RECRUITING QUALITY FACULTY and staff has been an increasingly difficult task for school districts during the public health crisis of the past two years. A Gallup poll during the second half of 2021 said 61 percent of superintendents reported having trouble finding teachers.

The shrinking pool of qualified candidates is choosing between your district and perhaps the one next door, meaning recruitment strategy matters more than ever before.

Improving the chances of attracting the best candidates goes beyond posting job descriptions and pay scales. The most successful school districts shine a light on workplace culture as part of their overall employee recruitment strategy, and it all starts on your district website’s careers page.

A Careers Hub

How long does it take for someone to find career opportunity information from your school district’s homepage? Take a look at your website through the lens of a prospective hire and ask yourself how easily the information can be found.

When prospective employees are job hunting, they often start by heading to Google and searching for terms like “teaching jobs in [city]” or “district administration jobs near [city].” Optimize your website content to ensure your job openings appear during a candidate’s search.

Once prospective employees find your careers page, what does it tell them about working there? Use the opportunity to showcase the unique culture your school or district has to offer and why it’s an exceptional place to work.

Be sure to include:

»Testimonials from current teachers and faculty;

»Information about your school culture and interpersonal connections;

»Photos and videos of your staff;

»Perks and employee benefits;

»Information about the area where you’re based for those interested in relocating.

Focus on Relationships

Work relationships are important for employee well-being. People crave personal connections and want to see that a prospective employer is supportive and nurturing and fosters relationship building. Share photos and stories that speak to what makes your district a great place for growth and collaboration.

If your district is located in a rural or remote area, your geographic location might make it more challenging to recruit faculty into your corner of the world. On your careers page, highlight what makes your town or city such a wonderful place to live, work and raise a family.

These modest additions could make it more enticing for qualified teachers and support staff to consider applying for your job openings.

Share Testimonials

What better way to show what working at your school or district is like than having your employees tell the story themselves? Including testimonials is a powerful way to connect with prospective employees. They also validate the feelings and thoughts of your current staff.

Gathering testimonials is not labor-intensive and has a fantastic return on investment.

In addition to written quotations, use video testimonials in your recruitment efforts. Videos connect with people by showing the human element in your district.

In addition to highlighting all of the great reasons to work at your school or district, include a list of current openings and how to apply. This information should be easy to find and only one click away from the careers landing page.

Once a person decides to apply, make sure he or she understands the next steps. Explain the full hiring process from application to board approval so there are no surprises.

By developing a careers page highlighting your organization’s culture, benefits and work environment, you’ll make your school a more attractive option for prospective employees.

MORGAN DELACK is the director of communications for Finalsite in Glastonbury, Conn. Twitter: @Morgan_Delack.