The North West of England has emerged as one of the most dynamic regions for elderly care, driven by sustained M&A activity, increased investment in luxury residential care, and a sharp rise in expectations from families and regulators alike.
This evolving landscape is reshaping how care providers attract and retain senior leaders. Compass Associates’ FY25/26 Salary Benchmarking Report highlights how the region’s salary trends, cultural demands, and competition are shaping hiring strategies across the sector.
What is behind the boom in the North West?
- Investor Confidence: The North West continues to attract private equity and large-scale operators, leading to consolidation and premium brand development
- Luxury Model Growth: High-end homes with premium services are placing increased emphasis on leadership capability, brand representation, and CQC excellence
- Reputation Pressure: Families in the North West expect more, and providers are responding with stronger recruitment and retention offers
“In the North West, quality and experience sell. Home Managers need to deliver occupancy and brand value, not just compliance.” – Tom Berrisford, Divisional Director
Average Managerial salaries within elderly care in the North West
- Deputy Managers: £37,250
- Home Managers: £61,000
- Quality Managers: £60,050
- Regional Managers: £70,000
Salaries here are above the national average, particularly for operators managing portfolios of premium nursing and residential care homes.
Download our salary benchmarking report
How care providers can attract top talent in this space
- Offering high-impact bonus schemes tied to occupancy or ratings
- Recruiting leaders with commercial acumen and hospitality crossover
- Emphasising leadership culture in interviews
Looking for recruitment support?
We act as both recruiter and advisor, helping clients align brand, leadership, and reward strategy in one seamless process.
As Compass Associates’ longest-serving and most established division, our Elderly Care team specialises in the nationwide recruitment of senior leaders across residential care, homecare, retirement living, nursing, and clinical services.
Looking for your next role within Elderly Care?
Home Managers are the cornerstone of high-quality elderly care. From maintaining compliance and occupancy to leading staff and managing finances, it’s a role that demands dedication and delivers real impact.