How Can I Attract and Retain UK Care Staff?

Colin
May 12
3 min read

With potential changes to overseas visa sponsorship, many UK care providers are asking:

How can I attract care staff from the UK?

Where can I find reliable carers now?

Do I need a recruitment consultant to help me?

Social care recruitment has never been easy—but right now, it’s especially challenging. To succeed, you need to understand who you’re trying to reach, why they might want to work with you, and how to connect with them effectively.

Whether you run a residential home, supported living service or home care agency, here are some practical tips that work.

Why Is It So Hard to Attract and Retain UK Care Staff Right Now?

Overseas recruitment is usually quite direct: people apply based on location, salary and sponsorship availability.

But if you're hiring in the UK, you need a more personal, targeted approach. People aren't just looking for a job—they're looking for meaning, flexibility, recognition and a future.

This is where a specialist care recruitment consultant can be invaluable, helping you tailor your message and approach to suit different types of applicants.

Illustration of a hand pointing outward with bold text below reading "WE WANT YOU" in blue and red, conveying a call to action.

What Do Younger Workers (18–25) Look For in a Care Job?

Younger applicants often ask:

What can I get out of this job?

They’re looking for:

Flexible shifts that fit around their studies or social life
A fun, team-based environment
The chance to take part in exciting activities and outings with the people they support

For this age group, highlight the experience they’ll gain, the people they’ll meet, and how they can make a real impact while building their confidence.

What Attracts the 25–40 Age Group to Care Work?

If you're targeting 25–40-year-olds, think about growth and progression. These individuals are often focused on:

Career development and specialist skills
Opportunities for promotion
Stability with potential for advancement

They might be interested in training for specific roles like behaviour support or care coordination or moving into team leadership or admin positions. Show them that you can offer not just a job, but a pathway.

How Can I Appeal to People Aged 40–55?

This group is often looking for:

Balance between work and family
Respect for their life experience and skills
A workplace where they can be useful and appreciated

They’ve often come from high-pressure environments or personal caring roles and are now looking for stability and purpose. Make sure your messaging reflects how much you value maturity, resilience and reliability.

What Motivates Over-55s to Join the Care Sector?

People in this group are often driven by a desire to give back. They may have cared for loved ones, recently retired, or want a fulfilling part-time role.

They’re likely to respond to:

Roles that offer meaningful connection
Flexible hours that work around other responsibilities
A sense of purpose in their community

Make sure your job adverts reflect this emotional motivation they’re not looking for a career ladder, they’re looking to make a difference.

Red "We Are Hiring" and "Apply Today" signs on a wooden background, next to a blue brick wall. Positive, inviting mood.

Where Should I Advertise Care Jobs in the UK?

A common question we hear as a care recruitment agency is:

Where should I post care job adverts to get the best applicants?

It’s tempting to stick to one platform, like Indeed but that’s only part of the picture. Think of recruitment like marketing: you need multiple touchpoints to reach the right people.

We recommend:

Optimised ads on Indeed (with SEO and sponsored posts where necessary)
Paid Facebook and Google ads targeted by area and interests
Your own social media to build brand visibility
Local advertising through community groups and events

And if you’re not sure where to begin, a recruitment consultant can help you refine and manage all of this, so you're not wasting time or money.

Why Are My Care Staff Leaving?

If you’ve asked yourself that recently, you’re not alone—and the answer is crucial. The truth is, recruitment only works when you get retention right.

No matter how good your adverts are, if staff leave quickly, it damages morale, costs money and harms your reputation. And if your service has a poor reputation, attracting new applicants becomes even harder.

Retention starts with:

A supportive and positive work culture
Opportunities for staff to grow and feel valued
Recognising people’s strengths and contributions

When people stay, they talk and when people talk positively about working for you, you’ll find you don’t need to recruit as often. Good care workers will come to you.