By Charlotte Webster-
A new national recruitment campaign to help fill the 110,000 vacancies in the adult social care sector has been launched.
The ‘Every Day Is Different’ campaign aims to show how rewarding social care careers can be . The campaign quotes that 96% of care professionals surveyed feel their work makes a difference to people’s lives. It also aims to highlight the opportunities for progression and professional development.
The campaign aims to attract new people with the right values to the sector and increase interest in adult social care as a vocation. With over 1.45 million people working in the sector at the moment, An additional 650,000 workers in the sector expected to be needed by 2035 to keep up with the rising numbers of people aged 65 and over. A funding crisis is known to be occurring in the adult social care sector. A toxic mix of central funding cuts to local authorities, combined with an increased demand for social care services has put the sector at a funding shortfall of £3.5bn by 2025. It is widely recognised that there is a funding crisis in the adult social care sector. A toxic mix of central funding cuts to local authorities, combined with an increased demand for social care services, means that the sector now faces a funding shortfall of £3.5bn by 2025.
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The adult care sector is facing a financial crisis. Working in adult social care is about providing personal and practical support to help people live their lives. Employees in this sector support the elderly or people with a physical disability, autism, dementia or a mental health condition. Working against the sector is a financial crisis. Low pay has been a major obstacle to retaining employees in social care. Providers have always complained of the challenges they face in retaining permanent staff, and have accused the government of providing enough funding to help sustain social care.
With this campaign aimed at filling in places across a wide aspect of social care, it is expected the British government is going to bring about a change. Several vacancies remain open to be filled requiring new workers to work in care or nursing homes as an activities co-ordinator, hospitals as an occupational therapist, or work in someone’s home as a personal assistant. Many providers have been forced to hand back contracts because of the disturbingly low shortage of funds to support social care, leaving, them disappointed to see their commitment and dedication wither away to some vulnerable groups that need them most. Two delays in the Social Care Green Paper has left statute on this important area idle for too long.
The campaign has been developed in close collaboration with the adult social care sector and will run during February and March through social media, digital and local radio advertising, outdoor posters and events across England. Its advertising is expected to feature real care workers and the people they support. The aim to attract a diverse range of people will focus on applicants between the ages of 20 and 39. What the campaign doesn’t say at the moment is how it would be funded. The public is expected to trust that the government will provide more funding in an area funding has been lacking for years. A change maybe about to come, afterall the government has provided funding in a number of other professions, to maximise outcomes.
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It may just be the turn of adult care.
Minister of State for Care Caroline Dinenage said:
”Adult social care is too often seen as the ‘Cinderella service’ to our NHS. I’m determined to change this perception, starting with our hardworking social care workforce.
There is huge demand for more care professionals who work incredibly hard to look after the most vulnerable people in our society. We must spread the word that careers in adult social care can be rewarding, varied and worthwhile. Care is a vocation where you can transform people’s lives and every day is different to the next.
Our national recruitment campaign will support care providers to recruit thousands more talented people. If you think a career in care could be for you, I urge you to look up the opportunities in your local area and become part of a vital and growing profession”.
Sharon Allen, CEO of Skills for Care said:
I have spent my whole career in adult social care, so I know first-hand the tremendous professional and personal satisfaction that is on offer to anyone who joins us through this campaign.This campaign will help employers find people who have the right personal values that will make them great care workers and that means people in our communities will be supported by highly motivated and skilled workers
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