When we entered ACS’s website, it didn’t address much on why someone should be a foster care parent, however it has clear steps on how to become one.
When there’s little information on the benefit of becoming a foster care parent, ACS assumes that all website visitors have strong motivation and ACS does not need to encourage them more. This shows that ACS foster care website’s intended audience is only for the first group.
When the second group (people on the fence) sees little info on why, the probability of advancing to the final step of the recruitment process goes down. And as the third group, we did not become more interested in the system and would less likely to recommend foster parenting to friends and communities.
- Request for more information
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On ACS site, besides the FAQ, there’s a link to request more information. This is a great feature for people wanting to learn more about foster care. Yet, when we clicked the link, we were redirected to Prospective Parent Recruitment Form.
As social recruiters, we were overwhelmed by being titled as prospective parents and did not want to move forward to the next step, continuing asking for more information.