Younger people attracted to social care jobs as government refreshes recruitment campaign


Almost two thirds of younger people in England would consider a career in adult social care, according to a new government survey.

The data was published as the Department of Health and Social Care launched the next phase of its adult social care recruitment campaign, which aims to attract people with the right values to help fill 122,000 vacancies across the sector.

The campaign, ‘When you care, every day makes a difference’ will continue to target 20 to 39 year olds, raising awareness of the benefits of a career in adult social care.

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Minister for Care Caroline Dinenage said: ““We have over a million brilliant people working in the sector, but we urgently need new talent to ensure we can continue to provide support for those who need it.

“I hope our ‘When you care, every day makes a difference’ campaign will draw more people with the right values to forge fulfilling careers and help them realise how diverse, worthwhile and often flexible jobs in social care can be. I urge anyone considering a career in care to apply today.” 

The department’s survey of 2,020 adults showed that 64% of 18 to 34 year-olds would consider a career in social care.

It also found that over half of people in this age bracket (57%) and those aged 25-34 (56%) would consider changing careers for a job that helps or supports others.

More than one in ten people aged 18-24 (13%) and 25-34 (14%) are dissatisfied with their current job and 59% of all respondents would consider moving roles to a job which offers more personal fulfilment.

Meanwhile, 65% of parents with dependent children would consider a role in adult social care.

Nearly 1.5 million people work in the sector, but an ageing population means that social care workers are more in demand than ever before, with an additional 580,000 workers needed by 2035, according to Skills for Care.

The recruitment campaign was launched in February aiming to attract new people with the right values to the sector and increase interest in adult social care as a vocation.

The first phase of the campaign has generated a 14% increase in clicks on the apply button for care-related roles on DWP Find a Job and 97% more searches for jobs containing ‘care’ or ‘care worker’ during the campaign period.

One in four (26%) care employers surveyed after the first phase saw an increase in either enquiries, applications, interviews or vacancies filled.

Tags : department of health and social careMinister of Carerecruitment campaign
Sarah Clarke

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