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Social housing must rebuild its image to overcome recruitment crisis
We must make tackling the recruitment crisis our highest priority in order to push our sector forward, writes Barbara Brownlee, chief executive of Soho Housing Association
We must make tackling the recruitment crisis our highest priority in order to push our sector forward, writes Barbara Brownlee, chief executive of Soho Housing Association #UKhousingWith waiting lists for affordable housing at a 10-year high, it is no overstatement to say that housing is in crisis.
Amid the struggle to build new homes, the lack of funding for the sector and the ever-increasing pressures on housing providers, social housing is also suffering a crisis of recruitment. A study showed that over 75% of housing associations believe proper recruitment is a challenge for the organisation.
The difficulty plaguing the sector is not a lack of people with the right skills, it is predominantly one of reputation. The same study showed that 34% of prospective candidates were put off a job in affordable housing by the reputational issues that affect this industry.
Without the ability to attract and retain the right people, housing associations will continue to find it difficult to deal with the issues that beset them. Improving the housing sector’s reputation and recruitment difficulties must, therefore, be a top priority for the industry.
Over the past few years, social housing has faced an onslaught of negative media attention, which has inevitably marred many young people’s perceptions of working in the industry. Coupled with the influx of regulations, from new legal standards to heightened environmental measures, jobs within the sector are perceived by many as simply navigating a neverending set of obstacles with little support from other services.
To resolve this issue, we must do better at spreading the positive stories of working in affordable housing. By telling the stories of our amazing staff, we can help to attract those with the right skills and career ambitions to secure the future of our sector.
“By telling the stories of our amazing staff, we can help to attract those with the right skills and career ambitions to secure the future of our sector”
Work isn’t simply about money; many people are searching for a fulfilling career that lets them make real and tangible differences to society. This is particularly true of Gen Z, the generation currently starting out in the professional world, who are often noted as being especially focused on causes that promote social justice.
The housing crisis affects more and more people every year, making it one of the biggest drivers of social and economic inequality and underpinning many of the issues that people in our society face.
Those working in the sector deliver the housing so desperately needed by some of the most vulnerable in our society. What better opportunity to create a better, fairer country could there be?
We must be more open about the opportunity that working in housing offers: if you want to make a difference, this is the place to do it!
Of course, any job must also provide a living, and average starting salaries for the sector are competitive, offering a viable alternative to industries such as estate agency and the civil service, both of which are areas that those thinking of a role in social housing might also consider.
Many people find the idea of the corporate world of emails, desks and computers stifling. Working in affordable housing can provide the perfect alternative: housing officers are at the heart of their communities, often on-site at properties, helping residents and ensuring their voices are heard.
This is the perfect role for someone who wants a people-focused career, providing a friendly face and point of contact. Working in housing allows you to do something new each day. Whether visiting residents to understand their needs and help deliver them, learning technical skills and how to manage contractors, or working as part of a housing team, this is a truly community-focused career that helps the most vulnerable in society.
While housing officers are on the frontline of the housing crisis, plenty of other roles allow housing associations to continue their missions. Whether you have skills in property management, problem-solving and data analytics, or just a positive and proactive approach, there is a role for all skill sets within housing.
“Housing officers are at the heart of their communities, often on-site at properties, helping residents and ensuring their voices are heard. This is the perfect role for someone who wants a people-focused career”
Equally, the varied challenges of a role in social housing provide the perfect opportunity for those keen to learn and improve their skills in a fast-moving sector. Whether it’s customer-facing tasks, liaising with residents, colleagues and contractors, or arranging appointments and invoicing, there is a wide range of skills you can learn.
While there are certainly many challenges that face our industry, we must make tackling the recruitment crisis our highest priority. By attracting and, crucially, retaining the right people in the right roles, we can continue to make strides in our mission to provide comfortable, affordable homes for all.
Shining a light on the hard work of those in our industry will help not only to alleviate the recruitment difficulties afflicting housing, but will also highlight the tireless and crucial work of our frontline staff.
Barbara Brownlee, chief executive, Soho Housing Association
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