The Minister of State for Care, Caroline Dinenage, has pledged her support for a new campaign to encourage more people to consider a career in care.
The You Can Care campaign, being rolled out by home care provider Home Instead Senior Care, aims to raise awareness of the job opportunities in care and highlight the rewards of working in this field.
It comes at a crucial time for the adult social care sector in England, which currently has 110,000 vacancies, according to Skills for Care.
The training charity’s CEO Sharon Allen told a conference in Westminster last week that negative attitudes and misconceptions surrounding social care work are preventing the industry from recruiting and retaining a quality workforce.
“We still unfortunately labour under this misnomer that social care is a menial job and something you go into if you can’t think of anything else to do,” she said.
Explaining the benefits of working in the care sector, Dinenage said: “Care work is a hugely rewarding career which has a real impact on people’s lives, supporting them to enjoy their later years,” she said.
“It’s great to see a home care business which is so passionate about helping older people age well. Quality care like this plays a crucial role in enabling older people to stay living healthily and happily at home for longer.”
The rollout of ‘You Can Care’ 2019 follows the success of last year’s campaign which saw hundreds of people using the hashtag #YouCanCare on social media to share inspirational stories about caring.
It culminated in the first UK awareness event called ‘You Can Care’ Week which aimed to dispel the myths around working in care and celebrate those working in the sector.
Since launching the campaign in January 2018, Home Instead Senior Care has recruited 5,500 CAREGivers across its 195-office strong franchise business.
Home Instead managing director Martin Jones said: “As our population continues to age, more older people will need support to live well at home for longer. In turn, we need more kind and compassionate people to care for them which is why we are working hard to attract new people into the role of caring.”
Home Instead CAREGiver Celia Jenkins added: “When care is done the right way – not rushed visits and really focusing on the person and building a relationship with them – it is one of the most rewarding jobs ever.
“I completely love my job. I love the feeling of making a difference to an older person’s life and to simply bring a smile to their day.”