The aim of the DfE's recruitment campaign is to boost recruitment across the sector, in preparation for the extension of the funded hours, by highlighting the 'vast array' of career routes and progression opportunities available, along with the benefit of working in early years -'on the job training, flexible hours and the chance to shape and support young lives'.
The Department is also introducing a £1,000 sign-on bonus for early years staff to 'increase capacity, tackle unemployment, and offer more childcare places'.
The tax-free bonus will only be available to new-starters and 'returners' based in the 20 local authorities taking part in the trial, however (see full list below).
According to the DfE, new research shows that half (51 per cent) of 'Brits' would consider working with pre-school children, and two in five (39 per cent) agreed they would be more likely to do so if given £1,000 after joining.
Early years organisations have criticised the move to introduce a sign-up bonus however, believing it will do little to improve retention rates within early years settings.
Joeli Brearley, chief executive and founder or Pregnant Then Screwed, said, ‘A “bums on seats” approach might temporarily paper over some of the cracks, but it is not a long-term, sustainable solution.
The Early Years Alliance and National Day Nurseries Association also stressed that the campaign has come too late to support the first phase of the extended childcare offer, starting in April.
The 'Do Something Big' campaign will run across TV, cinema, social media, online and radio to ‘boost’ interest in the sector and support the recruitment of ‘talented staff’. 
The campaign’s website will also include a direct link to the Department for Work and Pension’s (DWP) Find a Job vacancy platform where those looking to work in the early years will be able to search for positions in their area. Employers can list job adverts on the job vacancy platform for free.
'We know how a career in childcare can be incredibly rewarding'.
Minister for employment, Jo Churchill said, ‘Our Back to Work Plan is extending help for over a million people to find, stay and succeed in work. We know just how essential accessible childcare is for working parents, which is why we’ve increased the amount parents on Universal Credit are able to claim from £1,108 to £1,630 a month for two or more children.
‘The Government’s expanded childcare offer also presents new opportunities in the sector, and we know how a career in childcare can be incredibly rewarding. Our Jobcentre teams stand ready to support those interested in early years work.
‘With the expansion of free childcare, parents across the country – including those on Universal Credit – can return to work, extend their hours or look for new opportunities confident that their children are well taken care of.’
Education secretary, Gillian Keegan added, ‘The fantastic nurseries, childminders and professionals across the childcare sector are central to the success of this rollout and our new recruitment campaign will support them in continuing to deliver the flexible and high-quality childcare parents need.'
Beatrice Merrick, chief executive of Early Education, said they ‘hoped the campaign is a first step towards a long term early years workforce strategy that puts play and conditions in the early years on par with the rest of the education workforce.’
The local authorities taking part in the sign-on bonus trial
- Birmingham
- Blackpool
- Halton
- Islington
- Knowsley
- Newcastle Upon Tyne
- North East Lincolnshire
- Salford
- Sandwell
- Wolverhampton
- Cumberland
- Darlington
- Doncaster
- Kingston upon Hull, City of
- Middlesbrough
- Northumberland
- Rotherham
- Sefton
- Walsall
- Wirral