Adult social care providers are being encouraged to engage with a national recruitment campaign to help fill the 110,000 vacancies in the sector.
The Every Day Is Different Day campaign, which will focus on people aged 20 to 39, will highlight opportunities for progression and professional development.
More than 1.45 million people work in adult social care but it is predicted an additional 650,000 workers will be needed by 2035 to keep up with the rising numbers of people aged 65 and over.
The campaign aims to attract new people with the right values; highlight the range of job roles available; and equip the sector with marketing tools to support the campaign and advice to retain people, to address the high turnover rate.
The government campaign has been developed in collaboration with the sector and will run during February and March through social media, digital and local radio advertising, outdoor posters and events across England.
Adult social care providers will be encouraged to engage with the campaign by providing case studies, advertising vacancies on DWP Find a Job and promoting social media content using the hashtag #shareifyoucare.
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.’
Sharon Allen, Skills for Care chief executive officer, 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.’
Martin Green, Care England chief executive, said: ‘Care England welcomes the recruitment campaign, but we need a long term integrated approach to recruitment retention and career pathways across health and care.’