Effective attraction and values-based recruitment make sure that people entering social care are genuinely motivated by compassion, dignity and person-centred support.
By bringing in staff whose personal values align with the role, organisations see higher job satisfaction, stronger commitment and ultimately better retention.
Our 2025 Have Your Say survey results show that better retention of social care employees is urgently needed.
Research from Skills for Care (2021) shows that low retention rates threaten the sustainability and consistency of care and make attraction and recruitment more difficult. When staff repeatedly leave, organisations spend more time and money recruiting replacement workers. Prospective candidates can also be put off by a workplace known for instability.
Cardiff University carried research into recruitment and retention in social care. The research shows that staff retention starts at the point of attraction and recruitment. The research also suggests that organisations should prepare new recruits for the role to help reduce early turnover (Turley et al., 2020).
Skills for Care’s research with employers shows that values-based recruitment practices can improve retention rates by making sure that employees understand the realities of working in social care (Figgett, 2017). Clear, honest job profiles, and realistic role expectations with structured induction processes can reduce early drop‑out. Together, they can attract candidates who are better suited for the role and more likely to stay.
Here are resources to help support your attraction and recruitment processes.
Are there other areas of support or resources that you feel would help you in improving retention for the workforce? Let us know by e-mailing workforcestrategy@socialcare.wales.
