About the Episode
Amid the Great Resignation, many higher education marketers are considering leaving higher education for roles in other industries. In this episode, Jaime talks to Jodi Phelps, chief of staff for the City of Fayetteville, North Carolina, about her transition from Chief Communications and Marketing Officer at a public university in North Carolina to a chief of staff role in local government.
Takeaways include:
- How to evaluate if it is time to change industries
- How to market yourself to a new sector
- How to sell your experience to potential employers
- Ways to evaluate opportunities to ensure they align with your values
Episode Summary
What Led Jody Phelps to Leave Higher Ed?
In this episode, Jody Phelps opens up about her journey from a higher ed CMO to her current role in local government. With a background in nonprofit management, Jody returned to higher ed for six years, during which she managed crisis communications and handled the significant pressures of enrollment and campus crises. However, the intense, high-stakes nature of higher ed marketing, combined with an exhausting daily commute, took a toll on her well-being and family life. After evaluating her personal needs and career goals, she chose to transition to local government—a decision driven by her desire for a healthier work-life balance.
While Jody acknowledges that her decision to leave was difficult, she reflects positively on her time in higher ed. Her story emphasizes the importance of recognizing burnout early and prioritizing family and personal health when making career decisions.
What Skills and Experiences from Higher Ed Translate to Other Industries?
Jody stresses that higher ed marketers have highly transferable skills. Whether handling crisis communications, developing strategic messages, or engaging with diverse stakeholders, the skill set honed in higher ed is valuable across many sectors. Marketing and communications in higher ed require agility, as campuses are complex ecosystems. Jody’s expertise in managing crises, such as hurricanes and pandemic-related communications, made her well-equipped for a role in local government, where similar skills are applicable.
She advises higher ed marketers not to underestimate their value outside academia. As she explains, messaging, strategy, and tactics do not vary significantly across industries; they’re adaptable for different audiences and contexts. For marketers with no experience outside higher ed, Jody suggests exploring nonprofit or government roles as transitional options, as they often operate similarly to higher ed in terms of mission-driven work and stakeholder diversity.
Is the Grass Greener Outside Higher Ed?
Jody’s answer to this question is nuanced. While she appreciates that her new role lacks the high-stakes pressures of enrollment quotas, she reflects that the intense environment in higher ed may stem from its internal culture. She describes a culture of “perfectionism” that sometimes fuels unnecessary stress. Higher ed marketers often face scrutiny from faculty and administration, which may create a “circular firing squad” effect, where everyone competes rather than collaborates on shared goals.
The episode also touches on how some higher ed environments don’t value marketing’s contributions as much as they should. Jody advocates for marketing and communications professionals to have a seat at the senior leadership table, particularly as institutions approach the enrollment cliff. She argues that a robust marketing strategy is critical for institutional sustainability and competitiveness and that presidents and chancellors need to recognize the role’s importance.
What Advice Does Jody Offer to Higher Ed Marketers Considering a Career Change?
For those contemplating a transition out of higher ed, Jody offers several pieces of advice. First, she emphasizes the importance of aligning with an organization that shares your values. Burnout, she argues, is often more about unfulfilling work than long hours. She encourages prospective job seekers to conduct in-depth research into potential employers, reaching out to current or former employees to assess the organization’s culture and values.
Jody also suggests that marketers think carefully about the type of environment that suits them. For her, government work was an ideal fit, given its mission-driven nature and community impact. For others, she advises exploring nonprofits or government roles, which are often more mission-aligned than corporate jobs and may offer a smoother transition from higher ed.
Confessions of a Higher Ed CMO is sponsored by our friends at Nectir - the instant chat tool that engages campus communities and reduces burnout. This community and engagement platform is purpose-built for higher education and connects campus classrooms through conversation. In just 12 months, tens of thousands of students, instructors, and administrators at partner campuses have made Nectir an integral part of their daily learning experience. Learn more about how you can get Nectir on your campus here.
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, Corynn Myers, 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!
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