Sharing the love in CPL’s latest client recruitment campaign

Following the success of Cambridgeshire County Council’s reablement recruitment campaign, CPL has again been appointed to devise a second campaign, this time in a bid to attract experienced adult social workers.

The #welovesocialworkers campaign was created following extensive research. Interviews with current Cambridgeshire adult social workers, those from other authorities and workshops with staff members on the front line discovered that the Cambridgeshire team feel particularly supported by management. They receive a strong level of supervision and appreciate the flexibility they are given by the council when it comes to caseloads and creative problem-solving.

From these results, the campaign was formed, using tongue-in-cheek straplines to demonstrate the real-life nature of this role, while reinforcing the fact that Cambridgeshire really does love its social workers.

Cambridgeshire County Council CCC #welovesocialworkers

The #welovesocialworkers campaign is currently active across the county and takes in video, digital, press and print advertising channels.

James Gemmell, Transformation Manager at Cambridgeshire County Council, said: “We have really enjoyed working with CPL on both our recent campaigns and have so far seen some great results. The team’s ideas and approach to video, digital and content marketing have been really beneficial to this new campaign.”

Richard Walters, director – commercial for CPL, said: "We were delighted to be chosen to work on devising and executing this new campaign to attract qualified social workers to Cambridgeshire. It has, yet again, been a pleasure to work with the council's team on this critical area of their service."

Listen to the Social Care Cambridgeshire podcast at

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