Building your school’s employer brand to attract top teachers

In a global education market where demand for qualified teachers continues to rise, your school’s ability to stand out has never been more important. While salary and benefits play a role, many educators are ultimately drawn to schools that reflect their values, support their growth, and foster a positive, inspiring workplace culture. That’s where a strong employer brand comes in.

Your employer brand is more than a tagline or marketing statement – it’s the lived experience of your staff and the perception of your school in the international teaching community. Investing in this area can significantly improve your ability to attract, hire, and retain exceptional educators.

Why employer branding matters in recruitment

Top teaching candidates have options. With so many international schools competing for talent, it’s essential to give educators a reason to choose you. A compelling employer brand helps:

• Communicate what makes your school unique
• Build trust and credibility among candidates
• Increase interest in vacancies, even among passive jobseekers

When teachers feel aligned with your school’s mission, culture, and values, they’re more likely to apply – and more likely to stay.

What makes a strong employer brand?

A strong employer brand is authentic, consistent, and clearly communicated. It should reflect what current staff experience day to day, as well as what prospective teachers can expect if they join. Key elements include:

• A clearly defined mission, vision, and values that guide school culture
• Opportunities for professional development and career growth
• A commitment to diversity, inclusion, and wellbeing
• Visible leadership support and positive workplace relationships

These qualities, when clearly shared through job ads, school websites, and interviews, help schools attract teachers who are the right cultural fit.

Telling your school’s story effectively

Your employer brand should be visible across every stage of the recruitment process. Here are a few ways to bring it to life:

• Share testimonials from current staff about what it’s like to work at your school
• Highlight your school culture on social media through day-in-the-life stories and team celebrations
• Include information about staff benefits, community involvement, and development pathways in your job descriptions
• Use videos and virtual tours to offer a behind-the-scenes look at your campus and team

Consistency is key – ensure your messaging aligns across all touchpoints so candidates receive a clear, confident impression of who you are as an employer.

Using Tes Staff Management to support your employer brand

Schrole Connect, now part of Tes Staff Management not only helps you manage recruitment efficiently – it also helps strengthen your employer brand. By streamlining the application process, maintaining timely and professional candidate communication, and integrating branding into vacancy listings, schools can present a polished and consistent message to prospective staff.

With features like AI-powered job descriptions, branded job postings, and candidate tracking tools, Tes Staff Management ensures your school’s reputation as an employer of choice is reinforced at every step.

Your brand is your edge

In an increasingly competitive recruitment landscape, schools that invest in their employer brand will have a clear advantage. By showcasing your culture, values, and support for teacher success, you can attract passionate educators who are excited to contribute and grow with your school.

Ready to elevate your employer brand? Contact us to learn how we can support your efforts to attract and retain top international teaching talent.