First Job. Future Career.’ campaign challenges Adult Social Care businesses to ‘Commit to Youth’ and create meaningful opportunities for the next generation.

Adult social care employers are being encouraged to play a leading role in tackling Britain’s youth employment crisis by creating more opportunities for young people to enter the profession, develop essential skills and build rewarding careers.

The call comes from Connect2AdultCare, part of The Opportunity Provider (TOP), as it launches its national ‘First Job. Future Career.’ campaign into the adult social care sector. 

Central to the campaign is Commit to Youth, an initiative encouraging employers to make measurable commitments to creating opportunities for young people, supported by appropriate training and clear pathways for progression.

The campaign comes as the Government prepares to publish the next stage of Alan Milburn’s Independent Review into Young People and Work, following his interim findings earlier this year.

With an estimated 981,000 young people aged 16–24 not in education, employment or training, Connect2AdultCare believes adult social care should be recognised as an important career starter sector, offering opportunities to develop highly valuable skills whilst building a meaningful and rewarding career.

For young people entering the workforce, social care provides opportunities to develop communication, empathy, teamwork, problem-solving and a strong sense of personal responsibility. These skills are not only essential to the delivery of high-quality care but are also highly transferable across other professions and industries.

Importantly, the campaign also highlights the significant financial incentives available to employers taking on young apprentices.

Under current Government arrangements in England, eligible apprentices aged 16–24 can have 100% of their training and assessment costs funded, up to the relevant funding limit. Employers who do not pay the apprenticeship levy may also qualify for a £2,000 hiring payment for eligible new apprentices in this age group, while additional incentives are available for Foundation Apprenticeships. Employers can also benefit from relief on National Insurance contributions for apprentices under 25, subject to earnings thresholds. There is also a 16-18 bonus of £1,000 for all employers of apprentices aged 16-18.

Connect2AdultCare believes greater awareness and take-up of this support could help more care providers overcome some of the financial barriers to investing in the next generation.

Mike Worley, Managing Director of Connect2AdultCare, said:

“Adult social care offers young people something incredibly valuable – the opportunity to make a genuine difference to people’s lives whilst developing skills, confidence and a sense of responsibility that can stay with them throughout their working lives.

“For someone taking their first steps into employment, working in care can provide an extraordinary grounding in communication, compassion, teamwork and problem-solving.

“Of course, many will choose to build long-term careers in the profession, progressing into more specialist roles, team leadership or management. Others may take those skills into different areas of employment. Both are positive outcomes, and we should celebrate the contribution that social care can make to developing the next generation.

“But we must be careful not to present young people simply as the answer to the sector’s recruitment challenges.

“A first chance must also be a good first chance. Care is a profession which carries enormous responsibility, and employers need to ensure that young people entering the workforce receive appropriate training, supervision, mentoring and support to help them succeed.”

The campaign recognises the considerable challenges facing adult social care providers, including funding pressures, workforce shortages, recruitment and retention difficulties and growing demand for services.

It also highlights the important role apprenticeships can play in helping employers develop both new recruits and existing employees, strengthening workforce capability and supporting progression into senior and specialist roles.

Mike continued:

“Recruiting new people is only part of the answer to building a sustainable care workforce. We must also support existing employees to develop their skills, gain qualifications and progress into positions of greater responsibility.

“When experienced care workers develop into senior or supervisory positions, it can create opportunities for younger people to join the sector, supported by the knowledge and expertise of those around them.

“We shouldn’t be asking care providers to choose between investing in their existing workforce and creating opportunities for the next generation. Both are essential if we are to build a skilled, confident and sustainable care profession.”

Through Commit to Youth, care providers are encouraged to review recruitment practices, remove unnecessary barriers to entry, consider appropriate Foundation and entry apprenticeships, strengthen induction and mentoring and establish visible career pathways.

Connect2AdultCare can work with employers to identify suitable apprenticeship opportunities, support recruitment and onboarding, provide specialist training and address individual learning and development needs.

Connect2AdultCare is calling on adult social care employers to consider what practical commitment they could make to helping more young people access meaningful employment and develop rewarding careers.