Question to the Department for Education:

To ask the Secretary of State for Education, how much her Department spent on advertising for teacher recruitment in each of the last five years.

The below table sets out total Departmental spend for teacher recruitment advertising campaigns for the past five financial years.

The objectives of the teaching advertising campaign are to raise the status of teaching and contribute to overall Initial Teacher Training (ITT) numbers. Due to the long candidate journey from initial consideration through to applying for, and starting ITT, several methods are used to assess campaign impact. They include regular brand tracking studies and other market research such as:

• Econometric modelling to identify and quantify the factors affecting sign ups to the Get Into Teaching service.
• Analysis of the flow of candidates between Get Into Teaching and the Find and Apply services.
• Tracking of site traffic to the Get Into Teaching website.
• The teaching recruitment campaign tracks a number of behavioural and attitudinal metrics to give a rounded picture of campaign impact.

Key performance indicators for the teaching recruitment campaign are consideration of teaching as a career amongst the Department’s target audience and the number of new, unique sign-ups to the Get Into Teaching service. The campaign also measures the proportion of sign-ups attributed to the advertising campaign, through econometric modelling and the proportion of ITT applicants who have interacted with the Get Into Teaching service.