and report any changes in clients’ health to family members or healthcare providers
- Light housekeeping duties, including laundry and keeping living spaces organized
- Help with errands and appointments as needed
What We’re Looking For
- 2+ years of experience as a Personal Care Assistant or in a similar caregiving role
- Compassionate, patient, and empathetic personality
- Ability to handle physically demanding tasks (lifting, assisting with mobility)
- Strong communication skills to interact with clients, family members, and the healthcare team
- CPR and First Aid certified (preferred but not required)
- Valid driver’s license and reliable transportation
Perks & Benefits
✅ Health and Dental Insurance (after 60 days)
✅ Paid Time Off (up to 40 hours/year)
✅ Overtime opportunities
✅ Paid training and certification programs
✅ Internal promotion paths — we value growing talent from within
How We Hire
We respect your time. After applying, you’ll complete a quick evaluation through WorkScreen to give us a better sense of your skills and experience. We’ll follow up within 5 business days and invite shortlisted candidates for an in-person interview. We respond to every applicant.
Ready to make a difference in someone’s life?
👉 Apply here: [Insert WorkScreen application link]
✅ Option 2: For Employers Willing to Train Entry-Level Personal Care Assistants
Job Title: Personal Care Assistant (Entry-Level)
Location: Meadowbrook Care Services, Tampa, Fl
Job Type: Full-Time | 💰 $15–$18/hr
Schedule: Mon–Fri, 8AM–4:30PM
🎥 Meet the Team You’ll Be Joining → [Insert Loom/YouTube Video Link]
About Us
At Meadowbrook Care Services, we pride ourselves on providing exceptional care that allows our clients to live with dignity and independence. We are looking to expand our team and are seeking a compassionate, dependable entry-level Personal Care Assistant to join us. If you’re eager to learn and have a genuine passion for helping others, we’ll provide the training you need to succeed.
Why This Job Might Be Right for You
No experience? No problem! We’re committed to providing you with all the tools and training you need to succeed. If you have a caring heart, a strong work ethic, and a willingness to learn, this is the perfect role for you.
What You’ll Be Doing
- Assist clients with daily activities like bathing, dressing, and grooming
- Help with mobility, including transfers and walking assistance
- Provide companionship and emotional support
- Help with light housekeeping tasks, like laundry and cleaning
- Prepare meals and assist clients with feeding
- Monitor and report on changes in the client’s condition to supervisors
What We’re Looking For
- Strong desire to help others and a compassionate, patient attitude
- Ability to lift up to 50 lbs regularly
- Reliable attendance and willingness to learn new skills
- Comfortable working independently as well as part of a team
- No prior experience necessary—we’ll train you!
Why You’ll Love Working with Us
✅ On-the-job training and mentorship
✅ Weekly pay and performance bonuses
✅ Paid breaks and overtime available
✅ Career growth opportunities — we love promoting from within
✅ A team-oriented, supportive work environment
How to Apply
We use WorkScreen to evaluate applicants based on their real-world skills, so don’t worry if you’re new to caregiving. After you apply, you’ll complete a short evaluation to help us understand your strengths and fit for the role.
👉 Apply here: [Insert WorkScreen application link]
WorkScreen simplifies the hiring process, helping you quickly identify top talent while eliminating low-quality applications. By saving you countless hours and reducing the risk of bad hires, it empowers you to build a team that delivers results
Breakdown of Why These Personal Care Assistant Posts Work
In this section, we’ll analyze the key elements that make these job descriptions effective and engaging. Here’s why they stand out and attract the right candidates:
1. Clear, Specific Titles
Both job descriptions use clear and specific job titles like “Experienced Personal Care Assistant” and “Personal Care Assistant (Entry-Level).” These titles immediately signal to candidates what role they’re applying for and the type of experience or training required. This clarity helps attract the right candidates from the start.
2. Warm Intros with Context
Both job descriptions include a warm, inviting introduction that explains who the company is and what they stand for. Instead of starting with a dry list of duties, the intro gives a sense of the company culture and the impact the role has on the clients’ lives. It speaks directly to the candidate, letting them know why this position matters and what they can expect from the job.
3. Transparent Salary & Perks
We’ve included transparent salary ranges and benefits in both descriptions, which builds trust and sets clear expectations from the outset. Top candidates appreciate transparency, and offering details about compensation and perks makes your job post stand out from the ones that leave candidates guessing.
4. Respectful Application Process
In both templates, we outline a clear, respectful application process. We inform candidates that they will complete an evaluation through WorkScreen and that they’ll receive follow-up within a specific time frame. This shows respect for their time and helps avoid frustration with long, ambiguous application processes.
