Jessica O'ConnorIn a move aimed at diversifying the early years workforce and preparing for a major childcare expansion in September, the Government is renewing efforts to bring more men into nursery roles across the country.
The latest phase of the “Do Something Big” campaign seeks to challenge entrenched gender stereotypes in childcare and improve recruitment ahead of an expansion set to save working parents up to £7,500 a year.
The initiative comes in response to the stark gender imbalance in the sector, where just 3% of early years staff are men.
According to Government-commissioned research, nine in 10 parents believe children benefit from being cared for by both men and women, with many citing the importance of fostering mutual respect and balanced gender roles from an early age.
To support this shift, the Government is offering £1,000 payments to new early years staff in 38 designated priority areas, aimed at helping nurseries recruit in time for the rollout of 30 funded hours of childcare for children as young as nine months.
This expansion builds on the “Plan for Change,” which saw nearly half a million families benefit from 15 free hours introduced last September.
Minister for Early Education, Stephen Morgan, said: “Children thrive when they’re supported by a diverse mix of role models – and that starts in the early years.
“With big changes coming in September, we’re backing nurseries to recruit the staff they need and encouraging more men to consider this rewarding career.
“Through our Plan for Change, we’re making early years careers more appealing – and reminding dads that if you’ve helped your own child learn and grow, you’ve already got the skills to make a difference to many more.”
The campaign is rolling out new content across social media, digital platforms, roadside billboards, and rail networks.
The messaging targets men, particularly fathers, highlighting the skills many already use in parenting as valuable assets in early years roles.
The recruitment campaign responds not only to staffing needs but also to societal barriers that discourage men from entering the sector.
Around a quarter of adults surveyed cited gender stereotypes, fear of judgment or false accusations, and social pressure to pursue more traditionally “masculine” careers as reasons for the gender gap in early years education.
Despite this, there is clear public support for change. Almost half of parents reported that their child’s nursery has no male staff, and many pointed to the value of male caregivers in providing varied role models and challenging stereotypes from an early age.
Greg Lane, nursery manager and creative lead at Soho Nursery and Pre-School (LEYF), welcomed the push for greater inclusion.
He said: “Our children don’t choose us based on gender – they choose us because we’re good at what we do.
“One child recently told me, ‘He’s really good at dinosaurs,’ while another said, ‘She’s great at playing football.’ That’s what matters to them.
“I joined this sector because I wanted to make a difference, and every day I get to do that. I’m proud to be part of a profession that is evolving, and I hope more men take the leap because the children need us, and they’ll welcome us with open arms.”
Mike Abbott, director of operations at the London Early Years Foundation (LEYF), added: “At LEYF, we know that what truly matters to children is not whether their teacher is a man or a woman – it’s the quality of the relationship, the skill, and the trust they build.
“We see every day how boys and girls alike flourish in environments where all adults model empathy, curiosity, and care.
“The Government’s renewed focus on recruiting more men into Early Years is a crucial step in challenging outdated stereotypes and ensuring children grow up with diverse role models.
“It’s time we make it completely normal for men to sing lullabies, lead story time, or soothe a baby, just as it is for women to play football or lead science activities. Everyone should be seen to do everything.”
