Proud to Care West Sussex

Air Social works with a number of clients within the social care sector and has had great success helping care providers who have struggled with their recruitment process to help fill vacancies. This prompted Proud to Care West Sussex to appoint us to help strengthen its promotional activity to encourage local people to consider working in adult social care.

Proud to Care West Sussex was set up by West Sussex County Council in 2019 to help local people find rewarding jobs in care and to support care employers across West Sussex with their recruitment needs. Their aim is to spread the word about the benefits of working in the sector and dispel some of the myths about care work.

The Campaign

Proud to Care West Sussex required a social media and digital advertising campaign to go live within an incredibly tight deadline due to year-end budget caps. This gave Air Social just a week to create and implement the campaign ahead of a month-long run.

Not only were we up against a tight deadline, but our campaign needed to be rolled out across six social media platforms – Spotify, YouTube, Facebook, Instagram, LinkedIn and Snapchat – so there were substantial set-up requirements.

The campaign focused on four key areas:

  • Your Face Fits Care looked at the variety of different people to show how it’s a job for all types of people.
  • Path to Care focused on the different pathways one might journey on to take a job in care and showcase that you don’t need to have experience.
  • Career progression highlighted the different types of jobs there are in the care sector – it’s not just about one-to-one care work.
  • Who cares? This took a look at the people who already work in care and what they find rewarding about their job.

We are used to seeing fantastic results for this sort of campaign on platforms like Facebook and Instagram, however, it was the results from Spotify that we were particularly impressed with – we achieved an average completion rate of over 92% and 167 clicks through to the website. The adverts on LinkedIn also exceeded expectations, achieving a CTR (click through rate) of 0.86% against LinkedIn’s 0.3%-0.5% benchmark.


“The Air Social team were a fantastic team to work with. Their knowledge, enthusiasm and innovative ideas really brought our care recruitment campaign to life and delivered fantastic results. The campaign succeeded in driving traffic to the Proud to Care website and increased job applications to the hard-to-reach care market. We were delighted with the results and highly recommend Air Social.”

Lisa Davenport, Senior Communications and Engagement Officer, West Sussex County Council.