5. Human Tone That Connects
The tone of both job descriptions is human-centered and approachable. Rather than using formal, stiff language, the descriptions are conversational and focus on what makes the job meaningful. For example, phrases like “Ready to make a difference in someone’s life?” and “Join our team and grow with us” create an emotional connection with candidates, which is key to attracting those who truly care about the role and are aligned with your company values.
6. Detailed, Realistic Job Responsibilities
The job responsibilities are clearly listed and specific to the role, ensuring candidates understand what will be expected of them. The descriptions don’t just list generic duties like “assist with daily tasks.” Instead, they provide clear examples like “Help with mobility, including transfers and walking assistance” or “Provide companionship and emotional support,” giving candidates a realistic preview of what the role involves.
7. Why You Should Join Us (The Pitch)
Both job descriptions include a section highlighting why candidates should apply, focusing on what sets the company apart. Whether it’s the company culture, the growth opportunities, or the meaningful work, this section helps candidates see the value of the position beyond just the paycheck. This not only attracts qualified candidates but also those who are excited about the work and the company’s mission.
8. Focus on Values and Growth
In both options, we emphasize growth opportunities and internal promotions. Highlighting the potential for career advancement shows candidates that this isn’t just another job, but a chance to build a meaningful career with the company. Whether it’s in the benefits section or within the body of the post, this focus on personal and professional growth is crucial for attracting motivated candidates.
Example of a Bad Personal Care Assistant Job Description (And Why It Fails)
Here’s a job description that is bland, outdated, and ineffective. We’ll break it down afterward to highlight why it falls short.
Job Title: Personal Care Assistant
Location: Tampa, Fl
Job Type: Full-Time
Salary: $12/hr
Schedule: Mon–Fri, 9AM–5PM
Job Summary:
We are looking for a Personal Care Assistant to help with daily tasks such as bathing, dressing, and feeding. The candidate should be reliable and willing to perform a variety of tasks as needed.
Key Responsibilities:
- Assist with personal hygiene, including bathing and dressing.
- Help with mobility and feeding.
- Perform light housekeeping duties.
- Other duties as assigned.
Requirements:
- High school diploma.
- Experience as a Personal Care Assistant is preferred but not required.
- Must be reliable and willing to learn.
How to Apply:
Send your resume to [email address]. Only shortlisted candidates will be contacted.
Why This Job Post Falls Short:
1. Generic Job Title
The job title “Personal Care Assistant” is fine, but it’s incredibly generic. It doesn’t give any indication of the company, location, or type of care being provided. A more specific title (e.g., “Personal Care Assistant for Elderly Care in [Location]”) would help narrow down the candidates who are the right fit.
2. No Company Culture or Mission
This description lacks any sense of the company’s culture or values. Candidates today want to know what a company stands for and what it’s like to work there. This job post offers no insight into the company’s mission, values, or why it’s a great place to work.
3. Vague Responsibilities
The responsibilities are listed in a very broad, non-specific way. Terms like “Other duties as assigned” don’t help candidates understand the full scope of the role. Specific examples of tasks and a more detailed breakdown of what the day-to-day job looks like would make it clearer and more appealing.
4. No Salary or Benefits Information
While the post does include salary information, the rate of $12/hr is very low for a Personal Care Assistant, and there’s no mention of benefits or other perks. Transparency around compensation and benefits is crucial to attract serious candidates. Offering a clear range and listing perks helps attract candidates who know what they can expect from the job.
5. Cold, Impersonal Application Process
The application process here is very basic—just an email to send a resume. There’s no mention of how long candidates should expect to wait for a response or what steps follow the application. This leaves candidates feeling like they’re just a number in a faceless process.
6. Lack of Personality in the CTA
The call to action (CTA) is cold and transactional. Instead of an invitation to join a team, it simply says, “Only shortlisted candidates will be contacted,” which can be discouraging and off-putting. A better approach would include more warmth, such as acknowledging the effort candidates are putting in and reassuring them that they will be treated with respect throughout the process.
Bonus Tips to Make Your Job Description Stand Out
Here are some additional strategies to elevate your Personal Care Assistant job description and make it even more attractive to top candidates:
1. Add an IMPORTANT NOTICE to Build Trust and Make Candidates Feel Safe
In today’s job market, candidates value transparency and security. A notice about how you handle personal data and the application process can build trust. Here’s a simple notice you can add:
“IMPORTANT NOTICE: We take the security and privacy of all job applicants very seriously. We will never ask for payment, bank details, or personal financial information during any part of the hiring process.”
