Northwestern

1
DC Public Schools

• Northwestern -
• Kellogg
• School of Management
• Sarah Buhayar
• Piper Evans
• Chad kartchner
• Adam segal

2
Agenda

• Understand Mission of DCPS Human Capital Team
• New Recruitment Strategy
• Align Competencies with Perceived Gaps
• Steps for Implementing New Recruitment Strategy

3
Mission Statement To increase student
achievement by attracting and retaining effective
teachers
Hiring effective teachers will lead to greater
retention and higher student achievement.
Retention

• In order to increase student achievement, DCPS
  must consistently identify and attract effective
  teachers.
• By understanding a teachers needs and wants,
  DCPS can align those wants with its existing
  capabilities.

Value
High Student Achievement
1. Australia Bureau of Statistics. 40 of the
15-24 male Australian population located in
Sydney Melbourne
4
Agenda

• Understand Mission of DCPS Human Capital Team
• New Recruitment Strategy
• Align Competencies with Perceived Gaps
• Steps for Implementing New Recruitment Strategy

5
Recruitment Strategy Direction

• Current DCPS Approach

• New DCPS Approach

• Cast a wide net for experienced teachers
• Market DCPS
• Use TFA DCTF for new teachers

• Target effective teachers
• Market individual schools, principals, teachers
• Sustain TCA DCTF relationships and consider a
  residency program

6
DCPS Target Highly Effective Teachers

• Believes in Each Student Unconditionally
• Proven Results in the Classroom
• Teaching in Surrounding Districts or Charter
  Schools
• 2-4 Years Experience (or more)
• Self-aware Dedicated to Continuous Improvement
• Willing to Embrace Challenges to Make an Impact
  in Childrens Lives

7
Obstacles

• Experienced and effective teachers have higher
  switching costs than recruits from other sourcing
  channels.
• Experienced teachers from surrounding districts
  understand the difficulties facing DCPS.
• DCPS must overcome distrust in the minds of
  experienced teachers.
• Experienced teachers are taking a risk when they
  switch to DCPS they need evidence the district
  can and will achieve its stated goals.

8
Market Size
9
Agenda

• Understand Mission of DCPS Human Capital Team
• New Recruitment Strategy
• Align Competencies with Perceived Gaps
• Steps for Implementing New Recruitment Strategy

10
Recruiting Effective Teachers Requires Meeting a
Diverse Set of Needs
11
Recruitment Roadmap
Needs of Effective Teachers
How DCPS Fills Perceived Gaps
Concrete Communication
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Opportunity to Innovate
Needs of Effective Teachers
How DCPS Fills Perceived Gaps
Concrete Communication
13
Professional Growth and Accountability
Needs of Effective Teachers
How DCPS Fills Perceived Gaps
Concrete Communication
14
Recognition and Fulfillment
Needs of Effective Teachers
How DCPS Fills Perceived Gaps
Concrete Communication
Contingent upon new union contract.
15
Summarizing the Message

• Target is experienced teachers who have high
  switching costs.
• Message has to be compelling enough to make
  teachers leave current position.
• DCPS is the best place for effective teachers to
  challenge themselves and grow professionally.

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Recruiting Effective Teachers Requires Meeting a
Diverse Set of Needs
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Result Increase student achievement and increase
average teacher retention by 3 years.
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Agenda

• Understand Mission of DCPS Human Capital Team
• New Recruitment Strategy
• Align Competencies with Perceived Gaps
• Steps for Implementing New Recruitment Strategy

18
Communication Channels
Cause marketing promotions with teacher-friendly
retailers
Promotions with graduate schools of education
TeachDC Comprehensive Website
Targeted teachers participate in school shadow
days and open houses
Targeted teachers attend DCPS high quality
professional development
19
Timeline
Website
Promotions
PD
PD
Shadow Days
Oct
Oct
Jan
Apr
Jul
20
Spillover
21
Proposed Budget
22
Marketing campaign will drive demand to DCPS and
lead to two major indicators
Hiring effective teachers will lead to greater
retention and higher student achievement.
Retention

• Only by aligning the needs of effective teachers
  can we increase student achievement and teacher
  retention.
• By addressing each issue in the recruitment
  strategy, DCPS will complement the remaining
  pieces of the Human Capital value chain.
• The strategy is not contingent upon a signed
  union contract and revised compensation system
  instead these complement the recruitment strategy.

Value
High Student Achievement
1. Australia Bureau of Statistics. 40 of the
15-24 male Australian population located in
Sydney Melbourne