Adult Social Care Recruitment
Adult Social CareRecruitmentCampaign Partner ToolkitHow to use the national recruitment campaign tosupport your organisation’s recruitment effortsDecember 2019 I Version 2.0
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactContentsCampaign overviewWhat it means for youHow can you get involved?334Campaign materialsPrintable materialsPostersPull-up bannersLeaflets56678Digital materialsImages to use on social mediaSocial media posts and tweetsDigital header imagesSocial media video contentExtra materialsEvent materialsPress releaseQuizzesNewsletter copy templatePress release copy template99101112131415161718Marketing ideas & evaluationMaking the most of the national campaignBuilding a great recruitment campaignKeeping people interested in your online campaignWhat makes a great case study?How to run an open day eventFamily Care-eer Day checklistMeasuring successTips for running a campaign if you’rean individual employer1919202223242526Recruitment selection and referralsRecruitment best practice checklistsMaking the most of employee referrals282829Further resourcesSignposts to further advice3030Contacts3127Adult Social Care Recruitment Campaign Toolkit 2
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactThe national campaignWhat it means for youTo provide the highest standards of adult social care, our sector needs torecruit and retain staff with the right values and skills. The Department ofHealth and Social Care’s national recruitment campaign, called ‘When youcare, every day makes a difference’ has been created to change perceptionsof what it means to work in adult social care and encourage people with theright values to apply for jobs.The first phase of the campaign producedsubstantial increases in people consideringa career in adult social care, making onlinesearches and applying for roles. The nextphase of the campaign, which will rununtil April 2020, is backed by a substantialgovernment spend.Did you know that people are twice as likelyto complete an application if they’ve spokento an employer?This toolkit contains a range of free campaignmaterials, ideas and tips for you to use whenrecruiting staff. They’re designed to be usedby anyone – from a national organisationto an independent care provider or anindividual employer. These can be used atany time – not just within the campaign’s liveadvertising periods.Our campaign name:To maximise the campaign’s impact andconvert interest in adult social care intohigh-quality applications, we need towork together.Adult Social Care Recruitment Campaign Toolkit 3
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactThe national campaignHow can you get involved?Here are some ways you can convert interestgenerated by the national campaign intoapplications for your vacancies:During the first campaign phase in early2019, searches containing ‘care’ or ‘carer’on the DWP ‘Find a job’ website were1. Talk about the campaign – champion it and show yoursupport at every opportunity. You’ll find some ideas here.2. Use it to drive potential candidates to action by: Coordinating your recruitment activity with the two mainpeaks of the national campaign in 2019–20: October 2019and January 2020 Promoting your vacancies on the DWP ‘Find a job’ website Encouraging your care staff to talk inspirationally abouttheir job to feature in case studies. Find out more here.3. Help us learn and grow by keeping track of how yourrecruitment is going, evaluating your local recruitmentmarketing activity, and sharing your successes with us.Find out more here.up97%And there were 21,083(14%) more clicks onthe ‘Apply’ button.Adult Social Care Recruitment Campaign Toolkit 4
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactThe campaign materials and how to use themA wide range of free materials are available for you to use in yourrecruitment – some printable and others for use online.There are a number of options, so you can choose thematerials that best reflect the type and location of careservices you provide. Printed materials such as posters and leaflets can be used toattract walk-in enquiries Digital materials such as quizzes can be used to get potentialapplicants thinking about their interests and skills Social media content can be shared on your Facebook andTwitter profiles to engage potential recruitsThink about the valuesyou’re looking for in anemployee, the placesthey’ll work and thepeople they’ll support– then select the mostappropriate materialswhich reflect this.Adult Social Care Recruitment Campaign Toolkit 5
