SME News Midlands Enterprise Awards 2025/ 6 Domiciliary care is a vital pillar of the health and social care industry, providing essential support to individuals who need assistance with daily living but wish to remain in the comfort and familiarity of their own homes. It serves as more than simple convenience, but as a cornerstone of compassionate, sustainable care delivery. ELR Homecare stands as a beacon of excellence in this sector – championing compassion, continuity, and community-driven values at the heart of its service. We spoke to Jason Maddocks, Company Director, for more. Celebrating its tenth year of operation, ELR Homecare is a leading domiciliary care provider and a respected name in the community care sector. The company was founded in 2015 by Emma Roberts and her late father Peter Roberts, working together from a small office in their spare room. After a decade of hard work and dedication, ELR Homecare now employs more than 100 members of staff, proudly caring for almost 300 service users. ELR Homecare offers a range of services to its clients, including but not limited to personal care, medication management, companionship, care for dementia, incontinence care, meal preparation, laundry and ironing services, washing and dressing aid, domestic tasks, shopping, light housekeeping, prescription collection, and accompaniment to scheduled appointments. This comprehensive service is available from 6am to 11pm for its service users, with the aim of not making a significant profit but of caring for its service users and providing the very best possible care. “It’s not all about the numbers with us,” Jason stated. “We pride ourselves in the fact that our service users come first. Their care is paramount to us and our staff. We do have such an amazing team of staff; from the office staff to the carers, we really are like one big family and are always looking out for each other. We help each other when and where we can, and I believe that is very hard to achieve within any business sector.” As ELR Homecare continues to grow, it keeps a close eye out for new additions to the team. When scouting for new talent, the company seeks out charismatic and caring individuals possessing the love and passion needed to help others from within. Once onboard, each member of the team is provided with continuous opportunities for professional development. In fact, ELR Homecare has its own dedicated training centre, in which third-party companies visit weekly to train the staff on an array of modules – from starter courses to refresher courses. At present, the company has several staff members completing NVQ and Diplomas through its local college as adult learners, demonstrating the company-wide commitment fostered at ELR Homecare. Staff retention is also a key element of ELR Homecare’s success, as the company understands the importance of employee satisfaction to delivering quality care. Staff turnover is incredibly high across all fields of the care sector, and ELR Homecare works to fight this with a number of schemes and incentives in place to express its appreciation for its team. ELR Homecare provides its team with performance bonuses, spa days, and employee of the month awards, to name a few of its incentives. Most recently, the company is in the process of organising a free book exchange programme between its staff and service users, using this initiative to not only foster connection, but to encourage more reading across all ages. To further promote this endeavour, ELR Homecare maintains a bookshelf in its reception area, where staff and service can take free books, swap their own books, or simply donate for others to read. Recognised for its dedication to both its staff and service users, ELR Homecare has received multiple industry awards – testament to not only its team’s tireless commitment but also the community’s trust. The company placed in the Healthcare and Pharmaceutical Awards presented by GHP News in 2023 and 2024, named the West Midlands’ Best Home Care Provider 2023 and the West Midlands’ Most Empowering Home Care Provider 2024. In 2025, ELR Homecare was declared the West Midlands’ Best Personalised Home Care Provider in GHP News’ Global Excellence Awards 2025, as well as the region’s Best Homecare Provider 2025 in the 365 Business Award programme. In light of the company’s recent recognition of the West Midlands’ Homecare Provider of the Year 2025 in SME News’ Midlands Enterprise Awards, Jason shared: “We would like to say how proud we are of everyone who works for ELR Homecare. Without the dedication of all the amazing staff, achieving these awards would not be possible. Year upon year, we seem to be gaining recognition – with awards from many different awarding bodies – and it sure does mean a lot that everyone’s hard work is being recognised. We are extremely grateful for this award.” Being based in the Midlands provides ELR Homecare with a range of unique benefits, including the ability to operate within a very diverse, highly populated area. The company sees an incredible array of service users and staff alike, as Jason told us: “We meet some amazing people within our area and are extremely proud to say we serve the West Midlands.” That’s not to say that the journey has not been without its difficulties. In recent years, ELR Homecare has observed an increase in independent care companies closing, with new care companies struggling to get off the Homecare Provider of the Year 2025 – West Midlands
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