A presentation for the COBIS Bursars and Heads of HR Conference on Thursday 4th February 2021

1. @IndependentHead
@Kellett__CEO
The Future of
Teacher and
School Leader
Recruitment
Mark S. Steed,
MA (Cambridge), MA (Nottingham), MSc (Ashridge-Hult Business School)
Principal and CEO of Kellett School, Hong Kong
Webinar
Thurs 4th February 2021
0935 -1020 UK
1335-1420 UAE
1735-1820 HK
This presentation is on my blog: IndependentHead.blogspot.com

2. Structure of this
Webinar
5. 6 ways to Build your Recruitment Brand
4. 6 ways to Review your Recruitment Strategy
3. 2020-21 International Recruitment Trends
1. Context: From Physical to Digital
2. Context:The Global Recruitment Crisis

3. Context:
From Physical
to Digital

4. TheJourney
from the
Physical to the
Digital
‘Old Normal’
‘Traditional’
PHYSICAL
Schooling
Future
DIGITAL
The Future

5. The Recent Past
Shift from the
Physical to the
Digital

6. The Future
Shift from the
Physical to the
Digital

7. The Future
Shift from the
Physical to the
Digital
Traditional
Physical Cash
#Future
DigitalTransactions
Contactless Digital Payments
Paper and Coin Cash

8. HasCovid-19
changed things
forever?
We’ve been forced to use
technology to solve the
problems of isolation and
distance.

9. HasCovid-19
changed things
forever?
‘Old normal’
‘Traditional’
PHYSICAL
Schooling
#FutureSchool
DIGITAL
#FutureSchool

10. HasCovid-19
changed things
forever?
‘Old normal’
‘Traditional’
PHYSICAL
Schooling
#FutureSchool
DIGITAL
#FutureSchool

11. HasCovid-19
changed things
forever?
Covid-19 hasn’t changed
the future direction of
education ….

12. Teaching and
Learning
#FutureSchool
Blended-Learning Pedagogy
Traditional
Face-to-face Pedagogy
Combination of bricks-and-mortar education
with online learning
Specialist whole-class teaching in schools
The traditional model is unsustainable because:
• There are 263m children in the world not in education
• There is a global teacher shortage – additional 68.8m by 2030
• It is too expensive for Governments and Parents

13. Teaching and
Learning
‘Old normal’
‘Old normal’
Teaching and
learning
Covid-19
Teaching and
learning
#FutureSchool
Teaching and
learning
Covid-19 #FutureSchool

14. Qualifications
andAssessment
Traditional
Examination Hall
#FutureSchool
Portfolio of Micro-Qualifications
A Continuing Professional Development
Model
Traditional Examinations –
Terminal Examinations
Micro-Qualifications:
• On-demandTesting
• “Open Book” Assessment
• Online Assessment
• Can be assessed, completion or attendance
• Record of skills, knowledge and experience

15. Qualifications
andAssessment
‘Old normal’
‘Old normal’
Assessment
and
qualifications
Covid-19
Assessment
and
qualifications
#FutureSchool
Assessment
and
qualifications
Covid-19 #FutureSchool

16. Professional
Development
Traditional
Face-to-face CPD
#FutureSchool
Remote CPD
Online and In-School
Off-site Courses
“It’s not INSET if it’s online or in-school”

17. Professional
Development
‘Old normal’
‘Old normal’
Professional
development
Covid-19
Professional
development
#FutureSchool
Professional
development
Covid-19 #FutureSchool

18. HasCovid-19
changed things
forever?
Covid-19 hasn’t changed
the future direction of
education ….
.... but it has forced us to
move there more quickly.

19. International
Teacher and
School Leader
Recruitment
‘Old Normal’
‘Old normal’
Teacher/leader
recruitment
Covid-19
Teacher/leader
recruitment
#FutureSchool
Teacher/leader
recruitment
Covid-19 #FutureSchool

20. The Context:
The Global Recruitment Crisis

21. The global
context:
Teacher and
School Leader
shortages
* Source: UNESCO Institute of Statistics, Fact Sheet No.39 October 2016
“By 2030, countries must recruit a total
of 68.8 million teachers; 24.4 million
primary school teachers and 44.4
million secondary school teachers.”*

22. GLOBAL PROJECTIONS
THE MARKET IN 10 YEARS
Data from January 2020
Fee Income USD
Students
Schools
2000 2020 By 2030
2,584 11,412
970,000 5.82million 11.16 million
88,000 555,000 1.06 million
$4.9 billion $54.8 billion $112 billion
Staff
19,200
Data and intelligence on the world’s K-12 international schools’ market
© ISC Research Ltd,
2020
www.iscresearch.com
enquiries@iscresearch.com
Used with permission

23. The global
context:
the shortage of
specialist teachers

24. IN INTERNATIONALTEACHER
AND SCHOOL LEADER RECRUITMENT

25. International
Teacher and
School Leader
Recruitment
The International
Teacher recruitment
market is very flat
so far this year.
Is this a temporary blip?
Will there be a late surge as confidence
grows when vaccines have their impact?