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactPrintable materialsPostersThese posters are ideal for displaying at yourplaces of work, or at relevant high footfall sites inyour local community, such as libraries.The designs are free for you to use – just decidehow many you need and have them printed at yourlocal print shop. They’re all standard A4 sized.All designs also have a version with a white spacewhere you can add details of an event such asan open day, your organisation’s logo or aboutvacancies you are recruiting for.ATM A4 PosterComputer A4 PosterCrossing A4 PosterHair A4 PosterHoist A4 PosterJigsaw A4 PosterKitchen A4 PosterMagazine A4 PosterShave A4 PosterShave CustomA4 Poster(White spaceversion availablefor all designs)Go to everydayisdifferent.com/resources todownload a zip file of all the posters, then selectthe ones you want to print.ee of thsahpst9the firly 201After aign in ear % malescamp les and 31 vertsemae ad40% f yed said th to findsurve them want rkingomade e about w re.raoout m ult social cin adAdult Social Care Recruitment Campaign Toolkit 6
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactPrintable materialsPull-up bannersPull-up banners are an easy way to make a big impact.If you’re planning an event such as an open day,banners are ideal for both advertising and dressingyour event space quickly and effectively.There are lots of different banner designs tochoose from, formatted to a standard size of850mm x 2000mm and ready to be printed byyour local design company.ATMPull-up BannerComputerPull-up BannerCrossingPull-up BannerHairPull-up BannerJigsawPull-up BannerKitchenPull-up BannerMagazinePull-up BannerShavePull-up BannerHoistPull-up BannerGo to everydayisdifferent.com/resources todownload a zip file of all the pull-up banners, thenselect the ones you want to print.People may not be aware of your organisationand your available roles – in a recent survey, 12%of potential applicants didn’t think there weresocial care jobs available in their local area.Adult Social Care Recruitment Campaign Toolkit 7
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactPrintable materialsLeafletsThese campaign leaflets describe what working inadult social care is like, emphasising the variety ofroles offered and the sort of values and skills thatmake someone a good care worker.There are different designs to choose from,reflecting different work settings and people beingsupported. There’s also a white space for you toadd your own details/logo or advertise an event.ATM A5 LeafletComputer A5 LeafletCrossing A5 LeafletHair A5 LeafletHoist A5 LeafletJigsaw A5 LeafletKitchen A5 LeafletMagazine A5 LeafletShave A5 LeafletA5 Leaflet ReverseThe leaflets are free to download, A5-sized,double-sided and ready to print at yourlocal printers.Go to everydayisdifferent.com/resources todownload a zip file of all the leaflets, then selectthe ones you want to print.tWhich leafleestdesign will bhtinspire the rigrapplicants fothe role youneed to fill?Adult Social Care Recruitment Campaign Toolkit 8
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactDigital materialsImages to use on social mediaTo help you promote the campaign and yourvacancies online, a range of images to use onsocial media have been created. These are freeto use: Use the images that best reflect yourorganisation’s area of work Use with the copy provided or write your ownaccompanying postsATM Social Media ImageComputer Social Media ImageCrossing Social Media ImageHair Social Media ImageHoist Social Media ImageJigsaw Social Media ImageKitchen Social Media ImageMagazine Social Media ImageShave Social Media ImageThese images for social media are available in bothFacebook and Twitter formats.Go to everydayisdifferent.com/resources todownload a zip file of all social media images,then select the ones you want to use.oeat way trgaisiadignSocial menal campa .iotanehtntleverageecruitmernworuofulto drive ya successrevliedw toere.Tips on ho ign can be found hpasocial camAdult Social Care Recruitment Campaign Toolkit 9
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactDigital materialsSocial media posts and tweetsTo help you post and tweet onsocial media here are somepre-written messages: Use the messages as they are Tailor the captions to your ownstyle and recruitment needs Use them with or without the socialmedia images found hereGo to everydayisdifferent.com/resources to download the socialposts, then select the ones you wantto use.See the new adverts for the adultsocial care recruitment campaignhere! different.comWhen you care, you can workflexibly in a job to be proud of#EveryDayMakesADifference#WorkInCareMake a difference to your lifeby caring for someone else’s#EveryDayMakesADifference#WorkInCareWhen you care, each daybrings something new,and it’s always worthwhile.#EveryDayMakesADifference#WorkInCareTo work in adult social care,you need the right qualities.But you gain the Working in adult social care, somedays are challenging. But everyday is special#EveryDayMakesADifference#WorkInCareBring your qualities. We’llprovide the training. Apply today#EveryDayMakesADifference#WorkInCareWorking in adult social care isn’tjust another job. Find out why atour open day#EveryDayMakesADifference#WorkInCareAre you compassionate, patient,understanding? Consider a job insocial care at our Family Care-eerDay! [Insert date] [insert �t forget to use the hashtags#EveryDayMakesADifference#WorkInCareAdult Social Care Recruitment Campaign Toolkit 10
