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Independent schools today are operating in a climate of shifting expectations, financial pressures, political interference and heightened competition. Where once reputation and tradition alone could sustain healthy enrolment, schools now face headwinds that demand a more proactive and strategic approach to positioning themselves in the marketplace. We've only got to see the stories of closures of long standing institutions to see how challenging the sector is right now. Marketing, certainly when I first started in schools recruitment, was once seen as peripheral or an add-on to someone else’s job description, but over the years has now moved firmly to the fore.

Student wellbeing has become much more of a staple inclusion into the fabric of schools than I can ever remember from my own school days. It does seem however, that staff wellbeing is just slightly behind that curve and although I see examples everyday on job specs about the wellbeing support in place, I also hear too many stories from candidates saying how the reality feels very different.

Recently, the Director of Education is emerging as a pivotal position in both independent and academy schools. What does this role actually involve and what are schools typically looking for when they recruit for it?