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  • English lessons: Review of Nick Gibb’s book on educational reform after 2010 – by HEPI Director Nick Hillman

    English lessons: Review of Nick Gibb’s book on educational reform after 2010 – by HEPI Director Nick Hillman

    • HEPI Director Nick Hillman reviews Reforming Lessons: Why English Schools Have Improved Since 2010 and How This Was Achieved by Nick Gibb and Robert Peal.
    • On Tuesday, 9 September 2025, HEPI will be hosting the launch of the OECD’s flagship Education at a Glance report. Book a place (in person or online) here.

    This is the second book on education in a row that I have reviewed on the HEPI website that comes from a right-of-centre perspective. The previous review (of a book by the President of the New College of Florida) garnered some pointed attacks underneath – ‘No doubt we’ll soon be seeing articles offering a “more balanced” perspective on Putin and Orban’s records in office’. So let me start by noting HEPI has also run many reviews (by me and others) of books written by left-of-centre authors as well as centrist authors, such as Sam Friedman and Aaron ReeveSimon KuperFrancis Green and David KynastonMelissa Benn, and Lee Elliot Major and Stephen Machin.

    Let me also note that we are always on the lookout for reviews of recent books that are likely to be of interest to HEPI’s audience, irrespective of where on the political spectrum the authors of the books in question or – indeed – the reviewers sit. When we started running book reviews on the HEPI site many years ago, they tended to receive less engagement than other output, but that has changed over the years and they are often now among our most-read pieces. We hope this remains true on our brand new website. So the door is wide open. Come on in.

    Now down to business. Reforming Lessons is a defence of the changes wrought by the long-standing and thrice-appointed Minister for Schools, Nick Gibb, and to a lesser extent his boss Michael Gove, co-written by Gibb himself. The other author is Robert Peal, who was one of a group of young state-school teachers (often, like Peal, powered by Teach First) who made up the advancing phalanx for the school reforms that were implemented by the Coalition and subsequent Conservative Governments. (John Blake, the Office for Students’s Director for Fair Access and Participation was another member of this front line and merits a mention in the book, as was Daisy Christodoulou, who has contributed a Foreword and who features multiple times.)

    At the risk of further brickbats, it would be absurd for HEPI to have ignored this particular book at this particular time, for it is currently a huge talking point among educationalists. But is not just about education; it is also a book about the practice of politics. As the authors themselves write, it is an account of ‘the virtues of a subject-specialist minister driven by conviction in a specific cause rather than personal ambition.’ It fulfils this brief very well indeed, so it should be read far beyond the education world, especially by aspiring ministers in any field where they want to make a difference. But, and I do not mean this to be in any way rude, I suspect it was not – in one important sense – all that hard for Gibb and Peal to make their case.

    This is because the key international data on school performance, which come from the OECD’s comparative PISA (the Programme for International Student Assessment), show England forging ahead, including against other parts of the UK, between 2009 and 2022. So Gibb and Peal had a secure evidence base on which to build their story.

    We may argue that PISA is not a perfect measure: it tests only a small number of disciplinary areas and to a fairly basic level of knowledge and it has not always been completed the same way (sometimes on paper and sometimes on screen), but it is better than anything else we have when it comes to comparing school systems – and infinitely better than anything we have in higher education. So anyone who wants to shoot down the book’s central claim that Nick Gibb succeeded as a Minister will struggle to find equally robust performance data for their argument – though they could presumably focus on other evidence such as on an apparent narrowing of the curriculum (though Gibb and Peal get their defence on this in first – see pages 123 and 124).

    Near the start, the book takes a look at how any education changes begun in 2010 had to be extremely cost-effective – cost-cutting or else free – given the dire fiscal position which led every major political party to promise drastic spending cuts at that year’s general election. Gibb and Peal also paint a picture of the ineffectiveness and wastefulness of the expensive centralised initiatives based on existing orthodoxies that preceded the Coalition. The multi-billion pound Building Schools for the Future programme was perhaps the archetype for, as Gibb shows, tens of millions of pounds were spent on building individual schools with open-plan classrooms where staff struggled to teach and pupils struggled to learn. Another challenge during the 2000s is that schools were overwhelmed with bureaucracy: in 2006/07 alone, we are told, there were around 760 missives to schools from Whitehall and quangos – four-per-day for the whole school year.

    Yet Nick Gibb is far from being a free-for-all libertarian right-winger. He is, rather, someone who wants to use the power of the state to drive policy, including how to teach reading (synthetic phonics) as well as how to shape other aspects of the school curriculum. It is easy to see how this approach could have gone wrong but Gibb’s primary goal is always to follow the evidence as he sees it, and I cannot be the only parent who was amazed by how quickly their children started to read during their initial school years in the second half of the 2010s. Gibb has given more thought to schooling than any other modern politician and he rejects many of the ideas of his colleagues as much as those from the political left: he did not favour a wave of new grammar schools, he did not want GCSEs to be replaced by O-Levels and he opposed Rishi Sunak’s Advanced British Standard.

    The book might begin and end somewhat immodestly and uncollegiately by reminding readers that many commentators picked out education as the one and only really big success of the Coalition and Conservative years, yet this is not by any stretch of the imagination a selfish book. Nick Gibb shows how his worldview was built upon teachers like Ruth Miskin, academics like ED Hirsch and others – even his researcher Edward Hartman gets a namecheck (or rather two) for introducing him to Hirsch. He shows how his agenda was carried forward by people like Hamid Patel, Katharine Birbalsingh and Jon Coles.

