Teacher campaign impact

Thousands more people are considering a career in teaching as a result of the Scottish Government’s latest recruitment campaign, according to early evaluation findings.

The Teaching Makes People campaign was launched by Deputy First Minister John Swinney in February, targeting undergraduates studying science, technology, engineering and maths (STEM) subjects as well as people currently working in STEM industries.

The campaign visited 11 universities and recruitment fairs, supported by outdoor and targeted digital advertising, radio features and a dedicated teaching website.

Early evaluation results show:

• Almost 3,500 people visited the Teaching Makes People stand, with 1,090 spending significant time discussing a career in teaching
• More than 42,000 unique visitors to the campaign website and more than 2,600 registered for updates about applying for a postgraduate teacher education course
• More than a third (36%) of STEM undergraduates surveyed, after seeing the campaign, thought teaching was their ideal career – with almost 60% actively considering going into the profession
• A 21 percentage point increase in the proportion considering applying for a post graduate diploma in education (PGDE) - most interest came from second and third year students - a key campaign aim
• 40% of people who had seen the campaign video took action, such as seeking advice on a career in teaching

The Deputy First Minister said: "This campaign is a central plank in the Scottish Government’s efforts to increase the number of teachers in Scotland, especially in STEM subjects. It is fantastic to see it hitting the mark with STEM undergraduates, whom we are keen to encourage to view teaching as a rewarding career where their skills and knowledge can make a positive difference to children’s lives.

"Last year’s hugely successful Scottish Government teacher recruitment campaign helped drive a 19% increase in PGDE student intakes to Scottish universities compared to the previous year. Based on these early evaluation results, the significant increase in undergraduate students seriously considering a career in teaching is greatly encouraging.

"A key Teaching Makes People campaign aim was to generate a longer term shift in perception about a career in teaching. The increased interest among second and third year STEM undergraduates suggests it is doing just that."

Background

The Teaching Makes People campaign stand has made 11 visits to nine universities and recruitment fairs including the Universities of Aberdeen, Dundee, Edinburgh, Glasgow, the Highlands and Islands, Strathclyde, and the West of Scotland, and North East Scotland College.Kantar TNS carried out research on the Teaching Makes People on behalf of the Scottish Government. The research is primarily qualitative, involving in-depth interviews with a sample of STEM undergraduates before and after the campaign launch at the following Universities: Aberdeen, Dundee, Edinburgh, Glasgow, Heriot Watt, Stirling, Strathclyde and West of Scotland. The analysis is intended to provide feedback to inform the development of future campaigns, and a report will be published in due course.