The government is campaigning to fill 110,000 social care vacancies

A new campaign to recruit young people into adult care jobs will try to win over under-40s by focusing on how “rewarding” the work can be.

Every Day Is Different, the campaign set to run across social media, will target 20-39 year-olds across England for work as occupational therapists, community activity co-ordinators and care workers.

Minister of State for Care Caroline Dinenage said adult social care is “too often seen as the ‘Cinderella service’ to our NHS”.

The initiative will teach people already working in the sector how to market the campaign and continue to recruit the right people with the right values, citing a high turnover rate.

Government figures show that 1.45 million people currently work in care but that 650,000 more will be needed within 15 years to keep up with the ageing population. There are 110,000 social care unfilled social care positions at the moment.

According to the campaign, 96 per cent of care workers feel their work “makes a difference to people’s lives”.

Dinenage added: “There is huge demand for more care professionals who work incredibly hard to look after the most vulnerable people in our society.

“We must spread the word that careers in adult social care can be rewarding, varied and worthwhile. Care is a vocation where you can transform people’s lives and every day is different to the next.

“Our national recruitment campaign will support care providers to recruit thousands more talented people. If you think a career in care could be for you, I urge you to look up the opportunities in your local area and become part of a vital and growing profession.”

Social care providers will be asked to provide case studies to inspire potential recruits and advertise vacancies through the DWP.