The Department for Education has launched a new campaign to promote gender diversity in the early years workforce and fill employment gaps.
The “Do Something Big” campaign will provide a sign-up bonus of £1,000 to incentivise recruitment in 38 regions across the UK needing staff.
The campaign focuses on the benefits of children seeing both men and women in nurturing roles from the beginning of their education.
However, men currently comprise just three per cent of the early years workforce, with almost half of parents saying their nurseries have no male staff.
This aims to boost recruitment ahead of the expansion of government funded childcare in September.
Children from nine months old will be eligible for 30 hours of funded childcare each week during term time as part of a plan which promises to save working parents up to £7,500 per year.
Research from the DfE found that 25 per cent of adults believe gender stereotypes and fear of judgement or false accusations deter men from entering the sector, with 24 per cent suggesting social pressure on men to enter more “masculine” careers is also a factor.
Mike Abbott, Director of Operations at the London Early Years Foundation said: “The government’s renewed focus on recruiting more men into Early Years is a crucial step in challenging outdated stereotypes and ensuring children grow up with diverse role models.
“It’s time we make it completely normal for men to sing lullabies, lead story time, or soothe a baby, just as it is for women to play football or lead science activities. Everyone should be seen to do everything.”
The DfE also found that 90 per cent of parents believe it is important for children to be cared for by both men and women, with the campaign’s adverts showing how fathers in particular are already well equipped to enter early years education.
Minister for Early Education, Stephen Morgan, explained: “We’re making early years careers more appealing – and reminding dads that if you’ve helped your own child learn and grow, you’ve already got the skills to make a difference to many more.”
The campaign builds on the government’s “Best Start in Life” strategy which aims to improve the quality of education and care children receive, making it cheaper for families to access early education and support.
Bridget Phillipson, Secretary of State for Education, wrote: “We know that ensuring the best start in life transforms life chances for individuals – but it does more than that. It helps us to build stronger communities, a fairer society and a more prosperous economy.”
“If we are to deliver on that sacred promise – that we will give our children better opportunities than we have had ourselves – we need a step change in the focus and priority that our society gives to children’s critical early years,” she continued.
Featured image via Department for Education.
