One of the ongoing challenges faced by schools and across the education sector is attracting and retaining great staff. With teacher recruitment at a critical juncture and many schools facing increasing competition for top talent, a strategic approach to communications can make all the difference.
This month’s Comms Classroom explores how school and trust leaders can harness the power of communications to showcase their values, build staff morale, position themselves as employers of choice and create a culture that inspires talented professionals to join and stay.
Tip 1: Paint a compelling picture of your workplace
Before candidates even click “apply,” they are forming impressions about your school or trust. The way you present your organisation publicly, whether on your website, through local media or on your social media platforms, shapes whether candidates see you as a place where they can belong and thrive.
Think about how your values and culture are reflected in your communications. Are you sharing stories that bring your ethos to life and are you celebrating your staff’s achievements and professional growth? Authentic storytelling, underpinned by consistent messaging, helps position your school or trust as a supportive, inspiring place to work.
Tip 2: Sketch out your offer clearly
Staff want to know what sets your organisation apart, not just in terms of pay, but in the opportunities, training, culture and support available to them.
Make sure your continued professional development (CPD) offer, staff benefits, and wellbeing initiatives are communicated clearly and consistently. From dedicated sections on your website to targeted recruitment materials, your messages should highlight how you invest in your people and help them progress.
Consider creating short video testimonials from staff members, infographics outlining CPD pathways, or blog features celebrating career progression stories. These all contribute to providing an attractive employee offer.
Tip 3: Brush up your digital tools
Recruitment marketing is no longer just about placing an advert and waiting for applications. Your own digital channels provide exciting opportunities to reach the right candidates, at the right time, with the right message.
Paid social campaigns, targeted Google Ads and engaging organic content can all be used to showcase your school’s or trust’s strengths and promote open roles to specific audiences. Analytics and data-driven insights can help you understand what’s working and refine your approach for maximum impact.
Tip 4: Protect your masterpiece – your existing staff
It’s easy to focus on attracting new staff, but retaining talent is just as important. Staff who feel valued, informed and a sense of belonging are far more likely to remain in your organisation and be an advocate for others to join.
Internal communications play a vital role in fostering this connection and boosting morale. From celebrating achievements to keeping colleagues updated on strategic decisions, good communication can strengthen your culture from within.
Simple steps such as regular staff briefings, spotlight stories, or internal newsletters can help colleagues feel seen and appreciated and ensures you are living your values. A good place to start is to audit your internal communications. This will help you ensure all your internal channels and communications have a clear purpose and are of benefit to your staff.
The finishing touch
Clear and effective communication is critical to both recruiting and retaining exceptional staff. By defining your offer, showcasing your strengths and nurturing a culture of belonging, you can position your school and trust as a place where people truly want to work.
Whether you need help shaping your employer brand running a digital recruitment campaign or improving your internal communications, PLMR’s education experts can help you tell your story and attract the very best people. You can read more about our work here and reach out to our team here.
