New adult social care recruitment campaign launched

People are being encouraged to pursue a rewarding career in adult social care during the biggest period of change in a generation, following the launch of a new recruitment campaign.

The ‘Made with Care’ campaign will run across, broadcast and social media for five months encouraging people with the values that embody carers to join a workforce dedicated to helping others and build a career that helps people live happy, healthy lives.

There are almost half-a-million extra job opportunities in adult social care expected by 2035 and more than 105,000 vacancies needing to be filled already.

The campaign will run from November 2021 to March 2022 and will highlight vacancies in the sector as well as showcasing the amazing work care workers do, celebrating the way they empower the people they care for, and shining a light on the emotional reward of the role. It will also tackle perceived barriers to taking up care work, emphasising the importance of personal qualities over qualifications, the opportunities for training to develop a career in adult social care, and the availability of flexible working.

The campaign launch follows the announcement of £5.4 billion of additional funding to reform social care over the next three years, including £500 million to support training and career development for the workforce.

Health and Social Care Secretary Sajid Javid said: “Care workers have done a phenomenal job throughout the pandemic, in difficult circumstances, and I thank them for all they have done. A career in social care is rewarding and inspiring. Over the next three years we are investing at least £500 million to support the training and development for carers. We need more people who possess the core values this workforce embody so strongly - kindness, compassion and resilience - to look after our friends and family with dignity and respect.”