Public Schools Need to Wake Up! Competing in the New Education Marketplace

The world of public education has changed dramatically, and it's time for school leaders to face the new reality: our schools are now operating in an open marketplace where teachers, administrators, and other staff are in control of their careers. It’s not just about educators anymore—it’s about everyone who contributes to the success of a district, from principals to technology directors. Much like NIL (Name, Image, and Likeness) deals in college sports, top talent in education can now go anywhere and name their price.

If districts don’t wake up to this shift, they will struggle to attract and retain the administrators and educators who are critical to student success.

The New Talent Economy in Education

We are no longer in an era where public schools can assume loyalty will keep people in place. Whether it’s a classroom teacher, a superintendent, or a tech leader, education professionals are weighing their options and making decisions based on more than just salary. They’re looking for opportunities where they can grow, make an impact, and be part of a district that values innovation and people.

With the rise of remote learning, flexible work options, and alternative leadership roles in education, employees are no longer bound by geographic or institutional constraints. If your district isn’t competitive—if it isn’t offering a vision that excites potential hires—they’ll simply move on to the next opportunity.

Public Schools as Businesses

Here’s the uncomfortable truth: public schools need to operate more like businesses.

Businesses understand the importance of branding and marketing, not just for their products, but for their workplace culture. Public schools must do the same. We need to stop thinking of marketing as something that only targets parents and students and start using it to showcase why our district is the best place to work for educators and administrators.

What is your district’s "brand"? What makes it an attractive workplace for a talented principal, an innovative tech director, or an aspiring superintendent? If you can’t answer those questions, you’re already falling behind.

This doesn’t mean turning education into a profit-driven enterprise—it means understanding how to compete in a crowded talent marketplace. That includes:

• Crafting a clear, compelling vision for the district that resonates with educators and leaders.
• Investing in leadership development for administrators and teachers alike.
• Building a culture of respect, collaboration, and innovation that supports professional growth.
• Providing competitive compensation and benefits that reflect the value of the work being done.
• Highlighting success stories that demonstrate the impact your district has on students, staff, and the community.

The Era of Employee Choice

The balance of power has shifted. In this new landscape, districts must focus on creating environments where employees—whether administrators, teachers, or support staff—feel valued and empowered.

For administrators, this might mean offering opportunities to lead transformative projects or supporting them with cutting-edge technology to streamline their work. For teachers, it might mean smaller class sizes, meaningful professional development, or a culture that respects their expertise and input.

The key is recognizing that people at every level of your organization are actively evaluating their options. If your district doesn’t meet their needs, they’ll find one that does.

Time to Act

Public schools are no longer just institutions of learning! They’re employers competing for top talent. The sooner we accept this reality and adapt to it, the better positioned we’ll be to thrive in this new era.

Districts that embrace a business mindset will attract the most talented educators and administrators. They’ll build teams that not only meet today’s challenges but create a better future for students, staff, and communities alike. It’s time for public schools to wake up and recognize this: the competition isn’t just other schools—it’s the opportunities available in an ever-expanding marketplace of careers in education.

The game has changed. Has your district?

#EducationLeadership #PublicSchools #Recruitment #Innovation #WorkplaceCulture

Marcos Vargas Anna Wamack, CFO, HRS Elizabeth Hickey Orme Eric Crespo Candice Sears Matthew X. Joseph Ed.D. Scott Rocco, Ed.D. Glenn Robbins Thomas C. Murray Carl Hooker Emily Cook Emily Marshall Tiffany Law Hayley Spira-Bauer Vince LaForgia Chris Aviles Christopher Clark Eric Savitsky Michael Esolda Fil Santiago James O'Boyle Michael Estrada Lisa Schleer Lauren Cuervo Jorge E. Diaz