Recruiting teachers online: marketing strategies and information dissemination practices of UK‐based agencies

Abstract

A review of the websites of 43 UK‐based agencies that are recruiting teachers in South Africa and other countries finds that important information about what to expect often is missing. An analysis of the marketing strategies shows that agencies overall are promising schools thorough vetting of candidates and low fees, are promising prospective teachers good pay while inviting them to imagine an exciting life outside the classroom, and are assuring both that the agency can make the “right” match. The article concludes with a list of recommendations for candidates and for agencies.