How to Develop a Content Plan Highlighting Your USP for Teacher Recruitment

Picture of Kerra Seay

In the competitive international school market, the number of English medium schools has increased by 53% in the last decade. As a result, many schools are struggling to meet their teacher recruitment goals. But don't throw in the towel just yet! A killer content strategy that showcases your school's unique qualities is the key to winning the teacher recruitment game in this brave new world. Determining what sets your school apart can attract top-notch faculty who share your vision and mission.

With these seven essential steps, your HR team can become recruitment rockstars and create an effective teacher recruitment strategy that will have top talent knocking on your door.

Defining Your School’s Unique Value Proposition 

A unique value proposition (UVP, or USP) is like the perfect icebreaker for your school when meeting potential teachers. It's a chance to make a lasting first impression that can positively impact your audience. Crafting an impressive UVP requires some self-reflection and analysis, but it's worthwhile. Successful content marketing can take your UVP to new heights by highlighting it in action at your school.

Think of your school as a superhero. What would be its defining superpower? Would it be a focus on project-based learning? A commitment to sustainability? A worldwide alum network? Whatever it is, your UVP should capture that essence and make it irresistible to prospective teachers.

Of course, your UVP can't stand alone. It should be rooted in your school's mission and values and cater to your intended audience's needs and desires. Finding the right balance is crucial, but it can yield excellent results for teacher recruitment when executed correctly. 

Developing a persona aligned with your school’s UVP can’t be done in a vacuum. Starting the persona development journey with your HR team ensures you capitalize on their knowledge and expertise. As prospective hires' main point of contact, your HR team possesses a treasure trove of valuable information and insights that can guide the persona development process.

By collaborating closely with your HR team, you can tap into their in-depth understanding of the applicant pool and leverage their insights to shape the persona effectively. They can share valuable observations about the backgrounds, experiences, and motivations of successful teachers who have joined your school in the past.

So, put on your thinking cap and craft a UVP that will win over teachers' hearts. Then, let your content marketing team work magic to spread the word and attract top talent to your school.


Researching and Understanding Your Target Audience

Understanding your target audience is crucial if you're looking to attract the best teachers to your international school. Conducting thorough market research and creating personas based on data can help you get inside the heads of potential candidates, so you can create content that resonates with them and delivers on your school’s goals.

Gone are the days of guessing what your audience wants. By gathering information about their demographics, psychographics, goals, and media consumption habits, you can develop targeted content that speaks directly to their needs and desires. It's like having a secret decoder ring that unlocks the language of your audience.

So, crafting content that engages and informs them is critical whether you're targeting teachers looking for project-based learning opportunities or those seeking a diverse student body. Don't be afraid to get creative with your messaging and think outside the box to stand out from the competition. With some research and savvy content marketing, you'll have the best and brightest teachers lining up to work at your school, thanks to this effective teacher recruitment strategy. 

Crafting Compelling Content

Once you have identified potential story ideas, it’s important to remember that not all stories are created equal.


To make sure your content is compelling, consider the following tips:

  1. Focus on the audience: Ensure your content resonates with your target audience. Write with their needs and interests in mind.

  2. Keep it concise: Attention spans are short, so keep your content short and sweet. Use headings and bullet points to break up the content and make it easier to read.

  3. Use visuals: A picture is worth a thousand words. Incorporate relevant images, infographics, or videos to make your content more engaging.

  4. Show, don’t tell: Instead of just listing the benefits of working at your school, use examples and stories to illustrate them.

  5. Be authentic: Don't be afraid to be yourself and showcase your school's personality. Authenticity builds trust and rapport with your target audience.

By keeping these tips in mind, you can craft compelling content that resonates with your target audience and highlights your school's unique qualities. This will not only help with teacher recruitment but also help retain current faculty by reinforcing their decision to work at your school.

Leveraging Different Channels and Platforms 

Getting your message out there is like throwing a party - you can have the best snacks and music, but it's a flop if no one shows up. That's why distribution is vital to a successful content marketing strategy for teacher recruitment. You need to spread the word far and wide to attract top talent.


