Tobi Alli-Usman, Managing Director, Prosperwell (formerly Smooth Digital).
In the UK, the social care sector plays a vital role in supporting vulnerable individuals and enhancing their quality of life. However, despite its significance, the perception of social care often lags behind that of the NHS. Achieving parity of esteem between social care and the NHS is a complex challenge that requires the collective efforts of various stakeholders, including the government, wider society, care providers, care professionals, and people who require care. At Prosperwell, we believe that reshaping the perception of social care is not only achievable but also essential.
One of the primary stakeholders in changing the perception of social care is the government. Policy makers have the responsibility to create an enabling environment that supports the sector’s growth and sustainability. This includes adequate funding, regulation, and training programs. To promote a positive image of social care, we believe the government must prioritise the sector in national policies and allocate resources proportionately to its importance. By investing in social care and highlighting its significance, the government can set a precedent that will hopefully spread and be reflected back by the rest of society.
As part of the general population, we also play a pivotal role in shaping perceptions of social care. It is essential to educate the rest of the public about the value of social care and its contributions to the well-being of individuals and communities. To achieve this, awareness campaigns and initiatives should be utilised and encouraged to dispel myths and misconceptions surrounding the sector. This could mean things like creating partnerships between care providers and local schools, community organisations, and connecting with media outlets to help raise awareness and foster a more positive view of social care.
People who draw on social care services can also definitely be powerful advocates for the sector. By encouraging service users to share their positive experiences and the impact of social care on their lives, their stories can resonate with the public and serve as compelling testimonials to challenge any negative misconceptions.
What Care Providers Can Do
Care providers are on the front lines of it all, and that includes changing the perception of social care, so it’s important for them to be proactively engaging with their local communities and showcasing their commitment to providing high-quality care. Here are some practical tips for care providers:
Transparency and Communication
Be transparent about your organisation’s values, goals, and the impact you make in the community. Regularly communicating your successes and challenges with your local audience will go a long way in helping them see the overall sector in a more positive light.
Community Engagement
Show that you’re a pillar of your community! Host open-house events, workshops, and seminars to involve the local community in discussions about social care. Inviting local leaders and influencers to these events can also help to broaden your reach. Showcase the rewarding aspects of careers in social care. Highlight opportunities for professional development and career progression within your organisation.
Social Media and Online Presence
Social media can’t be underestimated these days. Utilise digital marketing strategies to maintain an active online presence. Share stories of staff dedication, success stories of service users, and engage with the community through social media platforms. These positive stories are really useful in combating the relentless negative media coverage that is often pumped out to generate views.
We are also in the era of the influencer, and this can be utilised by carers engaging with peers on their personal social accounts with positive stories, which can feel more genuine than corporate accounts.
Changing the perception of social care and achieving parity of esteem with the NHS is a shared responsibility. It requires a collaborative effort from government, society, care providers, staff, and service users. At Prosperwell, we believe that through these efforts, we can transform social care into a positive choice for service users and a career of choice for potential employees. Together, we can create a society that truly values and supports the vital work of the social care sector.
