About the Episode
About the Episode: Eddie Francis is a champion for employer branding. The host of “I Wanna Work There” on Enrollify, Eddie has spent his career in higher ed marcomm leadership roles, and talent management, recruitment and staffing roles. Eddie brings a unique perspective to all things higher ed organizational culture, and one of the biggest killers of culture is silos. Eddie and Shane sat down to discuss how institutions can address silos within their organization, why silos are one of the leading causes of employee frustrations, and how they can impact an employers brand, recruitment and retention efforts.
Key Takeaways
- Silos Hurt Culture and Progress: Siloed environments lead to inefficiencies, duplicated efforts, and hindered collaboration, directly impacting institutional success.
- Leadership Sets the Tone: Presidents and cabinets must model collaboration and clear communication to foster a unified campus culture.
- MarCom as Educators: Higher ed marketers should embrace their role as educators and experts, helping campus stakeholders understand marketing strategies and trends.
- Employer Branding is Critical: Transparent hiring practices, professional development, and clear value propositions are essential to attracting and retaining top talent.
Silos and Their Impact
Eddie Francis brings a unique perspective from his background in both higher ed and the private sector, where silos are less tolerated due to the financial pressures of competition. In higher education, silos create inefficiencies and hinder collaboration, from duplicated events to conflicting priorities across departments.
Eddie emphasized that silos not only delay progress but erode trust and morale. This can lead to overspending, inefficiencies, and a fragmented campus culture, especially in critical areas like student recruitment, retention, and fundraising.
Shane and Eddie agree that silos in higher ed are often fueled by interpersonal conflicts or the “not my job” mentality. Breaking silos requires intentional leadership, diplomacy, and fostering collaboration across campus units.
Leadership as the Key to Collaboration
Eddie highlighted the vital role of institutional leadership in breaking silos. Presidents and cabinets must set a tone of collaboration and establish clear institutional values. Leaders must also actively foster communication between departments and create a culture where teamwork and trust thrive.
At institutions where leaders fail to model collaboration, silos persist, creating inefficiencies and frustration for staff. Eddie advises leaders to ensure that every decision reflects the institution’s values and goals, fostering a unified vision for the campus.
MarCom’s Role in Breaking Silos
Higher ed marketers are uniquely positioned to break silos through their work with various campus units. Eddie encouraged MarCom professionals to embrace their expertise and act as educators, helping stakeholders understand marketing strategies and trends.
Eddie also advised marketers to approach conflicts diplomatically, offering solutions alongside concerns to foster collaboration. He stressed the importance of empowering MarCom teams to take ownership of their expertise and educate campus partners on best practices.
Employer Branding in Higher Ed
Shifting the conversation to talent acquisition, Eddie discussed the importance of employer branding in higher ed. With 61% of higher ed employees considering leaving for the private sector, institutions must improve their hiring and retention practices.
Key trends in employer branding include:
- Dedicated HR Communications Roles: Embedding a communications expert in HR helps institutions craft compelling narratives for recruitment and retention.
- Revamped HR Websites: Transforming one-page HR sites into engaging talent hubs that reflect the institution’s culture and opportunities.
- Salary Transparency: Clear and upfront salary information builds trust and attracts the right candidates.
- Professional Development: Providing growth opportunities helps institutions retain top talent.
Eddie emphasized that institutions must shift their hiring mindset from seeking "Swiss Army knife" employees to building teams with diverse, specialized expertise.
About the Show: We hear it every day across campuses: “We need to be working more collaboratively.” The higher education industry is notoriously siloed, with colleagues struggling to connect, duplicating services or having disjointed messaging.
Breaking Silos aims to showcase the remarkable work of marketing professionals and their non-marketing colleagues from different departments across campus, who come together to achieve common goals, implement new initiatives, enhance the student experience, and foster better collaboration among teams.
Each episode features a marketer and their non-marketing colleague to talk about their partnership. This unique format will inspire marketers to try new things and connect with colleagues in new ways, while also allowing non-marketing professionals an inside look at some of the most collaborative projects in higher education marketing.
Connect With Our Host:
Shane Baglini
https://www.linkedin.com/in/shanebaglini/
About The Enrollify Podcast Network: Breaking Silos is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Visionary Voices: The College President’s Playbook and The Application with Allison Turcio.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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