Teachers: Training
(asked on 19th June 2023) - View Source
Question to the Department for Education:
To ask His Majesty's Government what metrics they use to assess the success of advertising campaigns to attract people into careers in teaching in (1) schools, and (2) further education.
The table below sets out total spend for advertising campaigns for careers in teaching in schools and Further Education for the past five financial years.
Financial Year | Get Into Teaching Advertising: Financial Year Spend | FE teacher recruitment Advertising: Financial Year Spend |
2022/23 | £13,157,484.38 | £4,079,923 |
2021/22 | £12,255,612.85 | £2,000,000 |
2020/21 | £11,848,725.34 | 0 |
2019/20 | £12,776,070.54 | 0 |
2018/19 | £12,773,706.55 | 0 |
The objectives of the Get Into Teaching advertising campaign are to raise the status of teaching and contribute to overall Initial Teacher Training (ITT) numbers. Due to the often lengthy candidate journey from initial consideration through to applying for, and starting ITT, several methods are used to assess campaign impact. They include regular brand tracking studies and other market research, and econometric modelling to identify and quantify the factors affecting sign ups to the Get Into Teaching service. They also include analysis of the flow of candidates between Get Into Teaching and the new Find and Apply services, and tracking of site traffic to the Get Into Teaching website.
The objectives of the Further Education advertising campaign are to raise awareness of a career in Further Education teaching and contribute to a long term increase in overall recruitment numbers. Several methods are used to assess campaign impact. They include regular brand tracking studies and other market research, analysis of the flow of candidates between the Further Education teacher recruitment campaign website and third party Further Education job sites, and tracking number of users to the Further Education teacher recruitment campaign website.
The Get Into Teaching and Further Education recruitment campaigns track a number of behavioural and attitudinal metrics to give a rounded picture of each campaign’s impact.
Key Performance Indicators for Get Into Teaching are a consideration of teaching as a career amongst our target audience and the number of new, unique sign-ups to the Get Into Teaching service. The campaign also measures the proportion of sign-ups attributed to the advertising campaign, through econometric modelling and the proportion of ITT applicants who have interacted with the Get Into Teaching service.
Key Performance Indicators for the Further Education recruitment campaign are a consideration of teaching in Further Education amongst target audiences and the number of users to the Further Education teacher recruitment website. The campaign also measures the number who go on to take action on the site, such as signing up for further information or visiting a jobs board.