Xavier Teach South East
30% increase in trainees this year - with more growth on the horizon
With the UK Government missing teacher training targets for nine of the last ten years, it is getting more and more pressing for the 178 School-Centred Initial Teacher Training providers to take matters into their own hands.
Xavier Teach SouthEast (TSE) are an Ofsted Outstanding (2023) teacher training provider who wanted to quickly increase their teacher training numbers through better recruitment and plan for solid growth in the years to come. The majority of their cohort trains in Surrey, and they also have teacher training hubs across London, Sussex and the Midlands.
As long-term partners of Eteach, using our recruitment software within the trust and having previously worked with Tony Markowski from Eteach Education Advisers, supporting their strategic direction, Xavier decided to work with Eteach's Marketing team to see how they could further develop their existing ITT recruitment.
TSE are committed to developing their own crop of exceptional teachers across primary and secondary education, with a focus on high-quality training and placements that enable each one of their trainees to fulfil their potential. The objective was always going to be growth, but absolutely had to maintain the Xavier Catholic Education Trust’s core principals of high-quality education and a supportive, community environment.
The Challenge
To turn the tide on the declining teacher training numbers nationally; taking a high-quality SCITT provider and lay the foundations for growth in trainee numbers for several years to come. With the added context of a challenging external environment and the need to provide short-term improvements in the current recruitment cycle.
TSE was keen to address the bigger issues: how, post-pandemic, the sector could once again encourage career changers and those requiring flexible working to choose teaching as their vocation.
The Solution
With over 10 years' experience in initial teacher training and two Outstanding Ofsted reports that recognise their commitment and enthusiasm for what they do, TSE are well placed to serve their local area. The key was to look at the full marketing funnel from start to finish.
After a strategic marketing and employer branding workshop, we established a clear set of values and USPs to work with, as well as the amount of resource TSE could provide. This was always about sustainable growth and not just a quick fix.
The areas covered include:
- Identifying and addressing the applicant journey
- Removing barriers to teaching at every possible juncture
- Digital marketing tactics to increase the number of applicants at all stages
- Content plan to build brand awareness, but also convert engaged applicants
- Comms plan for keep warm and reengagement
- Marketing strategy workshops to ensure the leadership team had input and ownership
- Full examination of brand position and existing collateral
- Relaunch of digital presence
- Hosted their introductory information session coffee morning at Eteach HQ
- Content creating workshops with key staff and stakeholders
Through this, TSE have increased candidate numbers by over 30% year on year and have a content plan and improved workflow set up for 2023/24.
The first week of the application cycle for 2023/24 saw almost twice as many applications as 2022/23; a trend that continued with applications for the main teaching hub having tripled when comparing March numbers year on year.
Another contributing factor was the internal buy-in from the TSE team. Spearheaded by highly-motivated, accountable project leads, we worked together to make data a centrepiece of the project and improve our benchmarking for future years.
Through regular workshops with Eteach, TSE have further identified their target audience and thought through the most effective marketing strategies to reach them. They’ve also been able to match up candidates sourced by the Eteach recruitment team with some of their wider programmes.
“The Eteach team have been curious and eager to understand our requirements and have strived to meet them. They are innovative and keen to run with and try new ideas and bring lots of expertise to the table that we have benefited from both in terms of marketing strategy and methods. It’s been a collaborative learning experience.”
“As a team we are now more confident and upskilled. We’re grateful for the team at Eteach, their expertise and support in streamlining our goals and targets as well as benefitting from their marketing knowledge. We would highly recommend Eteach to other SCITTs.”
- Amy Harper, Director of Xavier Teaching School Hub
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