The new initiative, which is called Every Day is Different, aims to encourage people to get involved by demonstrating how rewarding a job in care can be. It is being funded with three other campaigns around the country by the Department of Health and Social Care.
With 15,000 care vacancies in the Eastern region, the area is being flagged as one that needs to do something differently. 11 per cent of these vacancies are in Norfolk. The ageing population means that the number of carers needs to rise and the current vacancy trend must be stemmed and reversed to cope.
The number of care sector jobs in the Eastern region is currently 171,000. With 27 per cent of the workforce leaving every year and the additional requirement due to the ageing population, it is estimated that 80,000 jobs will need to be filled by 2035 to maintain the status quo.
Recruitment events will demonstrate the various entry points, from fully qualified to starting an apprenticeship and even volunteering to maximise inclusivity. At the inaugural event, more than 100 care providers offered their support, with people already working at all levels in the profession on hand to offer guidance and on the job experience.
The initiative will continue to feature current workers from the industry and the people they are supporting to ensure that every touchpoint is realistic. Employers will also have their input. The key target audience for the campaign as a whole is the younger workforce – those aged between 20 and 39 – as this is a group that has previously indicated that it would consider a career in the social care sector.
Initially a two-month campaign, the Every Day is Different advertising was designed to run throughout February and March and to cover a blend of traditional advertising on radio and outdoor large format posters and digital advertising across social media platforms and online.
There will also be a focus on demonstrating the broad range of careers available in the sector beyond working in a care home; for example, positions could include work in hospitals, nursing homes, or even out and about in local communities coordinating activities.
Beyond this, there is a growing demand for support for people in their own homes, from dropping in once or twice a day to providing full live-in support and care. It is all about providing practical support to those in need, when and where they need it, and could be temporary as part of a rehabilitation package or longer term depending on the individual.
The roles cover support for those with physical and mental requirements. Norfolk County Council is looking to build a flexible, resilient workforce that can work independently, with this initiative just the first step.
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