As telecommunications giant BT sheds jobs elsewhere, a Kent offshoot is bucking the trend by expanding its workforce.

East Malling-based BT Local Business - trading as Utopia Enterprise Solutions - expects to add around four more people to its 20-strong headcount.

The independently-owned and operated company is licensed to trade exclusively in BT Group products and services. It is one of 11 BT Local Businesses in the south east and 54 nationwide. Last year, the operation accounted for around half - £1.2 billion in 2007/8 – of BT Business revenue.

It helps around 25,000 start-ups and small firms with up to 50 employees across the county.

Darren Burton, managing director, unveiled a recruitment drive to meet growing demand from businesses for more cost-effective systems during the economic downturn. This rising demand is partly fuelled by more local people deciding to work from home.

BT Group has axed more than 9,000 jobs in the past few months, and its shares fell yesterday (12) to an all-time low of 97p because of problems in its global services division.

But Mr Burton plans to increase his sales force by 20 per cent in the next four months. He said firms realised that communicating effectively with staff, suppliers and customers was paramount in the current economic climate.

"Businesses are looking for advice on how to reduce costs and invest wisely in technology to help their businesses remain profitable," he said.

"There is evidence that an increasing number of firms are using homeworking as a means of cutting costs and working more flexibly – and we expect this trend to continue."

"We are fortunate to have extensive mobile and wireless coverage here in the South East and availability of high-speed broadband has made working from home more viable than ever. Simple measures, like making more calls using VoIP (internet) telephony can reduce costs further.

"Firms see the importance of not cutting back on areas that will help them compete more efficiently during these difficult times and succeed in the future."