Devon is Proud to Care

Posted on: 27 February 2017

A campaign that celebrates the true value of care workers is going from strength to strength according to new figures from Devon County Council.

The Proud to Care campaign is aiming to attract more people to the care profession by raising its profile and encouraging people to see it as a rewarding and worthwhile career choice.

By doing so it also aims to address the difficulties that some care providers have in recruiting people to care worker posts, which is vital in helping ensure that there is enough care provision to meet local demand.

Devon County Council launched the Proud to Care campaign in 2015, with adult social care providers, health partners, employment specialists Skills for Care , volunteers and the Department of Work and Pensions.

A key part of the campaign are the personal accounts from real care and support workers talking passionately about what they love about their caring work.

The campaign microsite,, features interviews with care and support workers, and links to a recruitment portal where care providers advertise their job vacancies for free.

So far, over 1,100 jobs have been advertised and there have been over 1,300 applications made through the microsite, with more than 147,000 page views to the jobs pages.

Care Providers in Devon have welcomed the Council’s campaign.

“Recruitment has gone through the roof!”, says one Registered Manager in Tiverton.

“We are getting more interest in our vacancies and I’ve recruited a new member of staff through the portal,” says an HR Manager for a care provider in Exeter.

So successful has the campaign been, Proud to Care is, at the request of other authorities and care providers, expanding to cover the whole South West region.

With support from the Association of Directors of Adult Social Care, Health Education England, Skills for Care and Skills for Health, there is now an opportunity for any of the 16 local authorities across the South West to be involved with Proud to Care South West.

In addition to Devon, other authorities that have so far expressed interest in becoming involved with the campaign include Cornwall, Gloucestershire, Torbay and Health Education England.

Councillor Stuart Barker, Devon County Council’s Cabinet Member with responsibility for the adult social care, said:

“It’s a creative solution to a very real problem for care providers everywhere that find it difficult to recruit to much needed, and highly valued care worker posts.

“With this campaign, we want the incredible people who work in the care sector to feel proud of their vocation, and for others to see it as an enormously rewarding area to work or become involved in. It has great career prospects with many opportunities for progression including nurses, social workers and registered care managers.

“We’re working closely with care providers of all types to better understand their concerns and issues and what support is needed to help deliver reliable services that meet people’s needs in a cost efficient way. They have flagged up recruitment and retention as an area of concern, and we are pleased to help them address it.

“Listening to care and support workers talk about why they love their jobs is inspiring. For a lot of people the care required needs only to be a temporary step towards their recovery or living more independently.

“Care workers tell me of their real sense of job satisfaction to encourage people toward better independence and an improved quality of life, often living independently of formal care.

“I’m encouraging everyone take a moment to listen to the case studies, and to hear why providing care or companionship for another person can be so rewarding.”

Visit the Proud to Care Devon website.

Posted in: DCC Homepage