Passion & Purpose: The Heart of Employer Branding in Higher Education

If there is one aspect of higher education marketing that is often overlooked, it’s employer branding. Universities neglect this element at their peril. In one of Jaime’s favorite interviews ever, she and Eddie Francis, the founder of Edify Ventures and host of the I Wanna Work There podcast, tackle that topic head-on and enumerate the pivotal elements that make up a successful employer branding strategy, tailor-made for universities. In a world where Millennials and Gen Z increasingly opt for purpose-driven work, Jaime and Eddie discuss the symbiotic relationship between higher education and social responsibility. Takeaways include:

• Insight into why employer branding is something every higher ed marketer should care about
• Ideas for how universities can effectively showcase their commitment to making a difference and resonate with employees
• Game-changing strategies and tactics for employer branding
• Insights into trends on the horizon

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Episode Summary

How Did Eddie Francis Transition into Higher Ed Marketing?

Eddie’s journey into higher ed was unexpected. His background was initially in career development, where he worked in PR at Southern University of New Orleans after Hurricane Katrina. Despite the unique challenges of rebuilding the campus in FEMA trailers, Eddie focused on establishing a brand identity that resonated with the community. He later worked at Dillard University, where he leaned into marketing, building partnerships, and expanding brand visibility through campaigns like “Write Your Legacy.” Eddie’s experience at these HBCUs underscored the importance of brand identity and employee pride in creating a cohesive institutional image.

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Why Should Higher Ed Marketers Focus on Employer Branding?

Higher ed marketers have a unique skill set, understanding both the institution's brand and the voices within it. Jaime and Eddie discuss the benefits of marketers working with HR to create a strong employer brand. For Eddie, employer branding in higher ed is about highlighting the passionate, mission-driven people behind the institution’s success. Effective employer branding also amplifies the "fan appeal" of institutions, especially for colleges with strong ties to their communities. A robust employer brand can attract talent eager to contribute to the institution's legacy, enhancing its culture and overall impact.

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What Elements Are Key to a Successful Employer Brand in Higher Ed?

A successful employer brand requires consistent values, HR data, and transparent leadership. Eddie shares that institutions need to start with data—surveying staff to gauge satisfaction and areas of improvement. Additionally, providing professional development is critical, as it prepares employees for growth within and beyond the institution. Strong leadership, he emphasizes, means understanding diverse perspectives and helping employees feel valued and heard. Employees should see themselves in the brand story and recognize that their work aligns with the institution's values, fostering a loyal, motivated workforce.

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How Does Employer Branding Appeal to Purpose-Driven Generations?

Millennials and Gen Z place a high value on mission-driven work. Eddie notes that an institution’s employer brand should emphasize its social responsibility and impact on the community. Leaders must embody and protect institutional values, especially in politically challenging climates, to ensure that employees feel supported. Authentic communication is key, as these generations can quickly spot inconsistencies between brand messaging and workplace reality. Eddie emphasizes that a strong employer brand is integral to retaining mission-aligned employees who can, in turn, serve as advocates for the institution.

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How Can Institutions Showcase Faculty and Staff as Brand Ambassadors?

Real moments of connection among faculty and staff make the strongest impressions on both potential employees and students. Jaime recounts a story where simple interactions among colleagues made a potential hire feel more eager to join the team. Eddie highlights the value of capturing authentic moments, whether through campus events or faculty-student interactions, as these moments foster pride and reinforce the institution’s mission. By sharing these experiences, institutions can communicate a welcoming, community-driven environment that resonates with future hires and students alike.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

About the Enrollify podcast Network:

Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Eddie Francis, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!