26. International
Teacher and
School Leader
Recruitment
Fewer teachers than
usual are taking the
plunge to move abroad
this year.
Applications from the UK are way down.

27. International
Teacher and
School Leader
Recruitment
Fewer teachers are moving
school.
“The market is in paralysis.”
“It’s not a year to add to the
stresses of life.”
The volume ofTes adverts appears down
(propped up only by new schools opening
in China.)

28. International
Teacher and
School Leader
Recruitment
Teachers who are looking
to move are trying to
trade-up in terms of their
city and lifestyle.

29. International
Teacher and
School Leader
Recruitment
Generally, the
international
recruitment round is
getting earlier
every year.

30. 6 ways to
Review your
Recruitment
Strategy

31. YourTeacher
Recruitment
Strategy –
6Areas to Review
5. Build inVirtual Recruitment Fairs
4. Revisit your Recruitment Budget
3. Explore Non-traditional Methods
1. Raise yourVideo-conferencing game
2. Revisit your Interview Questions
6. Revisit your ContractTerms

32. 1. Raise your
Video-
conferencing
game

33. 1. Raise your
Video-
conferencing
game $799

34. 1. Raise your
Video-
conferencing
game
1. Take some time to adjust the height of the camera
2. Practise speaking into the camera
3. Don’t sit too close to the camera
4. Invest in an extension microphone
5. Think about what’s behind you
6. Avoid backlighting
7. Never wear a headset
8. Take time to prepare for the interview
9. Don’t put post-it notes around the screen
10. Make sure that you’re fully dressed
‘Coronavirus: 10 tips for acing a remote job interview’ Tes 12th March 2020
Time to upskill yourVC interview technique?

35. 2. Revisit your
Interview
Processes and
Questions
1. Set work-related tasks as part of the screening process:
 Draft a policy . . .
 Write a letter . . .
 What would you in the following Scenario . . . ?
2. Ask for Professional Digital Portfolios
 Lesson videos
 Wall displays
 Schemes of Work
 Conference Speeches etc.
3. Check out the candidate’s professional social media
profiles:
 LinkedIn
 Twitter

36. 2. Revisit your
Interview
Processes and
Questions
1. Avoid predictable questions:
 “What is your greatest strength/weakness as a teacher?”
2. Use scenario-type questions
 “What would you do/say in this scenario . . . ?”
 “How would you go about teaching Jane Austin to a group
of Y10 boys?”
 “Pick a topic, any topic with which you’re confident – your
‘party piece’ if you like - and teach it to me in a couple of
minutes.
3. Don’t be afraid to dig deeper
 There’s a place for scripted questions;
 But don’t get tied down by them.
https://www.tes.com/magazine/article/how-teacher-interviews-have-lost-human-touch

37. 3. Explore
Non-traditional
Methods of
Recruitment
Traditional
Methods
1. TraditionalTes
Advertising
2. UK RecruitmentTrips
3. Recruitment Fairs
4. Recruitment Agencies
Non-Traditional
Methods
1. DIY Advertising
 Twitter
 LinkedIn
2. Lever Professional
Networks
 COBIS, HMC, IAPS
3. Tap into the School
Community Network
4. DIY LinkedIn Headhunting
5. Grow your own

38. 4. Revisit your
Recruitment
Budget
Are
1. the financial costs of flights and accommodation
2. the social costs of time of being out of school for up
to a week
3. the physical costs of wear and tear on individual
school leaders and
4. the knock-on opportunity costs of how they could
spend the recruitment budget and time differently
worth the difference between
upskilling to use video conferencing to conduct
interviews?

