Teacher recruitment and retention are among the biggest challenges facing schools and Trusts today – is your school website helping to attract staff?


According to the DfE (2025), 1 in 10 teachers left the state sector last year, while long-term retention rates have fallen to 59 % after ten years. Vacancies have more than doubled since before the pandemic, and many schools are struggling to attract high-quality applicants.

In every school and Trust, your people are your greatest asset. But while many organisations talk about being a family of schools, very few show it – especially online.

Most school and Trust websites focus on parents and pupils. They’re full of curriculum details, governance documents, and newsletters… but there’s almost nothing that tells a potential teacher what it’s really like to work there.

In a climate where recruitment and retention are both under strain, that’s a major missed opportunity.

What’s happening in the sector?

The numbers tell the story:

  • 1 in 10 teachers (9.6%) left the state-funded sector in England last year — the highest rate in more than a decade (DfE, 2025).
  • More than 43,000 teachers left the profession in 2022/23.
  • Only 59% of teachers remain after ten years in the classroom (EPI).
  • Secondary school vacancies have doubled since pre-pandemic, with key subjects like maths, physics and languages hardest hit (DfE).
  • Workload, behaviour, and lack of support remain the top reasons for leaving (NFER).

At the same time, MATs are growing — meaning the competition for great teachers is fiercer than ever. Retaining staff and attracting new talent isn’t just an HR issue; it’s a strategic communications one.

How can your website support recruitment?

In the business world, careers pages and “Meet the Team” sections are central to brand identity. They celebrate people, share values, show culture, and demonstrate why staff stay.

In education, however, most school and Trust websites focus almost exclusively on compliance and curriculum.
You’ll often find:

  • A small “Vacancies” tab with a PDF link.
  • No mention of staff culture or wellbeing.
  • Few real staff voices or faces.
  • Nothing that tells a candidate what it feels like to belong there.

And yet, first impressions matter. A potential applicant will visit your website long before they submit an application — and if they can’t see evidence of a caring, values-driven culture, they’ll simply move on.

Websites That Build Belonging

Your website isn’t just a marketing tool – it’s your digital home for culture. Whether you’re a single school or a growing Trust, the goal is the same: make people feel part of something bigger.

Here’s what that can look like:

1️⃣ Tell your people story

Show the humans behind the organisation. Include photos, short bios, and “why I love working here” quotes from teachers, TAs, admin and leaders.
Let prospective staff see the community they could join.

2️⃣ Be transparent about your values and vision

Don’t just list your values – illustrate them.
Show how collaboration, wellbeing, and professional growth come to life across your schools. Use videos, blogs, or spotlight features to show culture in action.

3️⃣ Highlight career development and wellbeing

The data shows that retention improves when staff see clear progression and feel supported. Include:

  • CPD pathways and mentoring offers.
  • Leadership development programmes.
  • Wellbeing initiatives or flexible working examples.
  • “Career journeys” – from ECT to leadership.

4️⃣ Create a Join Our Family or Work With Us section

Go beyond job listings. Use it to show:

  • What makes your Trust/school different.
  • How you support professional and personal growth.
  • Benefits and opportunities.
  • Testimonials from existing staff.
  • A friendly overview of the recruitment process.

5️⃣ Celebrate staff stories as much as student success

If your social feeds and newsletters are 90% pupil-focused, balance it out with stories about staff innovation, teamwork, and achievement.
Recognition breeds pride — and pride supports retention.

Trusts: Leading the Culture Conversation

For MATs, the website is often the first shared space across all schools. It’s where culture becomes visible and consistent.
A strong Trust website can:

  • Unite schools under a shared identity and purpose.
  • Celebrate collective success and collaboration.
  • Attract like-minded teachers who believe in your values.
  • Reinforce belonging among current staff who see themselves reflected.

When staff can see their story told at Trust level, they’re reminded daily that they’re part of something bigger — not just a workforce, but a family.

A Quick Audit Checklist

  • Do you have a “Work With Us” or “Our People” section?
  • Is it easy to find from your homepage?
  • Are there real staff photos, quotes, or videos?
  • Do you showcase wellbeing and CPD offers?
  • Does your tone feel warm and inclusive, not corporate?
  • Could a visitor tell, within 30 seconds, what makes your Trust or school a great place to work?

If the answer to any of these is “no”, your website might be underselling your culture – and losing great people before they even apply.

Recruitment and retention challenges won’t disappear overnight. But every Trust and school can take control of one powerful lever — how you communicate your culture.

Your website should do more than share news and policies. It should make people feel something: welcome, valued, inspired to belong.

If your school or Trust says it’s a family, your website should prove it – through stories, values, and the people who bring them to life every day.