Why your recruitment feels like witchcraft – and how to fix it
53% of you are going to hate this week’s blog.
When asked to finish the sentence “Recruitment is…?”, 53% of education leaders said it falls firmly under HR, compared to just 16% who said Marketing. If you’re in the majority, I’d like to challenge your thinking.
In the interests of full and transparent data – 32% of you said recruitment was witchcraft.
To be fair, that feels spot on when you’re desperately trying to conjure up candidates. So, next leadership meeting, why not tell everyone, “We’ve been unable to recruit for that role; the cauldron cracked during the last candidate-calling ceremony.”
Go on, I double dare you. It’d be worth it just to see the reaction!
Recruitment might be HR’s responsibility, but I believe this is where education recruitment is going wrong.
While HR and recruitment are intrinsically linked by people strategy, marketing techniques can elevate your process. And, crucially, your results. They help you reach and engage your ideal candidates, position your organisation as their employer of choice, and hire the strongest talent the first time around.
The Problem
Recruitment in education often focuses too much on compliance and process administration. But here’s the thing: compliance and process don’t attract great talent. They don’t make your school stand out. They don’t create excitement or urgency for potential candidates.
The result? Limited candidate pools. Roles that go unfilled. Costly re-advertising. And let’s not forget the stress of starting the process all over again. No wonder 32% of you believe your recruitment has been cursed!
The Marketing Advantage
As I’ve seen firsthand, marketing principles can make a massive difference in education recruitment. A Liverpool high school was struggling to recruit a Data Manager, despite advertising twice.
With my marketing head on I did the following:
Defined the ideal candidate: I helped the team sketch out who they were really looking for, down to the smallest detail, and then targeted the right people.
Clarified their employer brand: I uncovered what made the school unique and used that to attract the right candidates.
Created compelling job ads: I wrote job ads that spoke directly to the ideal candidate, making them feel seen and heard, turning interest into applications.
Advertised through multiple channels: Using social media, we reached a wider pool, bringing in candidates who might not have seen the role otherwise.
Engaged with candidates throughout the process: The right candidates engaged, and the wrong ones left the process.
Shared media links about the school: Showcased the employer brand which encouraged further engagement, helping candidates visualise themselves as part of the team.
The result? The Data Manager role was filled in just three weeks, with a candidate who not only had the right skills but was also a perfect cultural fit for the school.
A campaign like this doesn’t require a huge budget to be effective. By applying targeted marketing strategies, you can create a recruitment process that attracts, engages, and converts your ideal candidates.
Bringing HR and Marketing Together
Recruitment works best when HR and marketing collaborate. HR brings expertise in processes, compliance, and people. Marketing brings creativity, outreach, and a data-driven approach. Together, they’re unstoppable.
Now, I get it—this might feel like a big shift. But even small changes, like improving the wording of your job adverts, can make a huge difference.
It’s Not Witchcraft
Recruitment might sit within HR, but its success depends on marketing. By aligning these two approaches, you can recruit the right people faster, more effectively, and without the endless stress of re-advertising.
Intrigued but not sure where to start?
If you're ready to recruit smarter, not harder, let’s chat. Email me at kellie@appoint-ed.co.uk and let’s discuss how we can integrate marketing into your recruitment strategy to start driving real results.