Raising the profile of Care Assistants to Aid Staff Recruitment
Raising the profile of Care Assistants to aid staff recruitment.
Theme: Developing the Workforce
Cohort 5
Project Title
Raising the profile of Care Assistants to aid Staff Rcruitment.
Description of the Intervention
During the early stages of the My Home Life Leadership Programme, participants identified recruitment and retention of care staff as a significant and recurring challenge across care home services. Managers reported particular difficulties recruiting Care Assistants, despite the critical role they play in delivering high-quality, person-centred care. Discussions highlighted concerns that the contribution of Care Assistants was often undervalued and poorly understood by the public, resulting in negative perceptions of careers within the care home sector.
The cohort recognised that recruitment difficulties were not solely related to vacancies but were also connected to the public image of care work. Consequently, the group identified the need to promote the Care Assistant role more positively and increase awareness of the skills, values and career opportunities associated with working in care homes. The aim of the project was therefore to enhance recruitment by raising the profile of Care Assistants and showcasing the care home sector as a rewarding and meaningful place to work.
Changes Implemented
Using Quality Improvement principles, the cohort explored factors influencing recruitment and considered how perceptions of care work might be improved. Managers collaborated to develop a positive recruitment initiative focused on increasing visibility and recognition of the Care Assistant role.
The primary intervention was the co-production of a professional promotional video designed to:
- Highlight the importance and value of Care Assistants within care homes.
- Showcase care homes as positive places to work and develop a career.
- Challenge negative stereotypes associated with care work.
- Raise awareness of the skills, compassion and expertise required within the role.
- Support recruitment campaigns across the sector.
The video provided an authentic representation of care home practice and emphasised the contribution of Care Assistants to the quality of life of residents. By focusing on the positive impact of the role, the project sought to reposition care work as a respected and rewarding career choice.
Evidence of Impact and Outcomes
The most significant outcome of the project was the development of a sector-wide recruitment resource that extended beyond the original cohort. The promotional video was subsequently adopted by the Northern Ireland Social Care Council (NISCC) and used as part of a major recruitment campaign during the COVID-19 pandemic.
This demonstrated that the resource had value not only within participating care homes but also at a regional level, supporting efforts to raise the profile of social care careers across Northern Ireland. The project contributed to wider workforce development initiatives by challenging perceptions of care work and promoting the role of Care Assistants as skilled professionals who make a significant contribution to the lives of older people.
The project also strengthened managers' understanding of recruitment as a quality improvement issue. Rather than viewing recruitment solely as an operational challenge, the cohort recognised the importance of organisational culture, workforce value, public perception and staff recognition in attracting and retaining a sustainable workforce. This learning has ongoing relevance given the continued workforce challenges experienced across the health and social care sector
