The challenge
With many local authorities struggling to recruit social workers,Gloucestershire County Council was keen to avoid that situation. Thearea also has an ageing population and the council had to take steps toreplenish staff retiring in 10 years' time.
In addition, unemployment in the county is lower that average, whichmeans more competition for staff. So there was an urgent need to targetand encourage all groups, especially young people and the long-termunemployed, into a career in social care.
The solution
In October 2005, the council's HR department launched a Care Ambassadorsprogramme, part of a national scheme created by Skills for Care, whichis made up of workers from all levels of the care sector, who arepassionate about their work and trained to inspire and encourage othersto consider a similar career.
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