Vida Healthcare hopes to draw staff with 30% higher wages

Care home operator Vida Healthcare has reportedly increased the wages of its frontline care staff by 30% to fight the national staffing crisis and attract new talent.

Under the new wages, which are 20% higher than the sector average, care assistants’ hourly rate has increased from £9.61 to £12.32, and nurses’ hourly rate has increased from £18.50 to £22.50.

Vida was founded in 2010 and provides specialist dementia care in Harrogate, North Yorkshire. The group has three purpose-built care homes – Vida Hall in Starbeck, Vida Grange in Pannal and Vida Court in Harlow Carr. Filed accounts show that it had revenues of £14 million in 2020, with EBITDA of £2.4 million.

James Rycroft, managing director at Vida Healthcare, said: “Despite leaders in the sector advising that care staff are looking for more than wage increases, at Vida it’s not only important that we’re attracting new talent to the sector but that we’re also rewarding our existing staff for the hard work and dedication they demonstrate every day. This wage increase is just one initiative we’ve put in place to show our staff how proud and grateful we are for their incredible work, particularly throughout these challenging times.”

To attract and retain its staff, Vida runs a specialist training platform, the Vida Academy, which offers a bespoke professional development training pathway and provides staff with opportunities to achieve promotions and learn valuable caring skills.

Date published: January 11, 2022

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