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‘There’s More to Care than Caring’: new social care recruitment campaign launched

  • Area of Work: The ALLIANCE
  • Type: News Item
  • Published: 27th January 2023
Cartoon image of a nurse wearing scrubs.

The Scottish Government have launched a marketing campaign to support the recruitment of more adult social care workers.

The eight-week campaign is called ‘There’s More to Care than Caring’ and aims to raise awareness of the opportunities within a career in adult social care. The campaign particularly highlights the opportunities available through a career in social care. It also aims to build the public’s appreciation of social care as a career and challenging negative perceptions of working in adult social care. A total of £500,000 has been put towards the campaign which will include media, production, PR and partnerships.

To help promote the campaign a stakeholder toolkit has been developed which includes more information on how you can help, campaign materials and suggested social media posts. This toolkit is available as a pdf and also on the campaign website. 

Kevin Stewart, the minister for mental wellbeing and social care, stated that “we are increasing pay, improving terms and conditions in the sector, and developing clear career pathways for the workforce, ahead of the introduction of the National Care Service… This campaign highlights that while relevant experience can help, it is core interpersonal skills such as communication, compassion, empathy and respect that are most highly valued.” As of April 2023 all adult social care staff in Scotland will be paid a minimum of £10.90 an hour.

To find out more about the campaign, visit the campaign website by clicking here.

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