Not a business, but a lifeline: A conversation with Sharon Dawber of Ella UK

Care agencies aren’t just businesses: they have an important responsibility towards the UK’s most vulnerable individuals. When they’re impacted by financial pressures, the results aren’t simply operational, and can have a knock-on effect on the clients who rely on them. We recently caught up with Sharon Dawber, Managing Director of Ella UK in Wigan, to discuss the unique pressures the industry is facing. Our conversation took place just before the most recent National Insurance decisions were announced, but the concerns she raised remain highly relevant. Sharon shared candid thoughts on the challenges care providers are navigating, and how her team has stayed resilient through tough times.

On working smarter, not harder

When asked about the current pressures facing her business, Sharon highlighted a few key obstacles that require creative thinking and working smarter, not harder.

"One of the first ones that springs to mind is when you're working with local authorities. So like, if you're on an in a contract, they actually determine the hourly rate. You only can charge what they dictate to you. Yes, which is fine and dandy, but they do say that it includes every cost, so things like your back-office costs, your management pay rise," Sharon explained.

Despite the challenges, she highlights the importance of flexibility and sustainability. "Working smarter by being in a contract, hopefully, you get more work coming through the doors with less advertising, which is keeping your costs down."

Her optimism and practicality also come through when she addresses a recent increase in National Insurance charges. "As a company now, I'm looking at an additional £25,000 per year extra on National Insurance. It's a big jump, but I understand where the government is coming from. But you know, the government has always said it's the smaller businesses that are keeping the economy thriving... I have heard of three businesses that have shut their doors because they're frightened of these charges."

Staying positive amidst the challenges

Sharon's company values a positive, solutions-focused mindset, which she believes is essential in navigating difficult times. "For me, not every problem has a solution immediately, but give me time and I'll find somebody that can help me with that answer. Always remain positive, that's the first thing that can get you down if you're not positive. There's always ways and means."  Sharon encourages her peers in the care industry to stay optimistic and proactive 

It’s not about the money

One of the most striking parts of Sharon's conversation was her deep passion for the work that care agencies do and the people they serve. "I didn’t go into it for the money. My company statement reflects that—we're about people, not profit." Sharon recognizes the personal sacrifices caregivers make, often underpaid and undervalued, yet still devoted to their roles.

"What people should understand is that carers are the lowest of the low pay-wise, but they go above and beyond, carers can feel undervalued and underpaid," she said, noting how frustrating it is when local authorities dictate hourly rates without considering the reality of care provision.

Sharon went on to emphasise, "If carers were in it for the money, they wouldn’t be doing it. They're doing it because they care about the individuals they’re helping. And let’s not forget the generation of people we're caring for—they’ve fought for Queen and country, and have given us, the younger generation, the privilege of life that we have."

She pointed out how many people in the community may not fully grasp what it's like to provide care: "You can't tell a 90-year-old woman that has no family, 'You're going to have to do your own cleaning as this may not be funded in the future.' 

Recruitment challenges

Recruitment and retention are ongoing struggles in the care sector, and Sharon doesn’t shy away from the difficulty of these issues. "One of the toughest things at the moment is recruitment. We spend hundreds and hundreds of pounds each month advertising, but not getting much coming forward."

Sharon is determined to make it work, despite the shortage of staff. "We’ve got a tight team. Everybody is quite open and flexible about helping out when needed, and that makes a huge difference. We all pull together to make sure we accommodate every client we can."

However, she’s clear that sustainable rather than growth is the goal right now. "It’s definitely about sustainability at the moment. With less growth and the additional costs of National Insurance. It gives you a bit of belly ache because you think, ‘Well, I can’t grow and make more profit to have peace of mind.’"

A call for empathy and understanding

Sharon’s message for those outside the care industry is simple yet powerful: "Care is not about budgets, it's about the individuals. People need to understand that carers are dedicated to their work, and they are in it for the passion of providing care, not for the money. The elderly people we're caring for have given so much to society, it's not right to just cut them off when they need help the most."

She urges greater understanding from the community, emphasising that care agencies are not simply businesses but are a lifeline for vulnerable individuals. "Care shouldn’t just be about finances and budgeting. It should be about the people we're supporting. We need to remember the people at the heart of this industry."

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We know times are tough for the care sector. That's why we recently partnered with TRIVER to help care agencies unlock cashflow with Local Authority contracts.
See if you qualify here.

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