Social housing’s damaged reputation is making it harder for the sector to recruit new blood, claims a survey of senior industry chiefs.
In recent years, the housing sector’s ‘dirty laundry’ has been paraded in national media, laying bare shocking instances of bad housing and poor service to tenants.
Worse still, the tragic death of the two-year-old Awaab Ishak from damp and mould in his parent’s housing association home, highlights the very worst human cost of industry failing.
Social landlords – housing association and council – have come under increased pressure to clean up their act, but the bad publicity is apparently taking its toll on recruitment.
The findings of a study undertaken on behalf of data intelligence firm Mobysoft, by research agency Censuswide, suggest people are being put off a career in the sector because of the reputational damage.
In a survey of 100 senior decision-makers at housing associations, it was found that 77% of these organisations 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.
Paul Evans, Mobysoft’s chief executive, said that the sector needs to “change this narrative” if it is to meet growing need for social housing and its services; something that “will require many more talented, passionate people working in the sector”.
“People are starting to see some roles in social housing as a poisoned chalice,” he added. “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.”
Following Awaab’s death, the government introduced time limits for fixing damp and mould issues to the Social Housing (Regulation) Bill, which received Royal Assent in July. This was dubbed ‘Awaab’s Law’.
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.
Evans 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.”
Housing Digital Stakeholder Mobysoft is one of the fastest growing software as a service-providers in the UK. Its RentSense product helps landlords sustain more tenancies, deliver efficiencies, and protect revenues.
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