Why Every Community College Needs to Care About Their Employer Brand

About the Episode: This eye-opening episode dives into a crucial yet often overlooked aspect of higher education success - employer branding and employee satisfaction within community colleges. Joined by Eddie Francis, the voice behind the 'I Wanna Work There' podcast, Maya and Eddie explore innovative strategies for attracting and retaining top talent, despite the challenges posed by limited budgets and high competition. This conversation sheds light on the significant impact that a positive work culture, strategic benefits, and a robust employer brand can have on the success of community colleges and their broader communities.

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Key Takeaways:

• The Importance of Employer Branding: Explore the crucial role of employer branding in attracting quality faculty and staff, vital for student satisfaction and institutional success.
• Strategies for Talent Attraction: Learn innovative ways community colleges can enhance their appeal to potential employees, including showcasing unique benefits and leveraging the institution's mission.
• Employee Satisfaction: Hear the significance of creating a supportive and engaging work environment to ensure employee satisfaction and retention.
• Impact of Digital Presence: Explore how a strong digital presence and leadership visibility on social media can influence job applicants' perceptions and decisions.
• Practical Tips: Gain actionable insights for community colleges to implement immediately to boost their employer brand.

The IMPACT Framework
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Episode Summary

What Role Does Employer Branding Play in Community College Success?

Eddie Francis underscores the significant impact of employer branding on institutional success, especially for community colleges. He points out that while these institutions may struggle to offer the highest salaries, they have the unique advantage of a mission-driven environment that deeply resonates with many prospective employees. For faculty and staff committed to community improvement, working at a community college can be deeply fulfilling. Employer branding—the practice of showcasing this mission and the sense of purpose that employees can derive from it—can position community colleges as desirable places to work despite budget constraints.

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How Can Community Colleges Compete for Talent Despite Budget Limitations?

Eddie and Maya discuss practical ways for community colleges to highlight their strengths and attract talent even if they can’t offer the most competitive pay. Simple but effective benefits, such as recognizing employees’ contributions or forming partnerships with local businesses to offer discounts, can go a long way. Eddie recommends that community colleges identify what makes their workplace culture unique and promote it intentionally. Moreover, tapping into alumni and employee networks and telling authentic success stories can help showcase the unique opportunities that community colleges offer, making them attractive to those who value a meaningful career over monetary gain alone.

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Why Is Consistent Storytelling Important for Employer Branding?

Employer branding doesn’t end at the hiring process; it must be an ongoing part of an institution’s culture. Eddie emphasizes that showcasing positive, candid moments between faculty and students or highlighting employee satisfaction through testimonials can bolster community college brands. Colleges should also create strong partnerships between HR, marketing, and institutional data departments to fully leverage the unique and impactful stories that emerge on campus. Sharing these stories on platforms like LinkedIn and Glassdoor can help prospective employees see the institution’s values and culture firsthand. Building a reliable employer brand presence online supports retention by making employees feel valued and engaged.

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How Can Institutions Enhance Employee Retention Through Culture and Values?

Eddie and Maya agree that culture is at the heart of both attracting and retaining employees. By emphasizing core values, community colleges can foster a sense of purpose and loyalty among their staff. Maya highlights an example from her college, where a prominent display of the institution’s values on campus serves as a visual reminder for students, faculty, and staff alike. This cultural focus not only makes employees proud of where they work but also helps those who may move on remain lifelong advocates of the institution. Eddie reinforces that understanding an institution’s culture and values is essential for sustaining an employer brand that resonates positively with both current employees and prospective candidates.

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About the Show: The Hidden Gem podcast is dedicated to empowering community college presidents, executive team members, enrollment, marketing and communication leaders with the knowledge and insights they need to harness the full potential of strategic marketing and communications within their institutions. This podcast aims to shed light on the often-overlooked aspects of marketing, emphasizing its vital role in shaping an institution's overall strategy and success.

By showcasing real-world examples, case studies, and interviews with experienced community college leaders and industry experts, the podcast will inspire its audience to view marketing and communication as integral components of their leadership toolkit, not an ancillary service. It aims to elevate the importance of these functions and empower leaders to make more informed and strategic decisions in their roles.

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Connect With Our Host:

Maya Demishkevich

https://www.linkedin.com/in/mayademishkevich/

About The Enrollify Podcast Network:

The Hidden Gem: Marketing Community Colleges is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Visionary Voices: The College President’s Playbook and Confessions of a Higher Ed CMO.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

Connect with Us at the Engage Summit:

Exciting news —  Maya will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31. 

Learn more and register at engage.element451.com — we can’t wait to see you there!