National recruitment campaign

DHSC national recruitment campaign imageThe second phase of the Department of Health and Social Care’s (DHSC) adult social care recruitment campaign is now live. It aims to drive a new generation of people to consider and apply for a job in adult social care.

This national campaign is a high-profile opportunity to collectively raise the profile of adult social care and highlight the personal and professional rewards of working in a growing sector. It’s supported by the website 

We’re encouraging all employers to get involved. The first phase of the campaign has already generated a 14% uplift in clicks on the apply button for care roles on DWP ‘Find a Job’ and 97% more searches for jobs containing ‘care’ or ‘care worker’. One in four (26%) care employers surveyed after the first phase saw an increase in either enquiries, applications, interviews or vacancies filled.

What’s happening?

Updated advertising that captures both the diversity and reality of working in the care sector will be promoted across outdoor posters, online TV adverts, radio, social media and digital channels, as well as PR and partnerships activity.

Sign up to the DHSC campaign e-newsletter to keep up-to-date.

How to get involved

  • The campaign materials and toolkit are ready to download and use to localise in your area. These include posters, leaflets, videos and digital headers. Download the materials here.

  • To make the most of the interest, advertise your vacancies on DWP Find a Job, as well as your own jobs boards throughout the campaign. The more vacancies advertised, the more jobs there will be for people who have seen the advertising to view and apply for. Download instructions for how to upload. 
  • During the first phase of the campaign, case studies proved to be a powerful tool in sharing the experiences of the workforce. Help to bring to life the range of roles available and show more people that careers in adult social care can be varied, rewarding and flexible, by providing case studies of those working in the sector. Email

The campaign in isolation won’t improve your recruitment, but it will improve awareness and understanding of what working in social care is all about. 

Skills for Care support

During October and November, we’ll be helping employers to recruit people with the right values. We’ll be sharing practical advice and guidance to help you think about how your recruitment processes can effectively convert a new pool of interested people into recruits. 

Keep an eye on our dedicated webpage as we’ll be updating it every week with useful information. On this webpage you'll also find information about our free to attend webinars to help you to maximise opportunities created by the recruitment campaign and turn interested people into recruits.  


Evaluation of phase one of the campaign