Tag Archives: marketing

Sobering data on ITT needs

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Perhaps the most sobering paragraph from the STRB Report issued yesterday:

“Overall, 76% of those employed were in high skilled employment, which compares to 75% in the previous year. ‘Primary education teaching professionals’ was the fifth most likely professional job and ‘Secondary educational teaching professionals’ the sixth. Of those in employment, 8% were working as education professionals.”  My emphasis Source Graduate Outcomes 2019/20: Summary Statistics – Summary | HESA in School Teachers’ Review Body 33rd report: 2023 – GOV.UK (www.gov.uk)

The other two main sources of teacher supply are career changers and returners

New graduates are a key source of entrants into the profession, and there needs to much more research into trends in graduate behaviour. How are changes in the mix of subjects studied by new undergraduates likely to affect the number of entrants into teaching in three years time? A surge in business studies undergraduates and a decline in those studying English might well have repercussions for teaching.

Similarly, where home graduates’ study can affect entry into teaching. Two decades ago, it was clear that the most common recruitment ground for primary trainees was in the post-1992 university sector and especially in the smaller former colleges of higher education that used to be the main providers of undergraduate ITT. Does this trend still hold true? What percentage of Teach First entrants come from universities without ITT provision? indeed, is there an index of recruitment by university and course over a period of time?

I raise these issues about the somewhat amateurish approach to marketing, an area of recruitment that received some criticism from the second panel that appeared in front of the Education Select Committee earlier this week. Marketing is not just about the obvious front end of adverts, but also about making sure that activities are focused where they can have the most benefit. In that respect, the DfE needs to ensure that all evidence it collects is shared with course providers to help them in their marketing efforts.  

Of course, all this may be happening, as I am outside of the loop these days, but if so, then it should be clear to government what is needed to increase recruitment into the profession.

Clearly, what is not needed is late and confused messages about pay. Waiting until mid-July to announce a pay settlement means that while other employers can entice new graduates with starting salaries for September, teaching has been recruiting with that hand tied behind its back. It is also worth remembering that teachers not on salaried training courses start earning a year later than their colleagues that graduate straight into employment: those friends also don’t add to their student debt levels as a result of their job in either the private or public sectors.

Perhaps the glimmer of hope in another study by ISE quoted in the STRB Report was that “Employers expected that the economic recession into 2023 would lead to a decrease in the number of vacancies in the coming year.” (para 20, 33rd STRB Report). However, so far, there seems little sign of this recession.

Marketing schools: value for money?

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Can we afford to spend millions on marketing schools to parents in the present cost of living crisis? Mrs Thatcher has been credited with creating a need for school marketing by introducing the concept of ‘parental choice’ into schooling after winning the 1979 general election. However, even before her victory in 1979, some schools were already seeing the need to compete for pupils during a period when the numbers transferring to secondary schools in some areas were already in decline.

I seem to recall that before I left Haringey in 1979, at least one school in Tottenham had already produced a colour brochure extolling its virtues to parents. By the mid-1980s, the idea of choice and marketing to encourage parents to select schools was already sufficiently acceptable for a publisher to ask me to put together ‘The Parents’ Guide to Secondary Schools in London’s Commuterland’ (ISBN 978-0333404447 but long out of print). By the 1990s, one of my students at Brookes University was writing a research article entitled: The School Brochure: A Marketing Tool? (Educational Management & Administration, v23 n2 p89-95 Apr 1995) and presenting a paper at a BERA conference, before going on to a distinguished career in higher education.

Now at that time I seem to recall that the definition of marketing was something along the lines of: “to seek, sense and satisfy, needs, wants and aspirations, within a legal, ethical and financial framework.”

After more than forty years of marketing schools, this summer’s examination results have highlighted the gap that still remains between examination outcomes, both across the country and between schools. So, has the money spent on marketing parental choice made schooling better or worse than before, and, more importantly, can we afford the cost to society?

It is interesting, within the definition quoted above, what schools don’t tell parents. Most, for instance, don’t mention the qualifications of their staff to teach the age group or the subject and how they have kept up to date with changing teaching and assessment, preferring to rely upon Ofsted while at the same time complaining loudly about the methods of assessing schools.

The head of the secondary school in Rutland that refused to join in the annual exam results ritual.  Uppingham Community College chose not to publish GCSE headline figures due to there not being ‘a level playing field in education’. Rutland achieves best GCSE results in England (stamfordmercury.co.uk) may be an outlier, but might this mark the start of a trend?

With the in-coming government likely to need to make savings, is marketing state schools an area where some limits should be placed on the amount that state-schools can spend on marketing each year?

After all, the Conservative government has been happy to introduce regulations on school uniforms – see earlier post on the topic – and on recruitment costs, by its free job board. However, the latter doesn’t seem to have reduced the spending in that area very much. Perhaps, because there are not enough teachers to go around.

