The Two-Way Sell: Why Centers Need to Sell Themselves to Teachers, Too

When it comes to child care, most center leaders know how to sell their program — to families. You highlight your curriculum, the warmth of your classrooms, the qualifications of your staff, and the safety of your environment.

But here’s the truth we don’t talk about enough: you also need to sell your center to the teachers who make it all possible.

In a field where qualified staff can pick and choose where they work, the way you present your culture, communication, and leadership matters more than ever. Recruitment isn’t just about filling roles — it’s about attracting people who want to be there.

The Job Market Has Changed

The early childhood workforce has options. Many teachers are balancing multiple part-time opportunities, or exploring roles in adjacent fields that offer flexibility, faster onboarding, or fewer stressors.

So when a teacher applies to your center — or walks through your doors as a substitute — they’re asking themselves questions like:

• Will I be respected here?
• Will I have support when things get hard?
• Does this feel like a place that values me as a professional?

Whether you realize it or not, you’re being evaluated, too.

Selling Your Center Starts Before the First Day

The “two-way sell” begins long before a teacher joins your team. Every touchpoint — your job description, the tone of your interview, the first conversation at the door — tells them something about what it’s like to work with you.

Simple ways to make a strong first impression:

• Write job posts like invitations. Describe your values, your culture, and what makes your center a great place to grow.
• Make interviews feel like conversations. Ask teachers what they love about the work, not just whether they can close a ratio.
• Show your personality. Share stories of your team, photos from celebrations, or examples of how you support staff through challenges.

People want to join communities, not just workplaces.

The Sell Doesn’t Stop After They’re Hired

Just like families, teachers need ongoing affirmation that they’ve chosen the right place. That’s what turns a good first impression into long-term loyalty.

Keep “selling” your center every day by:

• Recognizing small wins — a thoughtful comment during circle time, a calm moment in a chaotic day.
• Communicating often and transparently — even when things get messy.
• Asking for input — and acting on it when you can.
• Encouraging professional growth and celebrating milestones.

These small acts build a culture of trust. And trust, more than any perk or policy, is what keeps teachers committed.

When Teachers Feel Proud, Everyone Feels It

The “two-way sell” doesn’t just help with recruitment — it strengthens everything else, too.

When teachers are proud of where they work, they talk about it. They recommend your center to other educators. They show up for families with renewed energy and confidence.

The centers that retain teachers the longest are the ones that understand this balance — knowing that while teachers serve families, leaders serve teachers.

The Tandem Perspective

At Tandem, we see this dynamic play out every day.

Centers that show care and respect for teachers — even substitutes — build reputations that attract more of the workforce.

By combining flexibility for teachers with reliability for centers, Tandem helps bridge that two-way relationship — creating environments where both sides feel valued and supported.

Because when teachers feel proud of where they work, centers thrive.

🧸 Crib Notes

Like Cliff Notes, but for child care:

• Recruitment is a two-way street — teachers are evaluating your center, too.
• Every interaction (from job post to first shift) helps “sell” your culture.
• Keep selling after hire with recognition, communication, and growth.
• Pride and trust turn short-term staff into long-term partners.
• The best centers know: you serve teachers so they can serve families.

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