The Chronicle of Higher Education recently did a story about people flocking away from careers in higher education. The pandemic has been a slog. Every time we think there is a light at the end of the tunnel, it turns out to be a train headed straight for us. In this time when people are re-evaluating their career choices, what can we do to help retain our staff? On the marketing and communications side, I think our social media staff are among the most likely team members to desire a career change.
Managing social media is hard during normal times. The folks who manage your digital communities are often the punching bag for disgruntled and unhappy students, faculty, staff, alumni, parents, and the community. When you layer a pandemic that seems to have no end on top of the everyday angst, you create a perfect storm of awful. Throughout the COVID-19 pandemic, our colleagues that manage digital communities have faced bitter criticism and often angry diatribes when communicating decisions over which they have very little control. After 18 months of being on the receiving end of hateful comments, it’s stunning that more have not walked away from their roles.