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The Department of Health and Social Care (DHSC) has announced that the Government has launched a new campaign – ‘Every Day Is Different’ – aiming to address the lack of staff in the adult social care sector.

The national recruitment campaign hopes to help fill the 110,000 vacancies in the adult social care sector by showing how rewarding a role in social care can be and highlighting career progression and professional development opportunities.

According to the Government, 96 percent of care professionals feel that their work makes a difference to people’s lives.

Every Day Is Different aims to: attract new people to the sector and increase interest in adult social care as a vocation; highlight the variety of job roles available; and equip the social care sector with the marketing tools to support the campaign and advice to recruit and retain the right people.

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.”

Although there are nearly one and a half million people who work in the care sector currently, an estimated 650,000 are expected to be needed by 2035 to keep up with the demands of the ageing population.

Job roles for the adult social care sector include: care workers in care and nursing homes, activities coordinators in local communities, occupational therapists, personal assistants in people’s homes.

The campaign has been developed in partnership 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.

Advertising will feature real care workers and the people they support. The aim is to attract a diverse range of people, but the campaign will have a focus on people aged 20 to 39.

The Government is encouraging adult social care providers to participate in the campaign by providing case studies, advertising their vacancies on the Department for Wok and Pensions (DWP) Find a Job and promoting social media content using the hashtag #shareifyoucare.

Materials will also be available to providers to equip them with information and assets to support the campaign locally.

Sharon Allen, CEO of Skills for Care, commented: “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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