Managing your school brand and social media for successful teacher recruitment

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1 Managing your school brand and social media for successful teacher recruitment Online seminar 15 October 2014 Welcome to our School Direct online seminar While we re waiting to start, why not let us know who you are and where you are based by typing in the chat box on the right-hand side of the screen. 1

2 This session The purpose of this online seminar is to help you: find out more about how other schools use their brand and social media effectively for successful teacher recruitment marketing have the opportunity to consider how you can better manage your brand and social media for your school hear advice and best practice on brand management and using social media accounts such as twitter and Facebook

3 The importance of managing your brand Your brand and identity is how people recognise your school/organisation, your ethos and your reputation. We know you are used to making it clear to potential parents of pupils and the local area what your school/partnership is about and your core values for your teaching and learning your brand! And you, just like big businesses, work very hard to make sure that pupils, parents, staff, governors and many others are happy and thriving with their service/product. Brand management is the process you can use to control this further. But how does this promotion of your brand translate into your teacher recruitment strategy?

4 Ensuring you have a marketing focus If you have a marketing focus to your brand it can make it easier to respond to not only your needs, and the needs of parents and students, but of your recruitment strategy. Competition for places in some areas increased, so its more important then ever to present your brand and marketing offer clearly to attract and retain interest. Being clear on your identity, make sure your training offer: looks different to others in your area helps triggers instant recognition with potential trainees or their influencers reminds people of the reputation for which you are known place your school at the top-of-mind with your audience

5 Keeping it clear for candidates We know there is an exciting amount of close working amongst schools, partnerships, local and regional collaborations, all working together on School Direct. This complexity is a major advantage, and a selling point to the candidate for well-rounded training but we ve had feedback it can sometimes be confusing for candidates when they are looking for training in their area and they come across schools, partnerships, teaching schools and SCITTs, all working together. This feeds a perception that its unclear what places there are, at which schools, in which local areas, and makes it seem like hard work to try and find out more. This is where good brand management comes into its own!

6 Think Kellogg s or Toyota! We all know Kellogg s and Toyota And we know their individual products.. Corn Flakes, Corolla/Yaris The key factor here their name precedes all their products, each supports the other, if used correctly.

7 What does this look like in practice? Decide early on in your planning which brand/identity you want to use to promote your schools direct offer. Is this your School, School Direct partnership, teaching school alliance, SCITT or a regional network? Then make sure all marketing activity showcases this brand across all the marketing channels you plan to use such as websites, leaflets, press adverts. As well as clearly signposting where to find more details on the school direct offer, lists of vacancies etc. This brand should serve as your umbrella identity for all your other partner schools places.

8 What does this look like in practice cont Your brand can be showcased with the following tools: logo strapline your selling points/key messages testimonials/case studies that support these key messages a set of photos/images that you use only to promote your School Direct offer on your website/leaflets/press adverts etc

9 Brand management top tips Don t miss any opportunities to promote your brand make sure it features prominently across every advertisement and promotional activity. Your brand has to be an important factor in your marketing and integrated into every element of this. Even make sure you promote it on anything suitable such as letterhead, signatures, posters on schools buses. Agree a brand policy/guideline document on how you want it to be used for example where the logo should always be positioned, its size. Ensure school/partnership colleagues and new team members are shown the importance of the brand, and understand how it is being used helps them to get behind the core values and also encourages more advocates of your brand.

10 Social media is everywhere

11 What are the benefits? Social media marketing has many advantages: Broad reach social media can reach millions of people. Ability to target particular groups many forms of social media (eg Facebook) allow businesses to target specific groups and/or locations. Free or low-cost many forms of social media are free, and paid options are usually low-cost and based on paying per click. Personal social media allows you to communicate on a personal basis with individual customers and groups. Fast you can quickly distribute information to many people. Feedback your audience can (and will) tell you how they feel about what you re saying. Easy you don t need high-level skills to participate in social media. The average person with a standard computer or mobile phones should have no difficulty.

12 Need to set up social media? Top tips Some school servers may not allow access to social media accounts involve your IT support check with your local authority or organisation supporting your IT Some leaders or colleagues aren t sold on the benefits of using social media, so you may need to sell these: It s a no-cost way to promote your school and once you have interest, it can help you meet your recruitment targets Your messages are easy for people to share far and wide, 24 hours a day, 7 days a week! You can get instant feedback and responses More and more schools are embracing social media - you don t want to be missing out!

