UK social care startup Cera Care invests in £10m expansion

Home Caregiver with senior woman in bathroom

Technology-enabled home care company, Cera Care, has announced plans to create 5,000 new care jobs nationwide as part of a £10m investment.

In a bid to address the growing social care crisis, the start-up will invest in new technologies, including predictive analytics, as well as premium pay rates, in order to attract more people to the care profession.

With plans to expand to 14 cities in the UK by 2023, Cera Care will run a novel recruitment campaign across Facebook Messenger, Instagram Stories and Snapchat, which will allow prospective employees to quiz real-life carers on all aspects of the job and apply directly from the app.

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The move to use social media to recruit the next generation of carers comes as research shows that 73% of millennials use media apps to find work. This has been matched by a 21% increase in visitors aged 18-34, to Cera Care’s website.

Dr Ben Maruthappu, co-founder and CEO of Cera Care, said: “It’s time to innovate and invest in the future workforce of the care sector. We want to show how thoroughly rewarding a carer’s role can be in the digital age, and what better way of doing that than connecting them with real-life carers to talk about their experiences.”

Cera Care pays its carers 50% above the industry average thanks to the technology that underpins its online platform. Through technology, Cera Care is able to streamline its operations and automate admin tasks, leading to lower office staff overheads and more investment in front-line care staff.

Workers can expect to earn as much as 20% more than those working in front-line retail jobs too; according to PayScale the average salary of a supermarket cashier is £7.50 per hour and for a Barista it is £6.85/hr. In comparison, Cera pays up to £11.50 per hour.

As part of the £10m commitment, Cera Care is also investing further in its predictive analytics software to support the carer decision-making process and is partnering for the first time with tech-enabled wearable companies to improve the quality of care provided to the elderly.

The software collects data from care reports, smart-home devices, and wearables to predict early onset of illness or health deterioration. This will enable families and carers to respond faster, ultimately reducing avoidable hospital admissions.

Tags : Cera CareexpansionRecruitmentsocial media
Carly Hacon

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