The identikit of a desirable headteacher is one who is an inspirational and visionary leader, and with the ability to improve a school’s standards.
That’s the finding of a study into what are the characteristics and attributes schools looked for in a new headteacher, and what the priorities for the job are.
Nearly two-thirds (63%) of ads identified Leadership Skills, slightly more than Inspirational ones (60%). Just over half (51%) wanted heads to focus on school improvement, and 46% said they were looking for someone with Vision.
The analysis looked at over 200 national advertisements for heads that appeared in February and March 2012 and was carried out by education marketing specialist Peter Berry.
“There’s a consistency in how schools describe their ideal candidate, although most are also looking at a range of other qualities and aptitudes” says Berry, former Director of Marketing & Communications at the National College for School Leadership (NCSL) .
“There’s a widespread requirement for someone who will be able to develop partnership and community links, and who can be a motivational force in the school” Berry continued. Ranked alongside these, with around a third of adverts mentioning them, is an emphasis at looking at teaching and learning.
Berry added that there were some differences between primary and secondary expectations.
“Overall ads for secondary heads ask for more, and there are different priorities for the two sectors. Improving school standards, for example, is specified by 64% of secondaries but only 43% of primaries. And Strategic Thinking is asked for in a quarter (25%) of secondary recruitment, but it only features in 5% of primary “.
Other “Top Twenty” requirements include focus on Every Child Achieving their Potential (26% overall), Management Skills (25%) , Communication Skills (22%), being Passionate (20%) and being Ambitious/Having High Expectations (20%).
Berry also highlighted one other difference between primary and secondary, an emphasis, or lack of it, on staff development. “It was mentioned in 14% of secondary ads but in just 2% of primary. I can’t believe it is less of a priority but perhaps the greater numbers of staff in secondaries makes it more immediately an issue to mention”.
Berry believes the results can help candidates and schools. “It does seem that lots of ads used the same words and phrases. Recruiting the best head means that schools need to position themselves as accurately and distinctly as possible. What makes an advert stand out could well be the bits that aren’t quite so common”
“Those looking for a headship can use the results to ask, directly or indirectly, why hasn’t the ad mentioned this particular characteristic or issue? It helps a potential candidate to assess what to probe further on in their conversation with the school or at interview”.
The analysis looked at 238 advertisements placed in national media in the period 17 Feb 2012 – 9 March. There were 174 primary school advertisements and 64 secondary school.
Top 20 Characteristics & Priorities Overall
238 Primary and Secondary Schools
%
1. Leadership 63
2. Inspiration 60
3. School Improvement/
Raising Standards 51
4. Vision 46
5= Teaching & Learning 35
5= Motivation 35
7. Partnership/Wider
Community Working 34
8. Every Child Achieving 26
9. Management Skills 25
10. Communications Skills 22
11= Passionate 20
11= Ambitious/High Expectations 20
13. Enthusiasm 18
14. Energy/Drive 17
15. Commitment 16
16. Interpersonal Skills 15
17. Inclusivity 14
18. Strategic Thinker 12
19= Empowering/Supportive 11
19= Creative/Imaginative 11
Top 20 by Phase
PRIMARY 174 schools % SECONDARY 64 schools %
1. Leadership 60 1. Leadership 70
2. Inspirational 56 2. Inspirational 69
3. Vision 48 3. School Improvement/
Raising Standards 64
4.School Improvement/
Raising Standards 43 4. Vision 41
5 = Teaching & Learning 35 5. Partnership/Wider
Community Working 38
5= Motivation 35 6. Teaching & Learning 36
7. Partnership/Wider
Community Working 34 7. Motivation 34
8. Every Child Achieving 26 8. Management Skills 31
9= Communications Skills 22 9. Ambitious/High Expectations 28
9= Passionate 22 10= Strategic Thinker 25
9= Management Skills 22 10= Every Child Achieving 25
12. Enthusiasm 19 12. Commitment 23
13. Interpersonal Skills 17 13. Communications Skills 20
14= Energy/Drive 16 14= Passionate 17
14= Inclusivity 16 14= Drive/Energy 17
16. Ambitious/High Expectations 15 16. Enthusiasm 16
17. Dynamism 13 17= Creative/Imaginative 14
18. Commitment 12 17= Staff Development 14
19. Empowering/Supportive 11 19. Change Management 13
20. Creative/Imaginative 10 20. Empowering/Supportive 11
More info:
Peter Berry
07877 009521/ 01347 824083
pberry2006@hotmail.com
www.peterberry.net