Last week's offline version of The Chronicle of Higher Education devoted most of its issue to highlighting the strategies US colleges and universities are utilizing to recruit and retain employees. The economy, government appropriations, demographic shifts and other issues are requiring institutions to think and act differently about how to find the right fit for employees.
For many years colleges and universities have developed scientific approaches to recruiting and retaining the right students. We refer to this concept as enrollment management. Now institutions understand that these same principles need to be applied to the employee process. Successful brands know that their most important asset is their employees, or brand champions. I am encouraged that the same knowledge is now finding its way onto the higher education landscape.
Hopefully more and more colleges and universities will believe that brand champion employees provide the key to delivering on the school's brand promise, and play a central role in recruiting and retaining brand champion students. How does your organization value your HR department, and do you realize they need to be as much a part of your brand development process as anyone?
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