39. Recruitment: Budget andActual
Year Recruitment
Budget
Total
Recruitment
Costs
HK$000
Number of
Candidates
Interview Expenses
Candidate andTeam
HK$000
Average Total Cost
of Recruitment
per capita
HK$000
Average
Interview Costs
per capita
HK$000
2017-18 2,520 2,505
Overseas 16
Local 4
1.030 125 52
2018-19 2,550 2,031
Overseas 10
Local 9
613 107 32
2019-20 2,660 1,543
Overseas 9
Local 4
233 119 18
2020-21 2,000
YTDAct (M4)
305
Budget 20
Overseas
Budget 542
YTD Act (M4) 38
119 27

40. Recruitment:Average RecruitmentCosts
125
107
119
52
32
18
0
20
40
60
80
100
120
140
2017-18 (20) 2018-19 (19) 2019-20 (13)
Average Total
Recruitment Costs
per capita HK$000
Average Interview
Costs per capita
HK$000

41. Teacher RecruitmentTrends – Previous Location
Teacher
Start
Age Range UK Europe Middle East Asia Hong Kong Other TOTAL
Aug
2018
Prep 5 1 2 3 11
Senior 6 1 1 1 9
Whole School
Aug
2019
Prep 5 1 2 6 14
Senior 3 3
Whole School 1 1 2
Aug
2020
Prep 4 3 7
Senior 2 1 1 1 5
Whole School 1 1
Aug
2021
To date
Prep 1 1
Senior 4 1 6 11
Whole School

42. FlightCosts: Financial andCarbon Footprint
School year Flying Kellett
Staff to the UK
to conduct
interviews
No of tickets
Flying
Kellett Staff
to the UK
Cost (HK$)
Flying
Candidates to
HK (mostly
regional short-
haul flights)
No of tickets
Flying
Candidate
s to HK
Cost (HK$)
Total No of
Flights
No of tickets
Total Cost
(HK$)
2017-18 14 377,158 40 317,113 54 694,271
2018-19 10 347,650 15 52,203 25 399,853
2019-20 3 56,264 9 39,876 12 96,140
2020-21 0 0 0 0 0 0

43. 5. BuildVirtual
Recruitment
Fairs into your
strategy

44. Virtual
Recruitment
Fairs –
Candidate
Perspective

45. 6. Revisit your
ContractTerms
How long are you prepared to
commit to:
 Working for your new school?
 Not returning to the U.K.?
 Being away from your family?

46. 6. Revisit your
ContractTerms
The personal cost of working abroad:
https://www.tes.com/news/personal-cost-teaching-abroad

47. TeacherContractTerms
Pre-2019
Initial
Contract
Pre-2019
Renewal
Contract
Post-2019
Initial
Contract
Post-2019
Renewal
Contract
Teacher 2 years 2 years 2 years Annual
School
Leader
3 years 3 years 3 years Annual
Renewal commitment date: Mid-November

48. Build your
Recruitment
Brand
Marketing to Potential
New Recruits:
Some Ideas

49. Build your
Recruitment Brand
Tip 1.
Use your website

52. Build your
Recruitment Brand
Tip 2.
Build a LinkedIn
Community

53. Build your
Recruitment Brand
Tip 3.
Join key
organisations

54. Build your
Recruitment Brand
Tip 4.
Be part of the
conversation
KellettTeaching and Learning
Conference
February 2023
Wellbeing – EdTech – Best Practice

56. Build your
Recruitment Brand
Tip 5.StaffTalk -
Look after your
staff
1. Guiding new staff through the red tape
2. Connect new staff before they arrive – set
up a new staff FacebookGroup
3. Relocation Advice
4. Meet and Greet
5. Teacher Buddy
6. Help new staff through the first months of
living in limbo
7. Introduction to Local Laws and Customs.
Seven ways to help new staff settle in
‘The onboarding process: 7 tips to combat cold feet’ Tes 18th February 2020

57. Build your
Recruitment Brand
Tip 6.
Sell your location
(honestly)
https://www.tes.com/news/international-schools-overseas-future-photos-how-choose

58. Build your
Recruitment Brand
Tip 6.
Sell your location
(honestly)
Want to teach in an iconic world city?
Teaching Opportunities in Enfield

59. Build your
Recruitment Brand
Tip 6.
Sell your location
(honestly)
How do you sell teaching in
a school in suburbs of
Yangon?
Chengdu?
Almaty?
https://www.youtube.com/watch?v=9kAJil9DwlA&feature=emb_logo
Haileybury AlmatyVideo
‘How British teachers live and
work in Almaty’

61. Mark S. Steed MA (Cambridge), MA (Nottingham), MSc (Ashridge-Hult Business
School)
Principal andCEOofKellettSchool, HongKong
Email: mss@kellettschool.com
Twitter: @independenthead
@Kellett_CEO
LinkedIn: uk.linkedin.com/in/independenthead
Blog: http://independenthead.blogspot.com

62. Build your
Recruitment Brand
Tip 4.
Be part of the
conversation