The findings come from the Coalition of Care & Support Providers in Scotland.

Choice of language in job descriptions and recruitment materials is crucial in attracting qualified social care professionals, according to 96% of respondents surveyed as part of a new study. 

The report from the Coalition of Care & Support Providers in Scotland (CCPS), explores the use of language and narrative in recruitment processes within the not-for-profit social care and support sector. 

The study aims to improve recruitment process outcomes through defining language that attracts a pool of candidates who are well suited to roles on offer. 

The report also offers recommendations to provider organisations and highlights key findings from survey and focus group research.  

Taking a sector-wide approach, it recognises the current recruitment challenges while acknowledging the strides made in using language that can resonate with potential candidates. 

There has been a concerted effort to move away from overly technical or jargon-heavy descriptions towards clear, accessible terminology that accurately roles and expectations.  

But during a time of recruitment crisis, the report finds more needs to be done to inform candidates about the opportunities a career in social care can offer.  

Kristy Lambert, CCPS’s policy and projects officer – workforce, said: “CCPS is grateful to everyone who took part in this study. Their participation allows for relevant and important research to be produced in the hope of improving the outcomes of recruitment in the sector.  

“We hope the report offers organisations ideas for implementation within their own language of recruitment and that its findings are useful.” 

The report looks across a variety of themes including job descriptions, emphasis on career development, job requirements such as emotional intelligence and soft skills, job benefits, inclusivity and diversity in language, streamlining application processes and more.  

The publication was researched and produced by CCPS’s Workforce Programme, which is funded by the Scottish Government.