Might the teacher associations be persuaded to back any curb on marketing if is could be shown that the savings could be applied to fund the inevitable pay rise that must surely come at some point if inflation continues out of control.

In recent years, I have wondered whether parental choice and the associated spending on marketing allowed government to avoid the issue of providing a first-class education for every child? As a result, spending money on marketing seems worth a debate in the present economic climate.

A new world in recruitment

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There is a saying that ‘necessity is the parent of invention’. So it has proved to be during this pandemic. Video conferencing may come to be the next big breakthrough. Not perhaps on the scale of email or mobile phones, but, as the technology is refined, becoming something that will alter both our private and public lives in a way society wouldn’t have believed just two months ago. For instance, how soon before clothes retailers ensure garments will fit the wearer when viewed on-line and cannot then be returned as ‘the wrong size’?

There will also be profound effects on teaching and learning at all levels. In England, the responsibility for education has always remained with the parent or parents, and schooling by the State has been the default offering if a parent chose no other method of education. How that contract between the State and its citizens will develop in this, the 150th year of state supplied schooling, is yet to be determined, but a heck of a lot of invention has been taking place very rapidly.

All this came to mind as I reflected upon the future for TeachVac, the free matching service for teaching jobs and those looking for such a vacancy. Launched six years ago next month, the aim was then, as it still is, to demonstrate that technology could create a viable and low cost platform to bring together schools wanting teachers and teachers looking for jobs.

Well, TeachVac has proved that it can be done for little more than £2 per vacancy. Of course, schools still don’t believe that is possible and spend large amount of money with paid for platforms because they have offered the largest number of visitors to their sites. During a period of teacher shortages, such an approach made some sense, although it would probably have been cheaper to persuade those looking for jobs to move to the free platform that required the least amount of effort on the part of schools.

However, we are now in a different world. With predictions of mass unemployment and future funding for public services unlikely to be as generous as we would wish, especially if the government has to bail out the economy, schools may see a rush of applicants for any vacancy. So, why pay for an advert that attracts so many applicants that it wastes time and costs money short-listing?

A premium site, in terms of quality that is free at the point of use and requires as little efforts as possible, at least for a first advert is a much better proposition. Schools that have the cash to spare can continue to use paid-for services, but others might choose between sites such as the DfE’s, where some effort is required to upload a job, and those, such as TeachVac, where all that is required is to put the vacancy on the school’s own web site.

Of course, teachers and, especially trainees are now in a different position. Instead of having the pick of jobs, they might be competing with many more candidates for fewer vacancies, especially if teachers in post stay put. TeachVac can be tailored to meet the needs of the training sector. Perhaps by offering a 24 hour period of exclusivity for classroom teacher posts before matching them all potential candidates?

As a bonus, we are also dusting off our course on how to apply for a job’ and turning it into an on-line version ready for those that need a bit of support in this new world. Watch out for details of our first webinar next week.

 

Marketing matters

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TeachVac, the free recruitment site for schools and teachers, www.teachvac.co.uk is having a bumper August in terms of visitors. That’s not really a surprise, as Teachvac has upped the marketing budget to widen our reach even further than the record numbers of teachers reached during the recent peak recruitment season. The months between March and June witnessed records being broken every month.

August is a good time to market to teachers as they are often interacting with social media and may have more time than at other points in the year, apart from that week between Christmas and New Year.

TeachVac staff are also busy working away at updating all our information about schools. What was Edubase – now GIAS, ‘Government Information About Schools’ – seems to contain a proportion of errors. Most are trivial, names not yet updated or re-brokered academies were the data hasn’t caught up with the change. But, there are a small number of more serious issues, such as the primary school listed as a post-16 establishment and the multi-academy trusts where all schools are listed under the central office site, making it difficult for parents to know where each school is located and possibly skewing the data associated with the school that can affect the results for several different geographical areas.

Once TeachVac’s staff have completed their update, we will see if the DfE is interested in knowing of these issues? As it is a free service to schools and teachers, should TeachVac make a charge for such a service to the DfE?

On a different but not unrelated front, BERA, the British Education Research Association will publish a blog from 2016 posted on this site that I wrote about school recruitment differences across the country. This will form part of a new series BERA is promoting. I will provide the link to their site on the 5th September when it becomes active. It may also be possible to provide an update on the situation in 2018 to compare with the outcomes in 2016 what I wrote two years’ ago.

Next week will also see the August data from UCAS about recruitment to postgraduate teacher preparation courses starting this September. Although not the final figures, the August numbers do provide a clear direction of travel for the 2019 recruitment round. I hope to publish a three-year comparison of the August figures along with the regular monthly commentary.

