Skills for Care | National Recruitment Campaign Survey

National recruitment campaign

The adult social care sector in England faces challenges to recruit enough staff with the right values.

Despite numerous efforts this challenge continues, as unemployment rates have fallen, competition from other sectors has increased and the demand for adult social care staff has grown.

We’d love to hear what you think about a national recruitment campaign for adult social care in England.

The campaign would aim to raise awareness of adult social care careers, break down some of the negative stereotypes, and inspire people with the right values to come and work in our sector.

What do we mean by a national recruitment campaign? 

The initial aims of the campaign would be to:

1)    raise awareness and improve perceptions of the adult social care sector

2)    help people understand more about adult social care, to help them explore whether a job in the sector would be right for them

3)    inspire people with the right values (including people who are under-represented in the workforce ) to:

  • take the first steps towards a career in adult social care
  • make a successful career change into adult social care
  • return to adult social care
  • encourage others to explore a career in adult social care

4)    connect people to jobs, education, or other ways to explore a career in adult social care.


How to get involved

Fill in our online survey

 Please complete this survey by 8:30am February 1st 2018.

Please complete our online survey and share it with your colleagues.

It should take around 10-20 minutes to complete. You may complete it as an individual or on behalf of a group.

Consultation webinars

The webinars will be on:

Each webinar will be an hour long from 10.30 - 11.30.

We'll explain a bit more about the idea of a national recruitment campaign, and ask you some key questions so you can tell us what you think.

Rapid evidence review

We're working with Consilium research to do a rapid evidence review that looks at relevant information and research about previous recruitment campaigns, including from other sectors.

The study will explore these key questions:

  • What do ‘national’ campaigns delivered ‘locally’ look like, how do they work in practice and what challenges do they face?
  • What evidence of effectiveness is available?
  • What are the lessons associated with effective campaigns?

Please send us any published or unpublished evidence or information, which answer these questions including:

  • relevant data and statistics
  • research and evaluation by academics, sector-bodies, government departments and consultancies
  • previous evidence reviews in this area
  • primary research and evaluation studies from the UK
  • grey literature (i.e. unpublished studies) from the UK.

Please send copies of research studies to the lead consultant from Consilium, Andy Parkinson, using or speak to Andy directly on 07713 357386.

If you prefer to speak to Skills for Care, or would like further information on either the review or the broader scoping study, please contact


What's next? 

  • We'll review the findings from the rapid evidence review and consultations in February 2018.
  • We'll write a report with recommendations and submit it to the Department of Health and Social Care in March 2018.
  • We'll have further discussions with the Department of Health and Social Care and the sector from April 2018.


Find out more 

If you have any questions please contact

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