Your next foster carer is on Facebook. The question is: can they find you?

The UK is facing a fostering crisis. The latest Ofsted data shows a net loss of 765 fostering households in 2023-24 alone – part of a steady decline that’s left the sector with 2,165 fewer fostering households than in 2014, even as the number of children in care continues to rise.

If you are a fostering agency and still relying on traditional recruitment methods – leaflets, radio ads or word-of-mouth – you’re competing in an increasingly shrinking pool of carers using tools that no longer reach them where they are. 92% of employers now use social media to find talent, and 73% of job seekers aged 18-34 found their last jobs through social platforms. The people who could become excellent foster carers aren’t always listening to radio ads, but often scrolling through social media at 11 pm.

The good news? A well-executed social media strategy can help you reach them, build trust and help bridge the recruitment gap.

Which Platforms Actually Work for Foster Carer Recruitment?

You don’t need to be on every platform. You just need to be strategic about where you invest your time.

Facebook remains the most effective platform for reaching prospective foster carers. Why? Demographics. Facebook’s user base skews slightly older (25-54), which aligns with the typical age range of approved foster carers. It’s also where people actively engage with community groups, parenting content and local causes – making it ideal for both organic and targeted paid campaigns, helping to reach “empty nesters”. If you only have time for one platform, make it Facebook.

Instagram works well for visual storytelling. Fostering is deeply human, and Instagram lets you show what that looks like day-to-day. Use it for short carer testimonials, behind-the-scenes content of your support services, and myth-busting Reels that answer common questions. Instagram Stories and Reels are particularly effective for reaching younger audiences who might be considering fostering in the future.

LinkedIn shouldn’t be overlooked. While it might seem less obvious, LinkedIn’s value lies in positioning fostering as a rewarding career choice, particularly for people considering a career change or looking for meaningful work. These tend to be high-stability individuals with professional backgrounds and resilience – exactly the people who often thrive in complex placements.

TikTok? It has potential, but only if you have a clear strategy and the resources to execute it authentically. Its strength is visibility. Short-form video can help fostering agencies reach new audiences, challenge misconceptions and build awareness in a way that feels immediate and relatable. But TikTok content has to feel native to the platform. If it comes across as overly polished, overly corporate or disconnected from the reality of fostering, it can quickly feel inauthentic. For most agencies, it is better used as a supporting channel rather than a primary recruitment tool.

What Content Actually Builds Trust and Drives Enquiries?

From years of working alongside fostering agencies to support their marketing and communication strategies, here’s what we found works:

Foster carer stories. Not scripted testimonials, real stories from real people. But – and this is critical – you must have proper consent frameworks in place to execute this ethically. This means:

• Written consent that clearly explains where and how stories will be used
• The right to withdraw consent at any time
• Never identifying children or sharing details that could compromise their privacy
• Regular check-ins with carers whose stories are being shared

These stories should cover the realities of foster care. From the challenges, the support they receive, the moments that made it worthwhile and advice to prospective foster carers. Remember, authenticity beats polished every time.

Day-to-day content. What does your support actually look like? Show it. A training session in action, a team celebrating an accreditation to a social worker’s anniversary. These behind-the-scenes glimpses help build credibility over time in ways that mission statements on a website cannot do.

Myth-busting content. The decision to foster doesn’t happen overnight. Families take months researching, and many never reach out because they’ve already disqualified themselves based on misconceptions. Use your content to remove these barriers before they become deal-breakers. Answer the questions that stop doubts before they start. Short, clear answers get saved, shared and most importantly – stop potential candidates from ruling themselves out.

Community engagement. Share news, get involved and celebrate Foster Care Fortnight (11-24 May) and highlight local events. Position your agency as an active, caring presence in the local community – not like a recruitment agency that only posts when you need carers.

How to Handle Comments and DMs Professionally

Social media is a two-way street. In a sector built on 24/7 support, your responsiveness online is a window into your agency’s values.

Respond quickly. Enquiries in DMs should be treated with the same urgency as a phone call. Aim to reply to enquiries within 24 hours, ideally sooner. A fast response signals that you value people’s time and take their interest seriously.

Be transparent. If someone asks a difficult question publicly, answer it honestly. Dodging or deleting comments quickly erodes trust and ultimately damages your reputation.

Move sensitive conversations offline. If someone shares personal circumstances in a comment, acknowledge it publicly with empathy, then invite them to continue the conversation via DMs, phone or email. For example: “Thank you for sharing this with us. Would you be comfortable sending us a DM or emailing us at [email] so we can provide further support?”

Have a crisis plan. What happens if a negative comment from a frustrated carer goes viral? Know who responds, what the approval process is and when to escalate. Silence looks like guilt. A thoughtful, measured response demonstrates professionalism and accountability.

Organic vs Paid: The Strategy You Actually Need

Organic content builds your reputation while paid campaigns drive action. Ideally, you need a mixture of both.

Organic content should run consistently. Post around 3-5 times a week with a mixture of carer stories, educational content and community updates. This helps keep your agency visible while positioning you as a trusted and reliable voice in your area.

Paid campaigns should be targeted and time-bound. Run Facebook and Instagram ads during peak recruitment periods or when you have urgent placement needs. Use targeting to reach people in specific locations, age ranges and interest groups (e.g., parenting, volunteering, teaching).

Even a modest budget can deliver strong results. £300 – £500 per month on well-targeted ads can help generate qualified enquiries if your messaging and creativity is strong.

The Bottom Line

The families who could become your next foster carers are already on social media. They’re researching, reading real experiences and trying to picture whether fostering could work for them. If your fostering agency isn’t showing up in those spaces with authentic, well-managed content, you’re not just missing out on enquiries – you’re handing them to competitors who are.

Social media for fostering recruitment isn’t about going viral or chasing likes. It’s about being present, authentic, and professional in the places where your next foster carers are already looking.

Need help building a social media strategy that actually recruits foster carers?

At Conteur, we specialise in marketing and communications for fostering agencies. From content creation and storytelling to paid campaigns and community management, we understand the nuances of the sector – and what it takes to turn online engagement into real-world enquiries. Get in touch to find out how we can support your recruitment goals.