Why it's time to rethink foster carer recruitment

Foster carer recruitment is stuck telling the same story.

We’ve seen countless campaigns featuring heartwarming images of smiling families, with slogans like “change a life” and “be the difference” that rely too heavily on the assumption that all people need is a nudge in the right direction to start their fostering journey. This, paired with a constant sense of crisis - ‘we need your help NOW’ - simply hasn’t shifted the needle in any significant way over the past few years.

The reality is that these campaigns often speak to those who are already highly motivated to become a foster carer – they’re preaching to the converted. But what about those who are unsure about taking such a step? Or those who don’t see it as a viable or realistic option for themselves? Or even those who have never considered fostering at all?

This brings us to the crux of the issue. We’re not just facing a recruitment challenge; we’re facing a challenge around perception.

To truly address this crisis, it’s clear that it’s time for an innovative approach to foster carer recruitment that not only raises awareness of a growing need but also nurtures a pool of potential foster carers for the future.

The eligibility to become a foster carer doesn’t end at simply having a spare room in your home. It’s a role that requires a blend of patience, empathy, and resilience as you provide a stable and loving home for young people who’ve faced a challenging start in life. It’s about being adaptable and open-minded, understanding that every child in care is going to have unique backgrounds and needs.

This message needs to be delivered in a way that resonates with people who aren’t currently in the fostering community.

So, how do we do this?

People connect with stories, not statistics. Telling the real, unfiltered stories of foster carers from all walks of life – from single professionals to empty nesters, to same-sex couples. These stories need to be raw, authentic and diverse, showing that fostering isn’t about fitting a mould; it’s about breaking it.

We know from previous campaigns that ‘the fear of the unknown’ is a huge barrier to fostering. But sharing honest and authentic experiences that welcome people into the fostering community builds trust and gives real insight into life as a foster carer.

Social platforms, VR experiences and online communities can all be leveraged to create engaging and interactive campaigns that not only inform but also inspire. TikToks or Instagram Reels showing a day-in-the-life of a foster carer, or a live-streamed Q&A with those with lived experience across the country can be incredible powerful in breaking down the barriers of what fostering is perceived to be.

The scale of the challenge for foster carer recruitment cannot be understated. However, this desperate need to get people through the door can often lead to short term recruitment efforts that don’t pay off in the long-term. Without laying the foundations for building awareness, you risk fishing in the same depleting pond of people already actively considering becoming carers.

We know that becoming a foster carer is a not a decision taken lightly; it takes time. That’s why nurturing a relationship with potential carers – long before they’re ready to take the plunge – is essential to building a long-term pipeline for future foster carers. This means creating ongoing content that educates and inspires, planting a seed for those people to consider fostering in the future. Webinars, podcasts and community events can all play a vital role in keeping the conversation alive.

We also know retention is as much of a challenge as recruitment. A lack of new carers means burnout for your existing ones. To fix this leaky bucket, it’s key that we continue to talk to existing foster carers about the support available to them – such as respite care and the Mockingbird scheme.

It’s impossible to talk about fostering without addressing the elephant in the room: money. The financial strain on the sector is real, and it’s a major deterrent for many who might otherwise consider fostering. Changing the dialogue around allowances as an ‘enabler’ for those who feel like they can’t afford to foster, is key to breaking down the financial barriers to becoming a foster carer.

We all need to be transparent about the financial realities of fostering—both the challenges and the support available. Clear communication about allowances, tax relief, and additional support can help alleviate some of the concerns potential carers might have.

The fostering sector is at a crossroads. There are some fundamental challenges in the systems and processes in place to support carers, and we cannot solve these problems with marketing alone. But we can challenge convention and choose to innovate, think creatively, and tackle the challenges head-on with fresh ideas and bold action.

We have an opportunity to reimagine what foster care recruitment looks like in the UK. It’s time to step out of our comfort zones and embrace new approaches that speak to a broader audience. The stakes couldn’t be higher—this is about the futures of thousands of children and young people across the country.

If we want to ensure that every child in care has a safe, loving home to go to, we need to change the way we talk about fostering. It’s not just about finding homes for children; it’s about building a community of carers who are supported, valued, and empowered to make a difference.

The numbers don’t lie—the need is greater than ever. But with the right approach, we can help meet this challenge head-on and create a future where no child is left waiting for the care they deserve.

If you’d like our support with recruiting or retaining foster carers, get in touch. In the meantime, check out some of the great foster carer recruitment campaigns we’ve delivered here.

If you found this article interesting, check out our blog on respite care’s pivotal role in foster carer recruitment.