10 AIS-Jul25312 Established back in 2015 by the duo of Emma Roberts and her father, the late Peter Roberts, ELR Homecare Ltd began its life from a small office in the spare room of their house in the Midlands. A decade later, the company has more than 100 staff members and almost 300 service users to its name, with the former providing a comprehensive range of domiciliary care solutions to the latter from 7am to 10pm, Monday through Sunday. To find out more about this award-winning care provider, we caught up with Jason Maddocks, its operations manager. LR Homecare is based in Brierly Hill and aims to deliver domiciliary care solutions of the highest quality to individuals within the West Midlands. Having delivered its signature personalised care to clients for ten years now, it is clear that homecare is something the team here both take incredibly seriously and are highly passionate about. This is reflected through the range of services available, all of which can be tailored to more than meet the needs of the individual, whenever it is they need them. Diving deeper into these services, they include but are not limited to the likes of personal care, companionship, dementia care, incontinence care, meal preparation, domestic tasks, shopping, prescription collection, and an escort service for appointments. Adults aged 18 and above can access these services, all of which are delivered as part of what is a fully mobile service, with members of the team visiting service users’ homes to provide this professional care, ensuring maximum comfort is offered. That final point in particular is key for ELR Homecare, which values quality care over simply making as much money as possible. As Jason explained: “It’s not all about the numbers with us, it’s about our service users and staff. Providing the best care we possibly can in turn brings the profits in naturally. We believe this is why we are rapidly becoming one of the best homecare providers in the West Midlands.” The ability to put its service users first is something that starts and ends with the company’s remarkable staff. From the carers themselves through to the office staff who make all of this possible, ELR Homecare is like a family. This positions the company favourably in the wider care sector, which has a high turnover across all fields. In fact, staff retention is so important to ELR Homecare that it has been integrated into its values, with schemes and incentives in place to show staff just how appreciated they are. “We really are like one big family here at ELR Homecare, we help each other when and where we can. I believe that is very hard to achieve within any business sector.” Similar initiatives have also been run for service users, including a recent one where they could enter a giveaway for a large food hamper. All they had to do was fill in a survey about the company and return it to the office, which secured their place in this free raffle. Another like-minded project in this realm that is currently being developed involves a free book swap, something ELR Homecare is looking to introduce between staff and service users alike. The aim is simply to get more people to enjoy reading. This is just the beginning when it comes to ELR Homecare’s pledge to give back to the community, something seen further through it leveraging its success to provide support to its local youth football team, FC Darlaston, of which it is also a proud sponsor. The club even plays at the ELR Homecare Stadium, which has a large function room the company uses for internal functions too big for its 3,000 sq. ft. office. Having recently moved into this office, ELR Homecare has had the opportunity to grow, something that has benefited its training centre in particular. This dedicated training centre was introduced to allow third-party training companies to come in and train the company’s staff across a wide range of modules. Elaborating on this, Jason said: “These could be refresher courses or starter courses. Whatever they may be, we always have a room full of staff willing to learn and better serve our service users.” Many members of the team are even working towards their NVQs and diplomas through the local college as adult learners, and although Best Domiciliary Care Provider 2025 – West Midlands E
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