    Political colleagues like Michael Gove and David Cameron are given credit for changing Whitehall’s approach to schooling. The triumvirate of advisers, Dominic Cummins, Sam Freedman and Henry de Zoete all receive praise, as does Nick Timothy for his stint in Number 10 as Theresa May’s Joint Chief of Staff. Andrew Adonis garners the most praise of all for starting ‘the revolution we undertook whilst in office’, and Kenneth Baker is lauded for getting the successful City Technology Colleges (the forerunners of academies) off the ground in the 1980s. Gibb and Peal note there have been ‘squabbles’ between Conservatives and Lib Dems over who designed the Pupil Premium policy but they do not join in, concluding instead that ‘we should celebrate that it was jointly pursued and agreed upon by the Treasury’.

    There is high praise even for the man who temporarily displaced Gibb as the Minister for Schools, David Laws, especially for the design of the school accountability measure Progress 8 as well as for Lord Nash, who oversaw academies and free schools from the House of Lords. Gibb admits he did not agree with Nicky Morgan, who replaced Michael Gove as the Secretary of State for Education in 2014, on pushing ‘character education’ as a discrete concept but he excuses her on the grounds that ‘she had been transferred to Education from the Treasury with no notice, so never had the luxury of time I had enjoyed to read up on education philosophies.’

    The tales from Gibb’s period as a backbench MP and then Shadow Minister also remind us that the most effective Ministers have typically learnt their briefs in the years before they take office rather than on the job. They then stay in post long enough to make a difference (or, in Gibb’s case, do the job more than once). Even for bold reforming ministers, like Gibb and Gove, good policy tends to be patient policy. In contrast, many of Gibb’s predecessors as the Minister for Schools (who include the current Minister for Skills, Jacqui Smith, who did the job in 2005 to 2006) were not in post for long enough to make a major sort of difference. Gibb’s account of his time in office also serves to remind us that it is wrong to think effective ministers must have worked in the field they are overseeing before entering Parliament: Gibb was an accountant, not a teacher, just like David Willetts, the well-respected Minister for Universities and Science during the Coalition, was a civil servant rather than an academic or scientist.

    The book is peppered by illustrative and illuminating anecdotes. The one I found most shocking is about a visit Nick Gibb made in the mid-1990s to a school in Rotherham, where he was fighting a by-election: a headteacher ‘explained how she had completed an “audit” of her school library, removing any old-fashioned books that simply conveyed information.’ (A few years later, Tory party HQ abolished their library altogether, so it was not just schools that fell down this hole.) The second most shocking anecdote, at least to me, concerns the first draft of the rewritten National Curriculum for primary schools: ‘when the first draft of the curriculum was sent out for informal consultation amongst maths subject associations, it returned with all 64 mentions of the word “practice” expunged from the document.’ The funniest anecdote is one about Gibb visiting a successful academy that had converted from being an independent school: ‘On my train up to Yorkshire, I saw a pupil’s tweet expressing disappointment to find out the politician visiting her school was not Nick Clegg, as she had been led to believe, but instead “some random” called Nick Gibb.’

    Personally, I dislike the language used by those who talk of an educational ‘blob’, not least because it paints all educationalists in the same negative light. Gibb dislikes the term too, and he was uncomfortable with his political colleagues throwing it about. He is pro-teachers and there were always some classroom teachers who held out against the knowledge-light ‘progressivist ideology’ even at its height. Gibb’s reforms were designed to dilute the educational orthodoxy of unions and quangos and to give power to trusted headteachers as well as to multi-academy trusts instead – the mantra was ‘high autonomy and high accountability’. His core goals were to find the best resources and teachers, then to free school leaders to make the biggest differences they could and finally to encourage others to emulate them, especially via high-performing multi-academy trusts. If Blair’s mantra was ‘education, education, education’, Gibb’s was ’emulation, emulation, emulation’.

    But while rejecting the ‘blob’ term, the book does help one to understand how the moniker came to gain such currency. Gibb tells a story, for example, of how, as an MP and a member of the Education Select Committee, he was summoned to the ‘salubrious offices in Piccadilly’ of the Qualification and Curriculum Authority. Once there, the Chief Executive and Chairman demanded Gibb stop asking parliamentary questions about their work. It was an error of immense proportions – perhaps if they had known Gibb had circulated anti-communist propaganda in Brezhnev’s Russia, they would have had a better idea of how tough he is under the polite demeanour. Either way, the scenario served to remind Gibb not to back down in battles once he became a minister.

    One surprise in the book is the degree to which Gibb thinks his reforms have deep roots and are here to stay. He makes a persuasive case for this, especially in the Conclusion, when he notes how embedded and successful some multi-academy trusts now are. Yet his book also recounts how Scotland and Wales have in recent years moved in the opposite direction to England, downplaying knowledge in their school curricula (and suffering the consequences in international comparisons). So one-way travel is surely not guaranteed.

    Keith Joseph talked of a ‘ratchet effect’ in British politics and it might be too early to tell if the Gibb / Gove reforms are locked in or whether the pendulum could now swing back. What I saw after the 2024 general election from my vantage point of being a long-standing Board member of the National Foundation for Educational Research (NFER) gives me less confidence that educational policy is now settled. Despite Gibb’s belief his reforms will last, even he notes in passing the recent attempt to water down the freedoms enjoyed by academies. What is taught in schools, and how, will surely continue to be fervently debated and it is why HEPI has sought to focus minds in higher education on the important Curriculum and Assessment Review under Professor Becky Francis.

    The book is all about the pipeline to higher education but it is not really about higher education except near the end, where the authors take a look at teacher training. Those running university education departments were among the people who did not take Nick Gibb seriously while in Opposition or in Government and they too paid the price for it:

    ‘Of all the different sectors of the education establishment, university education faculties were – by a stretch – the most difficult with which to work. … the main message I received whenever I visited university education faculties was, as Jim Callaghan had been told 40 years previously, “keep off the grass”. Meetings I had usually consisted of being talked at for 90 minutes in a boardroom with no appetite or opportunity for discussion. If I, as a minister, showed any interest in what they thought, they would mistily invoke the virtues of “academic independence”, and insist the government had no place stepping on their hallowed turf.’

