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BT has announced a major recruitment drive which will see the telecoms firm create around 500 call centre jobs in the north of England and Wales.

The new call centre workers will be based at BT offices in Accrington, Doncaster and Warrington in England, and at Swansea in Wales. An average of 125 new jobs will be on offer at each of the four contact centres.

The recruitment drive comes as part of BT’s continuing efforts to answer more and more customers’ calls in the UK rather than outsourcing call centre functions overseas. In 2015, BT said that they had ambitions to have 4 in every 5 customer queries by telephone answered in the UK.

BT has recently tightened that target even further, saying they now hope to have 9 in every 10 calls answered in the United Kingdom.

If achieved, that percentage would be up from around a half of all calls taken in the UK pre-2016, when many BT customers had expressed doubts about speaking to staff at call centres in India and other places outside the UK.

BT Consumer’s managing director of customer care, Libby Barr, said: “We are proud to be creating these new jobs in the UK and Ireland. BT is completely changing the way we serve our customers in order to boost our service levels. We are going to answer 90% of our customers’ calls in the UK and Ireland by the end of March, and we have been taking on great people to fill full-time jobs working for BT.”

“There are opportunities to earn £500 by referring a friend and also openings for agency advisers who want to work for BT directly,” added Ms Barr.