Diversity Recruitment Messages: City School District

The following document was developed by TNTP to provide guidance to a school district looking to diversity their candidate pool of new teachers.

I. Core Messages

Asthe districtprepares to recruit a diverse pool of teachers for the 2014-15 school year, we recommend emphasizing the following core messages:

Urgent Call to Action – Apply Now

  • “Right now is the best time to come and work in our city. We’re transforming the look of urban education.” –District Teacher [add name if possible; quote is from recruitment video]
  • Now’s the time! The city school district is recruiting talented teachers with a passion for urban education. Successful applicants for the 2014-15 school year will share a commitment to excellence and a belief that every child can learn.
  • As a teacher in the district, you’ll be inspired every day by our incredible students – many of whom are on their way to becoming the first in their family to graduate from college. And you’ll join a passionate team of teachers and school leaders with a single-minded focus on one mission – helping every student achieve their fullest potential.

Our Mission:

  • “I believe that what we’re doing right now is going to put our city on the map. And you want to be a part of that . . . it’s such an exciting time.”–District Teacher [add name if possible; quote is from video]
  • At our school district, we’re guided by The District Plan - a bold vision for how we can prepare our students to be successful and competitive in a 21st century global economy. We’re acting with urgency to ensure all of our students graduate ready for college and a career.

Feedback and Support:

  • Every teacher in the district receives the professional support and development they need to be the best teacher they can be. Teachers and principals share a common vision for excellent teaching, and teachers can count on regular feedback about their instruction throughout the year. In addition, every teacher has access to a comprehensive library of instructional resources, including videos and lesson plans.

Our Team:

  • At the city school district, we don’t believe in one-size-fits-all education – instead, we give teachers and school leaders the independence to design and carry out innovative programs that get results.
  • As the second largest school district in the state of our state, the districtserves a diverse student population (70% of students are African American and 14% are Hispanic). The district has nearly 100 schools with a wide range of program offerings, including Bilingual Education, Dual Language, Early College, International Baccalaureate, Montessori, Performing and Visual Arts, single-sex programs, and STEM programs. No matter where you teach, you’ll be able to make a real difference in the lives of the students who need it most.

Increased Earning Potential:

  • The district offers a starting salary of $42,500, and our brand-new compensation system rewards our teachers who make the biggest difference for their students. Under the new system, teachers will be able to direct their own professional path and unlock additional earning potential along the way. We also offer a generous benefits package that includes medical, dental, and vision benefits.

A Great Location:

  • Downtown in the city boasts three professional sports teams and the largest performing arts district next to New York City. We’re a diverse and dynamic city, as well as an affordable place to live and raise a family. Median housing costs are 66% less than Chicago and 249% less than New York City.

II. Potential Taglines

A powerful tagline quickly and effectively introduces the district to potential candidates. The best taglines engage the audience on an emotional level, while calling attention to the qualities that make the districtunique.

Your Mission. Their Future.
Teach our city. / This slogan defines teaching in the district as a mission rather than a job—and also speaks to the profound impact that excellent teachers can have on the lives of our city’schildren.
Stand in the gap.
Teach our city. / This emotive, inspirational slogan calls on potential teachers to take action to close the achievement gap by teaching in the district.
Become the change you want to see.
Teach our city. / This slogan riffs off the popular Gandhi quote, “Be the change you wish to see in the world.”
It is also aligned with the current website recruitment language: “Be part of the change.”
Motivate. Innovate.
Teach our city. / This slogan calls attention to the district’s innovative approach to urban education.

III. Additional Quotes

To maximize the potential of teacher quotes as a diversity recruitment tool, we recommend including photos of teachers (thumbnail-sized or larger) and including teachers’ names along with their quotes.

Quotes from the teacher video:

  • “I like the fact that each day when I come to work, I know I’m making a difference. I like helping families that are facing challenges, I like working with diverse populations.” (Woman in red sweater)
  • “I love seeing my students’ passion and commitment toward their education.” (Bearded man)
  • “I love that I’m surrounded by people in this school who work as hard as I do and believe in the mission: that every one of our students will be able to graduate from college and do whatever they want to do and be successful, because we are impacting their lives every day.”
  • “This is somewhere where you can truly make a difference. Be part of something big.”
  • “It’s exciting to see the changes that are happening just within the first year that I’ve been here.”
  • “The opportunities to extend learning are so great when you’re in the middle of a big city.”
  • “The time is now. Opportunity presents itself, you have to take advantage of it.”
  • “If you want to be a part of something big, and something monumental, then that’s why you should come to our city. We’re changing the game. We’re changing urban education. If you feel like you can be change, then come to our city.”
  • If you’re passionate about education, if you’re passionate about kids, if you’re passionate about kids; learning, and passionate about changing the world, because that’s what we’re doing – then this is for you.” (Young African American woman)
  • “When you come here, you become part of a family, part of a community.”
  • “You’re going to feel like this is somewhere where you can truly make a difference in a young person’s life.”

Additional Quotes

  • “The best part about working for the district is that every day is an opportunity to positively impact students’ lives.” –Principal’s Name, Principal, School Name