The Government has launched a recruitment campaign to try to plug a hole of 110,000 vacancies in the social care workforce.
More than 1.45 million people work in social care at the moment, but an extra 650,000 workers will be needed by 2035 due to an ageing population, ministers said.
The move was welcomed by charities but they said more needed to be done to improve working conditions and pay.
The new campaign – Every Day Is Different – also comes as the Health Foundation published its own report on the NHS workforce, expressing concerns about the growing number of staff shortages across the board.
It said there were “worrying trends” in community care, with a drop in nurses and health visitors in the community.
The new Department of Health and Social Care (DHSC) campaign aims to promote social care as a career with good progression and professional development.