Employer Branding Through Presidential Communications

Presidents affect faculty and staff engagement in many ways. How these campus CEOs communicate with their employees cannot be taken for granted, even at some of the biggest campuses in the nation. That’s where this episode’s guest, Teresa Valerio Parrot, comes in. On this edition of “I Wanna Work There!,” Teresa discusses why communications from the president’s office are so critical. 

A seasoned communicator known as the “president whisperer,” Teresa visits the podcast to share her perspectives about what is possibly the most difficult job in higher education. Teresa’s observations provide pathways to understand how presidents can leverage their individual attributes to encourage institutional brand ambassadorship among employees.

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 Key Takeaways

• Calculated Vulnerability in Communication: Effective presidential communication requires openness and authenticity, balancing leadership with human connection.
• The Influence of Self-Awareness: Presidents need to be self-aware and understand how their actions and communication affect institutional morale.
• Building Trust with Staff: Presidents must foster trust by being visible, relatable, and part of the campus community.
• Empowerment Through Transparency: Transparent communication helps employees feel valued, reducing mistrust and increasing alignment with institutional goals.
• The Role of Followership: Faculty and staff are encouraged to actively support leadership decisions, fostering a collaborative, resilient workplace culture.

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Episode Summary

Why Are Presidential Communications Essential for Higher Education Branding?

In this episode, Teresa Valerio Parrot sheds light on why communications from a university president's office are crucial for shaping institutional culture and engagement. She explains that presidential communications should reflect more than just policy—they set the tone for an institution’s mission, values, and future direction. For presidents, communicating effectively means providing clarity, opening pathways for feedback, and being transparent about their intentions. Teresa emphasizes that while some leaders may hesitate due to the weight of their words, thoughtful communication fosters trust and can transform employee morale.

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What Role Does Vulnerability Play in Presidential Leadership?

Teresa introduces the concept of “calculated vulnerability” as a cornerstone of effective leadership. Leaders, especially university presidents, often face scrutiny and criticism, which can make them wary of exposing any perceived weaknesses. However, Teresa argues that a carefully managed level of vulnerability enables leaders to connect genuinely with faculty, staff, and students. By demonstrating their humanity and being transparent about difficult decisions, presidents can foster stronger relationships within the institution. Teresa believes that when leaders embrace vulnerability, they show a willingness to listen, creating a more empathetic and engaging work environment.

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How Can Presidents Build Trust Through Communication?

Building trust is vital for any president aiming to establish a strong employer brand. Teresa points out that presidents who are visible on campus—attending events, walking around, and engaging with faculty, staff, and students—break down barriers between leadership and employees. This presence demonstrates a genuine interest in the lives and well-being of their institution’s community. Teresa also advises presidents to maintain self-awareness and avoid treating their roles as stepping stones to more prestigious positions. Leaders who authentically engage with their community inspire loyalty, encouraging employees to become enthusiastic brand champions.

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How Should Presidents Handle Difficult Feedback?

Eddie and Teresa explore the challenges presidents face in handling feedback, particularly in sensitive or controversial times. Teresa recounts a story of a president who faced difficult decisions around academic program cuts and reprioritization but managed to handle the process transparently. This leader’s approach—inviting feedback and providing consistent updates—helped maintain campus morale despite tough decisions. By offering straightforward answers, this president demonstrated accountability and created a more cohesive campus environment, ultimately strengthening institutional resilience.

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What Can Presidents Do to Encourage Faculty and Staff to Become Brand Ambassadors?

To foster genuine brand ambassadorship, Teresa emphasizes that presidents should connect on a personal level with their faculty and staff. Leaders who invest in visibility and transparency—by sharing strategic updates, engaging in candid discussions, and involving the community in decision-making—empower their employees to proudly represent the institution. Teresa advocates for a leadership style that is not about creating a personal brand but about investing in the institution and fostering a culture of shared ownership. This creates an environment where faculty and staff are motivated to promote the institution's values and mission authentically.

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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.