Attracting people

Attract more people who have the values and behaviours that will complement your workplace and contribute to the delivery of high-quality care and support. 

Our guidance will help you use your workplace values in job descriptions and person specifications and provided tips on advertising and promotion for attracting different groups. There are also ideas for building links within your local community, widening your talent pool through open recruitment and ideas on different types of workplace career activities you might want to get involved in.

As part of the The Department of Health and Social Care’s (DHSC) National Recruitment Campaign, we’ve included a video below which focuses on how employers can let people know about their vacancies.


Attracting people checklist

Including values and example behaviours in your job descriptions and person specifications helps to demonstrate what you’re looking for and sets the expectations you have of successful candidates.

Download 'embedding values into job descriptions and person specifications' to get you started.


We’ve produced some top tips on using the best channels for communicating with different groups and widening your reach so candidates better reflect the community you support.

Include your workplace values in job advertisements to show what’s important to you as an employer and attract the right candidates with similar values. For ideas on how to include values in your job adverts, see our example job advertisements.

  • Accolades Awards
    If you’re doing a great job, make sure you tell potential employees. Think about entering award schemes, such as the Skills for Care Accolade Awards, which can make you stand out.
  • Think Care Careers
    Signpost potential recruits to our Think Care Careers website which has lots of information on working in social care.

Advertise a job on the ‘Find a job’ service and find more guidance on employing people at

Your local Jobcentre Plus can help you access potential candidates who have the right values and behaviours. See how Job centre Plus can help you.

Attending job fairs and other recruitment events such as visiting local schools and colleges can help reach many potential recruits at one time. Your existing staff are great advocates and potential recruits can learn a lot from them.

Your staff can be one of the best methods for attracting potential recruits as they can share their real experiences of what it's like working in care.

  • I Care Ambassadors - Sign up to our I Care…Ambassadors initiative and register your staff as ambassadors. They can access resources to help them confidently talk about their role and working in care.

Employers nominate staff to become I Care…Ambassadors who then take part in career activities, sharing what it’s like to do their job and what they love about their role. Joining the initiative provides access to an online hub full of useful resources and tools.

The benefits of joining include:

  • raising the profile of adult social care
  • helping to raise your profile
  • directly recruit
  • building links with your local community.

Our latest infographic shows the great work ambassadors do to inspire others to work in social care. Find out more about I Care…Ambassadors.

Sign up to our I Care…Ambassadors initiative and register your staff as ambassadors. 

The Care Friends app has been designed to help employers with their recruitment and retention challenges by using existing staff to attract high-quality employees to the sector. 

The app encourages existing staff to refer their friends to apply for jobs. Employees are then rewarded with points as their friends move through each stage of the recruitment process, right up to interview, job offer, induction and beyond in some cases. It now has over 10,000 users.

The app overcomes the limitations of traditional manual employee referral schemes by:

  • enabling staff to share jobs with their friends and contacts straight from their mobiles, earning cash instantly at each stage of the referral process

  • minimising referral scheme admin with automated points awards, tracking and cash-ins

The app can also help managers boost staff morale by awarding team members’ bonus points with a personalised message of thanks.

The app has been developed by Neil Eastwood and Skills for Care is working in partnership with Neil and his team to increase awareness of the app in the adult social care sector- find out more about the Care Friends app.

Apprenticeships are work-based training programmes. They can be used to recruit new staff into your organisation at different levels. There’s also funding available. Find out more about apprenticeships.

Volunteers can often go on to apply for job roles, which is great because they already have first-hand experience of the role and your organisational culture, how you operate and have decided it fits in well with what they look for in an employer.

Find out more about volunteering.

There are lots of places in your local community where you might find new recruits.

By working with others in your area and thinking creatively, you can attract a diverse range of potential recruits with the right values who can bring skills, experiences and ideas to your workforce.

Download our list of 'organisations who can support you' with open recruitment.

Visit the seeing potential area of our website for more information.

Build a pool of high quality, future recruits. There are different programmes you can get involved in - download our overview poster for a summary. 

We’ve created a Traineeships guide for adult social care employers and a Traineeships guide for learning providers

The sector routeway is a form of support from Jobcentre Plus (or other employment support services) that offers unemployed people the opportunity to develop their skills and do work experience – it allows them to try ‘social care’ before they commit to a permanent position.

Learn from others: See how Medway Council supported unemployed people into work through a sector-based work academy.

To help get people from under-represented groups ‘work ready’, we’ve been testing some pilot activities focussing on pre-employment activities, building confidence and employability skills.

For the 2017-18 pilot projects, we’ve produced a learning report which looks at the barriers, challenges and successes of the projects, and pulls together important learnings and recommendations. Download the report here.

These allow people to see what it’s like to do a job, whilst being supervised by people who already work in the environment. It can vary from ‘taster days’ to programmes that run over one or two weeks, a few months or a year. Work experience placements could offer hands-on experience, observation or work shadowing. All of these can provide a valuable experience for people looking to work in adult social care.

Download our 'offering meaningful work experience guide'.

You can sign up as an 'Enterprise Advisor' with the Careers and Enterprise Company, and partner with local schools or colleges to offer work experience and help them shape their careers activity.

Learn from others: Read how Borough Care worked with local colleges and Jobcentre Plus to offer work experience to people interested in social care. 

Read how Expect Ltd worked with their local college to run a work experience programme in exchange for training for their staff.