Nora B. Clark on Talent Attraction [I Wanna Work There]

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Eddie Francis sits down with Nora Clark to explore what makes an employer truly stand out. Drawing inspiration from the iconic ice cream brand Ben & Jerry’s, they discuss how colleges and universities can improve talent attraction by building a strong, values-driven employer brand. From showcasing organizational culture to reinforcing inclusivity, this conversation highlights the importance of authenticity in recruitment.

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Key Takeaways

• Employer branding must be consistent – Institutions should showcase their values across all platforms.
• Values should guide hiring – Employees should know exactly what to expect when joining an organization.
• Inclusivity matters – Clearly communicating diversity and inclusion efforts helps attract top talent.
• Higher ed must go beyond student stories – Staff play a crucial role in institutional success and should be prioritized in branding efforts.
• Transparency reduces turnover – Candidates should have a clear understanding of workplace culture before they accept a job.

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How Colleges Can Strengthen Their Employer Brand

1. Build a Consistent Brand Identity

One of the standout aspects of Ben & Jerry’s employer brand is its consistency across platforms. As Nora Clark pointed out, the company communicates its values clearly on LinkedIn, Instagram, Facebook, and even newer platforms like Threads. This kind of consistency allows job seekers to develop a strong understanding of what it’s like to work at the company before they even apply.

Higher ed institutions can take a page from this playbook by ensuring that their employer brand is visible beyond traditional job postings. Many universities focus heavily on branding for student recruitment but neglect employer branding for faculty and staff. Institutions should highlight workplace culture, mission-driven work, and employee success stories across their digital presence to attract the right talent.

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2. Define and Communicate Core Values

A key insight from this episode is the importance of institutional values in shaping the employee experience. Eddie Francis shared a story about a university that struggled to adopt core values across the organization, which made decision-making and internal culture inconsistent. In contrast, Ben & Jerry’s clearly defines and communicates its values, ensuring that employees know exactly what to expect when they join the company.

For universities, core values should guide not only strategic decisions but also hiring practices. Prospective employees should be able to see those values reflected in job descriptions, recruitment materials, and workplace policies. When institutions fail to communicate their values effectively, they risk attracting employees who don’t align with their mission, leading to dissatisfaction and turnover.

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3. Prioritize Inclusivity in Employer Branding

Another reason Ben & Jerry’s stands out as an employer of choice is its commitment to inclusivity. The company doesn’t just claim to be an inclusive employer—it actively demonstrates it through its hiring practices, workplace policies, and public messaging. This transparency makes the company attractive to a diverse range of job seekers.

Colleges and universities must do more than just state that they are inclusive; they need to show it. This means actively recruiting diverse candidates, fostering an equitable workplace, and making sure employees feel valued regardless of their background. By incorporating inclusivity into their employer brand, institutions can attract mission-driven professionals who are looking for a workplace that aligns with their values.

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4. Showcase the Full Workforce, Not Just Faculty and Students

Higher ed institutions often focus their branding efforts on students and faculty, leaving staff members overlooked. As Nora Clark noted, staff are the backbone of any university, handling essential functions that keep the institution running smoothly. However, many universities fail to highlight the contributions of their staff in their employer branding efforts.

To attract top talent, institutions must showcase the full range of employees who contribute to their mission. This could include featuring staff stories on social media, creating behind-the-scenes content about university operations, or launching initiatives that recognize and reward non-faculty employees. A well-rounded employer brand acknowledges the importance of all employees—not just those in the classroom.

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5. Be Transparent to Reduce Employee Turnover

One of the biggest challenges in higher ed hiring is the disconnect between how an institution presents itself and what new employees experience once they start working there. Eddie Francis highlighted this issue, noting that many employees accept jobs at universities based on an external brand image—only to find that the internal culture doesn’t match their expectations.

To prevent this, institutions must be upfront about their workplace culture during the hiring process. This means offering realistic job previews, clearly outlining expectations, and ensuring that recruitment messaging accurately reflects the day-to-day employee experience. When institutions prioritize transparency, they are more likely to attract employees who are genuinely excited about the work environment—leading to higher retention and job satisfaction.

A strong employer brand isn’t just a nice-to-have—it’s essential for attracting and retaining top talent in higher education. By learning from brands like Ben & Jerry’s, colleges and universities can create a workplace culture that aligns with their mission and values, ensuring that employees feel engaged, supported, and excited to be part of the institution.

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‍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!  

Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.

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

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