New campaign to recruit thousands more adult social care staff

 

A new national recruitment campaign to help fill the 110,000 vacancies in the adult social care sector has launched.

The ‘Every Day Is Different’ campaign will show how rewarding social care careers can be – 96% of care professionals feel their work makes a difference to people’s lives. It will also highlight the opportunities for progression and professional development.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
  • 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.

Over 1.45 million people work in the sector at the moment. It is predicted an additional 650,000 workers will be needed by 2035 to keep up with the rising numbers of people aged 65 and over.

The campaign has been developed in close collaboration with the adult social care sector and will run during February and March through social media, digital and local radio advertising, outdoor posters and events across England.

Advertising 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. Research suggests that this group is the most likely to consider a role in adult social care in the next 12 months.

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.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."

Tuesday, 19 February 2019

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Deborah McCormick Date: Feb 22, 2019

Now I hate to be a naysayer (honest), but in order to recruit for and fill 110,000 vacancies, surely the headline "Every Day is Different" is not exactly going to cut through. Perhaps the substantiating content is really compelling and builds strongly on the ways in which the people who fulfil these roles feel valued, necessary and significant. I hope there's so much more valuable messaging to this campaign. Also, I am pretty sure that every single one of you Ri5 readers will have run a campaign in the last few decades using this headline, or something similar..... but it's neither Unique or a Proposition here. Or have you, and recruited 110,000 people with it? That would be amazing!

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New campaign to recruit thousands more adult social care staff
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