Celebrating People as a Marketing and Recruitment Strategy

When Elwood Robinson served as the chancellor of Winston-Salem State University, he saw an opportunity to celebrate the people who work hard to serve students. With the help of Jaime Hunt, host of Enrollify’s “Confessions of a Higher Ed CMO” who led marketing and communications under Robinson, WSSU created a brand ambassador program that started with the employees who had a passion for the university and the students. Robinson visited “I Wanna Work There!” to talk about why it was necessary to make faculty and staff a key part of the ambassador program. Robinson talks about folding employee engagement into the WSSU’s strategic plan, the importance of employee engagement for accreditation efforts, and why Historically Black Colleges and Universities can be models for successful employer branding efforts.

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Key Takeaways

• Engaged Employees Make the Best Brand Ambassadors: Empowering faculty and staff to embrace the institution’s mission creates a unified and authentic voice for branding efforts.
• Break Down Administrative Barriers: Inviting employees into leadership spaces and fostering open communication helps dismantle the “us vs. them” perception of administration.
• Celebrate Small Wins: Recognizing and celebrating achievements—no matter how small—builds morale, engagement, and a sense of shared purpose.
• HBCUs Are Exemplars of Community-Driven Branding: The unique history, traditions, and purpose-driven culture of HBCUs make them powerful models for creating strong employer brands.
• Equity Drives Excellence: Creating an equity-minded campus culture ensures that all students and employees feel supported and included, laying the foundation for institutional success.

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Why Winston-Salem State Was Poised for Transformation

Dr. Robinson’s journey to Winston-Salem State University in 2015 was driven by a vision for transformation. Having spent time at North Carolina Central University and Cambridge College, he recognized the unique opportunity to elevate WSSU, a historically Black university with a rich history and mission.

WSSU’s leadership had already begun dismantling traditional academic silos, creating a collaborative environment poised for innovation. Dr. Robinson saw the potential to take this work to the next level by focusing on equity, access, and excellence for students and employees alike. He was particularly inspired by the opportunity to serve students from under-resourced families and rural areas, many of whom faced systemic barriers but had immense potential.

His goal? To foster a culture of belief in the “genius” of every student and to unleash that genius through transformative opportunities like internships, high-impact practices, and a commitment to holistic support.

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The Power of Employee Engagement in Branding

One of the standout initiatives during Dr. Robinson’s tenure was WSSU’s brand ambassador program, developed by Jamie Hunt, former Chief Marketing Officer at the university. The program invited employees from all areas of campus to become active participants in sharing WSSU’s story.

Dr. Robinson emphasized that every employee plays a vital role in the institution’s success, from groundskeepers to faculty members. By empowering employees to feel valued and connected to the university’s mission, the program turned staff into enthusiastic advocates for WSSU.

This effort wasn’t just about marketing—it was about building community. Employees were invited to leadership spaces, like the chancellor’s office, where they were celebrated and included in strategic conversations. For many employees, this was a transformative experience, breaking down traditional barriers between administration and staff.

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Lessons from HBCUs on Community and Branding

Dr. Robinson highlighted the unique strengths of historically Black colleges and universities (HBCUs) in creating a sense of purpose and community. At WSSU, students and employees alike embraced the university’s history, traditions, and motto: “Enter to Learn, Depart to Serve.”

This shared sense of mission made it easier to engage employees as brand ambassadors. Dr. Robinson noted that HBCUs are not monolithic; each has its own culture and identity. However, they all share a deep commitment to student success and social change.

Dr. Robinson argued that HBCUs are uniquely positioned to lead the way in employer branding because of their strong sense of community and purpose. By fostering equity-minded cultures and celebrating the genius of every individual, these institutions create environments where employees naturally want to champion the brand.

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Accreditation and Employee Engagement

When asked about the role of employee engagement during accreditation visits, Dr. Robinson stressed its importance. Accreditation teams look for evidence that employees understand and support the institution’s mission, strategic plan, and quality enhancement efforts.

Dr. Robinson shared how WSSU prepared for its SACSCOC accreditation by ensuring that employees across campus were informed and engaged. Employees were not only aware of the institution’s goals but were also active participants in shaping and implementing them. This level of engagement sent a powerful message to accreditors about WSSU’s commitment to excellence and collaboration.

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The Way Forward: Creating a Culture of Celebration and Collaboration

Dr. Robinson concluded with powerful advice for higher education leaders:

1. Start with the Students: Keep students at the center of every decision, and ensure that employees understand their role in supporting student success.
2. Foster Equity-Mindedness: Recognize and address systemic inequities to create a level playing field for all students and employees.
3. Celebrate Success: Whether it’s a small win or a major milestone, take the time to acknowledge and celebrate achievements across the campus community.
4. Partner for Progress: Build strong partnerships with external organizations to enhance opportunities for students, and engage employees in telling the institution’s story to potential partners.

Dr. Robinson’s reflections underscore the importance of building a campus culture where everyone feels valued, connected, and inspired to contribute. For leaders looking to transform their institutions, his approach offers a compelling blueprint for success.

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About the Enrollify Podcast Network: 

I Wanna Work There is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam-packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Jeremy Tiers, Zach Busekrus, Jaime Hunt, Allison Turcio, Jamie Gleason, and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours.