Campaign launched to get more people working in child care

A new nationwide campaign to encourage people to start a career working with small children has been announced today.

Birmingham, Walsall, Sandwell and Wolverhampton authorities are all taking part.

It's ahead of the first wave of the government’s new free childcare offer from April.

Running across TV, cinema, radio, bus shelters and more, the recruitment campaign is urging the public to “Do Something Big” and start a career working with small children.

The campaign will look to boost recruitment across the sector by highlighting the vast array of childcare career routes and progression opportunities offering on-the-job training, flexible hours, and, most importantly, the chance to shape and support young lives.

A £1,000 sign-on bonus for childcare workers is also being launched today to increase capacity, tackle unemployment, and offer more childcare places.

The trial – which will cover 20 local authorities across the UK – will give new-starters and returners a tax-free cash payment shortly after they take up post.

Education Secretary, Gillian Keegan said: “Parents shouldn’t have to choose between a career and a family and our expanded childcare offer is going to make sure of that.

“From April, hundreds of thousands of parents of two year olds will get 15 funded hours. This is good for families and good for the wider economy – ultimately putting more money in parents’ pockets at the end of the month.

“The fantastic nurseries, childminders and professionals across the childcare sector are central to the success of this rollout and our new recruitment campaign will support them in continuing to deliver the flexible and high-quality childcare parents need.”

This comes as new research finds half (51%) of Brits would consider working with pre-school children, and 2 in 5 (39%) agreed they would be more likely to do so if given £1,000 cash after joining.

The survey highlighted just how influential early years professionals are in a child’s development, with 97% of parents agreeing an early years professional had an impact on their child’s development, and two thirds (66%) agreeing they are one of the most important people in their child’s life.

Clare Roberts the CEO of Kids Planet, which have nurseries across the West Midlands said: “Many parents already recognise how amazing early years and childcare professionals are, but it’s time that everyone else does too, and that the sector is given the recognition and importance it deserves in the valuable job it does to shape future generations.

“To deliver the government’s expansion of childcare and for it to be successful, we need to see significant growth across the sector, and what better way than to spotlight the incredible people already supporting and shaping our children.

“I welcome the launch of this campaign and would urge anyone interested in pursuing a career in childcare to take that first step and start exploring the opportunities available.”

Full list of local authorities invited to the £4.9 million Financial Incentives pilot offering £1,000 to new starters and returners:

• Birmingham
• Blackpool
• Halton
• Islington
• Knowsley
• Newcastle Upon Tyne
• North East Lincolnshire
• Salford
• Sandwell
• Wolverhampton
• Cumberland
• Darlington
• Doncaster
• Kingston upon Hull, City of
• Middlesbrough
• Northumberland
• Rotherham
• Sefton
• Walsall
• Wirral

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