Plan a Program

Everyone involved with hiring staff in the school districts is fully aware of the challenge in attracting and selecting the best staff for school districts in North Carolina. Social media can be a powerful recruitment tool. While establishing a social media program at your LEA requires an initial outlay of time to set up, it can result in new methods to reach potential candidates with minimal maintenance. If you do not currently use social media as part of your recruiting effort, take a moment to plan a program. Some of the key ingredients of this plan are: Branding, Stakeholder Identification/Engagement and determining the appropriate social media channels to use.


Every school system has something to offer prospective candidates. Branding is more than a logo. Effectively used, branding is about your whole community outreach, community standing, and how you attract people. In many counties, your schools are the central focus. How the community views the school district and how teachers and staff engage with the broader community should be reflected in social media content and your brand. Identifying and communicating these attributes are important aspects of your brand. It is important to make sure this aspect of attracting candidates is appropriately considered. Use this information for your various social media channels to define your district's presence.

Stakeholder Identification

Identify who the stakeholders are for your district. Who has a stake in having quality candidates engaged and hired? What organizations are involved with your district and school? Some examples are:
  • Local Board of Education
  • District Staff
  • School Staff
  • Local Chambers of Commerce
  • Civic and community organizations
  • Parent Teacher Association – district and school level
  • Local public and private college and university education programs
  • Local community colleges

Stakeholder Engagement

Once identified, communicate your social media objectives and approach to stakeholders. Stakeholders provide support by posting, sharing, liking, and re-tweeting content. Ask them what social media channels already exist and explain where gaps exist. Describe how each entity will have the opportunity to support each other.

Social Media Channels and Tools

Social media’s power leverages a concept called “content amplification”. Examples of content amplification include, “Liking” and “Sharing” on Facebook and “re-tweeting” on Twitter. Social media is about people; therefore, be aware of the connections you make to ensure that their messages do not come into conflict with your message. Connect to people or organizations that align with your goals and interests. Be careful to avoid connections that may post content that is inappropriate or offensive or reflects poorly on your organization. Instead of relying on the district’s website, create separate social media accounts for the Human Resources Department. During the hiring season, posting a large number of vacancies can quickly overtake the district’s social media presence and detract from its own communication goals.

Be sure to promote your social media channels at conferences and job fairs, on postcards, and on district and school websites.

Below are some of the main social media channels. As new channels arise, apply the same concepts and practices to them.


Develop/use a Human Resources or job postings page to promote your vacancies and employment in your district.


Develop/use a Human Resources or job postings account to tweet out new vacancies.


Develop a company page to promote your district and get the word out to professional about job opportunities.

IFTTT (If This Then That)

IFTTT is an application that creates “recipes” to help you replicate your posts from one social media site to the next automatically.


Websites and tips for social media.
Catawba has done a good job of standing up its social media program, here is a presentation of their approach. (PowerPoint)
Configuration Instructions - click here

Collaboration Partners

Besides the stakeholders you may already know in your community, take advantage of additional state-wide partners.
List coming...

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