Government targets new carers in recruitment campaign

The government has launched a recruitment campaign aimed at attracting applicants for 110,000 vacancies in the adult social care sector.

A statement released by the Department of Health and Social Care this morning reveals the ‘Every Day Is Different’ campaign will showcase how rewarding social care careers can be.

The campaign goals are to:

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

The campaign, developed in close collaboration with the adult social care sector, runs across February and March, with a mix of social media, digital and local radio advertising, outdoor posters and events planned across England. Adverts will feature real care workers and the people they support. While the campaign aims to attract a diverse range of people, it will particularly target people aged 20-39 years old as research indicates this group were the most likely to consider a role in adult social care in the next 12 months.

Commenting on the campaign, minister 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.”

• What do you think? Has the government addressed the pay issues sufficiently? Will it attract enough people? Comment below on this story. You can also tweet us to tell us your thoughts or share this story with a friend. Our editorial email is


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