PR your care heroes – they deserve it!
Posted by: Alistair Clay | 11.02.16

Earlier this month a report revealed that social care staff are all too often undervalued, unappreciated and overlooked.

At a time when recruitment is a major issue for providers the news that so many workers in the sector are feeling this way is not good news.

Compassionate, kind and dedicated staff are essential to all social care services, they are the difference between compliance and excellence.

The research, commissioned by Scottish Care, the voice of the independent care sector in Scotland, sought the views of more than 100,000 front line care staff.

Many of the case studies in the report highlighted the passion which social care workers have for their jobs – or perhaps that should be vocations.

So why don’t we celebrate and value these individuals as a society?

I would argue that as a sector we need to do more to shout about the incredible people at the coal face of our essential social care services.

PR can be an incredibly powerful tool to do just this.

Telling and sharing human interest stories about the carer who goes the extra mile, the award winning colleague who never seeks praise or the activity coordinator who planned the trip of a life time for a service user, should be communicated day in day out – it should be core to your business, as natural as the care you provide.

It never ceases to amaze me how even the smallest piece of recognition can lift someone up and make them walk that bit taller.

I would urge providers to tell the story of their army of carers. Encourage the local press to write about these heroes, feature them online, enter them for caring awards, single people out for praise.

A little bit of celebration goes along way – and is never forgotten.

Creating a culture in your organisation that celebrates success and dedication, that recognises outstanding work will boost morale, fuel staff retention and crucially help you recruit more of the type of kind, caring, compassionate and skilled workers that will help your business thrive.

Great people are the secret to a great business. It’s time for social care providers to be a little less humble and shout from the roof tops why their staff are so special and so vital to society as a whole.

This is the moment for social care as a sector to seek the recognition it deserves.