The Challenge
The early childhood workforce is essential to the functioning of the broader economy, enabling parents to work and children to thrive. However, the field faces ongoing workforce shortages.
Low wages, high demands, and limited awareness of career pathways have made recruitment difficult. Many potential candidates do not view early childhood as a viable or rewarding career. The challenge was to reframe the profession, attract new talent, and inspire individuals to enter and remain in the field.
Our Approach
SE2 approached this work by using authentic video storytelling to elevate the voices and experiences of early childhood providers—bringing visibility to both the impact and the opportunity within the profession.
The campaign centered on real provider stories, highlighting day-to-day experiences, personal motivations, and the meaningful role providers play in supporting children, families, and communities. These stories were designed to humanize the profession, making it more relatable and appealing to prospective providers.
In parallel, the content emphasized the tangible benefits of formal licensing, including professional growth, access to resources, and the ability to deliver high-quality care. By connecting personal stories with clear pathways, the campaign helped position early childhood as both a purpose-driven and viable career option.
To ensure accessibility and relevance across Colorado’s diverse communities, videos were produced in multiple languages. This approach expanded reach, reflected the diversity of the provider network, and made it easier for individuals from a range of backgrounds to see themselves in the role and understand how to take the next step.
The Impact
The campaign contributed to increased interest in early childhood careers, generating more inquiries about becoming a provider and greater exploration of formal licensing pathways. By elevating real provider stories and clearly communicating the benefits of entering the field, the work helped make the profession feel more visible, relatable, and attainable.
These efforts aligned with broader statewide trends showing growth in the early childhood workforce. In FY 2023–2024, the number of personnel in licensed care settings increased by 4% to 25,783, and the overall early childhood care network grew by 19% to 132,711.
While multiple factors influenced these outcomes, SE2’s work played a supporting role by strengthening awareness, interest, and consideration—helping contribute to momentum around workforce growth and expanded participation in licensed care.
