How to Attract Gen Z to Work in Health and Social Care

The health and social care sector is facing a growing workforce shortage. To secure its future, attracting Gen Z — the digital-savvy, purpose-driven generation born between the mid-1990s and early 2010s — is essential. But doing so means rethinking traditional recruitment approaches.

This post explores how organisations can better engage Gen Z and inspire them to build rewarding careers in health and social care.

Highlight Purpose and Impact

Gen Z is highly motivated by purpose-driven work. They want to make a difference, and health and social care naturally offers that opportunity. However, this message often gets lost in job descriptions or outdated recruitment campaigns.

Tips to connect with purpose:

• Share real-life stories of how care workers improve lives.

• Use social media to showcase the human impact of the role.

• Emphasise that care is a career, not just a job – with a real influence on society.

Offer Clear Career Progression

One reason Gen Z may overlook health and social care is a perceived lack of advancement. This generation values growth, development, and clear pathways to success.

What to provide:

• Transparent career ladders showing how roles evolve.

• Access to training, apprenticeships, and professional qualifications.

• Mentorship opportunities with experienced care professionals.

Embrace Technology

Gen Z is the first truly digital-native generation. They expect workplaces to reflect the technology they use in daily life.

To stay relevant:

• Adopt digital tools for communication, training, and scheduling.

• Streamline administrative tasks with software to reduce burnout.

• Promote tech-enabled care innovations like telehealth or remote monitoring.

Create a Flexible Work Environment

Work-life balance is crucial to Gen Z. The sector is known for long hours and shift work, which can be off-putting. Offering flexibility where possible can make care roles more appealing.

Ideas include:

• Part-time roles or job shares.

• Predictable rotas and advanced scheduling.

• Opportunities for remote working in administrative roles.

Modernise Your Recruitment Channels

Traditional job ads won’t reach Gen Z. They're on TikTok, Instagram, and YouTube. Recruitment strategies need to meet them where they are.

What works:

• Use short-form video content to show a day in the life of a care worker.

• Leverage influencers or ambassadors within the sector.

• Build an engaging, mobile-optimised careers site.

Prioritise Mental Health and Wellbeing

Gen Z is more open about mental health than any previous generation. They expect employers to support wellbeing, especially in high-pressure roles like care.

Support strategies:

• Promote open conversations around mental health.

• Offer counselling, wellbeing apps, and peer support groups.

• Train managers to spot signs of burnout and stress.

Champion Diversity and Inclusion

Gen Z values workplaces that reflect the diversity of the world they live in. They seek inclusive environments where everyone feels respected and heard.

Actions to take:

• Actively recruit from diverse communities.

• Provide diversity training for all staff.

• Create safe spaces for underrepresented voices.

Final Thoughts

Attracting Gen Z to health and social care isn’t just about filling roles – it’s about future-proofing an entire sector. This generation is ready to make a difference, but they need to see a future where they’re valued, supported, and able to grow.

By modernising recruitment, embracing digital tools, and promoting the real impact of care work, the sector can become a natural fit for Gen Z’s values and ambitions.