Government launches news adult social care recruitment campaign


The government has pledged to highlight rewarding career opportunities in adult social care in its latest recruitment campaign, which launches today.

The ‘Made with Care’ campaign will run across, broadcast and social media until March 2022, telling the public “there’s no better time to become a care worker” and encourage them to pursue a career with “variety” and “flexible hours”.

It comes at a time when social care providers are facing their worst staffing crisis in history, with many not able to take on new clients in need of care.

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Recent Skills for Care data shows that on average 6.8% of roles in adult social care were vacant in 2020/21, which is equivalent to 105,000 vacancies being advertised on any given day.

Turnover rates across the sector remain high, at 28.5% in 2020/21. This figure had decreased during the pandemic, but since March 2021 many employers reported that retention is now more difficult than before the pandemic.

Launching the campaign, Health and Social Care Secretary, Sajid Javid (pictured) said: “Care workers have done a phenomenal job throughout the pandemic, in difficult circumstances, and I thank them for all they have done.

“A career in social care is rewarding and inspiring. Over the next three years we are investing at least £500 million to support the training and development for carers.

“We need more people who possess the core values this workforce embody so strongly – kindness, compassion and resilience – to look after our friends and family with dignity and respect.”

But many leaders in social care believe this funding doesn’t go far enough in addressing poor pay, terms and conditions of employment which limit growth and development of the workforce.

Mike Padgham, chair of the Independent Care Group (ICG), said “whilst one department does its best to bring people into care, others are doing their damnedest to do the opposite and pulling the rug from underneath the campaign before it has even begun”.

The ICG highlighted that the government’s mandatory COVID jab policy, Brexit and historic underfunding had forced many out of the sector.

UNISON general secretary Christina McAnea said improving pay was the way to solve the social care staffing crisis.

“If the government ​is serious about recruitment, its first move should be to ​ensure care workers ​get a decent pay rise,” Christina said.

“Any ad campaign pushing a job without sick pay, where poor treatment and exploitation are rife, will struggle ​to succeed.”

Tags : Made with CareRecruitment

The author Lee Peart


  1. Its all very well for Christina McAnea to talk about increasing pay, but care home providers are already struggling due to the historic underfunding of the sector. B&Bs charge more for a bed and a cheap breakfast than local authorities pay for council funded residents who have all of their daily needs met by hardworking yet underpaid staff. Care home owners can’t just pay more when the funding provided doesn’t support it, and homes with low residency, particularly during the pandemic, have come close to going out of business and are having problems just breaking even. Too many people seem to believe that care home owners are raking it in, and that may apply to the very large multi-home operators. but it certainly doesn’t apply to the owners of small single homes.

  2. I am in total agreement with Christina McAnae, decent pay, terms and conditions would go much further in obtaining and retaining care staff.
    We have people’s lives in our hands looking after frail elderly, vulnerable people yet we are looked on as unskilled workers by government and professionals. I would like to see them walk in our shoes for at least a week and then still tell us we are unskilled and not deserving recognition in our terms and conditions and our disgracefully low pay packets.

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