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Nursery workers campaign includes £1,000 ‘golden hello’ trial


www.personneltoday.com | Rob Moss

The government has launched a recruitment campaign and a trial £1,000 ‘golden hello’ to attract nursery workers into early years education.

But early years experts have said it is “too little, too late” to meet demand for places for the free childcare for two-year-olds policy that begins from April.

The early years recruitment campaign – Do Something Big – comes as data shows that 102,000 children have been registered for free childcare in England and Wales while some providers still don’t know how much funding they will receive from the state. The campaign will appear across various media including television, cinema, online, radio and out-of-home advertising.

The rollout aims to save working parents up to £6,500 per year through an entitlement to 30 hours’ childcare per week. From September the policy will be extended to nine-month-olds in September 2024 and to all pre-school children a year later. Currently, only families with three and four-year-olds qualify for the free childcare scheme.

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…


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