More men are being launched into local childcare roles by Surrey County Council, using a promotional campaign as the springboard. The campaign, which ran throughout April, is now giving men the opportunity to try taster courses and placements in local settings and find out more about training and qualifications.
Julie Page, workforce development service manager at the council, has used the county's growing network of male practitioners to re-inforce the message that early years work can be rewarding for men.
'The network was formed around nine months ago with the aim of providing a focus group that could help with marketing,' she says. 'The network has guided the campaign, which has generated a strong initial response. We had anticipated that most men would respond to the campaign through the weblink, but in fact we have had a lot of men ringing up, which is very encouraging.'
At 3.5 per cent, Surrey is slightly ahead of the 2 per cent national average in terms of its male proportion of the childcare workforce, with 385 men employed out of the 10,716 voluntary and paid practitioners working in the area.
To catch men's imaginations the campaign featured billboards showing them working in different roles, and set up a dedicated website providing information and video clips. Coverage from local press was strong, and Dan Wadey, manager of the Butterhill Play Group in Dorking, made an appearance on BBC breakfast television.
'We have also put together a detailed guide on job roles and training routes,' says Ms Page. 'Taster sessions will be available in children's centres for men to find out more and experience the work in action. We also have a database of settings that are willing to take volunteers, and a register of vacancies.'
Stephen Liddle, a playworker at Allsorts After School Club in Weybourne, has been keen to participate in the recruitment drive. He is currently working towards an NVQ Level 3. He also works as an athletic coach.
'I thoroughly enjoy the work because every day is different and it is all about following the children's lead,' he says. 'I've done around 20 CPD courses, including areas such as challenging behaviour and health and safety, and I am building up my areas of expertise.'
He adds, 'The campaign has been wide-ranging and has got the message across about lots of different aspects of the sector, including information about nursery owners and the kinds of qualifications and training that are available. It is a strong base to build on.'
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