Government launches social care recruitment campaign

A national recruitment campaign designed to fill the 110,000 vacancies in the adult social care sector has been launched by the government.

The ‘Every Day Is Different’ campaign will show how rewarding social care careers can be and highlight the opportunities for progression and professional development in the sector.

Minister of State for Care Caroline Dinenage said: “Adult social care is too often seen as the ‘Cinderella service’ to our NHS. I’m determined to change this perception, starting with our hardworking social care workforce.

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“There is huge demand for more care professionals who work incredibly hard to look after the most vulnerable people in our society. We must spread the word that careers in adult social care can be rewarding, varied and worthwhile. Care is a vocation where you can transform people’s lives and every day is different to the next.

“Our national recruitment campaign will support care providers to recruit thousands more talented people. If you think a career in care could be for you, I urge you to look up the opportunities in your local area and become part of a vital and growing profession.”

The campaign aims to:

  • attract new people with the right values to the sector and increase interest in adult social care as a vocation;
  • highlight the range of job roles, with an initial focus on direct care roles such as care workers, where there is the most demand; and
  • equip the social care sector with the marketing tools to support the campaign and advice to recruit and retain the right people, to address a high turnover rate.

Advertising for the campaign will feature real care workers and the people they support. The aim is to attract a diverse range of people, but the campaign will have a focus on people aged 20 to 39 with research suggesting that this group is the most likely to consider a role in adult social care in the next 12 months.

Adult social care providers will be encouraged to engage with the campaign by providing case studies, advertising their vacancies on DWP Find a Job and promoting social media content using the hashtag #shareifyoucare. Materials will also be available to providers to equip them with information and assets to support the campaign locally.

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