Education news is dominated by recruitment and retention challenges, and rightly so – it is one of the biggest hurdles currently facing our sector. Schools, educators and young people are feeling the repercussions – so what are the realities of these problems, the reasons behind them and what can schools do on a practical level to address these challenges?
The recruitment and retention crisis is multifaceted and cannot be simplified to just one cause. There is a myriad of contributing factors set against the backdrop of the pandemic’s long-reaching legacy. Amidst concerns around staff and student wellbeing, there is an attainment gap to close and an underlying need to join a multi-academy trust as part of the government’s vision. Couple this with workload struggles, the Prime Minister’s new ambition to recruit more specialist teachers, which are already in short supply, and teaching salaries falling by an average of 11% between 2010 and 2022 in England (according to the Institute for Fiscal Studies1) the sector is reaching breaking point.
Frustrations at these conditions have given birth to a wave of ongoing national teaching strikes with discontented educators taking to the streets to call for increased government support and investment.
What do the statistics say about current teacher recruitment?
We are seeing fewer teachers entering the profession with recent national statistics showing that the overall number of qualified teachers in state-funded schools has not kept pace with increasing pupil numbers2 over the past decade. The total number of new entrants to Initial Teacher Training programmes was down 20% in 2021-223. We are also seeing unprecedented rates of educators leaving the classroom with the National Education Union finding that nearly half of all teachers (44%) plan to leave schools altogether by 20274.
Schools and colleges are on the frontline of these challenges. They are struggling to recruit new high-quality and specialist teachers and retain their current colleagues. If not addressed swiftly, we could see a long-lasting impact on the quality of teaching and education as well as further exacerbating teacher workload and stress – the very factor that is already driving so many educators from the sector.
The recruitment and retention crisis means schools are operating in a candidate-short market where qualified teachers are heavily sought after. Whilst this is a daunting challenge for many schools, there are steps and measures that can be taken to improve schools’ ability to recruit in a labour-scarce environment. In this article, I share some tips and insights into how schools can overcome these challenges and find the right staff for their needs.
Understand your market
To successfully recruit, it is important to understand your audience and acknowledge that different roles have unique recruitment markets and require distinct tactics, such as targeted marketing campaigns, to engage the right candidates and enhance your advertising. Therefore, it is best to look at the wider picture and plan for both the short and medium term rather than only looking at the individual role you are trying to fill. The creation and implementation of a thorough, holistic HR strategy which includes a well-thought-out recruitment plan that considers future resourcing, will enable schools to create a sustainable talent pipeline that can withstand the current instability in the sector.
In today’s market and with issues around workload, work-life balance is a top priority for many teachers and school staff. Whilst ensuring that students have consistency in their learning, incorporating flexible working schedules where possible, such as part-time roles or job shares, can be an attractive incentive for potential recruits. When advertising roles, it is important to highlight how schools support a healthy work-life balance as well as demonstrating additional benefits such as familial support initiatives and tangible examples of staff wellbeing programmes.
Leverage technology to your advantage
We all know that funding is tight for education providers right now. Evaluate your current hiring processes and whether they are slowing you down. By utilising technology as part of your recruitment strategy, such as an applicant tracking software, online application methods or booking supply staff online, you’ll be able to reduce your time-to-hire and inevitably reduce costs. The right technology can save you time and boost your results. Our research shows that using an online application method, optimised for mobile, can double the amount of interested candidates who complete an application. Of course, it’s worth keeping traditional solutions such as recruitment agencies to aid with recruiting for exceptionally hard-to-fill roles, but by combining technology with conventional services, you’ll be able to monitor your spending and results more effectively with digital reporting, to ensure you make the most of your budget.
Create brand awareness
Every school has its own distinct environment so it is essential in such a competitive market to look at how you can showcase your school’s values and ethos clearly, in a way which sets it apart from the crowd and appeals to new staff.
A school’s identity and brand go far beyond its logo. It is what people think and feel when they hear about your school. This could be associated with any number of attributes, such as an Ofsted rating, the role your school plays within its community, student achievements, staff development, giving back, supporting young people from disadvantaged backgrounds, career progression or sports and creative arts facilities. Demonstrating the core values of a school allows a candidate to understand the essence and culture of a school and whether it matches their own values. This can help ensure the best fit for both the school and the candidate.
It is important to incorporate the feelings and feedback of your existing staff when identifying the core values of your school. While the children are first and foremost the priority, you need happy teachers to ensure high-quality education is delivered and your best attributes are maintained. Hearing from happy staff about their workplace and the environment created for and by them to ensure the best possible versions of themselves to teach to the highest quality is essential to listen to and incorporate in any marketing material.
Build a talent pipeline
To avoid being caught on the back foot, we advise building a pipeline of talented and interested prospective educators that you can draw on as and when vacancies arise. This may include making sure you continue to stay in touch with strong candidates who were unsuccessful for a particular role or those who reach out proactively to you. It may also include a current member of staff that you can bring on in a different capacity and develop them into a place where they can perform well in a new role.
We also recommend identifying your hard-to-fill and hard-to-replace roles so that you can plan ahead. This may include making sure you are building the school’s positive profile even when you are not recruiting to attract potential candidates. This role-by-role consideration and planning can also help when building recruitment timelines and strategies. Ensuring your recruitment platform includes talent pool functionality and high-level reporting so you can monitor your recruitment performance and plan ahead.
Know your audience and go to them
Once your HR and recruitment strategy is in place, another way to recruit besides your pipeline is to directly address your target audience to find active and passive candidates.
First, identify who your target audience is. This may include looking at what skills and experience are required for your vacant roles, as well as who would fit well into your team. From here, you can distinguish the key platforms that your target audience is using – which job boards they use, which influencers they follow, and which social media platforms are they engaged on, for example.
Next, it's essential to utilise these channels effectively through strong copywriting and media assets which highlight your unique selling points. Use digital tactics, including digital advertising, SEO ranking and insights from your available analytics to maximise your reach to your desired audience. Once you’ve identified your target audience and key channels look for platforms with social media sharing or digital marketing capabilities.
Early Career Teacher (ECT) transparency
To successfully recruit and maintain Early Career Teachers specifically, ensure your induction programme is performing well, with strong mentorship arrangements in place. Be explicit in explaining how you run the programme both on your website and in job adverts, and be precise when discussing the support systems you have put in place for both your ECTs and their mentors. Videos, case studies and testimonials from current ECTs also work effectively to provide first-hand insight into what the experience as a new teacher may be like in your school.
To appeal to today’s candidates, it is also important to give an outline of the progression that young professionals can expect once they have completed their induction, both in terms of responsibilities and timeframe. Also, include what support and professional development opportunities will remain in place for them when they have completed their ECT years.
Footnotes
1What has happened to teacher pay in England? | Institute for Fiscal Studies (ifs.org.uk)
2School workforce in England: November 2021 - GOV.UK (www.gov.uk)
3Initial Teacher Training Census | GOV.UK (www.gov.uk)
4Teachers strike: Poor mental health sees teachers walk out of school | Metro News
About the author
Rhys Howells
Rhys Howells is Managing Director of the Eteach Group; committed to driving transformation in global education through disruption and innovation and taking a blended approach to recruitment. With a proven track record in working in the staffing and recruiting industry, Rhys firmly believes the Eteach Group’s suite of technology products and people services will create better outcomes for everyone in education.
