The Scottish government is launching a £500,000 recruitment campaign to try to attract more people to fill the high level of vacancies in adult social care. Ministers say the ‘there is more to care than caring’ campaign will focus on the career opportunities and rewards of working in the sector.

The government says the campaign involving radio and social media advertising, alongside outdoor posters, builds on the pay uplift for all adult social care guaranteeing them the minimum of £10.90 an hour from April.

Last week the First Minister defended this pay increase, which opposition MSPs had called ‘derisory’, saying meeting the demand of campaigners for £15 an hour would cost £1.75bn and not be the act of a responsible government.

Earlier this month the Scottish government launched a programme to find temporary accommodation in care homes for people waiting in hospital and medically fit to be discharged, for a care package to be set up. Social care providers have said that, despite the government commitment to pay 25% over the nationally agreed care home rate, a lack of staff means that many care homes with empty beds do not have capacity to take in new residents safely.

Launching the latest campaign, Scotland's social care minister, Kevin Stewart, said it was important to highlight the rewards of a career working in care:

“Working in adult social care can be challenging but offers the opportunity to have a hugely positive impact on people’s lives on a daily basis.

“We are increasing pay, improving terms and conditions in the sector, and developing clear career pathways for the workforce, ahead of the introduction of the National Care Service.”

He said by doing this, the government hopes to create more rewarding roles for the existing adult social care workforce and new entrants to the profession. Mr Stewart added:

“This campaign highlights that while relevant experience can help, it is core interpersonal skills such as communication, compassion, empathy and respect that are most highly valued. If these are skills you possess then adult social care could be the career for you.”

Read more: Care crisis to hit rural regions hardest; Recognising home care workers; Mr Yousaf: “Scotland is a great place to work”; Call to pause NCS development until after winter

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