Lifeways has launched its biggest-ever recruitment campaign to help tackle the sector’s ongoing workforce challenges and attract new people into social care.
The campaign – called You’re Not Just Anyone – is designed to reach into every corner of the UK and inspire people to look into a career in care, even if they don’t yet realise it.
Responding to sector-wide pressures including overseas recruitment challenges, pay and terms, and intense competition for talent, Lifeways’ bold new approach aims to tap into a wider pool of potential recruits.
Lifeways, the UK’s largest team supporting adults with complex needs in the community, wants to tug the heartstrings of career changers, restless retirees, military veterans, hospitality leavers, NEETs (young people not in education, employment or training), and those returning to work after a break.
James Westwood-Beere, Chief People Officer at Lifeways, said: “We’re incredibly proud to launch You’re Not Just Anyone. It’s our biggest and most ambitious recruitment campaign ever which really cuts to the core of social care work that … not just anyone can do it.
“It takes people who have empathy, resilience and compassion running through their veins. And we know that these qualities can come from all walks of life.
“This campaign is about finding those people who may not have seen themselves in social care before, but who have the heart and values that make all the difference and could see them launch an amazing career in care.”
At the heart of the campaign is a short, emotive film showcasing the extraordinary impact of Lifeways’ front-line teams and the people they support.
The film stars Jessie and Caroline, two people supported by Lifeways, and will feature across social media, recruitment events, the Lifeways careers website, and wider PR activity.
You can watch the full video on our YouTube channel here – https://www.youtube.com/watch?v=suVcHXmx-II
With around 10,000 colleagues nationwide supporting 4,000 people to live independently, Lifeways hopes the campaign will not only attract new recruits but also shine a light on the rewarding, life-changing nature of careers in social care.
You’re Not Just Anyone officially launches in January 2026 and will run across digital, print, and local engagement channels throughout 2025.
Find out more here about what it’s like to work at Lifeways here – www.lifeways.co.uk/careers
Image depicts Jessie, a service user supported by Lifeways.