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Local authorities in joint bid to attract care and support workers

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Councils across the South West are backing a campaign launched this week to raise the profile of care and the positive role of care workers in a drive to recruit the “right people” to the sector.

The local authorities and Health Education England are supporting the Proud to Care South West campaign, establishing for the first time a regional approach to raising the profile of care.

“We want the incredible people who work in the care sector to feel proud of their vocation”

Geraldine Benson

They highlighted that care providers were often experiencing difficulties in recruiting, affecting the availability of care to people who could be living independently at home, or in care homes.

The 16 councils said they wanted to try and address the “challenge” by making people aware of how rewarding and worthwhile care work was as career choice.

The campaign aims to reach all potential care workers, but is specifically targeting audiences deemed as key.

These include those who have studied for a health and social care qualification, parents considering a return to work, people over 50 with “life experience” and students seeking holiday employment.

An especially “inspiring element” to the campaign is the first-hand personal accounts from real care and support workers, who talk passionately about their love for care work, said those behind it.

“We hope that people everywhere will take a moment to visit the campaign website”

John Bryant

The campaign website features some of the interviews with care and support workers, as well as links to recruitment portals where care providers across the region advertise their vacancies.

It has also gained national support from the Association of Directors of Adult Social Care, Skills for Care and Skills for Health.

Devon County Council’s principal social worker Geraldine Benson and Torbay Council’s head of integration and development John Bryant are jointly leading the campaign.

Ms Benson said: “We want the incredible people who work in the care sector to feel proud of their vocation and for others to see it as an enormously rewarding area of work that they can become involved in.

“We want people to see that it has great career prospects, with many opportunities for progression in care and health including nurses, social workers and registered care managers,” she said.

Mr Bryant added: “This campaign recognises the value and commitment of care and support workers across the South West.

“We hope that people everywhere will take a moment to visit the campaign website, listen to the real stories and be inspired to apply for any of the vacancies now available,” he said.


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