This ensures that candidates feel confident when applying and that they are dealing with a legitimate company.
2. Mention Leave Days or Flex Time
Candidates appreciate knowing they will have time to recharge. If your company offers flexible working hours or paid time off, be sure to highlight that. Here’s an example:
“Enjoy up to 24 flexible days off per year, so you can recharge and come back stronger.”
This makes the job more appealing and shows that you care about employee well-being.
3. Highlight Training & Growth Opportunities
Top candidates are often looking for roles that offer opportunities for personal and professional growth. If you provide on-the-job training, certification programs, or career advancement opportunities, make sure to mention them:
“We invest in our team. You’ll have access to ongoing training and development programs to help you grow your skills and advance in your career.”
This will attract candidates who are motivated and looking to build a long-term career in caregiving.
4. Add a Loom Video for Trust
Incorporating a Loom video from your hiring manager or team lead can be a game-changer. A video adds a personal touch and allows candidates to get a feel for your company culture and what it’s like to work there. A short, warm video about what it’s like to be a Personal Care Assistant at your company can make a big impact.
“Meet the Team” videos help candidates connect with your company on a personal level and increase their interest in the role.
5. Be Specific About the Hiring Process
Candidates want to know what to expect after they apply. Providing a clear outline of the hiring process can reduce anxiety and improve candidate experience. For example:
“Once you apply, we’ll review your application and invite qualified candidates for an interview within two weeks. We aim to keep our process efficient and transparent so you can feel confident about your application.”
This kind of transparency shows respect for the candidates’ time and efforts, making the whole experience more positive.
Here is an example that we used in our master guide on how to write a great job post description , you can check it out here https://www.loom.com/share/ba401b65b7f943b68a91fc6b04a62ad4
These bonus tips help you go beyond the basics and create a job post that not only attracts candidates but also encourages them to apply and feel good about doing so. By offering transparency, flexibility, and growth opportunities, you make your job description more compelling and increase your chances of attracting top talent.
Should You Rely on AI Alone for Job Descriptions?
AI tools can be incredibly useful when it comes to streamlining tasks, but relying on AI to write your job descriptions without adding your personal touch could lead to uninspiring and generic content. Here’s why:
1. AI Can Produce Bland, Impersonal Job Posts
AI tools can generate job descriptions quickly, but they often lack the warmth and personality needed to connect with candidates. While AI can pull in keywords and structure your content, it often misses the nuances that make your company unique. A job post written by AI alone may read as if it’s a generic list of tasks and qualifications, rather than a reflection of your company’s culture and values.
2. AI May Attract the Wrong Candidates
An AI-generated job description might attract candidates who are skimming for any job, rather than those who are truly aligned with your company’s mission and values. When you use AI without thoughtful input, you run the risk of drawing in applicants who are just applying blindly and not genuinely invested in the role.
3. AI Misses Context
Job posts are about more than just listing responsibilities and qualifications. They are about selling your company, connecting with the right people, and giving them a glimpse of what it’s like to work there. AI tools don’t understand the deeper context—such as your company culture, the emotional impact of the role, or the unique perks your company offers. Without these elements, your job post will fall flat.
How to Use AI the Right Way:
AI can still be a valuable tool if used thoughtfully. Instead of relying on it to create your job post from scratch, consider using it as a tool to polish and refine your content. Here’s how you can prompt AI to create a job post that reflects your company’s tone, values, and mission:
- Provide Raw Ingredients for AI to Work With:
Tell the AI about your company, the role, and what makes it special. For example:
- What your company does and its mission
- The type of candidates you’re looking for
- The responsibilities and specific tasks involved in the job
- The company culture and values
Example prompt to AI:
“Help me write a job post for our company, Meadowbrook Care Services. We are hiring a Personal Care Assistant to help elderly clients with daily activities. Our culture is warm, compassionate, and focused on quality care. We value reliability, communication, and respect in every team member. The job involves helping with personal hygiene, mobility assistance, and providing companionship to clients. We offer paid training and growth opportunities. Here’s our salary range: $15–$18/hr.”
Include your rough notes in the example prompt. This will help the AI understand the specifics of what you’re looking for and ensure the final output is tailored to your company’s needs. You can even paste in key points you’ve already written about your company culture, role details, or any perks you want to highlight. This will give AI a clearer starting point and improve the final output.
