From Hiring to Inspiring: How to Improve Recruitment and Retention in the Social Care Sector
By Katarzyna Twardowska, Executive Director at Promedica24
Social care continues to be one of the sectors most significantly impacted by recruitment and retention challenges, with over 150,000 unfilled vacancies in the sector. While the reasons for this are multi-faceted, from changes to the UK’s immigration policy to high workloads, more needs to be done to attract people to what can be a very fulfilling career.
As Executive Director at home care provider Promedica24, I want to share some of the successful strategies we have deployed in our ten years of operating in the UK in order to ensure we recruit and retain passionate and dedicated carers to offer the best services to our clients.
Widening your candidate pool and ensuring a positive candidate experience
At Promedica24, we have found that broadening our candidate pool by targeting both “active” candidates who are specifically looking for social care roles, as well as “passive” candidates who are searching for a wider range of jobs, has been successful in attracting talent. Approaching passive candidates has allowed us to present the benefits of a career in social care to those who might not have considered it before, and this has worked well in addressing common misconceptions that candidates might have about a career in the sector.
Care providers should also ensure a positive candidate experience throughout the recruitment process to make it easy for the candidates to effectively progress through all the stages. At Promedica24, we have achieved this by leveraging digital platforms, which have streamlined our hiring process and have shortened our time-to-hire by allowing candidates flexibility and control over interviews, as well as quick feedback.
Prioritising staff wellbeing and support
Beyond recruitment, retention is equally important in ensuring a strong workforce, and providers should take a holistic approach to prioritising staff welfare from the start. As founding members of the Care Workers Charity, we understand the importance of financial, professional, and mental wellbeing within the care sector, and have taken a range of measures to ensure our carers feel happy and satisfied within their careers.
At Promedica24, we pride ourselves on offering personalised live-in care, by not only matching our clients with carers with similar interests, but also taking into account our carers’ wishes and ensuring they are placed in an environment which aligns with their preferences and allows them to thrive.
Staff support is also key in boosting retention, and providers should make it easy for their staff to give feedback on their experience and have frequent touchpoints with their carers to allow them to address any concerns promptly. It is crucial for staff to know that they can rely on a strong support system – from HR, Care Managers to senior leadership – to help guide them through what can at times be a challenging role. We have also invested in an Employee Assistance Programme which supports staff with their emotional, financial, physical, and mental wellbeing, and offers both counselling and legal support.
Celebrating successes and building a career
Recognising the achievements of carers is equally conducive to creating a positive working culture where everyone feels valued and appreciated. At Promedica24, we have implemented initiatives such as Kudos for Carers, or the Carer/Care Manager of the Year Award in order to thank and celebrate our staff for going above and beyond for our clients. The awards are based on our company’s values that we want to promote on a daily basis.
Finally, investing in the continuous professional development of carers is crucial to boosting retention by giving your staff the opportunity to build a long-term career and upskill in the sector. Towards this end, at Promedica24, we have launched our Apprenticeship Programme to create new pathways to a rewarding career by offering a comprehensive training opportunity. With eight carers currently signed up, the programme allows them to achieve a Diploma in Care at levels 2 and 3. Not only does this allow our carers to enhance their qualifications, but it also allows us to make an even greater positive difference in the lives of those we support.
Whilst there are many industries affected by labour shortages, solving this issue in the social care sector is crucial to the wellbeing of our population. A career in social care can be highly rewarding, but the industry must make it easier for people to both enter and remain in the sector. By implementing effective recruitment and retention strategies, care providers can overcome staffing challenges, enhance workforce resilience, and ultimately ensure quality care.