GFO copywrite: development and testing of written and visual materials for recruiting STEM teachers

Abstract

There is a serious shortage of secondary science and math teachers across the United States. Part of this shortage can be attributed to a lack of research-based recruitment materials. To this end, we have developed written and visual materials for recruiting future teachers as part of the Get the Facts Out (GFO) project. We began by working with a marketing expert to develop tag lines, sentences, and other written material based on our research on perceptions of the teaching profession. Over the past year, we have tested these materials with faculty and students at several demographically and geographically diverse US universities. Our findings provide insights into optimal recruitment strategies and highlight the potential need for unique recruitment materials based on location, demographics, and target audience.