A social care giant has launched its biggest-ever recruitment campaign in Durham to attract a new generation of people into social care.
Lifeways Group, the UK’s largest team providing support to adults with complex needs in the community, has launched You’re Not Just Anyone, with the aim of inspiring people to work in the sector.
Lifeways has a team of 10,000 people supporting more than 4,000 people across the UK to live independent and fulfilling lives in their communities.
The campaign is designed to reach beyond traditional audiences, appealing to career changers, retirees, military veterans, hospitality leavers, NEETs (young people not in education, employment or training), and those returning to work.
James Westwood-Beere, Chief People Officer at Lifeways, said:
“We’re excited to bring You’re Not Just Anyone to Durham.
“It’s our biggest and most ambitious recruitment drive ever and it sends a powerful message that not just anyone can do this job. We know it takes people with empathy, compassion and resilience. But we also know that those qualities can come from all walks of life.
“Demand for more support workers is growing and we know there are people who are looking for more purpose in their working lives. That’s where we come in.”
At the heart of the campaign is a short film that highlights the life-changing impact of social care, featuring Jessie and Caroline – two people supported by Lifeways.
You can watch the full video on our YouTube channel here – https://www.youtube.com/watch?v=suVcHXmx-II
As well as competitive pay, Lifeways has a strong benefits package, training and development programme and teams that make people feel valued, supported and able to have impact.
The You’re Not Just Anyone campaign will run throughout 2025 across social media, local press, and community events in Durham.
Discover your new role here – www.lifeways.co.uk/careers