    At the very end of the book, Gibb bemoans the fact that, when it comes to ‘the evidence revolution in English education’, ‘university education faculties have been – with one or two exceptions – notable only by their absence’. And when it comes specifically to school teaching, Gibb regards universities as part of the problem rather than the solution. (So perhaps we should not be surprised that Gibb and Peal do not mention the short-lived attempt by Theresa May’s Government to get universities to sponsor academies.) As Universities UK prepare to release new research on public perceptions of higher education institutions, I was left wondering whether there might be lessons for how the higher education sector can best engage with Ministers and officials. 

    While Twitter / X may often be a sewer today, Gibb argues that various education bloggers and tweeters (often from the political left) played a vital role in shoring up his reforms, for example in helping Michael Wilshaw sort out Ofsted, who we are told ‘succeeded where Chris Woodhead could not.’ Gibb may point the finger of blame at those who pushed the ‘progressivist ideology’ that he has fought against but when it comes to A-Level grade inflation, for example, he does not limit his criticism to the Blair / Brown Governments, also complaining about his Conservative predecessors. Yet despite the ferocious attacks he was subjected to as a Minister, Gibb does not respond in kind, confident instead that his policies rested on evidence from the UK and overseas rather than polemic.

    This is a lengthy book and a very very good one, though it does not stop me wanting to know more about what Gibb thinks in one or two areas. For example, we surely do not talk enough about demographics in education. Yet it was the growing number of young people that was part of the reason why the Treasury and others accepted lots of brand new schools called ‘free schools’, just as it was the falling number of school leavers prior to 2020 which helped persuade the Treasury to remove student number caps for undergraduates in England. Gibb does acknowledge the impact of changes to the birth rate in boosting his agenda, but personally I would like to have read more than the single paragraph on page 155 about it.

    Churchill is said to have remarked, ‘history will be kind to me, for I intend to write it’. I kept thinking of this as I was reading the book, so it is perhaps too much to expect a deep dive into educational areas that the Conservatives failed to fix in their 14 years in charge. For me, these are: the educational underperformance of boys relative to girls, which does not merit any specific mentions; the current crisis in the supply of new teachers, which gets less than a page of dedicated text; and post-COVID truancy rates, which gets a paragraph and a couple of other fleeting mentions. But Nick Gibb is, and will rightly remain, one of the most important Ministers of recent decades – and to think he never even made it into the Cabinet.

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  • FIRE statement on UT-Dallas student newspaper distribution

    FIRE statement on UT-Dallas student newspaper distribution

    On August 26, 2025, UT Dallas got the full “Newsies” treatment after administrators banned newspaper racks from campus — the latest escalation in the university’s campaign against an independent student press. The Retrograde, UT Dallas’s independent student newspaper, was born after the school dismantled the official student news outlet, The Mercury, following its coverage of pro-Palestinian protests last year. On Tuesday, Retrograde staffers and a campus theater troupe donned newsboy caps and handed out papers across campus, kicking things off with a town crier (and UT Dallas alumnus) delivering the day’s headlines outside the administration building at 7:30 in the morning.

    The following statement can be attributed to FIRE Strategic Campaigns Counsel Amanda Nordstrom.


    Student journalists at UT Dallas are taking a stand after the university tried to silence them yet again. Banning newspaper racks is just the latest tactic in a disturbing pattern: censor the coverage, kill the paper, and now, block its distribution. But these students fought back with creativity, resilience, and the truth. FIRE stands with them.

    Public universities are bound by the First Amendment. Freedom of the press isn’t a courtesy — it’s a constitutional right. UT Dallas can try to shut down a newspaper, but they can’t stop the news.

    Now, after public pressure, UT Dallas claims it has reversed course on its full-fledged ban on campus newsstands. But don’t be fooled. Allowing access to just four distribution points after banning all 43 that existed prior is not a real reversal. It’s viewpoint discrimination wrapped in red tape. That’s not just wrong, it’s unconstitutional. And FIRE isn’t backing down. FIRE will stand with The Retrograde every step of the way, until their right to a free and independent press is no longer up for debate.

    Stand with us and tell UT Dallas Vice President for Student Affairs Gene Fitch to end the school’s censorship crusade and fully restore student press freedom on campus.

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  • 4-Year-Olds Now Eligible – The 74

    4-Year-Olds Now Eligible – The 74


    Join our zero2eight Substack community for more discussion about the latest news in early care and education. Sign up now.

    This story was originally published by CalMatters. Sign up for their newsletters.

    Break out the crayons and finger paint: Every 4-year-old in California is now eligible for transitional kindergarten.

    Fifteen years after a handful of school districts opened the first TK classrooms, California now has the largest — and fastest growing — early education program in the country. At least 200,000 youngsters will attend TK this fall, enjoying low teacher-student ratios, age-appropriate curriculum and plenty of music, art and circle time.

    “This really is something to celebrate,” said Carolyne Crolotte, policy director for Early Edge California, an advocacy group. “Now, there’s no question about who’s eligible and who isn’t. Everyone is eligible.”

    TK is meant to be a bridge between preschool and kindergarten, preparing 4-year-olds for the routine and expectations of elementary school while honing their social skills and self-confidence. In TK, children learn how to make friends, write their names and do basic math. Mostly, they’re supposed to fall in love with learning.

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  • Canada rejects nearly two in three study permit applicants 

    Canada rejects nearly two in three study permit applicants 

    Government figures obtained by The PIE show 62% of applicants were refused a study permit from January to July this year, with record-high volumes “raising urgent questions about transparency and application readiness,” said ApplyBoard.  

    Despite a decade of relatively stable approval ratings hovering around 60%, rates have plummeted to 38% so far this year, down from 48% in 2024 following the implementation of Canada’s study permit caps. 

    “It’s clear that Immigration, Refugees and Citizenship Canada (IRCC) is applying far greater scrutiny to new applications,” Jonathan Sherman, vice president of sales & partnership at BorderPass told The PIE, pointing to a “fundamental shift” in government processing.

