A shortage of people to look after elderly Asians in specialist care schemes has arisen because the industry is not seen as "sexy" by Asian parents, a HR manager claims.

Hansa Bharadia, HR manager at ASRA Greater London Housing Association, made the claims as the association launched a recruitment drive last month.

Bharadia said recruiting Asians was "a growing challenge", adding: "Asian parents want their children to be doctors, lawyers or something more professional."

She said that recruitment in the sector had reached "crisis point" as changing structures within Asian communities mean that traditional, family and home-based care is no longer guaranteed.

"Providing residential care is not always seen as an attractive career option by many Asians, yet it can be hugely rewarding."

However, Bharadia said that the open day had helped to generate 12 new applications for jobs within Aashna House, ASRA's specialist registered care scheme in Streatham, South London.

Meanwhile, Anuar Miah, head of marketing and diversity at Asian Jobsite, told <I>Recruiter</I> that although housing associations were advertising more and more, ethnic minorities were still under-represented.

"Housing associations are looking to employ people from ethnic minorities. In fact, there has been a drive to do this, which suggests that there is still some under-representation."