13 Already using social media? There are a number ways you can use social media accounts you already have to promote you School Direct places and the majority are low or no cost Consider using your HEI partners social media channels they may well have a significantly greater reach than you. Follow NCTL and Get into Teaching to get all the latest messages, news and information for you, as well as candidates. Use the Get Into Teaching Facebook page or the twitter feed to let potential teachers know about any events or news. Consider using LinkedIn further this is not just a professional Facebooklike space, there are large amount of student members using it to find their career path and job vacancies. Could be excellent vehicle for showcasing your School Direct for no or low cost.

14 Getting started with twitter (1) Setting up a twitter account is easy. Make sure it s a distinct account for your partnership, focused on teacher training (don t use a pre-existing school account). Use a cheerful image for your cover photo, and your logo for your profile image. In your bio make it clear who, what and where you are. Link to your partnership website from your profile (and link to your Twitter from your website too, if possible). Agree in advance who in your partnership should have access to the account, and who has ultimate responsibility for it. Be careful in sharing access.

15 Getting started with twitter (2) Think about what each tweet is for. E.g. if you re talking about an open event in your school, include a link or contact number so that anyone interested can respond. If it isn t immediately clear from your name where in the country you are, include the location in your tweet too. If you append your tweet we ll usually spot the tweet and retweet to our 12k (& counting) followers. Tweet regularly and try to interact with your followers. Including pictures, videos or other media is always good.

16 Taking things further Setting up a Facebook page may also be a good idea, especially if you want to try Facebook advertising. Facebook posts also have a longer life than tweets (usually a few hours). Consider using a social media management service like Hootsuite or Tweetdeck the basic versions are free and allow different people to post messages with different levels of permissions across your social media. Facebook and Twitter both allow you to look under the bonnet and see how effective your posts/tweets have been. Use this info improve your campaign.

17 Social content Content is basically interesting stuff it encompasses visuals, written articles, videos, podcasts and more. Your most important advocates are very close to home teachers, trainees and even students. These people can help to make a persuasive case to your audience that teaching is a great career, and you could be the right training provider. Blogs (hosted on WordPress, Blogger, Tumblr etc.) can be very straightforward to set up and, if done properly, can make for great supporting content. Use images too, if you can. Recording short videos and uploading to YouTube may also work for you. If you include images or videos of children, ensure that you have permission to use them.

18 More advanced LinkedIn isn t as straightforward to use but can offer possibilities. Most students now join LinkedIn when they start uni (though it s used rather differently to other social media) Google+ s active user base (stereotypically) overlaps with a Science Technology, Engineering and Mathematics (aka STEM) audience. It s more interest-led than Facebook but more flexible than Twitter. Not for everyone, perhaps, but it dovetails will with YouTube and also provides the Hangout online events facility, which you might find useful. Other social media include Pinterest, Instagram, Vine, Medium and Reddit. There are also content aggregators (services that gather Web content from different online sources ) such as Paper.li and Storify.

19 Buying reach You can use Facebook to carry out highly targeted advertising campaigns at reasonably low cost (e.g. a few hundred pounds). The great strength of Facebook here is the level to which you can target; for example, you can target to anyone aged 21-50, who holds a degree or higher in your local area. Twitter, because it collects far less information on its users, may well be less effective as a paid-for channel. LinkedIn can be quite expensive, but permits very specific targeting and personalised messaging. This may be useful if you re having particular difficulty recruiting to a priority subject like physics.

20 Don t be daunted! Social media is exactly what it says various different types of medium through which to communicate, each with specific advantages and limitations. The basic rules of communication haven t really changed for millennia. Cicero s classic formula for good rhetoric (persuasive communication) delectare, docere, movere (entertain, inform, persuade) is as valid for Twitter as it was in the Roman senate. You might worry about trolling etc. this can happen, but is unlikely in this case. Having a clear policy from the outset on dealing with negative responses will help. Social media is a fluid and evolving field, but the main channels Facebook, YouTube, Twitter etc. are likely to remain popular, in the medium term at least. Don t worry about trying to join the latest trends; instead concentrate on the channels that work best for you.