 

A National Vacancy Service

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Tomorrow, the DfE is holding a meeting to brief recruiters about its plans around a service publishing vacancies for teachers and school leaders. In the light of the demise of Carillion, is this new service a move based upon foresight by officials of the need to protect services from private sector enterprises or a belief that State operated services can do the job cheaper than private companies?  This is an important issue, since there are many in the government and among its supporters that see nationally operated services, of the type a vacancy service would presumably offer, as little more than a return to recreating nationalised industries.

At this point I must declare an interest for new readers of this blog. Some years ago, I helped form TeachVac to provide a free national vacancy service for teachers and for schools to save money on recruitment advertising, through the use of modern technology to bring together schools with vacancies and those looking to apply for such posts. TeachVac www.teachvac.co.uk and its offshoot for international schools, TeachVac Global, www.teachvacglobal.com are now the largest since source for teaching posts in England and can help to attract teachers back to work in England. All at no cost to the public purse.

TeachVac also had the added bonus, of providing real time information on the labour market: something the DfE will no doubt also want to play up about their service. This week, TeachVac will have already a recorded record number new vacancies for teachers and school leaders since schools returned from holiday just over a week ago.

As I pointed out recently in the blog post about business studies teacher recruitment – blink and they are gone – a large proportion of vacancies recorded so far in 2018 are in and around London. As of yesterday, 58% of recorded vacancies in 2018 were from schools in London; the East of England or the South East with just 32% located in the other six regions. The percentage was the same for both vacancies in the primary and secondary sectors.

Is this because these areas are seeing the fastest growth in pupil numbers and are already adding new vacancies in expectation of their growing rolls? Is it because teachers in these areas are leaving in larger numbers. TeachVac Global is certainly seeing interest from teachers wanting to consider working overseas. Is it because these schools feel the new National Funding Formula doesn’t hurt as much as it could have done and they now feel more confident on their spending for 2018/19? There are other ways of answering these questions: TeachVac at least points out what to ask.

TeachVac will shortly be publishing two reports on aspects of the teacher labour market during 2017. One reviews primary school leadership and the other considers main scale vacancies in the secondary sector across England. Details of the cost and how to obtain them will be available on the TeachVac web site. As a free service, TeachVac is happy to discuss data provision for teacher trainers, schools, MATs, diocese, local authorities or indeed anyone interested in labour market real time data on teacher vacancies.

 

The dog ate my homework

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How much money does it take to persuade a graduate to become a teacher? More than it used to do. For more than three decades it has been known that when the economy is doing well the government finds it more of a challenge to recruit trainee teachers and also to retain those it already has. As a result, the amount of cash spent on marketing soars.

A recent article in PR week http://www.prweek.com/article/1430786/dfe-doubles-campaign-budget-attract-people-teaching suggests that the marketing budget in 2017/18 to encourage new entrants to train as a teacher will be more than £16 million. That’s a fourfold increase on what was spent in 2013/14 just four years ago. Put another way, four years ago, £114 per trainee was spent on advertising; this year, assuming all places are filled, it will cost some £474 per trainee. In reality, it is likely that the actual cost per trainee recruited will be in excess of £500.

Actually, the cost is near £1,000 per additional trainee encouraged into teaching as, even if nothing was spent, there would probably be a sizeable number of people wanting to train as a teacher, especially as a primary school teacher. So, the cost is largely to entice additional Physics, mathematics and languages teachers. The marketing bill needs to be added to the sizeable bursaries these students also attract making the real cost even higher. There are also the marketing costs of individual course providers competing with each other plus the not insignificant budget being spent by Teach First that’s not included in the £16 million.

Now that all young people have to stay in education or training until eighteen, it is worth asking whether the use of specialist teachers should be delayed in some subjects so that the costs of acquiring new teachers can be reduced. Would the money spent on marketing be better spent on up-skilling the expertise of existing teachers already having to teach subjects where they are under-prepared? How much higher will the marketing budget be allow to rise if the labour market for graduates remains tight over the next few years? Fortunately, compared with the spending from the Ministry of Defence the cost per place of recruiting teachers is probably far less than the marketing budget to recruit personnel for the armed forces.

One thing the DfE has to do is to demonstrate that it has learnt the lessons of history. Although current corporate memory in Sanctuary Buildings may not be very detailed, there are presumably copies of the studies conducted by various market research agencies for the Department during previous recruitment crises around the turn of the century. Discussing whether they are still relevant should, at least, ensure the £16 million is spent wisely and not wasted on campaigns that would never bear fruit in terms of teacher recruitment.

Making the term teacher’ a reserved occupation title would cost little, but raise the status of the profession overnight. It would also gain good press publicity. Good PR is often cheaper than poor marketing, although the reverse is sadly also true.