What is Values-Based Recruitment? How Care Candidates Can Use Personal Values to Stand Out

By Flourish

Recruitment in care is changing. While qualifications and past experience used to be the only things that mattered, many providers are now shifting toward values-based recruitment (VBR).

This means that who you are as a person – your kindness, your resilience, and your motivations – is often more important than what is written on your certificates or CV. 

Care providers are looking for individuals who “care about caring,” especially in a sector dedicated to supporting others. If you can demonstrate that your personal values align with theirs, you can stand out from the crowd.

To help you understand this process and how to use it to your advantage, our partner, Flourish, has teamed up with Damien Wilkins, Head of Product Development at Care Character, to share more about VBR.

What values-based recruitment really means for you

In this video, Damien Wilkins explains why care providers are looking beyond just your CV to find the “right fit”.

Understanding this employer perspective is your first step to getting hired.

How do you actually get your foot in the door?

When a care provider uses values-based recruitment, they aren’t just looking for someone to tick off a checklist of tasks. They’re looking for a person they can trust with the lives and dignity of others.

To get hired, you’ve got to move away from talking about “what you can do” and start talking about “who you are.”

First off, you need to be honest about why you’re actually there. Before you even open your laptop to fix your CV, ask yourself: why care? 

Maybe you looked after a grandparent, or maybe you’re just the person in your friend group everyone turns to when things go wrong. Whatever it is, that’s your “anchor.” If you can talk naturally about what motivates you, it’s going to land a lot better than a rehearsed line about being a “dedicated professional.”

It’s also worth looking into what makes that specific provider tick. You’ll see words like “dignity” or “community” all over their websites. Don’t just copy and paste them – think about how those words translate to a chaotic Tuesday afternoon when a resident refuses to eat and the phone won’t stop ringing.

When you apply, use their language but throw in your own take. This shows you aren’t just looking for any old job, but that you actually want to be part of their team.

And look, don’t sweat it if your CV doesn’t have “Care Assistant” on it yet. Values aren’t something you learn in a classroom; they are things you develop throughout your life.

Did you stay calm during a family crisis? Have you spent years keeping your cool while dealing with difficult customers in a shop? That’s your proof.

In this sector, having the right heart matters more than a certificate on day one. You can be taught how to write a care plan, but you can’t be taught how to be a genuinely kind person who always puts people first.

How to actually get noticed

Forget the dry list of duties. Use these tweaks to let your actual personality do the heavy lifting:

• Rewrite that CV summary: Most people write “Hardworking individual seeking a role.” It’s too common and lacks a personal touch. Try writing something real instead: “I’ve always been the person who cares and jumps in when someone’s struggling. I’m looking for a team where being patient and empathetic actually matters.”
• Give your values some room: Under your old job titles, don’t just list what you did. Mention a moment where your character came through. For example: “I spent extra time with our regular customers because I knew for some, it was the only chat they’d have all day.”
• In the interview, explain the “Why”: If they ask how you handle stress, don’t just say you’re “good under pressure.” Tell a story. “I once had a resident who was really upset. I didn’t just finish the task and leave; I sat with them for five minutes because I believe dignity means never making someone feel like a burden.”
• Ask values-based questions: Show you care about the culture by asking, “How does the team actually support each other after a really rough shift?”

To see how this all fits together, check out Damien’s advice. It’s a solid look at how care providers try to embed values-based recruitment into their organisations before you even walk through the door.

By focusing on your values, you aren’t just looking for a job – you’re looking for a place where you resonate. When you find a care provider whose values match your own, you’ll find a career that is both rewarding and sustainable.

If you found this article useful, we also recommend reading: Care Assistant Interview Questions And Answers: How To Prepare.