Finding qualified nursery staff is one of the biggest challenges in early years. Unfortunately, there isn’t a simple fix. Instead, it’s all about making incremental improvements—marginal gains—that collectively make your nursery an attractive place to work. In this post, we’ll explore several strategies that can help you become the obvious choice for candidates seeking roles in childcare.

1. Build a Strong Reputation

Word of mouth is a powerful tool in the nursery industry. Nursery workers often move between nurseries, and over time, they develop a network of peers. You want your nursery to be the one they recommend to others—and not the one they suggest avoiding!

Here are three ways you could look to improve your company reputation:

1. Engage with Your Staff: Your team is the backbone of your nursery. Take an active interest in their needs and wellbeing. Get to know them personally—their likes, dislikes, hobbies, and career aspirations. Conduct staff surveys, hold focus groups, or have one-on-one meetings to gather feedback. This shows that you care and helps you make informed decisions that benefit both the nursery and your employees.
2. Offer More Than Just Pay: While competitive pay is important, it’s not the only factor that attracts quality staff. Sure you can look to offer things like private medical care, extra holidays or incentives like Perkbox. However, I’m more of a fan when employers think creatively about what they offer. Paw-ternity leave, contributions towards children’s birthday parties, Starbucks gift cards are all good ideas. Can you think of something even better?
3. Support Your Staff in Difficult Times: Life can throw challenges at us, and how you support your staff during these times can make a huge difference. For example, if an employee experiences a bereavement, consider offering paid time off, access to counselling, or simply sending a card and flowers to show you care. Consistency is key—ensure all staff receive the same support to avoid any feelings of favouritism (and even discrimination!).

2. Encourage Positive Reviews

When a potential candidate is interested in your nursery, they will likely search for reviews online. What will they find? If your Indeed profile is full of glowing reviews, it will encourage them to apply. Negative reviews, on the other hand, can deter them.

Tips for Positive Reviews:

• Encourage satisfied staff to leave honest reviews on platforms like Indeed or Glassdoor
• Address any negative feedback constructively and publicly, showing that you take concerns seriously and are committed to improving

3. Strive for Excellence and Accolades

No one wants to work for an underperformer. Your Ofsted rating doesn’t just matter to parents. Prospective employees care too! Also, winning awards, whether they are nursery-specific or for being a top employer, can make your nursery more attractive to potential staff. It also boosts the morale of your current workforce, as they feel proud to work for an award-winning company.

How to Achieve This:

• Aim for high standards in everything you do, from the quality of care you provide to your employment practices.
• Enter relevant competitions and showcase your achievements on your website and social media channels.

4. Be Where the Candidates Are

If you’re not visible on Indeed, you’re missing out on the bulk of potential applicants. It’s essential to have your job ads on this platform. It dominates the market so although it’s good to also use other jobs boards, make sure you’re all over this one.

Other Strategies:

• Partner with Local Colleges: Build strong relationships with local colleges and universities offering early years courses (check to make sure the course makes the candidate qualified for your ratios upon completion though, not all courses do!). Participate in career events, or offer to deliver talks as part of their curriculum. This will get you in front of students who are about to qualify and enter the workforce – perfect to be plucked before they even start job hunting!
• Leverage Social Media: Join relevant Facebook groups and other online communities focused on early years education, and post your job ads there. Practitioners are very active in these groups.

5. Enhance Your Branding

Your website and branding play a crucial role in attracting potential staff. An outdated website can turn off both prospective employees and parents. Focus on modernising your website to make it visually appealing. Ensure it is easy to navigate and has a clear section for job vacancies. Make sure it is really simple and easy for applicants to get in touch, don’t put them off by making it unnecessarily hard (remember your Safer Recruitment though!)

6. Use Inclusive Language

Make sure you’re using inclusive language in your job ads to appeal to a diverse range of applicants. For example, instead of “Nursery Nurse,” consider using “Early Years Practitioner”. By avoiding the use of feminised language, you may be making your roles more attractive to prospective male applicants.

7. Offer Growth Opportunities

People want to work where they can grow. Offering clear career progression and opportunities for professional development can make your nursery more attractive. Ways to Provide Growth:

• Career Pathways: Create clear pathways from entry-level roles to more senior positions, such as from Practitioner to Deputy Room Leader. Be clear about the things they need to achieve to be ready for stepping up.
• Specialisation Opportunities: Offer opportunities to develop new skills in areas like Special Educational Needs and Disabilities (SEND) or Forest School training.

8. Celebrate Successes

Recognising and celebrating your team’s achievements boosts morale and shows that you value their hard work. It also looks great to prospective staff and parents. Ideas for Celebration:

• Publicly acknowledge achievements, such as glowing parent reviews or successful inspections, on your website and social media channels.
• Hold regular staff appreciation events or give out small rewards to recognise outstanding performance.

9. Maintain Professionalism in Recruitment

Your recruitment process is a candidate’s first impression of your nursery. Make sure it’s a positive one! Pay particular attention to your job ads. Make sure they are written in a way that is engaging, provides the necessary details and reflects your nursery’s culture and values. Make sure you keep applicants informed throughout the process and don’t keep them waiting too long. Remember, qualified applicants are going to be sought after by your competition so don’t give them a chance to swoop in and hire them before you even got back in touch!

Final Thoughts

Improving your nursery’s attractiveness to potential staff is all about marginal gains. By focusing on these areas, you can create a more appealing workplace that not only attracts qualified candidates but also retains them.

If you need help with anything discussed above don’t hesitate to reach out. Let’s chat about how we can make your nursery the top choice for top talent!