     

    Data: IRCC

    Indian students – who comprise 40% of Canada’s international student population – have been hardest hit by soaring refusals, with four out of five Indian students receiving rejections in Q2 2025, according to BorderPass.  

    Stakeholders have pointed to a glimmer of hope in overall approval ratings rising modestly this spring, though without a “dramatic shift,” Canada will only reach one fifth of the government’s international student target for the year, Sherman warned.  

    With institutions bracing for severe declines, ApplyBoard analysis has found the most common reason for reason for rejection in 2024 was the perception by IRCC officers that students wouldn’t leave Canada after their studies, cited in over 75% of cases.  

    “While reviewers at IRCC understand that some future students hope to gain work experience in Canada after graduation… the extensive use of this reason last year suggests that many are perceived as having permanent residency as their primary purpose, instead of study,” stated the report

    Financial concerns drove three of the top five refusal reasons, after Canada more than doubled its proof-of-funds requirements from $10,000 in 2023 to $20,635 in 2024.  

    Specifically, in 53% of cases, IRCC officers said they were unconvinced that applicants would leave Canada based on financial assets, alongside doubts about insufficient resources for tuition and living expenses.  

    “While new policy caps played a role, our full-year data points to recurring applicant challenges, particularly around financial readiness and immigration intent that are preventable with the right guidance and documentation,” said ApplyBoard.  

    The report highlighted the continuing decline of unspecified reasons for refusal, following IRCC adding officer decision notes to visa refusal letters last month, which was welcomed as a much-needed step in improving transparency.  

    Other reasons for refusal include the purpose of visit being inconsistent with a temporary stay and having no significant family ties outside Canada.  

    The data comes amid a major immigration crackdown in Canada, with temporary resident targets included in the latest Immigration Levels Plan for the first time, which aims to reduce temporary resident volumes to 5% of the population by the end of 2027 – a year later than the previous government’s target.

    Many are perceived as having permanent residency as their primary purpose, instead of study

    ApplyBoard

    Approval rates are also below average for other temporary resident categories, but none so drastically as study permits, with just under half of all visitor visas approved so far this year, compared to a ten-year average of 64%.  

    After more than 18 months of federal policy turbulence, changing eligibility rules have likely contributed to the rise in study permit rejection rates.  

    Pressure to reduce IRCC backlogs and reach ambitious government targets could also be playing a role, according to immigration lawyers speaking to the Toronto Star. 

    As of July 31, over 40% of Canada’s immigration inventory was in backlog, including 56% of visitor visas, 46% of work visas and 23% of study visas, according to official data.  

    Following a swathe of new IRCC officer hires, Sherman said he expected to see improvements in consistency, though “processing backlogs may get worse before they get better,” he warned.  

    Amid the challenges, educators and advisers are doubling down on what applicants and institutions can do to ensure the best chance of success, with ApplyBoard warning that any incomplete or ineligible documentation can be grounds for refusal.  

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  • International students encouraged to sharpen their skills to stand out in UK job market

    International students encouraged to sharpen their skills to stand out in UK job market

    More than 600 international students studying across the UK came together at Queen Mary University of London last month for the second edition of Leverage Careers Day.

    While a record 758,855 international students were enrolled in UK higher education in 2022/23, a 12% rise on the previous year, rising employer uncertainty, growing graduate anxiety, and an increase in job scams have made students more cautious in their professional choices.

    The event saw students, who are now exploring opportunities in AI, data science, marketing, finance, and more, connect with top employers and industry leaders, to network, explore career pathways, and gain valuable career advice.

    “We saw a remarkable breadth of interest from students across a range of disciplines, with data science and AI standing out as clear frontrunners. Many were especially drawn to AI-layered roles in marketing, creative industries, finance, and healthcare,” Akshay Chaturvedi, founder and CEO, Leverage, told The PIE News.

    “At the same time, digital marketing and content strategy sparked strong interest of their own, driven by rising opportunities in the digital economy. Beyond these, students also gravitated towards specialized tracks for example in biotechnology, luxury management, automobile design, and culinary arts.”

    For many international students, a successful career has long been the ultimate benchmark of achievement, and in the UK, standing out is crucial, with a sponsored job often seen as the true return on their significant investment in tuition and living costs.

    Moreover, with over a quarter of UK employers unaware of the Graduate Route – which allows international students to work sponsor-free for up to two years but is set to be reduced to 18 months under the May 2025 immigration white paper and tied more closely to skill-based jobs – understanding the realities of today’s hiring market has become increasingly important. 

    “Employers aren’t just looking for textbook skills anymore — they’re looking for forward-thinking talent who can bring innovation to the table,” explained Lee Wildman, director, global engagement, Queen Mary University of London, who joined a fireside chat on mentorship, global exposure, and the skills needed in an ever-evolving world, alongside Chaturvedi and Rhianna Skeetes, international careers consultant at QMUL.

    “What ideas do you have to take an organisation to the next level? Be prepared to sell yourself – not just in terms of what you’ve learned, but in terms of how you think.”

    What excites me most is seeing students ask better, sharper questions about their careers – not just what job they’ll get, but how they’ll grow, how they’ll lead, and how they’ll stand out

    Akshay Chaturvedi, Leverage

    Adaptability was also highlighted as the “strongest tool in a student’s back pocket” by Jennifer Ogunleye, B2B communications lead at Google, who delivered a keynote urging students to look beyond job titles, and academic credentials, and focus on building a personal brand. 

    “There isn’t always a straightforward route into tech or any industry today – even those who were most in demand just a year ago are having to pivot,” noted Ogunleye. 

    “What matters more than ever is your personal brand: What are you passionate about beyond your job title? That’s what sets you apart from AI, from competition, from volatility.”

