Care minister, Caroline Dinenage, has launched a Government recruitment campaign to encourage more people to take a career in adult social care.

Approximately, there are around 110,000 vacancies in the adult social care sector in the UK, with a staff turnover percentage of 31.

The Department of Health and Social Care (DHSC) is launching a campaign later this month in Gloucestershire and Tyne and Wear as a ‘trial run.’

The ‘trial run’ is designed so the DHSC can determine the best techniques to successfully run the campaign in early 2019.

Ms Dinenage, Minister for Care, said: “A career in adult social care is incredibly rewarding and care work is a hugely worthwhile vocation with over 100 different roles on offer.

“With a growing need for more care workers we want to support providers to recruit the best possible talent. Our new recruitment pilots will explore the most effective ways of doing this, to ensure we have a workforce fit for the future and able to meet the needs of some of society’s most vulnerable.”

The number of people over 65 is expected to rise by over a third during the next 20 years, across to the London School of Economics and Political Science and Newcastle University.

Rhidian Huges, chief executive of the Voluntary Organisations Disability Group (VODG), said: “We welcome the initiative, but the underfunding of the sector, resulting in low wage rates, is a key policy issue that government must address in its long-awaited Green Paper.

“We know that as pay rates increase employers are much better placed to recruit and retain talent in what are incredibly important and rewarding roles.”