Question to the Department of Health and Social Care:

To ask the Secretary of State for Health and Social Care, how many care workers were recruited through the Made with Care recruitment campaign in each of the two years that that campaign has run.

Due to the fragmented nature of the adult social care sector, with almost 18,000 employers, and no centralised operational recruitment data tracking, it is not possible to assess the number of new adult social care workers recruited through campaign activity. However, to mitigate this, the campaign’s measurable impacts are gathered in post-wave tracking research and website data.

This found that the 2021/22 phase of the campaign met all its key performance indicators, including, increased awareness of the availability of local roles, awareness that specific qualifications are not needed for entry-level roles, increased intention to apply, which is measured by the number of people who claim that ‘an adult social care role could be right for me’ and 177.5k new users visited the campaign website and 61.9% (110.1k) of these went on to search for a job in adult social care in their local area.

The 2022/23 post campaign tracking analysis has not yet concluded, but early performance indicators show an improvement year-on-year including significant increases in the number of new users to the website (273.3k) and job searches (151.5k).