Third annual social care recruitment campaign launches

The government has relaunched a recruitment campaign for adult social care to encourage more people to join the sector ahead of winter.

Running for its third year, the Made with Care campaign will run adverts that promote the wide range of opportunities available to people across England to kickstart a career in social care.

“We hope this new campaign will help to attract more people into vital care role”

Oonagh Smyth

It comes as recent data has revealed that there are 152,000 vacancies in adult social care.

The campaign, which will run until March 2024, will include adverts that will appear across video-on-demand platforms, like ITVX and Sky Go, as well as digital audio channels like Spotify, and social media channels.

All these adverts will direct job seekers to where they can find out more about the sector and search and apply for adult social care jobs near them.

The government said that, following last year’s adverts, 244,000 people had searched for a social care job on the website.

Minister for care, Helen Whately, said: “Our care system depends on dedicated care workers who make a difference to the lives of so many people in need of support.

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“This campaign helps build that vital workforce.

“I encourage anyone considering the next step in their career, whether just starting out or thinking of their next move, to go online and explore the wide range of opportunities in the care sector.”

Meanwhile, the chief executive of Skills for Care, Oonagh Smyth, said: “The figures from our adult social care workforce data set show that, in 2022-23, the sector had around 152,000 vacancies on any given day, so we need to tell a really compelling story about how rewarding a career in social care can be.

“In particular, we need to try to attract more men and younger people, who are under-represented in the workforce.

“We hope this new campaign will help to attract more people into vital care roles – and we’d encourage employers to use it to support their local recruitment efforts.”

Alongside this campaign, the Department for Work and Pensions will also be trying to boost hiring for the sector ahead of the winter through jobs fairs.

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