GOVERNMENT CHILDCARE RECRUITMENT CAMPAIGN BACKED BY RESEARCH AND GUIDANCE - ASHTONThe Government's campaign to build a more diverse childcare workforce and attract around 180,000 new childcarers into the profession is supported by new research, guidance and good practice published today. The recruitment and retention of childcare, early years and play-workers research study by the National Institute of Economic and Social Research found that:
The Government's childcare recruitment campaign has this week started focusing on recruiting more disabled people into childcare. Adverts featuring play-leader and learning support assistant John Kannerick, who has cerebral palsy and uses crutches will appear in national and disability press. Catherine Ashton, Minister for Sure Start said: "We need to draw on a wide pool of talent to work in childcare to ensure all children get a sure start in life. Our recruitment campaign will now focus on encouraging more disabled people to think about a career in childcare. A diverse childcare workforce will mean a more inclusive environment for children, which will enrich their experiences". "The recruitment campaign is an important step in building a stronger childcare workforce. Childcare workers know there is a great deal of satisfaction in seeing how they can make a difference in children's lives. It is a demanding and rewarding career with real opportunities. To support our recruitment campaign, we are today publishing new recruitment and retention guidance and good practice to support the campaign." Maria Eagle, Minister for Disabled People at the Department for Work and Pensions, says: "I really welcome the disability campaign as a very positive step towards breaking down prejudice and misconceptions about the sort of work disabled people are capable of doing. I'm especially pleased that we are able to encourage disabled people to consider working in childcare, in this the European Year of Disabled People. This campaign also compliments our Images of Disability initiative, which is taking forward our commitment to mainstream images of disabled people in advertising." John Kannerick, a play-leader and learning support assistant, who has cerebral palsy has never let his disability affect his choice of profession, or his passion for playing basketball with the children he works with. He said: "People have pre-conceived ideas about disabilities and how much you can do. I'd say to any person considering a career in childcare that it's up to you to prove you can do it. I've done it and I know I can make a difference." Editor's Notes This press notice relates to England 1. The Government's childcare recruitment campaign was launched on March 10th 2003 to help employers attract the estimated 175,000 - 180,000 new childcare workers needed over the next 3 years. The campaign will particularly target men, people from ethnic minorities, disabled people and women aged 19-40yrs. It will be supported by national tv and newspaper advertising, a campaign booklet, posters and a video. 2. The term 'childcare' encompasses the care of children aged 0-14 in a variety of settings. In the context of this campaign, it covers people who work in: day nurseries - nursery nurses, assistant nursery nurses; play work - play work leaders, assistant play workers; holiday play schemes, out-of-school clubs, breakfast clubs; childminding; pre-school and playgroups. 3. Advertisements featuring disabled people will appear in national newspapers and disability magazines and will be backed by online advertising. The recruitment campaign includes a national orderline and a website with order facility, a variety of customised information including posters, flyers, postcards, an information booklet, regional Partnership contact lists, a variety of alternative formats including audio tape and braille, and a presence at most national careers events. 4. Respondents to the national orderline are sent a customised information pack and details of all the Partnerships in their region. Each Partnership is resourced to direct potential recruits towards local training, job opportunities and other local activities. 5. Two recruitment and retention good practice guides have been published. These are: 'Recruiting and retaining staff: A good practice for early years, childcare and play providers' and 'Recruiting and retaining early years, childcare and playworkers: A good practice guide for early years development and childcare partnerships and local education authorities." 6. For further information on the recruitment and retention of childcare, early years and playworkers research report go to please contact Heather Rolfe, Research Fellow, NIESR, on 020 7654 1937 or email h.rolfe@niesr.ac.uk. For a copy of the report, please call www.dfes.gov.uk/research/data/uploadfiles/RR409.doc. 7. Baroness Cathy Ashton is Parliamentary Under Secretary of State for Sure Start, Early Years and Childcare. She is a joint DfES/DWP minister and is responsible for developing and implementing policy on Sure Start, Early Years and Childcare. 8. Sure Start brings together childcare, early years and family support. The Sure Start Unit was launched on December 11th 2003. It works with local authorities, local communities, and voluntary and private sector organisations. It aims to ensure delivery of early education for all three and four year olds, childcare and after school activities in every area, and children's and family support in disadvantaged areas where they are most needed. It works with parents to build aspirations for employment and for their children's education. 9. Sure Start will support families from pregnancy until children are 14 years old or 16, including those with SEN and for those with disabilities up to 16 when they have special educational needs. Guiding principles for all Sure Start provision are available at www.surestart.gov.uk 10. The Sure Start unit builds on the success of local Sure Start programmes, which will have helped 400,000 children living in disadvantaged areas by 2004; the early years programme which will have provided all three and four years olds whose parents want one with a free part-time nursery education place by April 2004; and the National Childcare Strategy. Contact Details Public Enquiries 0870 000 2288, info@dfes.gsi.gov.uk
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