The “Narrow Pool” problem

The care sector has long looked inward for recruits. But the future depends on reaching those who haven’t yet imagined themselves in care. The biggest opportunity lies in changing perceptions, not just filling roles.

%

recruited from outside adult social care

According to ‘The state of the adult social care sector and workforce in England’ report 2024, 43% of new starters were recruited from outside adult social care. Around 37% of these were recruited from other sectors which could include retail and hospitality. These types of jobs demand empathy, teamwork and problem-solving, of which are all skills relevant to health and social care and therefore should be highlighted in job advertisements.
If you want to connect with career changers, using your research phase to uncover what really drives people to leave their job and join a job in health and social care is key. Doing this will allow you to uncover the emotional drivers which will help your campaign to cut through and resonate with people who might not have considered a role in care before.

Widen your lens. Speak inclusively, reflect the diversity of the people you want to attract, and be mindful that English may not be the first language for many potential candidates. Inclusive communication is the foundation of building trust with diverse audiences, therefore your message needs to be communicated with authenticity, watch our webinar back for some helpful tips.

Young Eastern Asian female teacher in front of white board
Young Eastern Asian female teacher in front of white board

If you want to connect with career changers, using your research phase to uncover what really drives people to leave their job and join a job in health and social care is key. Doing this will allow you to uncover the emotional drivers which will help your campaign to cut through and resonate with people who might not have considered a role in care before.

Widen your lens. Speak inclusively, reflect the diversity of the people you want to attract, and be mindful that English may not be the first language for many potential candidates. Inclusive communication is the foundation of building trust with diverse audiences, therefore your message needs to be communicated with authenticity, watch our webinar back for some helpful tips.