Why health and social care needs to rethink how it attracts the next generation

The adult social care sector faces a significant workforce challenge. According to the Skills England Health and Adult Social Care Skills Needs Assessment, the sector is expected to need around 685,000 additional workers by 2035 when growth and replacement demand are combined. Care workers and home carers alone are expected to account for almost 199,000 of these roles.

At the same time, 80% of priority occupations in adult social care are already experiencing elevated or critical demand, making recruitment and retention one of the biggest issues facing employers today.

While the sector urgently needs more people, perhaps an even bigger challenge is changing how younger generations view a career in care.

 

One of the biggest misconceptions about working in care is that it only involves supporting older people or providing personal care.

According to Dannielle Garside, Personal Development Manager at t2 group:

In reality, health and social care offers opportunities across a wide range of settings, including:

Your levy funds:

• Residential care
• Home care
• Supported living
• Learning disabilities
• Autism services
• Mental health support
• Positive behaviour support

Many people enter the sector without realising just how varied and rewarding it can be.

 

Another challenge is that many young people simply aren't aware of the progression opportunities available.

Dannielle's own experience demonstrates this:

She believes showcasing these possibilities is key:

From frontline care roles, people can progress into:

• Senior care positions
• Leadership and management roles
• Behaviour support specialisms
• Nursing
• Social work
• Education and training

Creating visible progression pathways is essential if the sector wants to compete with other industries for early talent.

 

For some young people entering care, age itself can become a barrier.

Katy Hall, Personal Development Manager at t2 group, began her own career in care at 17:

She believes one of the biggest misconceptions is that younger people lack the maturity or skills required:

With the right support, younger workers can thrive and go on to build long-term careers in the sector.

 

For many young people, apprenticeships provide an accessible route into health and social care, allowing them to earn while they learn and develop valuable skills.

Katy explains:

With most future workforce demand expected to be at Level 2 and Level 3, apprenticeships will continue to play a vital role in bringing new talent into the sector and helping individuals progress throughout their careers.

 

Another misconception that persists is that care is somehow "unskilled".

According to Krystal Blowers, Personal Development Manager at t2 group:

She adds:

Today's care professionals support independence, promote wellbeing, advocate for individuals, and help people achieve their goals.

These are highly skilled roles that deserve greater recognition.

 

Pay and funding challenges remain important issues, but younger generations are also looking for something more.

Krystal has seen first-hand how culture and development opportunities influence career choices:

Training, development, and clear progression opportunities can all help employers attract and retain younger workers who want more than just a job: they want purpose, growth, and a sense of belonging.

 

Despite the challenges, one thing consistently shines through: people who work in care often speak passionately about the difference they make.

Krystal says:

For Dannielle, a career that started in elderly care opened doors she never expected:

Similarly, Katy finds it rewarding to watch people grow:

 

Recruitment alone won't solve the sector's workforce challenge. To build a sustainable future, health and social care needs to rethink how it attracts the next generation.

That means:

• Challenging outdated perceptions
• Showcasing the variety of careers available
• Highlighting progression opportunities
• Recognising care as a skilled profession
• Creating supportive workplaces where people can grow
• Investing in training and development

Apprenticeships don't just help bring new people into the sector. They can also support retention, progression, and develop future leaders within your organisation.

If you'd like to explore how apprenticeships can help you attract, retain and develop future talent within your organisation, get in touch with our team today.