The landscape of social care is undergoing a significant transformation; moving away from impersonal, standardised approaches towards more personalised, human-centric care. Central to this evolution is the language we use - a shift from bureaucratic terminology to words that reflect empathy, individuality, and respect.
The implications of language extend beyond perception; they influence recruitment and the quality of care provided. A 2024 report by the Coalition of Care and Support Providers in Scotland (CCPS) found that 96% of respondents believed that the choice of language in job descriptions and recruitment materials is crucial in attracting qualified social care professionals. The study recommends moving away from overly technical or jargon-heavy descriptions, and prioritising clear, accessible terminology that accurately represents roles and expectations. This aligns with insights from our 2025 Workmonitor report, which revealed that 38% of respondents consider the visibility of non-discrimination policies in website materials and job advertisements to be the most important factor when discussing EDIB initiatives for future roles. This further highlights the power of transparent, inclusive language in fostering trust and attracting qualified individuals committed to delivering human-centric, tailored care.
The Care Quality Commission (CQC) also emphasises the significance of person-centred care, where individuals and their families are actively involved in planning their support. While the CQC's 2022 report acknowledges some positive examples, it also reveals that many people still do not experience truly co-produced, person-centred care, particularly in hospital settings. The report stresses the importance of services listening to and addressing the concerns of individuals and their families, ensuring that care is tailored to their unique needs and preferences. This commitment to responsiveness is key to providing the highest standard of support.
Several organisations are starting to make strides towards this shift. The City of Doncaster Council for example, has issued guidance discouraging terms like 'frontline workers' and 'heroes' to encourage more inclusive and positive communication. The aim is to replace language associated with conflict or crisis with terminology that promotes collaboration, unity, and a more supportive, cooperative approach. Although progress is being made, our findings on workplace inclusivity revealed that only around half (55%) of employees trust their employers to create an inclusive workplace culture where all colleagues can thrive. This statistic highlights a crucial gap - establishing inclusive language in care settings is just the first step. To fully embrace this shift, organisations must also foster an environment where inclusivity is reflected in everyday practices, ensuring that all employees feel truly valued and empowered to contribute.
Additionally, recognising the importance of cultural competence, a UK-based initiative, 'Voices of the Parents' has been introduced to help social workers better support parents with disabilities. Developed by the CASBA Advocacy, this programme aims to combat discrimination and improve communication between social workers and parents with learning disabilities. By enhancing understanding and empathy, it helps build stronger, more supportive relationships, ensuring parents receive the care and respect they deserve.
These developments underscore a critical need to rethink and humanise the language used in social care. By adopting terminology that respects and acknowledges the individuality of those receiving care, we can foster a more empathetic and effective support system. This shift not only enhances the dignity of individuals but also attracts professionals who are aligned with these values, ultimately leading to a more compassionate and person-centred social care landscape.
At Randstad, our Tailored Localised Care (TLC) service is designed to offer reliable, compassionate, and consistent staffing solutions for both short and long-term care needs. We understand that every individual’s care journey is unique, which is why we provide dedicated teams to support children, young people, and adults, especially during challenging or crisis situations. Our experienced staff work closely with individuals and their families, ensuring the delivery of high-quality, person-centred care that prioritises dignity and respect. Find out more here and get in touch with a member of our dedicated team today to discuss how we can meet your specific care needs.