Adult social care recruitment campaign: phase two

September 6, 2019

The adult social care sector is being urged by the Minister for Care to back the next phase of a recruitment campaign launched by the Department of Health and Social Care (DHSC).

The first phase of the campaign generated a 14% increase in clicks on the apply button for care roles on the Department for Work and Pensions' (DWP) Find a Job, as well as 97% more searches for jobs containing ‘care’ or ‘care worker’.

The next phase of the campaign will run from Autumn 2019 to April 2020 with the Department calling for support from providers from across the adult social care sector to advertise vacancies and share success stories.

Minister for Care, Caroline Dinenage said, 'The social care sector is crying out for talented care workers with the right values. We’ve seen from the campaign already that there are the right people out there but there is still a huge demand and we must reach out to more people to show them that careers in adult social care can be varied, rewarding and flexible. I’m calling on the social care sector to rally together and lend us their support again to bring to life the true rewards of caring and showcase the qualities needed to do the vast range of diverse jobs in care.'

Building on the success of the first phase, the campaign will continue to encourage and inspire people to consider and apply for jobs in adult social care by bringing to life the mutual reward for both those working in care and those they support, as well as showcasing the diversity of roles in the sector.

Providers are being urged to send in case studies of those working in the sector and to continue to advertise vacancies both on DWP Find a Job and on local jobs boards.
The campaign promises to make a real difference to providers. One in four (26%) care employers surveyed after the first phase saw an increase in either enquiries, applications, interviews or vacancies filled. By supporting the campaign and helping to bring to life the range of roles available, care providers stand to gain from increased quantity and quality of applicants for their own vacancies.

Kicking off with updated advertising that captures both the diversity and reality of working in the care sector, the next phase of the campaign will be promoted across outdoor posters, online TV adverts, radio, social media and digital channels, as well as PR and partnerships activity. This will include two big bursts of activity – one in the autumn and another in January – underpinned by a constant drumbeat throughout the year. An updated campaign toolkit and suite of materials free to download from the website will also be available for care providers to use.

The first PR activity burst in the autumn will showcase the values and flexibility of working in care through recruitment events where those considering a career in care work, in particular those with existing caring responsibilities, will be invited to come for an interview with the person they care for in tow. Two events will be held in London and Southampton, with care providers across the UK also encouraged to hold their own recruitment events – a toolkit to help them to do this will be available.

The second burst will build on people’s desire for change and self-improvement in the New Year by showcasing how a career in care could offer professional growth and development as well as more fulfilment.

Beyond these bursts, the campaign will put a spotlight on all the types of care roles available in the sector. This will include a focus on mental health and complex needs, domiciliary care, rural care opportunities, individual employers and personal assistants, shared lives schemes and supporting people with learning disabilities.

Interim Chief Executive of Skills for Care, Andy Tilden said, 'We fully support DHSC’s adult social care recruitment campaign, and we want every care provider to get involved as closely as they can supporting these critical efforts to find workers with the right values to take on jobs that offer huge professional and personal rewards. The upcoming PR recruitment events offers a great opportunity to speak to potential employees, showing them the flexibility and pride offered by starting a career in our growing sector, so we are confident providers will jump at the chance to get involved.'

Ria Lyon, HR Co-ordinator at Making Space, said of the first phase, 'At Making Space we have always used the Find a Job Government website to advertise all our vacancies but have never received many applications. Since the recruitment campaign, we have definitely seen an increase through this site and our own website.'

Claire, Support Worker at Agincare, who was photographed for some of the adverts in the 2018/19 campaign, said, 'When I originally found out I was going to be taking part in the campaign, I was so excited to be sharing the amazing job I do. Unfortunately, people don’t see all of what is involved in being a carer so just sharing a small part is just amazing.'

If you would like to support the campaign by sharing case studies please contact everydayisdifferent@dhsc.gov.uk. Over the coming months the DHSC team will also be sharing activity plans and engaging directly with specific members of the sector to help them best showcase the variety of roles in the care industry.


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