No More ‘Post and Pray’

Colleges and universities are finding out, the hard way, why they can no longer “post and pray,” that is post job openings and pray that qualified candidates will fill the applicant tracking systems. On this episode, we went straight to a major source to find out what kind of traction higher education job postings are getting. Kevin Varner of HigherEdJobs joined “I Wanna Work There!” to discuss the increase that the website has seen in postings from campuses across the country, how site traffic has changed, and what institutions should do to attract the candidates that they want.

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Key Takeaways

• The Talent Crisis is Real: Job postings have surged, while the number of applicants has not kept pace, leaving institutions struggling to fill open roles.
• Post-and-Pray Doesn’t Work: Institutions must move beyond outdated recruitment methods by adopting proactive strategies like targeted branding and thoughtful job descriptions.
• Employer Branding Matters: To attract applicants, colleges and universities must market themselves as desirable places to work through branding campaigns and clear value propositions.
• Flexibility is Non-Negotiable: Applicants now prioritize work-life balance and hybrid/remote options. Institutions that fail to adapt risk losing out on top talent.
• Invest in Recruitment Tools: Maximizing existing resources and implementing new tactics like resume database searches and job description enhancements can improve hiring outcomes.

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Episode Summary

The Scope of Higher Ed’s Talent Crisis

Kevin Varner has seen a 60% increase in job postings at Higher Ed Jobs from 2019 to 2022, while the higher ed workforce has declined during the same period. Although larger, well-known institutions may weather the storm better than smaller or rural ones, no institution is immune. Even Ivy League schools, which historically received hundreds of applications for a single position, are seeing applicant pools shrink dramatically.

Kevin confirms that fewer applicants, coupled with an increased number of job postings, are stretching the talent pool thin. Institutions now find themselves competing not just with one another but also with private sector employers offering remote options and enhanced flexibility.

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Why Post-and-Pray Recruitment is Failing

Many colleges and universities continue to rely on "post-and-pray" recruitment strategies, hoping that job postings will automatically attract high-quality candidates. However, Kevin warns that times have changed. With more jobs than applicants, this passive approach no longer works.

Instead, institutions need to take a more intentional approach to recruitment. This includes actively engaging with candidates through resume database searches and leveraging recruitment tools and branding opportunities to stand out in a crowded job market. Institutions must also reassess how they present job descriptions, ensuring they’re clear, concise, and written with a marketing mindset.

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Employer Branding as a Recruitment Strategy

Kevin emphasizes that one of the most critical components of modern recruitment is employer branding. Colleges and universities need to showcase why they’re great places to work by sharing their unique value propositions. Whether it’s emphasizing research opportunities, community impact, or a vibrant campus culture, institutions need to communicate what sets them apart.

He also highlights how institutions can strengthen their employer brand through:

• Institutional Profiles: Higher Ed Jobs allows schools to create profiles that include photos, videos, and descriptions to highlight what makes them unique.
• Branding Campaigns: Running email or banner ad campaigns can complement job postings and increase visibility to the right candidates.

In one example, Kevin shared how a college’s branding campaign increased job application clicks by over 100%. By pairing job postings with broader messaging about the institution’s work culture and benefits, schools can capture the attention of highly qualified applicants.

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The Growing Importance of Flexibility

Kevin discusses how the COVID-19 pandemic shifted employee expectations, particularly regarding work-life balance and remote work. Institutions that fail to adapt to this new reality risk losing out on top talent to organizations that offer hybrid or fully remote work options.

Flexibility has become a key differentiator in attracting candidates. As Kevin notes, candidates now weigh remote or hybrid opportunities heavily when deciding between offers. Schools that continue to enforce rigid, in-office requirements may find themselves at a disadvantage.

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The Case for Investing in Recruitment

Recruitment in higher education has become more competitive, and institutions must be willing to invest in their hiring efforts. Kevin advises schools to:

1. Maximize Existing Resources: Many institutions don’t fully utilize the tools they already have access to, such as resume databases or enhanced job posting options.
2. Enhance Job Descriptions: Poorly written job descriptions—often filled with unnecessary abbreviations or jargon—can turn off potential applicants. Schools should view job postings as advertisements and craft them thoughtfully.
3. Consider Branding Campaigns: Investing in employer branding campaigns can help institutions build a strong reputation as desirable places to work.

Kevin highlights that even with tight budgets, there are cost-effective ways to improve recruitment outcomes. For example, simply revamping job descriptions or creating an institutional profile on platforms like Higher Ed Jobs can make a significant difference.

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The Way Forward

What Institutions Can Do Today

If your institution is struggling to attract top talent, here are some immediate steps you can take:

1. Craft Thoughtful Job Descriptions: Write clear, concise job postings that market your roles effectively. Avoid technical jargon and focus on what makes the position—and your institution—appealing.
2. Showcase Your Employer Brand: Use your website, institutional profiles, and marketing campaigns to highlight what makes your campus a great place to work.
3. Adapt to Employee Expectations: Offer hybrid or remote work options where possible to stay competitive.
4. Invest in Recruitment: Allocate resources for proactive outreach, branding campaigns, and innovative tools to attract high-quality applicants.
5. Leverage Data and Analytics: Use metrics to track the effectiveness of your recruitment strategies and refine them over time.

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Why It Matters

A strong employer brand and intentional recruitment strategy can make all the difference in attracting great talent. In a competitive market, colleges and universities must go beyond posting jobs and hoping for the best. Instead, they need to showcase their unique strengths, invest in flexible work options, and create a positive candidate experience.

By embracing these strategies, higher education institutions can build dynamic teams that enhance the student experience and drive institutional success.

This Episode is Brought to You By Our Friends at Ologie

In higher education, it’s almost impossible to truly stand out. Ologie gets it. As a branding and marketing agency that focuses on education, they understand that what makes you authentic, is also what makes you distinct. 

Ologie offers award-winning creative, smart strategy, innovative thinking, and expert digital marketing. Most of all, they’ll help you connect with your audiences, bring your stakeholders together, and achieve the results that matter most to you.

Want to find out more about how you can build a compelling brand or campaign? Visit ologie.com.

About the Enrollify Podcast Network: 

I Wanna Work There 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 Jeremy Tiers, Zach Busekrus, Jaime Hunt, Allison Turcio, Jamie 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.