    The event also brought together organisations such as Publicis Groupe, Reed Recruitment, Hyatt Place, Ribbon Global, and GoBritanya, which offered insights into student accommodation services across the UK and Ireland, giving students exposure to careers across creative, corporate, hospitality, and FinTech sectors. 

    The Westminster and Holborn Law Society also provided guidance to aspiring legal professionals on navigating local and international career pathways.

    “Students today aren’t satisfied with just ‘getting a job’ anymore. They’re actively chasing careers that offer international mobility, cross-border exposure, and long-term growth,” stated Chaturvedi.

    “That’s a significant shift, and quite refreshing so, given how only a few years back stability was often the top priority. Now, they want to thrive in industries that are constantly evolving every single day, with technology, globalization, and new market needs at play.”

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  • How Higher Ed Marketers Can Reach the Modern Learner with Video

    How Higher Ed Marketers Can Reach the Modern Learner with Video

    Video Content Creation: Paid & Organic Strategies That Work 

    We’ve all seen the data: attention spans are shorter, competition for screen time is fierce and the Modern Learner expects a different kind of engagement. They crave content that’s authentic, dynamic and personal – and they’re scrolling past anything that feels like a generic ad.

    EducationDynamics’ latest Engaging the Modern Learner Report confirms this: while platform preferences vary by age and learning style, the one constant is a demand for immersive, visually rich short-form video content. Most students engage daily across multiple platforms, drawn to experiences that are as dynamic as they are informative.

    So, how do you cut through the noise and prove ROI in the digital environment that demands both innovation and efficiency? The answer is leveraging video marketing as a central pillar of your brand and reputation strategy to drive enrollment.

    Explore how to create a strategic video marketing strategy that not only captures attention but also nurtures students from first impression to enrollment.

    Why Video Marketing Works in Higher Education

    Video is a fundamental part of how people consume information and make decisions. In 2024, the average user watched a staggering 17 hours of online video content per week and that number continues to climb. For higher education, this means meeting prospective students where they are—on platforms like TikTok, Instagram and YouTube.

    These platforms are the new frontier for student recruitment, especially with the explosion of short-form video. With nearly 80% of U.S. consumers preferring to watch on their smartphones, the vertical format, quick entertainment and algorithmic reach of platforms like TikTok, Instagram Reels and YouTube Shorts make them ideal for grabbing attention in seconds.

    Marketers are taking notice of video’s power. Data shows:

    • 74% of video marketers say videos drive the most engagement on social media. 
    • Short-form video delivers the highest ROI compared to other marketing trends. 
    • It is expected to receive the most investment in 2025, especially in education, retail and tech industries. 

    Short-form video is one of the strongest tools in your marketing mix, capable of cutting through the noise and sparking genuine engagement. In a world where students spend 17 hours a week consuming video, grabbing even five seconds of their attention is a meaningful opportunity. The key is making that moment count.

    According to our own analysis in the latest Landscape of Higher Education Report, 35% of education website visits start with organic search—proof that discoverability multiplies the value of your video. When short-form content is connected to both organic and paid strategies, it doesn’t just capture attention; it guides students from first impression to enrollment decision.

    The Benefits of Video – Paid & Organic 

    Paid Video Content 

    Video ads stand out in crowded feeds. Unlike static images or carousel posts, video grabs attention through movement, sound and storytelling. With tools like Meta Ads Manager and TikTok Ads, brands can now target hyper-specific audiences with tailored messaging – delivered via immersive, full-screen video experiences.  

    Benefits: 

    • Higher click through rates than static ads 
    • Ability to tell stories, show product use, or highlight real people 
    • Increase brand recall by using audio, visuals and emotions together 
    • Great for retargeting campaigns, especially when optimized with engaging hooks and calls to action 

    Organic Video Content 

    Organic video content emphasizes authenticity and community. It’s less about polish and more about relatability — behind-the-scenes moments, student stories or candid campus life. These video marketing strategies build trust and long-term engagement, making them powerful tools for enrollment marketing and student recruitment.

    Why it works: 

    • Improves SEO by increasing time-on-page 
    • Boosts algorithmic reach on platforms like Instagram and TikTok 
    • Drives repeat engagement and builds emotional connection 

    Best Practices for Paid vs. Organic Video 

    • Keep it short. People are scrolling fast; we want to make an impact quickly. Every second is geared towards driving action. 
    • Brand quickly. Use your colors fonts and logo in the first few seconds. Viewers should recognize your brand immediately – even with the sound off. 
    • Include a CTA. Every ad should include a direct action: “Apply Now,” “Learn More,” or “Sign Up Today” 

    Building a Video Marketing Strategy that Impacts the Entire Funnel

    Video content marketing is one of the few tools that can guide a prospective student from first impression to enrollment decision. To maximize impact, institutions need a funnel built around higher education marketing strategies that meet students where they are.

    Awareness: Sparking Interest

    At this stage, students are just starting to explore their options and your goal is to spark interest.

    • Goal: Reach new audiences and build familiarity. 
    • Content: Short, shareable videos that grab attention quickly. 
    • Example: A trending audio track paired with clips of dorms, campus events and happy students. For a public university, this might be a 15-second TikTok showing the vibrant campus energy on a game day.

    Consideration: Standing Out from the Competition

     Now they’re weighing their choices and you want to stand out.

    • Goal: Educate and differentiate from competitors. 
    • Content: Program highlights, student success stories and value callouts. 
    • Example: A 30-second clip of a recent grad from your nursing program talking about how your clinical partnerships helped them land a job in a top hospital.
    • Pro Tip: EducationDynamics’ Engaging the Modern Learner Report shows that videos on TikTok and LinkedIn have a particularly strong influence on students’ school selection. Strategically placing content on these platforms ensures it reaches students at the moments that matter most.

    Lead Generation: Driving Action

    This is the moment to be clear and actionable.

