The 'big' questions to consider here before you even start to think about the detail of developing your culture are;
Is improving attendance a priority for us at the moment?
What might we not improve if we choose to focus on attendance in our school culture?
Are there other priorities that we need to focus on in our school culture that will indirectly improve attendance and may be a better way to go?
There is quite a lot of research and information out there as to what to focus on when developing a culture of attendance. The key factors that come up regularly are:
It may be that there are many things that you can do in your schools to make the school more welcoming and attendance will improve as a bi-product of this. Think about what your pupils see, hear and experience every day. Is the school a physically welcoming place to be? Are the pupils warmly greeted by the staff and their peers? Do the pupils feel safe and have friends at school? Are school lunches nice and the playground a friendly place to be? Are lessons engaging and well taught? Do your pupils feel a general sense of well-being when at school?
Do we have good procedures in place to deal with absence and the various causes of absence? Can we be flexible when dealing with attendance issues? How do we deal with pupils with long-term illness or disability to facilitate their attendance? How do we manage challenging behaviour and bullying issues to ensure that they are not a barrier to attendance?
Parental engagement can be a particular challenge. Sometimes, in the short-term a leader may, quite rightly, challenge parental habits in regard to attendance, particularly if attendance has been historically poor. This is quite a common strategy in a school 'turnaround' situation when leaders need to raise standards and actively set a new culture. In this case it may be appropriate to take a 'hard line' with parents regarding attendance rather than a supportive one. However, in the longer term, it will be beneficial to attempt to actively engage parents.
It is always worth considering where you think your academy should be on a continuum where a supportive approach to absence is at one end and a punitive approach to absence is at the other end. Where is the right point for the academy to 'sit' on this continuum at the present time (this can and will change over time)? If this is discussed and agreed at leadership level then it can make daily decision-making much easier. Will you have a policy of never authorising holidays and fining for absence or do you need to take a more pragmatic approach? Again, there is no one right answer, it will depend on local circumstances, although you must always ensure that you are consistent with a Trust-wide approach to attendance.
Google 'improving school attendance' and you will see lots of articles encouraging rewards for good attendance as best practice. However, the research doesn't actually seem to support this approach and it can be expensive and time-consuming. Also, you need to consider the possibility that you could be challenged as being discriminatory against pupils with a medical condition (disability is a protected characteristic under the Equality Act 2010) if you reward attendance levels that cannot be reasonably met by these pupils. You need to decide what will work best for your community and develop a consistent approach. Not rewarding great attendance can be less contentious (see this article as a typical example of why it can cause issues) (or this one written by the parent of a child with a chronic medical condition) but don't let this put you off if you do decide to reward (but be ready for the 'grey areas' of rewarding attendance).
One good idea for 'rewarding' attendance that I have come across lately that works well and straddles the border between extrinsic and intrinsic motivation is the 'Attendance Boogie'. Full credit here goes to the staff at Thomas Hinderwell for this idea. Its simple but effective - any class that gets 100% attendance that day gets to do the 'attendance boogie' at the end of the day. Take a look at the children at THPA enjoying an 'attendance boogie' below. You can use your own music or even adopt the Attendance Song, again, see below for YouTube link.
The things that may indirectly improve attendance have been touched on above, so this section will only deal with things that will directly assist in improving attendance, although don't under-estimate the former. Here are some things you can consider:
Displays - a prominent display board showing attendance and why it is important, attendance for each class displayed outside the door. Making sure that displays show up to date attendance data and are well presented (otherwise it sends a message that you don't care about attendance).
Curriculum - assemblies and PHSCE are all opportunities to discuss why good attendance is important and to celebrate it (you can celebrate it without rewarding it!).
Clubs - use breakfast and after school clubs to encourage good attendance.
CPD - information on attendance should be part of a standard induction package for all new staff as well as regular updates and reminders for all staff members on the importance of good attendance and setting an attendance culture. Classroom staff to make a point of welcoming children back positively after an absence.
Discussion - ensuring that all members of staff welcome pupils into school and comment on great attendance or being pleased to see a pupil back in school after an absence.
Modelling - staff need to demonstrate great attendance themselves.
Parental engagement - many parents have poor engagement because of their own negative experiences at school and also a fear that they can't read or write well themselves. Take every opportunity to encourage parents into school without making it threatening in any way. If they are happy to come into school and have a positive experience, it will help their children to have this attitude too.
Communications - newsletters, leaflets, website, text messages, social media etc highlighting the positives of great attendance to parents, pupils and the local community. The tone of the communications will reflect your position on the continuum mentioned above but try to pro-actively educate rather than nag. You may wish to include practical suggestions for parents such as how to develop a bedtime and morning routine so that children are able to wake up at an appropriate time in the morning refreshed and ready on time for school.
Slogans - develop a short slogan to use in communications and verbally with children, all the better if there are hand actions to go with it for younger children to enjoy and memorise.
Strong pastoral management - often those pupils with pastoral/behavioural issues also have poor attendance. Strong support systems for these pupils can help improve their attendance.
Clear , prompt and pro-active procedures for managing attendance and non-attendance in all circumstances. These will work best when there is a personal touch ie a phone call or home visit is likely to be more effective than a letter.
Use of data - to ensure that we remain on target. Attendance data focuses the mind!
Systematic strategic reviews - see this page for more information.
Enthusiastic participation in Trust attendance initiatives.