Launch of national recruitment campaign

February 1, 2019

The Department of Health and Social Care (DHSC) is launching its national recruitment campaign to attract more workers to the adult social care sector and is calling for providers to get involved.

Following two pilot recruitment campaigns undertaken in Tyne & Wear and Gloucestershire in November 2018, DHSC will be beginning a national communications campaign in mid-February to address the estimated 110,000 vacancies in adult social care in England. Running across February and March, the campaign aims to:

  • Increase interest in adult social care as a career choice.
  • Increase understanding of the variety of roles in adult social care.
  • Equip smaller and medium-sized providers with tools to support the campaign.

The national recruitment campaign will comprise social media, digital and local radio advertising, events and media relations across England. Care providers are being encouraged to get involved with the campaign by providing case studies, advertising their vacancies and promoting social quizzes and content from a dedicated Facebook page.

DHSC is asking for providers to submit real life case studies and stories from their own organisations, which will be used across the campaign. Interested providers can email to get more information on how to get involved.

Providers are encouraged to engage in the national recruitment campaign by advertising their vacancies on DWP Find a Job, where the campaign and website will direct those looking for work. Campaign materials will also be available to equip providers with information and assets to help them support the campaign locally.

Providers will also be crucial in driving traffic to the Facebook page by liking and sharing posts, sharing their own content to the page, encouraging employees to refer friends to the sector with the national recruitment campaign's hashtag, '#shareifyoucare', and sharing a quiz that encourages potential applicants to see if a role in adult social care could be the right fit for them.

Minister for Care Caroline Dinenage said, 'There is huge demand for more care professionals and we need to spread the word that careers in adult social care can be rewarding, varied and worthwhile. Care is a vocation where you can make a real difference and every day really is different to the next.

'As part of our national recruitment campaign, we want to work with adult social care providers to recruit the best possible talent and I urge them to advertise their vacancies, so we can help fill as many as possible and build a workforce that is fit for the future.'

Sharon Allen, Chief Executive of Skills for Care said, 'I have spent my whole career in adult social care, so I know first-hand the tremendous professional and personal satisfaction that is on offer to anyone who joins us through this campaign.'

'This campaign will help employers find people who have the right personal values that will make them great care workers and that means people in our communities will be supported by highly motivated and skilled workers.'

Trudy Wells, Operations Manager at Crossroad Care Central and East Gloucestershire, who were heavily involved with the pilot campaign, said, 'This campaign is incredibly important – we urgently need to make young people, returners to work and people looking for a change of career aware of how satisfying and rewarding a job in adult social care can be.'

As well as the high number of vacancies in the sector, the staff turnover rate is 30.7%, equating to nearly 400,000 people leaving care jobs every year. Skills for Care forecasts show if the adult social care workforce grows proportionally to the projected number of people aged 65 and over in the population between 2017 and 2035, a 40% increase in social care workers (650,000 jobs) would be required across England by 2035.

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