Jane Brightman, Director of Workforce Development at Skills for Care, explores how changing the story of social care can showcase its skills, career opportunities and value – helping attract and develop the workforce of the future.
When people think about adult social care, their perceptions are often shaped by the stories they hear. Those stories influence whether someone considers a career in care, how society values the sector, and ultimately how the workforce is recognised and supported. That’s why the narrative surrounding social care matters so much. The stories we tell have the power not only to reflect reality, but to shape it.
For many people, social care is still not fully understood. Yet it is one of England’s largest workforces, supporting people to live independently, achieve their goals and lead fulfilling lives. Behind every positive outcome is a dedicated workforce using a wide range of skills, knowledge and expertise. Whether supporting people with complex needs, leading teams, managing services or driving quality improvement, social care professionals play a vital role in helping people live the lives they choose.
We know that public perception can influence career choices. If people only hear about social care in relation to challenges or pressures, they may miss the bigger picture. They may not see the opportunities for learning, progression and leadership that exist across the sector. By sharing a broader range of stories, we can help more people understand the true scope and value of a career in care.
One of the biggest misconceptions about social care is that it offers limited opportunities for progression. In reality, the sector provides a diverse range of career pathways and specialisms. People can build careers in frontline care and support, leadership, quality assurance, workforce development, digital innovation and many other areas. Social care offers opportunities for people to develop professionally, take on new responsibilities and progress throughout their working lives.
This is why the Care Workforce Pathway is such an important development for the sector.
The Care Workforce Pathway provides a clear and consistent framework that sets out the knowledge, skills, values and behaviours needed across different roles in adult social care. Importantly, it helps people see what progression looks like and how they can develop their careers over time. By creating clearer career routes and expectations, the Pathway helps strengthen professional identity, supports workforce development and raises the profile of social care as a skilled and rewarding profession.
The Pathway also helps showcase the breadth of opportunities available across the sector. Adult social care is far more diverse than many people realise. Alongside direct care and support roles, there are opportunities in supervision, management, learning and development, quality improvement, technology, operational leadership and many other specialist areas. Highlighting this diversity is an important part of creating a more realistic and aspirational picture of careers in care.
The language we use matters too. Social care is often described as a vocation, and compassion will always be central to great care and support. However, compassion alone does not define the profession. Today’s workforce requires technical knowledge, critical thinking, communication skills, leadership capability and a commitment to continuous learning. Recognising these skills helps ensure that care work is valued not only for its compassion, but also for its professionalism and expertise.
Skills for Care’s workforce intelligence continues to demonstrate both the scale and importance of the sector. There are around 1.6 million filled posts in adult social care across England. The workforce includes people from a wide range of backgrounds, working in diverse settings and roles, all contributing to high-quality care and support.
Alongside the Care Workforce Pathway, the Workforce Strategy for Adult Social Care in England provides a long-term vision for building the workforce needed for the future. Developed by the sector, for the sector, the Strategy focuses on attracting and retaining people, investing in learning and development, and transforming the way the workforce is supported. It recognises that social care needs enough people with the right skills to provide the best possible care and support, while also ensuring that careers in the sector are valued and understood.
As the sector looks ahead, there is an opportunity to continue reshaping the narrative around social care. We know that people are often drawn to careers where they can make a difference, develop their skills and build a meaningful future. Social care offers all of these things. The more we highlight progression opportunities, celebrate leadership, showcase innovation and share the impact of great care, the more we can challenge outdated perceptions and inspire the next generation of workers.
At its heart, social care is about supporting people to live well, on their own terms. The workforce that delivers this support deserves to be recognised for the skill, professionalism and dedication it demonstrates every day. By telling a more complete story about social care, one that reflects both its purpose and its professionalism, we can help raise the profile of the sector, attract new talent and ensure the workforce is equipped and valued for years to come.