- Let AI Help You Polish:
Once AI generates the post, go through it and refine it. Make sure it sounds like your company, includes your unique selling points, and speaks to the candidates you want to attract. - Use AI for Structure, Not Substance:
AI is great at helping you with the structure of a job description—organizing sections like responsibilities, qualifications, and benefits—but it’s essential to provide your own insight into what makes the role and your company special. Add your company culture, specific perks, and a human touch that connects with your target candidates.
By using AI thoughtfully and ensuring that the job description is still crafted with personality, you can speed up the process while keeping the authenticity and warmth that attracts the best candidates. AI should never replace the human touch—it should enhance it.
Build a winning team—without the hiring headache. WorkScreen helps you hire fast, confidently, and without second-guessing.
Need a Quick Copy-Paste Job Description Template?
✅ Option 1: Conversational Job Description Template (Culture-First Style)
Job Title: Personal Care Assistant
Location: [Company Location]
Job Type: Full-Time | 💰 $[Salary Range]
Schedule: [Work Schedule]
🎥 A Quick Message from Our Team [Insert Loom/YouTube Video Link]
About Us
At [Company Name], we’re dedicated to providing compassionate, client-focused care that helps individuals live independently with dignity. Our team is like family—we support one another and always go the extra mile to ensure our clients feel safe, valued, and well-cared for. We’re looking for a Personal Care Assistant who shares our values of kindness, patience, and professionalism. If you’re passionate about making a difference in people’s lives, we want you on our team!
What You’ll Be Doing
- Provide daily personal care, including bathing, dressing, and grooming
- Assist with mobility and transfers between beds, wheelchairs, and chairs
- Prepare and assist with meals, ensuring proper nutrition
- Provide emotional support and companionship
- Help clients with household chores such as light cleaning, laundry, and organizing
- Monitor and report on any changes in client health or behavior
What We’re Looking For
- Compassionate, patient, and reliable individual with a desire to help others
- Ability to lift up to 50 lbs and assist with mobility tasks
- Strong communication skills and a team mindset
- Previous experience as a Personal Care Assistant preferred, but not required—training provided
- CPR/First Aid certification preferred
- Valid driver’s license and transportation
Why You’ll Love Working With Us
✅ Health and dental insurance (after 60 days)
✅ Paid Time Off (up to 40 hours/year)
✅ Paid training and certification programs
✅ Flexible hours and overtime opportunities
✅ Room for growth and internal promotions
How We Hire
We use WorkScreen to evaluate applicants based on real-world skills. After you apply, you’ll go through a brief evaluation to help us better understand your qualifications. We’ll follow up within 5 business days and invite shortlisted candidates for an interview.
Ready to make a difference?
👉 Apply here: [Insert WorkScreen application link]
Option 2: Structured “Job Brief + Responsibilities + Requirements” Format
Job Title: Personal Care Assistant
Location: [Company Location]
Job Type: Full-Time | 💰 $[Salary Range]
Schedule: [Work Schedule]
Job Brief
We are seeking a reliable and compassionate Personal Care Assistant to support our clients with daily activities. In this role, you’ll assist with personal care tasks, mobility, and housekeeping, ensuring our clients are comfortable and their needs are met. Your ability to provide excellent care with patience and empathy will directly impact the lives of those you serve.
Responsibilities
- Assist with personal hygiene, including bathing, dressing, and grooming
- Provide mobility support, including transfers and walking assistance
- Prepare meals and assist with feeding
- Provide companionship and emotional support
- Complete light housekeeping tasks such as cleaning and laundry
- Assist with medication management and ensure clients are following schedules
- Communicate any changes in client health or condition to family or supervisors
Requirements
- Previous experience as a Personal Care Assistant preferred, but not required
- Compassionate, reliable, and detail-oriented
- Ability to lift and assist clients with mobility
- Good communication skills and the ability to follow instructions
- CPR/First Aid certification preferred
- Valid driver’s license and reliable transportation
Benefits
✅ Health, dental, and vision insurance
✅ Paid time off and holidays
✅ Ongoing training and professional development
✅ Career advancement opportunities
How to Apply
Once you apply, we’ll invite you to complete a WorkScreen evaluation to assess your skills. Afterward, we’ll review your application and reach out to the best candidates for an interview.
Apply today and become part of a team that values your contributions!
👉 Apply here: [Insert WorkScreen application link]
Let Workscreen Handle It From Here
Now that you’ve crafted an engaging and compelling job description, it’s time to streamline your hiring process and identify the best candidates quickly and efficiently. This is where WorkScreen.io can help.
