People are being put off a career in social housing because of the reputational issues facing the sector, according to a new report.
A survey of 100 senior decisionmakers at housing associations by data intelligence firm Mobysoft found that three-quarters (77%) of housing associations are finding it difficult to recruit. Over half (55%) say the problem has worsened over the past 12 months.
Some 40% of housing associations are struggling to attract people with the skills, training and qualifications they need and a third (34%) believe that candidates are being deterred by the reputational issues affecting the sector.
Following the death of two-year old Awaab Ishak, caused by damp and mould, the social housing sector has come under increasing political pressure. The Government has added time limits for fixing damp and mould issues — ‘Awaab’s law’ — to the Social Housing (Regulation) Bill which received royal assent in July.
The findings in Mobysoft’s report follow research from Inside Housing magazine that discovered turnover of housing officers at local councils in the UK nearly doubled between 2017 and 2022.
Paul Evans, CEO of Mobysoft, said: “People are starting to see some roles in social housing as a poisoned chalice. Negative headlines, even if they only represent the experiences of a tiny minority of social housing residents, have created a huge challenge for recruiters trying to promote the positives of a career in the sector.
“We need to change this narrative somehow. Social housing is a critical and irreplaceable part of our society — one that is becoming ever more vital as private rent and home ownership become increasingly unaffordable. The housing secretary has made it clear that delivering more social homes is a core component of the Government’s housing plan. Meeting that demand, while delivering the evolving range of services required by social housing customers, will require many more talented, passionate people working in the sector.”
Housing Secretary Michael Gove recently pledged that the UK would build 30,000 social homes a year.
Mobysoft’s research found that many social housing providers are exploring ways of improving recruitment and retention and making workplaces more flexible. More than two thirds (68%) say they either have already or will over the next 12 months introduce a four-day working week policy.
Over a third (35%) of social housing providers are introducing or expanding graduate schemes, 34% are doing the same with apprenticeship programmes and 29% are proactively engaging a more diverse range of communities with their recruitment campaigns.
Paul Evans, CEO of Mobysoft, added: “There is an abundance of ideas and inspiration among social housing providers looking to broaden their horizons when it comes to attracting talent. Strategies that engage a more diverse recruitment pool and make the workplace more accessible and inclusive are important in any industry. They will be mission critical over the next few years in social housing, where expectations on the sector are rising at the same time as the existing workforce is shrinking.”
