Publicis scoops social work recruitment brief

A campaign to rehabilitate social work as an attractive profession will be handled by Publicis, the COI has confirmed.

CWDC postcard

The Children’s Workforce Development Council launched a review of the £10m account last October but put an appointment on hold as a result of the fall-out of the Baby P case, which criticised social workers for not taking action to stop the 17 month old baby being abused and killed by his carers.

Any campaign to attract a wider pool of candidates to the profession will face an uphill struggle as a result of this latest scandal. Leading figures in the profession are also split as to the best way to improve recruitment.

The Government has this month proposed a new £9m scheme to persuade other professionals such as teachers and nurses to take a fast-track conversion course to retrain as social workers, which would be run by the CWDC.

However responding to the scheme Local Government Association vice-chair Jeremy Beecham says: “At a time when at least one in nine social worker posts is empty, such programmes are only a start.

“What is needed is a long-term drive to raise the status and recruitment of social workers for years to come, so that the best and brightest staff are on the frontline protecting vulnerable children, and want to remain in those positions.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here