Donovan Group Insights

Marketing with Intent to Recruit, Retain, and Reward

Marketing is more than a way to gain new recruits. It’s a reflection of what recruits can look forward to after joining your school district. What’s more important than finding recruits is retaining them with a strong support network and inviting school culture.

Here are a few things to keep in mind with your marketing as you begin the hiring process:

  • Create a sense of belonging: Prospective hires should be able to envision themselves working in your school district. Effective marketing messages make candidates feel as though you’re speaking directly to them. Aside from attracting new talent, school districts should foster a sense of belonging at every stage of an employee’s career. Teachers and staff should still feel at home in your district five, 10, or even 20 years down the road.
  • Embrace inclusivity: Teachers and staff gravitate towards school districts where they’re free to come as they are as professional educators. Marketing messages should promote a diverse school culture that embraces people from all walks of life. Give people the space to professionally express their authentic selves, both during recruitment and throughout their time in your school district. Diversity isn’t a marketing tactic—it’s a standard to live up to every day.
  • Market your mentorship program: Over 44 percent of new teachers leave the profession within five years of starting out. School districts recognize the importance of improving their retention rates, which is why most have instituted mentorship programs to help teachers transition into their new roles. Since the challenge of teacher burnout is known to the public—and therefore to your new recruits—it can be beneficial to market your mentorship program to recruits and point to its success at boosting retention rates. Not only do these programs help alleviate the sense of isolation that contributes to teacher burnout, they also incentivize candidates to apply and help make the onboarding process run more smoothly.
  • Ask current employees for feedback: Current employees are your number one resource for learning about your school district’s hiring process. They can shed light on strengths and areas for improvement, allowing your district to refine its approach to attracting and retaining new talent. Asking for feedback also builds stronger relationships between employees and the district because it shows you care about their experiences. Employees are more likely to stay when the district listens and responds to their needs.

Recruitment is only the beginning. Once you find quality candidates, you want them to stay in the school district for many years to come. Effective communication starts with job marketing and continues well into an employee’s career. Create a place where people are proud to work, and your school district will have no problem recruiting and retaining new talent.

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