The team's success in overcoming both these issues was recognised when they became a Category 9 winner. The 'Be Their Inspiration' campaign generated more than 250 enquiries in just two months and was followed by a strategy to ensure that as many of these enquiries as possible were converted into qualified, experienced childcare workers.
The early years team liaised with the county council's communications team, Jobcentre Plus and the Children's Information Service to develop a new approach incorporating a four-pronged campaign. This covered winning support from early years providers (who were asked to consider taking placement students); marketing (15,000 earmarked for a media campaign); career information sessions; and training and work experience.
The campaign succeeded not only in generating enquiries, but also in maintaining the momentum afterwards. Of the 282 people signed up within three months, 243 attended the information sessions and so far, one third of those have either booked training, or taken up placements.
