As HigherEd continues to evolve, colleges and universities are facing increased competition not just for students, but also in the race to hire the best talent.
It’s time for HigherEd HR teams to adopt a new approach – one that borrows from the world of marketing. By embracing tried and true marketing techniques, these teams can effectively showcase their institution’s unique strengths, values, and opportunities to recruit and hire best-fit faculty and staff.
Below, learn more about the best practices that can transform the hiring game in higher education.
The New Landscape of HigherEd Hiring
Gone are the days when academics and reputation alone were enough to attract top-tier faculty and staff. Today, the competitive job market demands a proactive and strategic approach to recruitment. As colleges and universities compete not only with each other but also with organizations in the corporate world for top talent, HigherEd HR teams need to adapt their strategies accordingly.
This is where marketing principles come in.
1. Building a Strong Employer Brand:
Just as successful companies establish a strong brand identity to attract customers, HigherEd teams must develop an appealing employer brand to attract potential candidates. HR teams need to identify what sets their institution apart – its values, culture, resources, and unique opportunities. This branding should be consistently communicated through various channels, from the institution’s website and social media platforms to recruitment events and job descriptions.
2. Targeted Audience Segmentation:
In marketing, understanding the target audience is crucial for creating effective campaigns. Similarly, HR teams should segment their candidate pool based on qualifications, experience, and other relevant factors. By tailoring their messaging and outreach efforts to specific groups, institutions can engage candidates more effectively and increase the likelihood of finding the right fit.
3. Leveraging Digital Presence:
In today’s digital age, an institution’s online presence can significantly impact its perception and reach. HR teams can use social media, blogs, and other digital platforms to share success stories, highlight faculty achievements, and provide insights into campus life. These efforts not only engage potential candidates but also contribute to building a positive online reputation.
4. Compelling Storytelling:
Effective marketing relies on compelling storytelling to create emotional connections with the audience. HR teams can apply this concept by sharing stories of faculty and staff who have made a meaningful impact within the institution. These narratives resonate with candidates on a personal level, showcasing the institution’s dedication to fostering growth and innovation.
5. Engagement through Personalization:
Just as personalized marketing campaigns yield better results, personalized communication with candidates can make a significant difference. Addressing candidates by their names, tailoring job descriptions to their skills, and sharing information relevant to their interests can demonstrate genuine interest and enhance engagement.
6. Data-Driven Decision Making:
Marketers rely on data to refine their strategies, and HR teams should do the same. Analyzing data related to candidate interactions, application rates, and hiring outcomes can provide valuable insights. This information helps teams fine-tune their approaches and make informed decisions about where to focus their efforts. Tools like PeopleAdmin’s Insights can help HigherEd teams make sense of their data.
In a world where talent acquisition has become a competition, HigherEd HR teams must embrace the principles of marketing to stand out and attract the best candidates. By building a strong employer brand, leveraging digital platforms, telling compelling stories, and adopting data-driven practices, colleges and universities can strategically position themselves for the future.
By thinking like marketers, HigherEd HR teams can not only secure top-tier talent but also contribute to the growth and success of their institutions in the long run.