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New Business for ORC in Essex
Essex County Council has joined forces with Essex Early Years Development and Childcare Partnership1 (EYDCP) to commission market research consultancy, ORC International to examine the perceptions of childcare as a career option in Essex.
The study is taking place in response to an increasing requirement by the Government to encourage local authorities to recruit more childcare professionals. To help prepare future recruitment strategy in Essex, the EYDCP is keen to obtain information on the reality and perceptions of childcare as a career by talking to employers, employees past and present, students, teachers and parents.
Another objective of the study is to benchmark the position of childcare as a career opportunity in relation to alternatives in terms of qualifications, skills and remuneration. As a county Essex has a 'high wage economy', and this is thought to be a possible reason why individuals are not considering childcare as a career option.
As Tony Adams, Communication Manager at Essex County Council (one of the partners in the EYDCP Partnership) explained 'Childcare does not attract the desired numbers of individuals from certain demographic groups (for instance males, ethnic minorities, and the over 40's). Therefore, this research has been designed to identify why this is the case, and provide the information that will help us advise on how communication to these groups can be enhanced. These issues will be explored through consultation with Partnership members, childcare employers and individuals involved in, previously involved in or potentially involved in the industry.'
ORC International will contact more than 2000 local people through telephone interviews and focus groups, and their feedback will be used to provide an insight into childcare as a career option. The results of the survey will be published at the end of the year.
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