Cornwall Launches Campaign to Attract Young People to Careers in Care

Cornwall is facing a significant challenge in its care sector, with an urgent need for more young professionals. To address this, Proud to Care Cornwall has launched an innovative campaign targeting young people, encouraging them to consider careers in care.

This initiative comes at a critical time, with many current care workers nearing retirement age. Cornwall Council’s cabinet member for adult social care and health, Andy Virr, emphasised the urgency of attracting and retaining young talent in the sector. “To secure the future workforce and ensure everyone receives the care they need, we must bring more young people into the care sector,” he stated. He also highlighted the campaign’s goal to dispel misconceptions about care work, pointing out the diverse career opportunities, learning prospects, and the fulfilling experience of making a real difference in people’s lives.

The current demographics in Cornwall’s care workforce show a concerning trend: only 8% are under 25, while over a quarter are aged 55 or older. This imbalance underscores the importance of bringing younger individuals into the field.

Ellie Boulton, a student working towards a BTEC Level 3 National Diploma in Health and Social Care and part-time worker at Coombe House in Liskeard, shared her positive experience in the sector. “I completely fell in love with working in care,” she said. Boulton’s story challenges the stereotype that care work is solely about personal care, highlighting the holistic approach to caring for individuals, including activities like baking and learning from residents.

This campaign by Proud to Care Cornwall represents a crucial step in addressing the staffing crisis in the care sector. By reaching out to the younger generation, the initiative aims to build a more robust and sustainable workforce, ensuring quality care for all who need it in Cornwall.