21 Some examples

22 NCTL social media accounts NCTL Get into teaching

23 How the NCTL can support you To give an indication on how far reaching social media can be, the NCTL has: 1630 likes/followers on Facebook 18,100 followers twitter Get into Teaching has: 95,000 likes/followers on Facebook 12,000 followers on Twitter That means messages are reaching thousands of people and being forwarded on to many others. Think of how this could work to your advantage!

24 Today s speakers Online we also have a colleague from a school partnership and also the NCTL who can offer practical advice from their own experience. Victoria Gavin St James s Teaching School and Teach North West Coordinator St James s CE High School Joe Hill Social Media Manager Get into teaching campaign NCTL

25 St James s Church of England High School Our top tips managing your school brand and social media for successful teacher recruitment

26 Key points when deciding on a brand Less is more. Pick something simple and clear Design should consider the use of the logo on different back grounds. Set guidelines to ensure it is used correctly to create a consistent message

27 The identities/brands we use St James s Teaching School Partnership The South Bolton Teaching Partnership Teach North West

28 The St James s Teaching school badge is used on all correspondence, marketing material etc. that have any relation to the work of the teaching School. Teach North West is the brand for School Led ITT schools. This brand encompasses over 35 schools across the North West and also has its own website. The South Bolton Teaching Partnership is the name given to our local School Direct partnership. We mainly use this brand when referring to our own local school led ITT offer.

29 Example of branding guidelines The Teach North West logo comes in two formats, positive and negative, to be used on a variety of backgrounds. Try to avoid changing the logo in relation to colours, direction, format etc.

30 Social media: twitter Both Teach North West & St James s Teaching School use twitter to advertise School Led ITT places, events, training courses and general information. It s a quick, easy and cost effective way of advertising your school and teacher training opportunities. Positives: Easy to set up Cost effective Can use on the go Negatives: Recruiting followers Capacity to manage the account

31 Websites Ensure your branding is set up on your website so it is visible to users. Once again make sure it is set up in accordance with your guideline so all your promotional and marketing materials are consistentthis makes your brand more recognisable.

32

33 Useful contacts Tom Grattan LTD Website tomgrattan.com City Lab 5/6 Dalton Square Lancaster LA1 1PP Telephone +44(0) Impression LTD Impression (Bolton) Limited, Unit 61 Evans Business Centre, Manchester Road, Bolton BL3 2NZ. Telephone

34 Today s speakers Online we also have a colleague from a school partnership and also the NCTL who can offer practical advice from their own experience. Victoria Gavin St James s Teaching School and Teach North West Coordinator St James s CE High School Joe Hill Social Media Manager Get into teaching campaign NCTL

35 Other marketing support from us The marketing resource bank has been updated with a full suite of the marketing resources being used for the new Your Future Their Future national campaign. You can adapt these with your school s name, selling points and then use these locally to recruit. The bank will be updated regularly throughout the year to showcase excellent recruitment practices by schools and top tips on specific areas on marketing such as social media: Our events team runs events in areas which may be finding it difficult to recruit, inviting potential applicants interested in teaching to come and meet with providers and schools such as Train to Teach events. More information on dates and times of these will be on the Get into teaching website next week. You can advertise your own recruitment events for free on our Get into Teaching website which attracts c.3m visits per annum -

36 Support from us cont. We can help you find out more and meet schools locally that are already participating through our new teaching and leadership adviser team to find out who your regional contact is. Our new GOV.UK information for schools web pages will be regularly updated with advice and guidance and will signpost quick start guides, top tips; the School Direct bulletin. Make sure your schools main and also partnership contact on the Allocation Resource Managements system is up-to-date and the lead school will receive and forward on regular bulletins with reminders about next steps throughout the process. Join our new School Direct Hub - a new online networking group for you on the Knowledge Hub. Join other new members and start asking your questions and sharing ideas today. Simply register as a member of Knowledge hub: https://knowledgehub.local.gov.uk/ and then request to join the School Direct Hub.

37 Continue this discussion Continue this dialogue and share best practice in a discussion on this topic in the School Direct Hub: https://knowledgehub.local.gov.uk/group/school-direct-hub A recording of today s seminar will be available and ed to you together with links to a feedback survey and to other information. Thank you for taking part! For queries about the online seminar or online community For general queries about School Direct

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