Aria Care launches ‘Make Care Cool’ campaign

“It’s more than a job, it’s…”

With social care recruitment among under 25s at a national low, here at Aria Care we are thrilled to announce the launch of our brand new recruitment campaign – “Make Care Cool.”

Through this campaign, we aim to encourage more young people to consider a career in adult health and social care and break down any misconceptions they may have about working in the sector.

According to the King’s Fund, people under 25 (specifically 18-24-year-olds) make up just eight per cent of the UK’s social care workforce, with low retention rates for those who do take up a role – between 2014 and 2018, just over a quarter (28 per cent) of under-25 direct care workers were still in their roles.

The research also found that the average age of a person joining the social care workforce is 35-years-old, while those under 25 tend not to be permanent. Compared to older workers, more than double the proportion of under-25s were bank or pool staff and 31 per cent were on zero hours contracts.

At Aria Care, approximately 11 per cent of our overall workforce is under 25; a stat we are incredibly proud of and hope to build on over the coming months and years.

Caroline Roberts, CEO of Aria Care, started her career in care at the age of 15 and is a staunch believer that working in care is ‘more than a job’ – it’s a passion.

She said: “I am thrilled to support this unique initiative. As CEO of Aria Care and a founding patron for Championing Social Care, I am committed to making a lasting impact that will benefit future generations by advocating for the rewards of pursuing a career in care.

“With almost 1.7 million roles filled in social care and a staggering 152,000 vacancies, it is imperative we encourage more people into the sector and celebrate what a rewarding and fulfilling career it can offer.”

Natalie Dobbie, aged 23, is a senior carer at Scoonie House in Fife. Caring is in her blood, having followed the lead of her mother and grandmother, who also both work in social care.

Natalie said: “I have always been around care and nursing and have always had a passion for it due to the values my gran passed on to me. I did a placement in care and loved it,  I took the opportunity to join Scoonie and flourished as a carer and have recently been promoted to senior carer – which I love. For me, the care I show to my residents is the most rewarding thing ever.”

Bliss Sprague, wellbeing coordinator at Denham Manor, started working in the home’s kitchen on weekends at the age of 17 and, over the past five years, the 22-year-old has worked in various different roles within the home.

She said: “Building relationships with residents over time is one of my favourite parts of my job. Coming into work each morning and seeing smiles on our residents’ faces brings so much joy and purpose into my life as I know that when I leave at the end of the day, I have contributed to someone’s care at our home.”

Aria Care’s ‘Make Care Cool’ campaign aims to not just change perceptions of working in care, but also to recognise the vital role of caregivers within its communities.

Caroline added: “Through our ‘Make Care Cool’ campaign, we are resolute in our mission to showcase the exceptional work happening within health and social care, while actively engaging with local secondary schools, colleges and youth groups to bolster the image of working in this incredible sector.

“We aim to inspire the next generation of caregivers and establish a culture where the value of social care is celebrated and championed.”

The campaign will officially launch during Care Home Open Week, which runs from 24th-30th June.

To find out more about Aria Care, visit