Care work has an image problem. No one knows this better than York, who has made it his mission "to change people's perception of what it is like to live in a care home." 

In today's social media-driven world, that means video. His company, Five on a Bike, specialises in video production to help care providers "engage and inspire" prospective residents, their families, care staff and potential new joiners, creating thousands of pieces of care-focused video content each year.

York is a passionate advocate of using digital communication to increase the size of the sector's talent pool. With an estimated 165,000 vacancies across Social Care right now, it's never been more vital for providers to embrace new recruitment strategies and 'sell' themselves and their roles to a talent pool with more choices and lower attention spans than before.

With the support of his team, York has been generous in sharing their knowledge and experience in this area, and even lending their production skills to some of the industry's live events! Speaking of which, you'll probably catch him on stage at one soon talking all things recruitment and employer branding.

Here's an example of their work: