The campaign, which will be launched by Work and Pensions Secretary Yvette Cooper during the last week of January, will highlight best practice by showing how small businesses can profit from employing parents on a part-time basis.
Emma Stewart, co-founder of part-time recruitment provider, Women Like Us, and chair of a new taskforce set up to champion family-friendly jobs, said employers need practical help to understand the business benefits of employing parents.
"There still persists a view among businesses that it's more expensive to have part-time staff. It's not," she said. "I know from experience that small businesses will take on part-time staff when they can see others are doing the same and benefiting."
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