    • Goal: Drive action. 
    • Content: Deadline reminders, application steps and clear, direct messaging. 
    • Example: A concise video ad titled “3 Days Left to Apply: Here’s How,” featuring a direct link to the application portal.

    The key is sequencing: sharing the right type of video at the right time, on the platforms where your audience is most active. When done well, a video funnel doesn’t just catch attention. It builds trust, nurtures interest and guides students toward taking the next step.

    Video Platform Tips & Attention Spans 

    Not all platforms reward video the same way and audience behavior changes depending on where they’re watching. To maximize results, adapt your video marketing strategy to each channel by tailoring both length and style. Here’s how to optimize:

    • Long-form videos perform well on LinkedIn. 
    • Reels and TikToks should stay under 30 seconds. 
    • On Facebook, the average attention span is 2 seconds – hook viewers immediately. 
    • Use captions for accessibility and to reach viewers watching without sound. 
    • Popular aspect ratios are 9:16 or 1:1. 
    • Use trending audio when relevant. 
    • Use engaging thumbnails and headlines. 

    A Word on Memes (for Organic) 

    Yes, memes. They might seem casual, but in the right context they can be powerful tools for connecting with students. Today’s learners are fluent in meme culture and meeting them where they are can make your brand feel more approachable and relatable.

    Memes are effective because: 

    • They feel familiar and fun 
    • They increase watch time and engagement 
    • They let you communicate messages (like deadlines or events) in unexpected ways. 

    When thoughtfully woven into your video marketing strategy, memes can add personality and make your institution feel more approachable — a subtle yet powerful way to support student recruitment. The key is staying on-brand and avoiding content that could be misinterpreted.

    Tools for Video Creation 

    • CapCut – Templates for quick, customizable videos. 
    • Canva – User-friendly, versatile, intuitive editing. 
    • Adobe Express – More advanced creative control. 

    If your university provides B-roll, use it—it instantly adds authenticity and grounds your content in your campus story. And before you hit publish, double-check each platform’s “safe zones” so headlines, calls-to-action and visuals land exactly where viewers can see them. Small details like this can be the difference between a video that blends in and one that captures attention.

    Performance Metrics to Track 

    Whether running paid or organic campaigns, success in video content marketing depends on tracking the right metrics:

    • Views – How many people are watching. 
    • Engagement – Clicks, likes and comments. 
    • Watch Time – Are they sticking around? 
    • Shares – A powerful driver of awareness.

    Investing in your video strategy is an investment in your future students. Modern Learners expect content that is dynamic, engaging and tailored to how they explore, evaluate and make decisions about education. Short-form videos and authentic storytelling aren’t optional anymore. They are essential for capturing attention and building meaningful connections.

    At EducationDynamics, our marketing and creative teams specialize in higher education marketing strategies that integrate video content marketing across channels to boost visibility, engagement and enrollment outcomes. Whether you’re looking for a higher education marketing agency to manage a comprehensive video marketing strategy or simply seeking inspiration from the latest video marketing examples, we help institutions connect the right message to the right student at the right time.

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  • Making PD meaningful in today’s classrooms

    Making PD meaningful in today’s classrooms

    Key points:

    As a classroom teacher and district leader with over 26 years of experience, I’ve attended countless professional development (PD) sessions. Some were transformative, others forgettable. But one thing has remained constant: the need for PD that inspires, equips, and connects educators. Research shows that effective PD focuses on instructional practice and connects to both classroom materials and real- world contexts.

    I began my teaching career in 1999 through an alternative certification program, eager to learn and grow. That enthusiasm hasn’t waned–I still consider myself a lifelong learner. But over time, I realized that not all PD is created equal. Too often, sessions felt like a checkbox exercise, with educators asking, “Why do I have to be here?” instead of “How can I grow from this?”

    Here are some of my favorite PD resources and experiences:

    edWeb

    edWeb is free to join, and once you’re in, you can dive into as many sessions as you want. The service offers a live calendar of events or on-demand webinars covering a range of topics. Plus, the webinars come with CE certificates, which are approved for teacher re-licensure in states like New York, Massachusetts, Texas, Pennsylvania, Arkansas, Utah, and Nevada.

    You can go deeper into the state-specific options with an interactive map. I also love the community aspect of the platform, as you can connect with peers and learn from experts on so many topics for all preK-12 educators.

    Career Connect
    This summer, I attended the Discovery Education Summer of Learning Series at the BMW facility in Spartanburg, South Carolina, for a day-long professional learning event focused on workforce readiness and preparing students for evolving career landscapes. It was an energizing day being surrounded by passionate educators. One standout resource we dove into more deeply is Career Connect by Discovery Education. Career Connect is within Discovery Education Experience and is available to all educators in South Carolina by the Department of Education.

    This is quickly becoming a priority tool in our district. With early access in the spring, we’ve integrated it across grade levels–from elementary STEM classrooms to our Career Center. The platform offers students live interactions with professionals in various fields, making career exploration both engaging and real. I witnessed this firsthand during a virtual visit with an engineer from Charlotte, N.C., whose insights captivated our students and sparked meaningful conversations about future possibilities.

    Professional Development Hub
    The ASCD + ISTE professional learning hub offers sessions on innovative approaches and tools to design and implement standards-aligned curriculum. Each session is led by educators, authors, researchers, and practitioners who are experts in professional learning. Schools and districts receive a needs assessment, so you know the learning is tailored to what educators really need and want.

    Tips for Meaningful PD
    With over 26 years of experience as a classroom teacher and district leader, I have participated in my fair share of professional learning opportunities. I like to joke that my career began in the late 1900s, but professional development sessions from those first few years of teaching now do feel like they were from a century ago compared to the possibilities presented to teachers and leaders today.

