HOME INSTEAD SENIOR CARE Attracting and keeping top employees bedrock of company’s service

Quality employees are the bedrock of Home Instead Senior Care, and since its founding in 1996, it has worked to build and strengthen its workforce.



a man sitting on a bench in front of a building: Anne Peters, owner of Home Instead Senior Care, poses for a portrait on July 22, 2020 in Urbandale. Peters has owned Home Instead since 2008, which employs close to 80 staff members and cares for around 600 clients yearly.


© Olivia Sun/The Register
Anne Peters, owner of Home Instead Senior Care, poses for a portrait on July 22, 2020 in Urbandale. Peters has owned Home Instead since 2008, which employs close to 80 staff members and cares for around 600 clients yearly.

Anne Peters bought the franchise, located in Urbandale, in 2008. Home Instead  specializes in companionship, chronic disease management, dementia care, plus more. 

Peters said it is the company’s culture that attracts top employees — 78 responsible for around 600 seniors yearly. Employees go through a 90-day mentorship program dedicated to their professional growth. 

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“We very much have a culture of personal and professional development. It isn’t just about becoming a better caregiver; it’s about becoming a better person,” said Peters. 

Home Instead full-time staff members enjoy benefits including paid time off and bereavement and eight hours of volunteer time annually, according to Peters. 

The part-time staff also has a flexible schedule and an array of other benefits.



a man sitting in a room: Anne Peters, owner of Home Instead Senior Care, poses for a portrait on July 22, 2020 in Urbandale. Peters has owned Home Instead since 2008, which employs close to 80 staff members and cares for around 600 clients yearly.


© Olivia Sun/The Register
Anne Peters, owner of Home Instead Senior Care, poses for a portrait on July 22, 2020 in Urbandale. Peters has owned Home Instead since 2008, which employs close to 80 staff members and cares for around 600 clients yearly.

“All employees have access to dental, supplemental insurance, and insurance consultation. We provide monthly, ongoing training, leadership development, and a career path,” Peters said. 

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Home Instead was recognized in the 2011, 2018, 2019 and now 2020 Iowa’s Top Workplaces small workplaces category, and was named 2017 Caring Star by Caring.com. 

One employee in anonymous comments said that working at Home Instead Senior Care, “I feel part of God’s plan. He placed me in a family with others who willingly care about people who need help in a stage of their lives when they are most vulnerable.” 

Home Instead Senior Care

Locations: Urbandale

Founded: 1996

Ownership: Private 

Iowa employees: 78

Top executive: Anne Peters, owner

 Sierra Porter covers entertainment for the Des Moines Register. She can be reached at sporter@registermedia.com or on Twitter @SierraAPorter95.  

This article originally appeared on Des Moines Register: NO. 4 SMALL WORKPLACE: HOME INSTEAD SENIOR CARE Attracting and keeping top employees bedrock of company’s service

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