Generation Z – people born after 1995 – are already replacing millennials as the youngest members of the workforce. Understanding this group is a must for companies preparing to recruit the next generation – especially the early years sector, with its pressing need to bring in new talent.
Research carried out last year by Ipsos Mori found young people put more emphasis on finding a job they love than on being wealthy – good news for the cash-strapped but worthy early years sector. One in five 16- to 22-year-olds said having a job they loved was the thing that would make them happiest in life. This was followed by 17 per cent who said having plenty of money was the most important thing.
A study carried out by workforce expert Manpower Group has identified areas which employers can focus on to improve their recruitment and retention of Generation Z:
- Providing a ‘culture of learnability’, as young people expect to be supported in personal and professional development.
- Hiring based on capabilities and transferable skills rather than work experience and specific qualifications – employability is increasingly more about an individual’s capacity to learn than what they already know.
- Increased flexibility.
- Increased openness about company values, as purpose and meaning are huge motivators for the younger workforce.
- Digital literacy is vital.
Language and benefits
Some early years settings are looking at what they can do to attract young people. The Co-operative Childcare, for example, has re-written its job profile for apprentices.
‘We found young people were put off by a job role profile which suggested they needed to have particular knowledge before they applied,’ says Cheryl McCarthy, resourcing manager. ‘Now, rather than saying we expect you to understand safeguarding, we say you will have to be prepared to work towards that knowledge.’
Advertising on social media is a particularly effective way to attract young people. Action for Children’s Spring Nurseries group has just completed a successful Instagram and Facebook campaign to recruit apprentices in London. The group hopes eventually to have an apprentice in every room in every setting.
‘Use of Instagram is on the rise among the under-21s, it’s what they use to communicate,’ says Nia Blackler, strategic people partner for Spring Nurseries. ‘We were bowled over by the response, especially in London where it is often hard to recruit for entry-level positions, and have so far filled 80 per cent of vacancies.’
A focus on additional benefits proved particularly effective. ‘London is an expensive place to live,’ says Ms Blackler. ‘We really promoted the benefits we offer such as an Oyster card to cover travel for the duration of the apprenticeship, and discounts on the high street. We also provide a uniform, which means school-leavers, for whom money may be tight, won’t have to pay out for work clothes.’
Having caught young people’s attention, Spring made sure the application process was not too onerous. ‘A lengthy application process puts young people off,’ says Ms Blackler.
‘Successful applicants were invited to a day at a local nursery where they could meet managers, have a tour, and learn about our values as an organisation. We support apprentices in the early stages, for example with a mentor, to help them adjust to a different environment – when they are coming from school where they are used to being told what to do, it can be quite a change for them.’
Partnering with local schools and colleges is also a good strategy when it comes to targeting young people. ‘We link with a couple of local schools,’ says Ms McCarthy. ‘Some have a careers event in June or July when young people have finished their GCSEs. Interestingly, young people seemed to gravitate to stands with information about apprenticeships; I think apprenticeships are becoming more well thought of.’
Positive experiences
Many settings already interact with local schools and colleges, but those who do not can build links through the Inspiring a Future in Childcare campaign, spearheaded by Tinies Childcare. Through a partnership with the Education and Employers charity, early years practitioners can sign up to offer career insights, mock interviews, and help with CVs in local schools.
‘At the end of July I went into a school to help the students with mock interviews,’ says Ms McCarthy. ‘The young people had to prepare a CV and come for an interview; afterwards they said they felt more relaxed about the process and had more understanding about the job.’
Tinies is also encouraging the sector to open its doors to more work experience students, either as childcare professionals or working in supporting roles such as marketing, administration, and management. It is working with organisation Fair Train, which has developed a work experience quality standard accreditation.
A positive work experience can inspire a school pupil to consider a career in childcare. However, some nurseries have concerns bout offering work experience to younger teenagers. Safeguarding issues can lead to young people’s experience at a setting being limited to the most basic tasks, not something which will inspire them to enter the sector in the future.
‘As a sector we need a framework for work experience,’ says Ms McCarthy. ‘What can they get involved in? It can be a good idea to give students a project to do, even if they are only there for two weeks – perhaps they could identify a small group of children and come up with a very basic activity for them to do, carry it out, and then write about whether they liked it, what they would change if they did it again.’
Employers of under-18s must be aware of the legislation that has to be followed with regard to their welfare. While a child ceases to be of compulsory school age on the last day of the summer term in the school year that they turn 16, young people in England are required to stay in education or training until they are 18 years old, at least on a part-time basis.
‘At The Co-operative Childcare we employ 17-year-olds but with a strict stipulation that they all go on to an apprenticeship, in line with the rise in the statutory age of education being extended to 18,’ says Ms McCarthy. ‘If a 17- to 18-year-old colleague is employed, we must adhere to employment law with regards to working directives, breaks, length of working hours, rest gaps between each work day and so on. We also must consider that apprentices must have the 20 per cent off-the-job learning, so this does impact on our personnel costs and covering ratios.’
Young people aged 16 and 17 should not be asked to work more than 40 hours a week or eight hours a day, unless under exceptional circumstances, and even then only if their education or training would not be affected and there is nobody available aged 18 or over.
Young people must receive a 30-minute break if they work four-and-a-half hours or more in a shift, at least 12 hours off between each working day, and a continuous 48 hours off each week.
‘Some nurseries can get caught out by the 12-hour break,’ says Ms McCarthy. ‘For example, you might have a staff meeting at eight o’clock in the evening and you want your young person there – but that would mean they can’t start a 7.30am shift the next day.’
New criteria for Level 2 qualifications were published this summer with the specific intention of boosting recruitment and retention. ‘The strengthened criteria aim to provide a solid base for entry-level staff, bringing the content of qualifications more in line with what employers are looking for,’ says Velda Bartholomew, operational training manager at the Pre-school Learning Alliance, who was part of a panel of experts looking at the new criteria.
‘The introduction of new Level 2 qualifications, combined with the launch of the new T-Level in education and childcare in 2020, may encourage more young people to enter the early education sector. The sector must be ready to receive them.’
Case study: London Early Years Foundation
The benefits of early years apprenticeships and a career in childcare were top of the agenda in July when staff from the London Early Years Foundation linked up with students from Central Foundation Girls’ School, Lilian Baylis School, Fulham College and Harris Academy South Norwood.
The event was organised in partnership with the Education and Employers charity, which works with employers to deliver events to increase understanding of apprenticeships and help teachers prepare students for taking this route. Students were given a presentation introducing them to the apprenticeships on offer at LEYF. They were then able to talk to LEYF staff, including senior recruitment manager Penny Tongo, and Noorjahan Begum, an early years apprentice, about how to apply for apprenticeships, what it is like being an apprentice and the different jobs available.
‘The students were engaged and inquisitive, which led to a lot of interest in our apprenticeship offer,’ says Ms Tongo. Gemma Powell, Key Stage 5 lead personal coach at Fulham Enterprise Studio, believes students benefited from the opportunity to access information about apprenticeships, which can be challenging. ‘A number of our students are keen to apply as a result of this event and I truly believe that this would be a fantastic opportunity for them,’ she says.