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactDigital materialsDigital header imagesA range of digital header images has been createdfor you to use on your website and social mediaprofiles. These are free to use and include:ATM Social Media HeaderComputer Social Media HeaderCrossing Social Media HeaderHair Social Media HeaderHoist Social Media HeaderJigsaw Social Media HeaderKitchen Social Media HeaderMagazine Social Media HeaderShave Social Media Header Header images that you can include on yourhomepage on Facebook or TwitterGo to everydayisdifferent.com/resources todownload a zip file of these and select the imageyou want to use.The most common starting pointwhen job seekers are consideringand searching for roles is online,so make sure you have a strongonline presence so they can findyou quickly.Adult Social Care Recruitment Campaign Toolkit 11
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactDigital materialsSocial media video contentTo help potential applicants find out moreabout careers with you, we’ve created a seriesof short films that you can use in social media.These include: Short 15-second film clips ideal for sparking theidea of social care as a job Facebook and Instagram ‘stories’ formatted forspecific channels30 second edit coming soon.Go to everydayisdifferent.com/resources to viewall social media video content via a Vimeo link,then select the film you want to use.Sarah and Asa’s storyNikki and Reg’s storyGeorgia and Joy’s storyPlease note: 9X16 edits of all films available for use on InstagramWith referrals and recommendationsbeing a key recruitment driver inadult social care, encourage your staff toshare the videos with friends and familyon their own social media channels.Adult Social Care Recruitment Campaign Toolkit 12
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactExtra materialsHelp boost your recruitment with these materialswhich are free to use:ATM Email SignatureComputer Email SignatureCrossing Email SignatureHair Email SignatureHoist Email SignatureJigsaw Email SignatureKitchen Email SignatureMagazine Email SignatureEmail footers: use images from the campaignat the bottom of your emails – there are lots tochoose from, so you can ensure your own careservice types are accurately depicted.Press release: tailor with your organisation’s detailsand send this to your local press contacts withdetails of your own activities such as open days.Newsletter text: if you have a newsletter you sendto staff, this text will help you explain thecampaign and your involvement.Go to everydayisdifferent.com/resources todownload a zip file of this content, then select theones you want to use. They can be sent or emailedout through your own channels.Of the target audience whorecognised the first phase of thecampaign’s advertising, overhalf (54%) took action, includingsearching/applying for a job.Shave Email SignatureAdult Social Care Recruitment Campaign Toolkit 13
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactEvent materialsFamily Care-eer DayLocal events are a powerful way tolet people in your area know aboutyour organisation, highlight the thingsthat make you a great employer andanswer any questions.Full-page press advert – Use this topromote your event in the local press.This is supplied as an InDesign file soyou can tailor it with details of yourown event.We have created the blueprint foran event specifically designed totarget families and those peoplewith dependants: we’ve called itthe Family Care-eer Day. The eventis created to promote adult socialcare as a great career for peoplebalancing work and family life.A5 flyer – Hand out to generateinterest, share with your localJobcentre Plus to distribute topotential candidates.These resources will make it easyfor your organisation to run its ownversion of this!Outdoor banners – Create a bigimpact with a large outdoor banner.The artwork is supplied as 6ft x 2ft,but the InDesign file can be resizedby your local printer to work toyour dimensions.Are youcompassionate,patient,understanding?Consider a job in adult social careat our Family Care-eer Day!Social posts for Twitter andFacebook – Advertise the FamilyCare-eer Day to your social followers. get more information on workingin adult social care by talking toour team fill out