B&B BOOSTS SOCIAL WORKER RECRUITMENT DRIVE

Following the launch of a hard-hitting social work recruitment campaign, more than 40,000 people have registered to join the profession.
Band & Brown was tasked by The Children’s Workforce Development Council (CWDC) to overcome negative perceptions of social work as a career, fuelled by heavy criticism of the profession in recent months. The ‘Be the difference’ campaign was two-pronged: to recruit high calibre social workers to support children and families, and to raise the profession’s status amongst the general public.
B&B worked closely with key stakeholders including local authorities across England to deliver a far-reaching media relations programme. The campaign centred around real-life stories from social workers and the people they help to promote a positive image of a career in social work.
The PR programme formed part of an integrated advertising and direct marketing campaign. Seemingly ordinary household items including a kettle and bouncy ball illustrated how social workers apply their training, skills and expertise to everyday objects to make major breakthroughs with children and families.
B&B has secured more than 140 items of national, regional and trade coverage to date, including high profile pieces in The Times, Independent, Guardian, Radio 4, and Sky. Together with the integrated activity, the media relations has driven more than 315,000 unique visitors to the campaign website and generated over 17,000 calls.
Since the September launch, ‘Be the difference’ has attracted candidates with law, psychology, sociology and education backgrounds. Six in 10 potential recruits say they are seeking a career change, with around 10 per cent keen to swap the world of business for the rewards and challenges of frontline social work practice. Encouragingly, one in five enquiries have been from men.
For more information about becoming a social worker, visit the 'Be the difference' website or call the information line on 0300 123 1220.