Lifeways launches biggest-ever social care recruitment drive in Devon

A major social care provider has launched its biggest-ever recruitment campaign in Devon to attract a new generation of people into social care. 

Lifeways Group, the UK’s largest company providing support to adults with complex needs in the community, has launched an initiative called  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.

 It  responds to the challenges facing the social care sector, from overseas recruitment and competitive job markets to the ongoing pressures on pay and conditions.

  By reaching into every corner of the UK, You’re Not Just Anyone is designed to inspire people from all walks of life to consider a career in care — even if they’ve never thought about it before. 

James Westwood-Beere, chief people officer at Lifeways, said: “We’re excited to bring You’re Not Just Anyone to 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. 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 online  on Lifeways’ YouTube channel 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 2026 across social media, local press and community events across the county of Devon. 

You can find out more  at this website: www.lifeways.co.uk/careers