RECRUITMENT

How to attract the best talent

2021 was quite a year for local government recruitment, especially in social work, says Sonia Tanda. She explains some of the ways to attract the best candidates.

2021 was quite a year for local government, especially social work recruitment.

At Penna, we ran bulk social worker campaigns for more than ten authorities. The first six months saw experienced social care professionals willing to explore new roles. The second saw less interest. Indeed, some research indicated more were leaving the profession than joining.

We don't know exactly how the market will change in 2022, but authorities must work harder to retain their workers and target super-specifically to attract new talent. I recommend starting this year by asking ‘what else should my council be doing?'

Our clients have seen results from:

  • Proactive always-on digital approach, alongside traditional media
  • Candidate outreach methodologies
  • Content-rich approaches – embracing newer socials, like TikTok
  • Creating an interactive online recruitment portal

In 2021, we saw qualified international candidates expressing interest in UK social care roles. In 2022, must authorities embrace this candidate pool to ensure a strong future?

We predict in 2022 there will be more emphasis on mental health in social care. Scrutiny is currently high. If social workers didn't feel pressured before – they certainly do now.

Equally, flexibility is key to frontline workers' mental health. How flexible are you willing to be? Must social workers be in the office to complete admin?

Shout about your flexibility and wellbeing offer. It'll help you retain and attract talent, in 2022.

Penna is hosting a webinar for social workers on mental health at 12pm, on 17 February. To join us, message events@penna.com. For more about our social work recruitment, email Sonia.tanda@penna.com.

Sonia Tanda is an attraction strategy specialist at Penna

RECRUITMENT

New towns: Practical strategies for success

By Patrick Clarke | 01 April 2025

Patrick Clarke explores the approach local authorities will need to take to create viable new towns at a speed that meets the UK’s ambitious housing targets.

RECRUITMENT

Bridging the gap

By By Louise Gittins | 01 April 2025

Cllr Louise Gittins says that with the gap in healthy life expectancy between the richest and poorest areas at almost 20 years, one of her priorities as chai...

RECRUITMENT

Riding the hurricane

By Kim Wright | 01 April 2025

Kim Wright sets out four critical shifts needed to integrate the strengths of traditional leadership with the qualities and behaviours essential for today’s...

RECRUITMENT

Up and away

By Ann McGauran | 01 April 2025

St Helens MBC’s corporate peer challenge will deliver good news for the council’s retiring chief executive Kath O’Dwyer and the leader Anthony Burns. Ann McG...

Popular articles by Sonia Tanda