Home Instead UK has announced the creation of an advisory council made up of newly named ‘Care Professionals’ as it seeks to professionalise the sector and reinforce respect for its teams.

Previously called CareGivers, Home Instead’s 10,000 strong workforce will now be known as Care Professionals, or Care Pros, HCI has learned.

Selected Care Pros from across the four UK nations will sit on the new Care Pro Council, which will meet with the executive leadership team (ELT) three times a year.


The move by Home Instead was announced at the company’s national conference on Friday by UK CEO Martin Jones (pictured).

He said: “This initiative sends out a clear signal about our intention to be an employer of choice and reinforces the admiration and respect we have for our people. It will also ultimately benefit our clients.

“We need to professionalise the sector and make it one where people want to stay and grow within. One of the ways we will achieve this is by having a more open dialogue, and learning from the Care Professionals themselves.

“We pride ourselves on the esteem with which our care workforce is held within the business and the training, career opportunities, support and wellbeing packages already on offer – but we are taking this to the next level.”

Care Professionals’ views, opinions and guidance on issues such as benefits, branding and marketing, and training and professional development will be sought by the ELT.

Their counsel will inform strategic planning and decision-making that is expected to benefit the entire workforce.

Jones added: “The Care Pro Council will allow us to walk in a Care Professional’s shoes and get an invaluable insight into their day-to-day work. They will have a direct input into the decisions we make that will impact their lives and those of their clients. It’s a win, win.

“We are all really excited about this new initiative and looking forward to our first meeting in the Spring.”

Care Professionals from the across the network will be represented on the Council. Meetings will be held off-site in an informal environment with the Care Professionals joining the ELT to drive the discussion about their role and all aspects of Home Instead’s service.

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