Think of it like a game of chess: you must make strategic moves to reach your target audience. Social media, job boards, industry events, and email campaigns are just a few channels you can use to distribute your message. 

By using the proper channels to distribute your message, you can attract a wider pool of candidates and increase the chances of finding the perfect fit for your school. So don't be afraid to get creative and try new things. With the right approach, you can turn your content marketing strategy into a teacher recruitment powerhouse.

Your School Website and Employment Pages

Your school’s website is often the first point of contact for prospective teachers; it should be optimized to make it easy for potential teachers to find the information they need and to showcase what makes your school stand out. A dedicated page for faculty testimonials, stories, and experiences can be a game-changer in communicating your school's culture and values to prospective candidates. It's like having your current faculty do the recruiting for you! With a little effort, your website can become a powerful tool in your content marketing arsenal.

Social Media

In today's social media-driven world, platforms like Facebook, Twitter,  Instagram, Reddit, TikTok, and LinkedIn are not just for memes and selfies - they're also a powerful tool for teacher recruitment. Creating a strong presence on these platforms allows you to engage with potential candidates, showcase your school's personality and values, and even make job postings go viral. Plus, by sharing exciting news and stories about your faculty and students, you can build a community that extends far beyond the walls of your school.

Job Boards and Recruitment Websites

Are you looking to expand your candidate pool beyond your immediate circle? Don’t worry; job boards and recruitment websites are here to save the day. These platforms provide a wealth of opportunities to attract a diverse range of top-notch candidates to your school. From advanced search functions to customized job descriptions, you can leverage these sites to target the cream of the crop and make your institution stand out from the crowd. So flex your linguistic prowess and craft a job description that would make even the most apathetic teacher sit up and take notice!

Email Marketing

Email marketing can be an effective way to communicate directly with potential candidates. By building an email list of interested candidates, you can send targeted messages and updates about job openings, campus events, and other news related to your school. Additionally, email can be used to nurture leads, build relationships with potential candidates, and ultimately, persuade them to apply for open positions.

Showcasing Success Stories and Testimonials

Sharing success stories and testimonials can be an excellent strategy for attracting top talent to your international school. Just imagine the power of showcasing a faculty member who can juggle grading papers, coaching a sports team, and solving math equations simultaneously! Or how about a testimonial from a teacher who credits their daily dose of coffee and their supportive colleagues for keeping them sane during the school year?

All jokes aside, success stories and testimonials can provide prospective teachers with a realistic and positive view of what it's like to work at your school. Whether it's highlighting academic or professional accomplishments, or the positive impact of your school's culture and community, sharing these stories can be valuable in attracting top talent.

When crafting success stories and testimonials, it's essential to keep the focus on the faculty member's experience and how your school has contributed to their success. This can include details about the resources and support your school provides, the unique opportunities for professional development, and the positive impact of the school's culture and community. And remember to add a touch of humour to make these stories more engaging and memorable!

By sharing these stories, you can also highlight your school's values and mission, which can be a key factor in attracting top talent who share your school's vision. And let's face it, who wouldn't want to work at a school where the faculty members are successful and have a great sense of humor?

Integrating Visuals and Multimedia

Let's spice things up and make the topic of integrating visuals and multimedia a little more exciting! We all know that a picture is worth a thousand words, but what about a video? Or an interactive infographic? The possibilities are endless when it comes to showcasing your school's unique qualities through multimedia content.

Think about it - what would you rather see, a lengthy paragraph describing the beautiful campus or a stunning drone shot that takes you on a virtual tour? By incorporating multimedia elements into your teacher recruitment content strategy, you can create a more immersive experience for potential candidates, capturing their attention and keeping them engaged.

Here are a few ideas on how to integrate visuals and multimedia into your teacher recruitment content:

  1. Showcase Your Campus: Highlight your school's unique features by incorporating visuals such as photos, videos, and 360-degree virtual tours. This gives candidates a feel for the campus and allows them to visualize themselves as part of the community.

