A campaign to fill care vacancies in North Yorkshire has lead to seventy roles being filled since it launched in the autumn.
The "Make Care Matter" scheme has used TV ads along with social media and a dedicated website to try and fill vacancies in both county council care services and with private companies.
The county council's Executive Member for Adult Services - Councillor Michael Harrison - says it's beginning to have an impact.
North Yorkshire County Council has for many years managed social care recruitment both for its own workforce and for the county’s independent and voluntary sector providers. But it is grappling with a three per cent contraction in the overall workforce due to the impact of the Covid-19 pandemic and fierce labour market competition at a time of unprecedented demand on the sector.
As a result it has stepped up a targeted recruitment campaign in two phases – the first last November, which attracted 450 applicants.
Councillor Harrison says the campaign is going well, but there is still more to achieve.
The campaign has involved the use of television adverts to try and attract more people to work in the care sector in North Yorkshire.
Four new adverts were launched in January and feature some of the county's front line care workers along with some of the people they care for.
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