an application even have an initial interview!Considera job in adultFor more information, see details below:social care at our FamilyCare-eer Day!Looking for a rewarding career which could offer flexible hoursto work around family life? A role in adult social care could beyour next career move![insert organisation name] are hosting an open-day to showcasehow the social care sector needs people like you – passionate abouthelping others, patient and understanding.Looking for a rewarding careerwhich could offer flexible hoursto work around family life? A rolein adult social care could be yournext career move!Drop in between [insert time and date] and bring your childrenwith you. We will have activities to keep children entertainedso you can: get more information on working in adult social careby talking to our team fill out an application even have an initial interview!We are hosting an open-day toshowcase how the social care sectorneeds people like you – passionateabout helping others, patientand understanding.For more information, or to confirm your attendanceemail [insert General Managers email address].Partner URL inserted hereDrop in and bring your children withyou. We will have activities to keepchildren entertained so you can:Are youcompassionate,patient,understanding?Partner logoFamily Care-eerFull page press adFamily Care-eerA5 flyerConsider a job inadult social care at ourFamily Care-eer Day!Consider a job inadult social care at ourFamily Care-eer Day!When you care,every day makes a difference.Family Care-eerFacebook TwitterFamily Care-eerOutdoor bannerPeople with dependantssuch as parents orgrandparents make greatpotential candidates. Theyhave the caring qualitiesrequired for this job!Adult Social Care Recruitment Campaign Toolkit 14
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactPress releaseFamily Care-eer DayTell local media about yourFamily Care-eer Day event withthis template press release.Just add your event details.Go to everydayisdifferent.com/resources to download a zip filecontaining template copy for thedifferent press releases. Select theone you want to use and tailor it towork for you.Adult Social Care Recruitment Campaign Toolkit 15
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactQuizzesThe national campaign will driveinterest towards adult social care andin doing so drive quality applicationsinto organisations such as yours.Take full advantage of the campaignnoise to promote your ownrecruitment needs.Two short quizzes (adapted fromthe existing A Question of Care bySkills for Care and Development) arenow available. These can be usedto help you in the screening processwhen interviewing candidates tosee if they have the right values towork in adult social care. They alsoprovide candidates with a goodunderstanding of what the day to dayjob entails.Quiz 1: How well do you know yourself?Quiz 2: Could you care?Many people will have the skills and valuesthat are a great fit for working in the sectorbut haven’t considered it as a career path.Aimed at people who are actively consideringa career in adult social care, this quiz presentsscenarios that the user could be faced withwhen supporting people in adult social care.These are meant to be light-hearted whilststill reflecting the life events those receivingsocial care could be facing. This quiz will takea couple of minutes to complete and will liveon: www.everydayisdifferent.comThis quick and easy quiz enables peopleto identify those values in themselves andsee how they would be matched in adultsocial care. Users will be encouraged toshare the tool to broaden its reach further.The quiz will be promoted on:facebook.com/everydayisdifferentA Question of Care is also available here, which we encourage you to use at interview stage.Adult Social Care Recruitment Campaign Toolkit 16
Campaign OverviewCampaign MaterialsMarketing Ideas& EvaluationRecruitment Selectionand ReferralsFurther ResourcesContactNewsletter copy templateNewsletter content for you to useand adapt to communicate thecampaign with your internal staff.Get the whole team on board withthe campaign, your staff can be yourgreatest advocates.We need more people like you!Here at [organisation], we can only offerour high standards of care because of ourcommitted, caring staff. But across ourorganisation we need more people like youto join us.You may have seen the government’srecent campaign, which aims to attractpeop
Campaign Overview Campaign Materials Further Resources Contact Adult Social Care Recruitment Campaign Toolkit 4 The national campaign 1. Talk about the campaign – champion it and show your support at every opportunity. You’ll find some ideas here. 2. Use it to drive potential candidates to action by:
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