Seventeen years ago this October the government of the day launched one of the most famous teacher recruitment campaigns ever with the ‘talking heads’ cinema commercial and an endorsement from Tony Blair. This year the campaign slogan is ‘Your future their future’ and in place of cinema adverts there is a film available to view on YouTube, 4OD and Sky Go as well as milk round events and I am sure posters and other advertising media. In case you missed the announcement from the NCTL it can be found at https://www.gov.uk/government/news/your-future-their-future-new-teacher-recruitment-campaign I confess to being at a round table in the DfE that day, but nobody mentioned the campaign launch, so it wasn’t as high profile as in 1997 when the then TTA hired part of the new British Library building for the launch event. But money was nowhere near as tight then.
The launch of a more high profile – well hopefully more high profile – campaign than in recent years to attract applicants to train as a teacher no doubt reflects the growing anxiety within government about recruitment this year. Starting early for 2015 recruitment at the time when finalists are thinking about their futures makes good sense. The immediate impact of the campaign won’t be known until the new recruitment round opens through UCAS later this autumn. After the last set of UCAS data on the 2014 round are published at the end of this month this blog will discuss its reflections on the process compared with what went before.
There have been many different recruitment campaigns around the world to attract potential teachers into the profession. You can see some of them at https://www.google.co.uk/search?q=teacher+recruitment+campaigns&biw=1280&bih=890&tbm=isch&tbo=u&source=univ&sa=X&ei=7zgcVLCLEfPy7AaHuYHAAQ&ved=0CDIQ7Ak including ones with strap lines such as: ‘work with the most exciting people in the country; ‘there are many perks to being a teacher’ – I wonder what the Advertising regulatory authorities would say of one like that now? My favourite was the poster with the line ‘the dog ate my homework’ that doesn’t seem to feature in the collection displayed.
The challenge for campaigns recruiting people to the teaching profession is that they have to appeal to potential undergraduates, new graduates, finalists and career changers. While younger age groups might respond well to a social marketing campaign using twitter, facebook, and other social media sites I probably haven’t heard of, career changers may relate better to campaigns in more conventional media sources. 4OD and Sky Go are interesting new locations to place a film about teaching. Using a high profile teacher from a TV series about Educating Yorkshire will help with those that remember the series, but how many undergraduates watched it last year?
I hope that the new campaign not only goes on to win awards but also helps remind everyone that teaching is a great career. If it doesn’t, then this time next year we will still be discussing the recruitment problems facing schools and the profession. Good luck.