    Over these decades I’ve seen a lot of good, and bad, sessions. Here are my top tips to make PD actually engaging:

    • Choose PD that aligns with your goals. Seek out sessions that connect directly to your teaching practice or leadership role.
    • Engage with a community. Learning alongside passionate educators makes a huge difference. The Summer of Learning event reminded me how energizing it is to be surrounded by people who lift you up.
    • Explore tech tools that extend learning. Platforms like Career Connect and others aren’t just add-ons–they’re gateways to deeper engagement and real-world relevance.

    Professional development should be a “want to,” not a “have to.” To get there, though, the PD needs to be thoughtfully designed and purpose-driven. These resources above reignited my passion for learning and reminded me of the power of connection–between educators, students, and the world beyond the classroom.

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  • Do you live in a healthy media ecosystem?

    Do you live in a healthy media ecosystem?

    We are bombarded with information from news sites, friends, entertainment platforms and companies — through articles, messages, images, videos, ads and graphics. It can be difficult to know or even think about where the information is coming from. 

    Whether you realize it or not, this tsunami of information affects you: It shapes what you know about events, how you see the world and how you feel about people, issues and products. 

    In order to further understand big global issues such as climate change, and how it affects communities all over the world, it is helpful to understand how the media functions, what journalists do and how you can communicate about the climate crisis yourself. 

    The media can and, ideally, should perform a variety of critical functions in any society. It should: 

    • Keep the public informed of current events and issues; 

    • Foster informed debate and discussion on matters of public importance;

    • Hold powerful governmental and private actors to account. 

    Where media falls short

    In reality, the media often fails to do that in part because some foundational “building blocks” that keep media strong and independent have eroded. A World Bank How-To Guide on media development identifies five building blocks for a robust and independent media sector: 

    1. Infrastructure: Everything from transmission towers and cables, to news disseminators, to cell phone ownership should be publicly-owned or in a competitive landscape of corporate owners. 

    2. Professional Skills and Editorial Independence: A country must have enough journalism professionals trained to gather, produce and publish information according to ethical standards, and who are protected by law and policies from interference by governmental or business actors. 

    3. Financial Sustainability: Media organizations must have financially-sustainable business models that enable them to employ journalism professionals and fund the gathering, production and dissemination of news content. 

    4. Policy and Regulatory Environment: A country’s legal and policy framework must support and protect the gathering and disclosure of information, uphold editorial independence and protect journalists and their sources. 

    5. Civil Society and the Public: There must be a media-literate public, journalists’ unions and free press watchdogs to both protect the journalists doing their jobs and hold them to account for transgressions of ethical codes. 

    How healthy is your media ecosystem? 

    Many countries around the world lack some or all of the core building blocks of a robust media sector. As a result, the media content available in these countries is often poor, and the media fails to perform its good governance functions. 

    You can evaluate the state of the media sector in different countries by referring to a variety of online resources, including Reporters Without Borders’ World Press Freedom Index and the Media Ownership Monitor. 

    But even in places where the press seems to have a great deal of freedom, the media most people consume might be in the control of a very few corporate owners and some of those corporations are privately held by one person or family. 

    Can you think of some reasons why governments and families might have an interest in controlling the media? 

    The short answer is that owning media enables you to control the message. You can influence: 

    • What information is supplied; 

    • How much information is provided on any particular person, issue or topic; and

    • How the information is presented. 

    A sustainable media ecoystem

    In a sustainable media ecosystem both government and private media owners would fulfill the “good governance” functions discussed above: keeping the public informed, fostering debate and holding the powerful to account. 

    Media owners do this when they put institutional safeguards in place to ensure that the people it employs can report on issues without restraint or fear of repercussion. 

    This is essential because a journalist is the eyes and ears of the public. Few people have the time or energy or attention to keep an eye on all the things their government does or all the decisions corporations make that affect their lives. 

    That’s why historically people subscribed to newspapers and why people now follow news sites and journalists on social media. We rely on journalists to go out into the world to ask questions, observe what is happening and gather factual information to report it all back to us. 

    In practice, many media outlets fall short of this goal. 

    Profits and the press

    One way reputable media organizations protect editorial independence separating the editorial aims of the organization from its profit making function; the organization’s business operations don’t interact with the employees who produce its media content. That leaves journalists free to pursue important news stories, even if doing so could hurt the media outlet’s ability to sell ads or risks losing subscribers. 

    By doing this, the media organization builds and maintains credibility; It becomes a place where people come for information they can rely on. This information helps them make important decisions about their lives. Is it a good time to buy a house? Can they feel safe where they live? Will they be able to keep their jobs or find new ones? 

    Unfortunately, many media owners have found that it might be more profitable in the short term to focus news coverage in a way that pleases core audiences and advertisers. That happens when media consumers decide they will pay only for information that aligns with their beliefs and reject media that contradicts what they wish to believe.

    Ultimately, we have to think of the media ecosystem as a buffet you can go to for your meals. If too many people choose only the foods that satisfy their cravings for the sweet and salty, not only will their own health suffer, but the people who stock the buffet will start eliminating healthy foods altogether. What seems like a lot of choice in what you consume will end up as a lot of the same and none of it healthy. 

    So what can you do to support a healthier and sustainable media ecosystem? 

    Understand who owns the media you consume. Diversify the sources from where you get your information and seek out contrasting perspectives. If you can afford it, pay for subscriptions to outlets that have a record of independence. Support organizations that fight for a free and robust press. 

    As a consumer of media, you have power you can exercise. Media producers rely on you to read or listen to or watch what they produce. If you choose to do so, you support what they are doing. If you don’t, you tell them a different message altogether. 


    Questions to consider:

    1. What is a media ecosystem?

    2. How many information sites have you visited in the last three days? Can you list them? 

    3. Pick one of those sites. Can you figure out who owns it? Is that company based in your country?


     

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  • Broward County Public Schools faces enrollment drops, possible closures

    Broward County Public Schools faces enrollment drops, possible closures

    This audio is auto-generated. Please let us know if you have feedback.

