Raising awareness/reputation of employer

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Employers from public, private and third sectors are keen that people are aware, and think well, of the enterprise they represent and the products and services that it offers.  Marketing and Public Relations costs are high, and working with schools and colleges can be an effective means of raising awareness among young people and their parents and carers. Enterprises can build reputation across a community through their engagement with schools and colleges. Young people are known to enjoy activities and courses of study that engage employers.

Employers can also be motivated by desire to support the educational institutions which their children or relatives attend; by a desire to access the creativity and understand the attitudes of young people; and, by an interest in understanding the changing education system.  Many employers see engaging with schools and colleges as a means to build the successful high-skill economy which is needed to allow us to thrive as a nation in the twenty-first century.

To find out more about employers and why they are so interested in working with schools and colleges, visit the website of the Education and Employers Taskforce.

Engagement with schools is also a clear demonstration of responsible business that promises high return on investment. It is also beneficial to the employer's public relations, human resources, marketing and other agenda.

Large and small employers have witnessed qualitative and quantitative gains as a result of engaging with education.

 

Public relations benefits

  • The subject matter (an employer working with and helping students in schools) is interesting; as a result, there are opportunities for positive media coverage at a local, regional and national level.
  • Any media coverage can only be positive: helping schools is uncontroversial and puts the employer in a positive light - it displays its 'softer' and 'caring' side.
  • Risk management: Employer reputations can be ruined through incidents such as corruption scandals, unflattering newspaper articles, product recalls, environmental accidents and so on. Building a culture around generosity of time, resources and money will help to offset these types of risks.
  • The employer is likely to be perceived positively by state-run organisations because it is responding to Government initiatives.
  • Engaging with schools creates a positive link with the community.
  • Students and the wider community will be more knowledgeable about the employer's industry.
  • Several major brands have improved both the quality and quantity of their coverage through engaging with education.

 

Marketing benefits

  • The employer has a unique selling point - something that is essential in a crowded marketplace where everyone is searching for an angle that separates them from the competition.
  • There is the opportunity to publicly demonstrate the employer's brand values (and re-position the brand, if necessary), due to increased awareness of the employer among teachers, students and the local community.
  • The employer can highlight the main features of the organisation and demonstrate what it can offer the community in terms of services or products.
  • An opportunity for improvements in sales/production/business comes with increased (positive) awareness of the employer.
  • Education can work well as a strand of a larger marketing plan.