Running the school's social media channels that evening, the engagement was amazing. There were well over 20,000 Twitter and Facebook views on the evening alone, but the engagement levels were also much higher that usual, with praise for the school and the teachers on show - and over 40 new people 'liking' the school on Facebook as a direct response.
So, how can you do this? Here are a few suggestions, but please let me know if you have other ideas that you'd like to try.
1. Find out the great and interesting things about your teachers. Send out a short questionnaire to find out what your teachers have done in their careers, what they do outside of the classroom and what they see as the highlights of their work.
2. Spend more time with staff. School marketers should try to get to department meetings or just have lunch with a range of teaching and non-teaching staff to find all the fascinating stories that aren't always widely shared.
3. Create staff case studies. Use your findings from the first two points to find and profile a range of teachers at all stages of their career and capture their stories on video and in writing.
4. Share these stories in all your recruitment activities. Given the recruitment shortage in the UK at the moment, school websites need evidence that your school is a really good place to work - and the best evidence for this is examples of current staff who are enjoying their teaching and thriving in their careers. Michaela Free School goes further and profiles all staff!
5. Encourage and train your staff to raise their own profiles. This could be blogging, taking up roles with external organisations or becoming involved in the development of their subject.
6. Involve current and former teachers in alumni development. All schools will benefit hugely from strong relationships with former students, and while events may be organised by marketing and development staff, many students will enjoy hearing from and meeting their teachers.
7. Consider developing your own 'People' report. I worked with law firm CMS Cameron McKenna on their first report 12 years ago and it was a great way of bringing together a wealth of evidence from around the organisation that showed just how good it was to work there. Which school (or MAT) will stand out by being the first to do this?