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Younger people will consider a career in care

October 16, 2019

Younger people in England aged 18-34 are the most likely to consider applying for a job in adult social care, according to a survey commissioned by the Department of Health and Social Care. The survey of 2,020 adults shows:

  • 64% of 18-34 year olds would consider a career in adult social care.
  • Over half of people aged 18-24 (57%) and 25-34 (56%) would consider changing career for a job that helps or supports others.
  • More than one in ten people aged 18-24 (13%) and 25-34 (14%) are dissatisfied with their current job.
  • 59% would consider moving roles to a job which offers more personal fulfilment.
  • 65% of parents with dependent children would consider a role in adult social care.

BMG Research surveyed 2020 adults aged 18+ in England on behalf of the Department of Health and Social Care. The survey was part of the next phase of the Department’s ‘When you care, every day makes a difference’ adult social care recruitment campaign, which aims to attract people with the right values to help fill the 122,000 vacancies across the sector.

The interest from younger people who will form the next generation of adult social care workers has been welcomed. The average age of those working in the sector is 45 years old, and around 385,000 jobs are held by people aged 55 years old who are likely to retire in the next ten years.

Minister for care Caroline Dinenage said the campaign would continue to target 20-39 year olds, to help capitalise on interest and raise awareness of the variety, benefits and progression offered by a career in care.

“A career in adult social care offers the rewarding opportunity to make a real difference to the lives of some of the most vulnerable people in society – a sentiment 96% of current care workers on the ground agree with,” said Ms Dinenage.

“We have over a million brilliant people working in the sector, but we urgently need new talent to ensure we can continue to provide support for those who need it.”

Nearly 1.5 million people work in the sector, but an ageing population means that care workers are more in demand than ever before, with an additional 580,000 workers needed by 2035.

The campaign was launched in February aiming to attract new people with the right values to the sector and increase interest in adult social care as a vocation. The first phase of the campaign has already generated a 14% increase in clicks on the apply button for care-related roles on DWP Find a Job and 97% more searches for jobs containing ‘care’ or ‘care worker’ during the campaign period.

One in four (26%) care employers surveyed after the first phase saw an increase in either enquiries, applications, interviews or vacancies filled.

The next phase of the campaign will run from autumn 2019 to April 2020, using outdoor posters, online TV adverts, radio, social media and digital channels, as well as PR and partnerships activity, and career events.

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