Session spotlight: Supporting the future workforce: Thirty Under 30 Winners panel

Hosted at Care Show London 2025 in April, this engaging panel session saw three previous winners of the prestigious Care Show Thirty Under 30 Award take to the stage to share their experiences of working in the sector and reflect on what can be done to support the future workforce.

Firstly, we heard from Eve, General Manager for Home Instead Oxfordshire and Home Instead Swindon, entered the care sector two and a half years ago in her first role in domiciliary care. Starting as Operations Manager, she has since progressed into a leadership position. Eve shared how her path wasn’t linear but that she has grown despite inconsistency in previous roles.

Donell began his care journey in 2018 as a carer and is now the Director of Scope Care Services, a company he bought himself. Formerly a chef, Donell entered care through a family business and discovered his passion and purpose through engaging with service users. He spoke about the need to change perceptions of care being a “woman’s job,” and the importance of encouraging more young men into the sector.

Lois, Head of Marketing and Digital Communications at Clarity Care Services, discussed her transition from the tech industry into care. Seeking more purpose, she found the care sector to be rewarding and full of opportunity. Initially met with scepticism about the value of marketing in care, she worked to demonstrate its impact on recruitment and service growth.

Chaired by ‘Big Ian’ Donaghy, a strong advocate for the value of adult social care, the panel explored how to promote care as a viable and rewarding career for young people, arguing it should be more visible in schools and media from an early age. All three panellists agreed that careers in care extend far beyond direct service, including marketing, catering, and management and that this needs to be advertised more.

The panel then discussed what would make the care sector more of an appealing environment for the next generation to begin working in. Whilst Eve emphasised the power of diverse teams and the importance of creating inclusive and innovative care services, Donell focused on the importance of hiring based on character, ambition, and willingness to grow, rather than just qualifications. He also stressed the importance of creating a positive culture that feels more welcoming. Lois advocated for wider recognition of non-clinical roles within care and highlighted the need for strategic collaboration with schools and colleges to introduce young people to the sector at an earlier stage in their lives.

The panel concluded with reflections on the significance of the Thirty Under 30 recognition for each of the winners. For all three panellists, they felt the award validated their efforts, boosted confidence, and gave them a platform to lead and inspire others. The closing message was clear: these young leaders are not just the future of care, but are, more importantly, the present. As they are already making a difference and laying the groundwork for generations to come, the discussion was as much a celebration as it was a call to action, urging the sector to nurture ambition, diversity, and collaboration across all ages.

Check out the full recording:

Find out how to nominate today: https://www.careshow.co.uk/care-show-thirtyunder30