Government launches latest social care recruitment campaign


The government has announced the launch of a new adult social care recruitment campaign in a bid to boost the workforce amidst the coronavirus crisis.

The campaign, titled ‘Care for Others. Make a Difference’, will look to inspire the public to consider a career in social care, and follows Matt Hancock’s announcement that the government plans to recruit 20,000 more staff to the sector.

This is not the first time the Department of Health and Social Care has launched a national adult social care recruitment initiative. In February 2019, the first phase of the ‘Every Day is Different’ campaign was rolled out across England with the aim of filling an estimated 110,000 vacancies.

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This was followed up with the ‘When you care, every day makes a difference’ campaign in October 2019, after the first phase was hailed a success by the then Minister of Care, Caroline Dinenage.

A DHSC spokesperson told Home Care Insight that while the ‘Every Day is Different’ campaign focuses on “longer term recruitment”, ‘Care for Others. Make a Difference’ was developed “specifically to address some of the additional pressure faced by the sector as a result of coronavirus”.

“Raising awareness during these challenging times of both temporary and permanent positions available could help provide much needed on-the-ground support for social care workers,” the spokesperson added. 

The new campaign includes the new CARE brand for social care, which symbolises the entire care profession – like the recognisable NHS logo. The brand aims to raise the profile of the care sector and allow businesses to show them the same appreciation as NHS workers.

The government said it is also working to ensure the infrastructure is in place to onboard and train new recruits during this time, by working with Skills for Care to make rapid online induction training accessible.

“This includes key elements of the Care Certificate being available free of charge, which will provide good practice resources and support for social care professionals to help the sector meet the challenge of coronavirus,” the spokesperson added.

The Department of Health and Social Care is inviting care providers and recruitment agencies to list their vacancies on the campaign’s website at:

Matt Hancock, Secretary of State for Health and Social Care said: “During these unprecedented times we are all grateful to the huge number of social care workers working day and night to provide quality care to the most vulnerable in our society.

“The whole country wants to thank the 1.5 million of you for your inspirational and tireless work. I want this campaign to reignite the search for people with a zest for caring and protecting our most vulnerable to step forward to join them.”

Helen Whately, Minister of State for Care, commented: “We want to make sure everyone knows what an important and valued job care workers do, and inspire more people to step forwards to join the care workforce.

“We want to bring together all those thinking they might work in care with social care providers looking for new recruits, and to make it as simple as possible for the doors to open up for thousands more compassionate and committed people to work in care.”

A slump in social care job applications despite rising vacancies has highlighted the enormous challenge facing providers striving to keep their businesses fully staffed during the coronavirus pandemic.

Data published by independent job board, CV-Library, revealed social care job applications fell by 17.8% year on year during the first quarter, despite the number of advertised jobs rising by 20.7%.

Prior to the campaign launch, the government said has made changes to DBS and furlough processes to help fill vacancies.

Home care providers have, meanwhile, launched their own recruitment drives, while an initiative launched by online platform Florence has enlisted more than 20,000 recruits.

Tags : coronavirusRecruitmentsocial care recruitment
Sarah Clarke

The author Sarah Clarke

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