On the other hand, it is to run a campaign promoting the benefits and take-up of formal childcare among lower-income families. So it is striving to increase the demand for childcare while it is still trawling to find enough people to fill the jobs providing childcare. Hmm... doesn't seem to quite add up.
One of the tactics being used in the recruitment campaign is to publicise well-known entrepreneurs and sportsmen as they work in a nursery for a day.
While this undoubtedly makes for a good photo opportunity, wouldn't it be better to feature people who've made a success of a childcare career, perhaps eventually setting up a group of nurseries? However much the founder of Coffee Republic enjoys her day reading and playing with young children, she's unlikely to give up her multi-million pound enterprises to become a nursery nurse! And until the pay and the prospects are improved, that will hold true for many who might otherwise consider working in this sector.