Why culture is everything for a care home provider

In this episode of the Care CEO Success Stories podcast, Adam James of Springup PR talks with Claire Rintoul, CEO of Sheffcare — a Sheffield-based charity running nine care homes and two care centres. Claire brings over four years of leadership at Sheffcare having previously led several charitable organisations.  Sheffcare supports around 1,000 people annually, delivering care for older adults in Sheffield. Before entering adult social care, Claire worked in the broader charity world.Stepping into social care, she encountered a "hierarchical and closed" culture — one she set out to transform.  Her mission: build trust, empower staff, and make culture the foundation of everything. Under Claire's leadership, Sheffcare introduced structural reforms — from a Leadership Charter to regular drop-ins and a strong internal comms platform — to foster transparency, mutual respect, and continuous improvement. In this episode, Claire shares insights on building a values-driven culture in care, including: Why culture drives performance, morale, and the quality of care. The power of a Leadership Charter "written by managers, for managers" to promote fairness, empathy, and consistency. The human reality of care work: "We're looking after people. Every day matters." Why she worked 12-hour frontline shifts — including as a janitor — to fully understand staff challenges. Overcoming resistance to change and why giving staff a voice was non-negotiable. Creating transparent, two-way communication via digital tools and open leadership access. Building psychological safety: "Scared people can't do their best work." Developing a lean leadership model that trusts managers on the ground to lead. Leading values-based recruitment with respect, responsiveness, and personal induction by Claire herself. Navigating the tensions of culture change and holding firm on core values. Delivering outstanding care on tight budgets. The impact of the staff-led 'Everyone Matters' group on major decisions. How new digital tools connect teams, celebrate wins, and break down silos. The role of early adopters in driving culture change: "There was always a critical mass who believed this was the better way — we built from there."