A recruitment drive has been launched by the government to fill 110,000 social care jobs amid concerns Brexit uncertainty is hindering international hires.
More than 1.45 million people work in social care currently, but an extra 650,000 workers will be needed by 2035 due to an ageing population, ministers said.
The new campaign – Every Day Is Different – comes as the Health Foundation publishes a report on the NHS workforce warning of growing staff shortages across the board.
It said there were “worrying trends” in community care, with a drop in nurses and health visitors in the community, adding that NHS staff numbers as a whole are failing to keep pace with demand.
There is huge demand for more care professionals who work incredibly hard to look after the most vulnerable people in our societyCaroline Dinenage
Brexit uncertainty and migration policies were cited by the Foundation as factors blocking recruitment from abroad, with EU hires falling significantly.
The new Department of Health and Social Care (DHSC) campaign aims to promote social care as a career with good progression and professional development and will run over the next two months across print, radio, online and social media.
It will promote a range of roles, including carer in a nursing home, activities co-ordinator in the community, hospital occupational therapist and personal assistant in a person’s home.
Care minister 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.”
Staff turnover rate in the...