Latest Adult Social Care recruitment campaign to build bigger and better workforce

Categories: Care, Featured, and In The Media.

‘Made With Care’ recruitment campaign launches across broadcast and social media to encourage people into a career in care. It’s an opportunity to be part of biggest reform of adult social care in a generation. Record funding invested to support new social care sector including for staff training and development

People across England will be encouraged to pursue a rewarding career in adult social care during the biggest period of change in a generation, following the launch of a new recruitment campaign on Wednesday 3 November.

With almost half-a-million extra job opportunities in adult social care expected by 2035 and more than 105,000 vacancies needing to be filled, the ‘Made with Care’ campaign aims to encourage people to apply for exciting and rewarding roles across the country.

Applying to be an adult care worker at this time would be hugely rewarding and a great way to support your community in a time of need.

The most important qualities needed in new care workers are that they are able to treat others with respect, listen to their needs, understand their emotions and be warm, kind and honest.

The recruitment campaign is launched as the government published its Winter Plan for social care, setting out how they will support the sector over the coming months. The plan is backed by over £550 million including £162.5 million to support the recruitment of new staff and retention of existing care workers.

Health and Social Care Secretary, Sajid Javid said:

“Care workers have done a phenomenal job throughout the pandemic, in difficult circumstances, and I thank them for all they have done.

“A career in social care is rewarding and inspiring. Over the next three years we are investing at least £500 million to support the training and development for carers.

“We need more people who possess the core values this workforce embody so strongly – kindness, compassion and resilience – to look after our friends and family with dignity and respect.”

The new television advert shows glimpses of various adults working in social care going about their day-to-day jobs, helping others to lead independent and fulfilling lives.

Ross Penfold, a care worker who features in the advert, has been working in care for four years and involved in the sector since he was 18. Ross helps people living in supported accommodation to learn key life skills and live as independently as possible.

Speaking about his experience in Care, Ross said:

“The best moment is when you can move someone back from care to their own home. It’s not an easy journey but it’s absolutely worth all the effort, especially when clients return to visit you and you see the smile on their faces.

“I’d recommend anyone looking for a huge sense of reward and fulfilment to consider a career in care.”

Minister for Care Gillian Keegan said:

“I am dedicated to making working in social care not just emotionally rewarding but a career opportunity with future development for people.

“The care workers represented in our ‘Made with Care’ recruitment campaign are passionate about working in the sector – and the impact they have on those they care for has really moved me. I strongly encourage people to apply for these great opportunities.

“We are investing record amounts into social care making this is an exciting time to join the workforce and play an important role in helping to develop a world-leading social care system as we bring forward our plans for reform later this year.”

Chief Social Worker for Adults at the Department for Health & Social Care, Lyn Romeo said:

“The incredible care provided over the past 18 months is a true testament to the hard work and dedication of our fantastic care workers. Their commitment and positivity have supported us through this challenging time and helped enable those they work for to live an independent life.

For those beginning their journey into the working world or looking to switch careers, I cannot urge you enough to considering the care sector. This type of work is not only life changing for those that receive it, but is also incredibly fulfilling.”

Chief Nurse for Adult Social Care Deborah Sturdy said:

“I have spent my career working to support others and want to ensure working in care is not just seen as a job but a career opportunity. You will meet and work with wonderful people and have the chance to make this is a career you want to stay in for the long term. There is the chance to be part of something very special and help both yourselves and others continue to develop a system made with care.”page2image40672384

‘Made with Care’ builds on the momentum of the previous phase of the campaign launched in February 2021. It celebrated the huge impact that adult social care workers have made during the pandemic and addressed the key barriers stopping people from considering it as a career option.

The ‘Made with Care’ recruitment campaign will run across broadcast and social media from November 2021 to March 2022, encouraging people with the values that embody care workers to join a workforce dedicated to supporting others and build a career that empowers people to live happy, healthy lives.

Roles in adult social care can be flexible, varied and rewarding, and could offer those who have the values and attributes needed to be a care worker the opportunity to start a new career.


For more information on the campaign and how to apply for a job in care visit:

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