National recruitment campaign

Every day is different when you care


The Department of Health and Social Care’s (DHSC) ‘Every Day is Different’ campaign 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

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.

The next phase of the campaign will run from October 2019 to April 2020. 

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.

See the latest update on the campaign from DHSC - 28 August 2018.

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

How to get involved

Along with DHSC, Skills for Care is encouraging all social care employers to get involved to help find motivated people with the right values to fill vacancies.

  • 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

Do you support people with mental health and complex needs?

This year DHSC will continue to share case studies on Facebook and in PR. Each month they’ll be spotlighting different parts of social care throughout the campaign period to show the breadth and diversity of the sector.

The first spotlight will shine a light on those providing support to people with mental health and complex needs.

If you or a colleague have a story to tell about supporting those living with mental health or complex needs, DHSC would like to hear from you. Complete this form and return to with a high resolution photograph in a professional setting.


  • Continue to advertise vacancies both on DWP Find a Job and on local jobs boards. The job search on the campaign website uses vacancies posted in DWP 'Find a Job'. Online is a popular way of searching and applying for jobs but is just one method and should be used alongside other activity. It does allow us to track conversions and show the success of any local campaign activity so make sure you add your vacancies to ‘Find a Job’. Download instructions for how to upload. 
  • An updated campaign toolkit, created to show how you can use the marketing resources produced as part of the campaign to support your recruitment needs, along with a suite of materials free to download from the website, will be available for care providers to use.

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. You need to consider how your own recruitment processes can effectively convert this new pool of interested people into recruits.

Take a look at our recruitment and retention webpages to see the tips and resources we have to help you.


Evaluation of phase one of the campaign