    Dive Brief:

    • Broward County Public Schools announced plans to “address” 34 of its 239 schools for possible closures or consolidations during a Tuesday board meeting. 
    • The pending plans come at a time when the large Florida district is reporting an enrollment decrease of 10,360 students, a count taken 10 days into the 2025-26 school year compared to the year prior. The district’s total enrollment, excluding charter schools, was 188,002 on Aug. 22.
    • The district also reported in July that 58 of its schools were below 70% capacity, including 39 elementary schools, 16 middle schools and 3 high schools.

    Dive Insight:

    As the sixth largest school district in the U.S., BCPS is not immune to a national trend of districts facing enrollment drops amid declining birthrates and growing school choice options.

    In a May survey of current and former BCPS parents conducted by Hanover Research, the data found that about half of respondents — 53% — said they enrolled their children in a nontraditional schooling option because they wanted higher quality instruction. A third of families also cited smaller class sizes and another third indicated the availability of more programs. The district surveyed 8,983 parents who either had a child enrolled, formerly enrolled, or partially enrolled in a BCPS school.

    The top two reasons parents said they unenrolled their children from BCPS was because they were dissatisfied with the district’s education quality (26%) and they were concerned about school safety (24%).  

    Among those who previously had a child enrolled or partially enrolled at BCPS, 20% said improved teacher quality through professional development would have made them more likely to stay. Some 18% also separately said better support for students with disabilities, improvements on handling school bullying, or strengthened safety and security measures would have encouraged them to keep their child in the district.

    To retain families, the district is being advised based on the parent survey results to:

    • Track school climate and culture outcomes for improvements.
    • Offer more college and career readiness support.
    • Provide more support to teachers to improve the district’s education quality.
    • Tackle school safety issues and work to reduce bullying and harassment.

    An August analysis by Bellwether, an education nonprofit, warns that more school closures and consolidation could be on the horizon in the coming months and years due to declining enrollment — ultimately leading to strained school budgets. Bellwether estimated that the total loss in revenue from declining enrollment at the nation’s largest 100 districts could total up to $5.2 billion based on 2023-24 school enrollment. 

    Other large school districts recently weighing a number of school closures and consolidations as a result of declining enrollment include Atlanta Public Schools, Austin Independent School District in Texas and St. Louis Public Schools.

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  • What do enrollment declines mean for teacher shortages?

    What do enrollment declines mean for teacher shortages?

    Ongoing student enrollment declines and the end of historic federal pandemic aid are causing school leaders to take a hard look at their staffing policies as district budgets tighten. 

    Using pandemic-era Elementary and Secondary School Emergency Relief dollars, schools nationwide hired more teachers despite overall student enrollment dropping, said Marguerite Roza, a research professor and director of Georgetown University’s Edunomics Lab. 

    Now, however, districts are considering more school closures and consolidations as a result of enrollment declines and a surge of school choice options that parents are using to send their kids to private or religious schools. And as the national birthrate drops, these enrollment trends could struggle to rebound. 

    Are teacher shortages in the rearview mirror?

    Because some districts chose to hire despite declining enrollment, they are laying off staff or implementing hiring freezes and leaving open positions, Roza said.

    Consequently, the conditions used to generally describe the teacher shortage have “reversed,” Roza said. “It doesn’t mean that every spot has been filled. It’s still hard to recruit and fill positions in rural districts. High-poverty schools have always had a hard time. Math positions and special ed have always been more scarce.”

    The term “teacher shortage” is often used in a simplistic and rhetorical way that obscures the nuanced staffing challenges districts face, especially for certain STEM subjects and special education, said Thomas Dee, a professor at Stanford University’s Graduate School of Education. 

    In an analysis of student-teacher ratios nationwide between 2010 and 2022, Dee said that 2022 saw the lowest number of students per one teacher. The ratio fell from 16.4 to 15.4 in that 12-year period, he found.

    “There are many more teachers per students than ever before in U.S. history,” Dee said.

    A separate K-12 Dive analysis of student-teacher ratios in November 2024 also showed that 43 out of 50 states and Washington, D.C., had on average fewer students per teacher post-COVID-19 than before the pandemic.

    Navigating staffing amid enrollment challenges

    Arizona’s Deer Valley Unified School District is one district out of many nationwide facing enrollment-related budget hurdles as a result of declining birthrates and growing alternative schooling options for parents, said Curtis Finch, the district’s superintendent. Arizona was the first state to approve a universal school voucher program in 2022.

    Deer Valley USD’s enrollment shrank by 1.5% between the 2021-22 and 2023-24 school years, dropping from 33,303 students to 32,803, according to state data. 

    “We’re at the tip of the educational experiment,” Finch said regarding the impact of Arizona’s school choice policy on public schools. 

    Last school year, Finch said, the district had to cut about 50 positions — most of which weren’t backfilled because of local and state funding budget constraints.

    Still, he said, Deer Valley USD struggles to fill science, math and special education teaching roles. 

    What has helped with staffing issues, however, is the district’s two-year teacher prep program that trains anyone in the community with a bachelor’s degree to become a certified teacher through classes, training and working with a mentor. The grow-your-own program doesn’t require its graduates to teach in the district, but 95% of those who have completed the program do end up teaching at Deer Valley USD, Finch said. 

    About 160 teachers have gone through the program and filled in the district’s instructional gaps within the past three years, Finch said. 

    Other strategies that education finance researchers suggest for districts to consider in their hiring practices amid budget and enrollment challenges include scrutinizing their grow-your-own programs for a good return on investment, paying effective teachers more, firing ineffective uncertified teachers, and streamlining teacher certifications across state lines.

    If there were broad, generic teacher shortages, then the big solution for schools would be to make the profession more attractive to draw in more teachers. “But that’s not the issue,” Dee said.

    “The issue is hard-to-staff schools and hard-to-staff subjects,” which begs the ultimate question for Dee: “What can we do to get more high-quality teachers into the schools serving our most vulnerable students?”

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