  2. Create Interactive Infographics: Turn mundane statistics and data into an engaging experience by creating interactive infographics. This allows candidates to explore the information in a more dynamic way and can also make the recruitment process more enjoyable.

  3. Share Success Stories: Use video testimonials and interviews to share success stories from current faculty members. This gives candidates a glimpse into the daily life of a teacher at your school and can also help them connect with potential colleagues.

  4. Host Live Q&A Sessions: Consider hosting live Q&A sessions with current faculty members or school administrators. This allows candidates to ask questions and get a feel for the school's culture and values in a more personal way.

By incorporating visuals and multimedia into your content strategy, you can create a more engaging and memorable experience for potential candidates. So get creative and start thinking outside the box!

Measuring and Evaluating Success

Measuring and evaluating the success of your teacher recruitment strategy is critical to ensuring that you are attracting and retaining top-quality faculty at your international school. By tracking and analyzing key metrics, you can identify areas of success and opportunities for improvement, allowing you to refine your strategy over time.

One key metric to track is the number of qualified applicants who apply for open positions at your school. This can help you gauge your school's interest level and the effectiveness of your recruitment efforts. Additionally, tracking the diversity of your applicant pool can help you ensure that you are reaching a wide range of candidates and promoting inclusivity at your school.

Another important metric to track is the success rate of your recruitment efforts. This can include metrics such as the percentage of applicants offered positions, the percentage of accepted offers, and the retention rate of faculty members over time. By tracking these metrics, you can identify any patterns or trends in your recruitment efforts and adjust your strategy to improve retention and overall success.

In addition to tracking recruitment metrics, it's important also to evaluate the impact of your content marketing efforts. This can include analyzing website traffic and engagement with your content, tracking social media metrics such as likes, shares, and comments, and monitoring the success of email marketing campaigns. Analyzing these metrics lets you identify which content and channels are most effective at reaching and engaging with your target audience.

Finally, it's important to regularly survey your faculty members to gather feedback on their experience working at your school. This can include asking for feedback on the recruitment and onboarding process and gathering insights on what factors contribute to faculty satisfaction and retention. By incorporating this feedback into your recruitment and retention strategies, you can improve the overall experience for your faculty members and promote long-term success at your school.

Measuring and evaluating success is critical to the ongoing success of your faculty recruitment strategy at international schools. By tracking key metrics and gathering feedback from faculty members, you can refine your strategy over time and ensure that you are attracting and retaining top-quality talent who will contribute to the success of your school.

Teacher Recruitment Strategies that Work

A killer content strategy can help schools recruit and retain quality teachers in the competitive international school market. This strategy involves defining your school’s unique value proposition, researching and understanding your target audience, crafting compelling content, leveraging different channels and platforms, optimizing your school website and employment pages, and leveraging social media. By following these essential steps, schools can create a content strategy that showcases their unique qualities and attracts top-notch faculty who share their vision and mission.


See the results of storytelling in action! 

Discover how IMPACT helped one school incorporate content into their faculty recruitment strategy.

Download the Case Study


Kerra Seay

Kerra is an incredibly talented writer who fearlessly pursues her passions wherever they may lead. With a degree from Carleton University's School of Journalism, she has honed her skills in investigative reporting, creative writing, and strategic communication. Kerra joined IMPACT as a freelance writer and quickly rose through the ranks, serving as a Lead Content Writer and later as the Manager of Content Strategy. Now, in her current role as a School IMPACT Consultant, she brings her expertise to help schools achieve their goals, reveling in developing creative solutions. As a military spouse, Kerra understands the challenges faced by the expat community and the courage required to embrace change and adapt to new environments. When she's not writing, you'll find Kerra exploring her neighborhood with her dog, Finnegan, hanging out with her cats Max and Oscar, or indulging in her love for horror movies with her husband.