Early years and childcare recruitment campaign

The early years and childcare sector is rapidly expanding and needs a skilled and diverse workforce. It is vital that we continue to recruit and retain good-quality staff to support the expansion of the sector. A better skilled and highly qualified workforce is essential in achieving this.
A national recruitment campaign has been running since July 2000 to encourage people to consider a career in childcare. The campaign aims to help the sector recruit sufficient good-quality people to support the expansion of childcare places and replace those leaving the sector.

It is supported by all 150 local authorities. They are working with local partners, such as Jobcentre Plus, careers services, providers and sector organisations, to provide practical help to potential recruits.
A national early years and childcare recruitment PR campaign 'Working in Early Years. It's not just child's play' was launched on 6 March 2007. The campaign is aimed at all possible recruits. It also aims to attract young people, men, black and minority ethnic recruits, in particular.

The government is committed to increasing the diversity of the early years and childcare workforce, and recognises that recruiting people from minority ethnic backgrounds will have wider community and cultural benefits. Benefits include increased positive role models and an opportunity for children to gain a greater understanding of cultural differences.

We also want to encourage young men to think about a career working with children, in roles that have been traditionally been seen as jobs for women. We want to start changing attitudes and challenge perceptions.

The campaign encourages people interested in a career in early years and childcare to call the free national order line number 0800 99 66 00 or visit www.childcarecareers.gov.uk for a free information pack and next steps.

Activities have included high-profile business people spending a day working at a nursery or children's centre, learning about the challenges and rewards that working with children brings. This is helping us to dispel some of the myths around working in the sector. For example, Victor Ubogu, ex-England Rugby Player and CEO of a travel agency, spent the day working at a nursery in Bath.