Rebuilding your childcare business after lockdown – Part 1

 

Coronavirus has hit an already struggling childcare sector hard. According to childcare.co.uk, 15% of the UK’s early years providers are set to permanently close as a result of coronavirus. A survey of more than 6,000 providers conducted in May 2020 by the Early Years Alliance suggested starker figures, with 25% of respondents saying it was ‘somewhat unlikely’ or ‘very unlikely’ that they would be operating in 12 months’ time, and that 69% of providers expect to operate at a loss over the next six months. Figures collated by Ceeda show that around three-quarters of all settings are currently open but with occupancy averaging at just 38% in the week commencing 1 June compared to 77% occupancy in the same period last year.

With these figures in mind, it is imperative that settings begin to rebuild their occupancy as quickly as possible if permanent closures are to be avoided. In this blog, Early Years Consultant and trainer Rebecca Martland explores why occupancy levels remain low and in part 2, will examine some of the ways in which providers can address this issue.

Why are existing parents not returning?

Some parents are choosing not to send their children to school or childcare even though they are eligible to do so. An Early Years Alliance survey of 4,490 parents of under-fives found that only 45% were planning to return to childcare when settings reopened from 1 June. The most commonly given reasons for not returning were:

• Concerns about the safety of their children (74%)
• Concerns about the safety for their wider family (63%)
• Concerns about the safety of setting staff or their childminder (58%)

Fear for people’s safety is evidently a major factor influencing parent’s decisions not to return but there are other possible reasons for their reluctance, that might include:

• Parent/s have lost their job/s or been furloughed so childcare is not needed.
• Parent/s have enjoyed the time spent at home with their children and decided not to return to work, or to find a way to balance work and home-schooling together.
• Parent/s cannot afford childcare.
• Parent/s working from home and finding that juggling childcare and work is manageable.
• There are other children at home who are not in an eligible group for childcare so the parents have decided to keep all the children at home.
• The child attends another setting that has imposed a ‘one setting only’ rule.
• The child attended a different setting whilst their usual one was closed and is making this arrangement permanent.
• There are health concerns regarding the child or a family member: they are clinically vulnerable or clinically extremely vulnerable (shielding).

Why are new parents not signing up?

Many of the reasons for existing parents not returning also apply to potential new parents. Additional factors might include:

• Parents may not be aware of the setting or not aware that the setting is open.
• Parents may be confused over government guidance regarding who can use childcare.
• Parents may be confused regarding childcare in general: what/who to choose; financial support available etc.
• The child may already attend another setting and parents have been told they cannot share the care.

Overcoming issues and barriers

1. Communication is key

Settings need to understand parents’ reasons in order to be able to respond appropriately. Having positive, open communication channels in place is essential. Use these to keep in touch with parents and children who are not attending and to discuss what the concerns or reasons for this are. Consider the following to keep in touch:

• Send a questionnaire to parents using email, social media or even Survey Monkey.
• Call the parent/s on the phone: you could use a questionnaire as the basis for the call or just call to ‘check-in’.
• Use Zoom (or other video platforms) to conference-call with parents, individual families or groups. You can explain how things have changed and parents can ask questions directly.

2. Give out information

To help alleviate parental anxieties have clear, jargon-free policies and procedures that explain how the setting is now organised:

• What you have put in place regarding staffing and bubbles
• Cleaning routines.
• Risk assessment.
• What resources are available.
• How you will respond if someone displays Covid-19 symptoms or tests positive
• How you will charge if a child has to isolate.

These can all be discussed via a Zoom meeting, or you can invite small groups of parents (no more than 6 people, including staff and children), perhaps after hours, to a meeting in your outdoor area, if the requisite distancing measures can be implemented. Written documents can be provided on a website or via a Facebook group for parents. Keep these short and use bullet points for clarity.

3. Be flexible

It is important to be flexible in your approach at this time – one size rarely fits all, even more so in the current situation. Restrictive terms and conditions will not endear you to parents and may not be enforceable if deemed unfair. Parents will appreciate your efforts to meet their individual needs and circumstances. Distinguish between Government guidance, where you can take a proportionate, flexible approach, and Government requirements where you cannot deviate.

You may need to have a long-term plan to increase numbers, especially if concerns around family health affect you directly, or current guidance around bubbles restricts the space available, and consequently the numbers of children you can safely accommodate. Updated guidance, published 2 July, states that from 20 July the requirement to keep children in small, consistent groups will be removed although settings will still be asked to minimise mixing where possible.

Next steps

In part 2 of this blog, I will explore ways in which providers can overcome some of the issues and barriers discussed, including retaining existing families and recruiting new ones in order to ensure sustainability.

 References

Childcare.co.uk (May 2020) Nearly a sixth of childcare providers set to close permanently due to Covid-19

Ceeda (June 2020) Sustainability of the early education and childcare sector in the pandemic and beyond

Early Years Alliance (May 2020) The forgotten sector: the financial impact of coronavirus on early years providers in England

DfE (July 2020) Actions for early years and childcare providers during the coronavirus (Covid-19) outbreak

About Rebecca
Rebecca has 20 years’ experience in the early years sector: as a childminder, she has received an Outstanding grade from Ofsted for four consecutive inspections. She is an Early Years consultant, trainer, author and Nursery World Awards judge. She is also a qualified teacher and Early Years Professional.