Like most of the healthcare sector, caring services are in the midst of a recruitment crisis. To attract more people to the profession Home Instead, the leading UK at home care provider, has launched a recruitment campaign that showcases the rewarding nature of caring roles. 

Home Instead provides a personal level of care that means older people can remain in their homes for as long as possible where they feel happy and most comfortable. However, the care industry is currently facing a perfect storm in recruitment. A crisis which stems from the profession being hugely undervalued, combined with a rapid increase in demand for services post Covid. Currently Home Instead is recruiting for over 4,500 new Care Professionals across the UK. So to attract people to a career in care the organisation has launched a campaign to encourage people who ‘can’t help but care’ to apply.

The campaign titled, ‘Just a Carer - No Such Thing’ has been created by Creature London and is compiled of true stories of Home Instead professionals. At the center of the campaign is a video that introduces audiences to Beryl. Beryl loves being at home in her bungalow but recently the doors have started playing tricks on her and the rooms seem to be moving around. A Home Instead Care has helped Beryl to navigate her home with a series of pictures pinned to each door. The video shows how a small change can make a world of difference. 

Every part of the campaign uses true stories to highlight the most rewarding parts of the caring profession without shying away from the realities. From Beryl’s room confusion to helping Meera work past her water phobia and Eddie overcoming his hygiene struggles, audiences are shown how impactful caring services can be.

“It is important for us to highlight the profession and the progressive career opportunities we can offer.” says Caroline Woodall, Head of Marketing at Home Instead, “We believe this campaign does just that by perfectly encapsulating the essence of what caring is about. It’s those special moments showing how Care Professionals use their skills and personality to ‘find a way’ to help an older person feel happy and comfortable at home.”

Without glossing over the challenges the campaign perfectly illustrates the impactful and rewarding nature of care work, showing the importance of carers and encouraging applications.