WorkScreen.io is designed to help you hire smarter, not harder. Here’s how it makes your job easier:
1. Quickly Identify Your Most Promising Candidates
WorkScreen.io automatically evaluates, scores, and ranks applicants on a performance-based leaderboard, making it easy for you to spot the top talent at a glance. This eliminates the guesswork and saves you time sifting through resumes that don’t match the role. You can focus on the candidates who truly stand out.
2. Administer One-Click Skill Tests
Assess candidates based on real-world abilities—not just resumes and credentials. With WorkScreen.io’s one-click skill tests, you can quickly determine whether candidates have the practical skills required for the role. This ensures you’re hiring people who can actually perform the tasks the job demands, not just talk the talk.
3. Eliminate Low-Effort Applicants
WorkScreen.io automatically eliminates low-effort applicants who simply hit “Apply” without investing time or energy. The platform filters out candidates who rely on AI tools, copy-paste responses, or one-click applications. This leaves you with only the most serious, qualified candidates who are genuinely interested in the role.
4. Save Time and Make Smarter Decisions
WorkScreen.io’s automated evaluation process helps you save hours of manual work. Instead of reading through piles of resumes, you get actionable insights that allow you to make data-driven hiring decisions, fast. The platform’s intuitive interface ensures that you can make confident decisions in less time.
5. Improve Your Candidate Experience
Job seekers want a smooth, efficient application process—and WorkScreen.io delivers. By using the platform, you create a transparent, fair, and straightforward experience for all candidates. It’s an experience they’ll remember positively, even if they don’t get the job.
Ready to streamline your hiring process and identify top talent faster?
Let WorkScreen.io handle the next phase of your hiring journey—evaluating candidates, scoring them based on real-world performance, and giving you the insights you need to make the best decisions.
Get started today and see how WorkScreen.io can improve your hiring process.
FAQ
The average salary of a Personal Care Assistant (PCA) can vary depending on factors such as location, experience, and the specific needs of the clients they serve. On average, PCAs earn between $12 and $18 per hour in the United States. However, in high-demand areas or for those with specialized skills, salaries can range higher, typically reaching up to $22 per hour or more.
It’s important to consider offering a competitive salary to attract top talent and ensure your employees feel valued. Additionally, offering benefits such as paid time off, health insurance, and performance bonuses can help make the position more appealing to potential candidates.
When hiring a Personal Care Assistant, the right skills and attributes are critical to ensuring the best care for your clients. Here are the key skills you should look for:
- Compassion and Empathy: A PCA must be able to understand and respond to the emotional needs of the individuals they care for. Empathy is essential for building trust and creating a safe, comfortable environment.
- Strong Communication Skills: Clear and respectful communication with clients, their families, and the healthcare team is vital. A PCA should be able to report changes in the client’s health or behavior accurately and effectively.
- Attention to Detail: Being able to follow care plans precisely, track medications, and ensure that daily tasks are completed is critical to providing high-quality care.
- Physical Stamina: The job can be physically demanding, involving lifting, assisting with mobility, and performing other tasks that require strength and endurance. PCAs must be able to handle these responsibilities with care and safety in mind.
- Reliability and Punctuality: Clients and families rely on Personal Care Assistants to show up on time and be dependable. This is especially important for those providing long-term care.
- Problem-Solving Abilities: PCAs often need to think on their feet and adapt to situations as they arise. Whether it’s adjusting a care routine or handling an emergency, the ability to stay calm and make quick decisions is a must.
A Personal Care Assistant is responsible for helping clients with daily living activities, including:
- Assisting with personal hygiene (bathing, grooming, dressing)
- Helping with mobility, transfers, and walking assistance
- Preparing meals and assisting with feeding
- Offering companionship and emotional support
- Performing light housekeeping duties
- Monitoring and reporting on the client’s condition to family members or healthcare providers
- Administering medications as prescribed and following care plans
The exact duties may vary depending on the client’s specific needs, but a PCA’s role is centered around providing reliable, compassionate care.
To ensure a smooth hiring process for Personal Care Assistants, consider these steps:
- Clear Job Descriptions: Be specific about the role, expectations, and required skills in your job description. This will help you attract the right candidates from the start.
- Evaluate Practical Skills: Use tools like WorkScreen.io to assess candidates’ real-world abilities and ensure they have the necessary skills to perform the job.
- Offer a Structured Hiring Process: Be transparent about the process and timeline. Ensure that candidates know what to expect, from application to evaluation to interviews.
- Highlight Benefits and Growth Opportunities: Personal Care Assistants often look for roles where they can grow and develop their careers. Offering opportunities for training, certifications, and promotions can be a big draw.
