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11th November 2021

Government Launches a Recruitment Campaign to Build a Stronger Adult Social Care Workforce

People across England are being urged to pursue a career in adult social care, following the launch of a new recruitment campaign today (Wednesday 3 November).

The TV advert shows real care workers making a difference in people’s lives, inspiring others to consider a career in care. It will premiere on 3 November and run until 21 November on ITV, Sky and Channel 4.

The ‘Made with Care’ recruitment campaign will run for five months, encouraging people with the values that embody carers to join a workforce dedicated to helping others and build a career that helps people live happy, healthy lives.

With almost half-a-million extra job opportunities in adult social care expected by 2035 and more than 105,000 vacancies needing to be filled, the ‘Made with Care’ campaign wants to encourage people to apply for exciting and rewarding roles across the country.

Minister for Care, Gillian Keegan, said: ‘I am dedicated to making working in social care not just emotionally rewarding but a career opportunity with future development for people.’

For more information on the campaign and recruitment opportunities, visit

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