Lifeways Launches Ambitious Recruitment Drive in Devon

A significant recruitment initiative aimed at revitalizing the social care workforce has been launched in Devon by Lifeways Group. This campaign, titled You’re Not Just Anyone, represents Lifeways’ largest effort to date in attracting a diverse range of individuals to the social care sector. With a workforce of 10,000 employees supporting over 4,000 individuals across the UK, Lifeways aims to inspire a new generation to consider careers in social care.

The campaign is designed to engage a broad audience, including career changers, retirees, military veterans, those leaving the hospitality sector, young people not in education, employment, or training (NEETs), and individuals returning to the workforce. It seeks to address various challenges facing the sector, including competition for talent, the need for overseas recruitment, and ongoing pressures related to pay and working conditions.

Reaching Out to a New Workforce

The You’re Not Just Anyone campaign is innovative in its approach, aiming to inspire individuals who may not have previously considered a career in care. Lifeways recognizes the importance of empathy, compassion, and resilience in this line of work, qualities that can arise from diverse backgrounds.

James Westwood-Beere, Chief People Officer at Lifeways, expressed enthusiasm about the campaign’s launch in Devon. “It’s our biggest and most ambitious recruitment drive ever, and it sends a powerful message that not just anyone can do this job,” he stated. “Demand for more support workers is growing, and we know there are people looking for more purpose in their working lives. That’s where we come in.”

At the heart of the campaign is a short film showcasing the transformative impact of social care. The video features two individuals, Jessie and Caroline, who highlight how support services have improved their lives. The film is available on Lifeways’ YouTube channel.

Attractive Opportunities and Benefits

Lifeways offers competitive pay, alongside a comprehensive benefits package, training, and development opportunities. The organization prioritizes creating a supportive environment where employees feel valued and can make a meaningful impact in their roles.

The You’re Not Just Anyone campaign will continue throughout 2026, utilizing social media, local press, and community events throughout Devon to engage potential recruits. People interested in exploring career opportunities in social care can find more information on the Lifeways website.

As the recruitment landscape continues to evolve, Lifeways stands at the forefront, ready to inspire individuals from all walks of life to join a sector that plays a vital role in enhancing the quality of life for many.