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."
Women Like Us also plans to run workshops for businesses to provide information on flexible working. The campaign and workshops are targeting London initially. If the scheme is successful there are plans to roll it out nationally.
The Family Friendly Working Hours Taskforce was set up in December last year as part of the government's employment white paper Building Britain's Recovery.
The taskforce will report to government in Spring with a set of recommendations on how to advance family-friendly working. Its findings will also feed into cross-government work on reducing child poverty.
