Brits value social care but less than one in three would consider working in it, new report finds
Despite widespread public respect for adult social care, fewer than one in three people would consider a career in the sector, according to a new report from Bluebird Care which reveals a major disconnect between the public’s perception of social care and their willingness to pursue it as a career.
The report, Untapped Opportunities: Building Meaningful Careers in Social Care, combines nationally representative polling with insights from Bluebird Care colleagues across the UK and reveals a striking contradiction.
Despite the common assumption that the profession is viewed as low-skilled, the public widely recognises social care as skilled, rewarding and essential, yet the sector still struggles to attract the workforce it needs.
Nearly three-quarters (74.2%) of the public say they would be proud to tell people they worked in adult social care, while 73.7% reject the idea that care is low-skilled work. More than eight in ten (83.5%) believe care professionals should be recognised as skilled professionals in the same way as NHS staff.
Yet despite this, only 31.8% say they have considered or would consider working in paid adult social care themselves.
The research suggests the challenge is not one of respect, but awareness. Almost two-thirds (63.2%) believe careers in adult social care are not promoted strongly enough, while just under half (47%) believe the sector offers long-term opportunities for career progression. More than four in ten (40.4%) say they would be more likely to consider a career in social care if clearer opportunities for progression and professional development were available.
The findings come as the Government looks for ways to increase workforce participation and tackle economic inactivity. With adult social care expected to require hundreds of thousands of additional workers over the coming years, Bluebird Care says the sector represents one of Britain’s greatest untapped employment opportunities – but only if more people understand the careers it can offer.
Jonathan Gardner, Chief Executive Officer of Bluebird Care, said:
“The issue isn’t convincing people that social care matters; they’ve already told us it does. Our research shows the public already values care professionals, recognises the skill involved and understands the vital role they play in society.
“The challenge is convincing people it could be their career. Too many people still don’t realise social care offers opportunities to specialise, develop professionally, progress into leadership and build long-term, rewarding careers. We need to do a better job of showing people what’s possible.
“At a time when the Government is rightly focused on growing the workforce, supporting young people into employment and strengthening public services, social care should be part of that conversation. But attracting more people into the sector will require more than recruitment campaigns. We need clearer career pathways, greater investment in training and development, and stronger recognition of social care as a profession in its own right.”
Alongside the national polling, the report draws on research with Bluebird Care colleagues and in-depth interviews with care professionals who have progressed into leadership, specialist clinical roles, training, operations and franchise ownership.
Many described entering social care without intending to build a long-term career, only discovering the breadth of opportunities available after joining the sector. Their experiences demonstrate that meaningful careers in care are not limited to frontline roles but can lead to a wide range of professional, clinical and leadership pathways when the right support, training and development are in place.
The report argues that the UK’s workforce challenge is not simply about recruiting more care professionals, but about helping more people recognise social care as a career of choice. With these insights, Bluebird Care calls on the Government, employers and the wider sector to:
Raise the profile of social care careers through schools, colleges and careers services.
Invest in clearer career pathways, training and mentoring to help care professionals progress and specialise.
Strengthen professional recognition of the skills and expertise required in adult social care.
