Beyond the Job Description: Lane Dussault’s Holistic Strategy for Attracting Great Teachers

Meet Lane Dussault. Former teacher, recruiter, and now Director of Marketing at Carney, Sandoe & Associates, where she’s helping schools across the U.S. attract and retain top teaching talent.

In this conversation, Lane shares how her team blends precision targeting with storytelling, how SEO and paid search are reshaping the funnel, and why she believes the best hiring strategies start with empathy – not job specs.

You were featured in the Attract 50 report for your standout approach to candidate attraction. What do you think sets your strategy apart?

To start, I’d say it really comes down to the team. I oversee a brilliant group of three recruiters, and we work in a pretty niche space: helping teachers find jobs across the U.S.

What makes our approach a bit different is that we focus on two things simultaneously. First, we run highly targeted recruitment efforts. We’re seeking out people who have deep subject-matter knowledge in areas like science, math, or the arts, and showing them how that expertise can translate into teaching.

But just as important is the storytelling side. A lot of people don’t initially consider teaching, especially outside of the traditional public school path, which can be complex to navigate. So a big part of our strategy is showing candidates that there are other ways into the profession – routes that align with their passions and experience, even if they haven’t followed the ‘standard’ path.

And behind the scenes, we’ve also built a strong digital candidate attraction engine. I’ve worked hard on SEO so our website performs well for organic traffic, especially when candidates are searching for teaching opportunities online. 

We also run targeted paid search campaigns through an external marketing partner who specializes in the education sector. That means we’re not just getting any traffic, we’re getting the right traffic. Together, these efforts mean that our messaging reaches highly qualified educators, whether they’re looking right now or just starting to explore.

How do you collaborate with your talent or recruitment team day to day? What’s helped make that partnership click?

Before I stepped into the Director of Marketing role, I was a recruiter myself. That shared experience built a strong foundation of mutual respect. When I offer guidance or feedback, it’s coming from someone who’s done the job and understands the day-to-day challenges they come across.

In terms of collaboration, we meet twice a week – once as a full team, and once one-on-one. Those individual check-ins are really valuable because they give us space to dive into each recruiter’s strategy, like who they’re targeting that week or how they’re engaging with candidates on platforms like LinkedIn, Indeed, or Handshake.
It’s that regular, personal connection that makes the partnership click. We're constantly learning from each other, and that’s been key to our success.

How do you help hiring managers or schools you work with understand their role in candidate attraction?

That’s a great question – and for us, it works a bit differently than a traditional staffing model.

At our company, we have a team of placement associates who are dedicated to working with schools. They're the ones who build those client relationships, learning exactly what each school is looking for in a teacher or administrator. On the flip side, our recruitment team (which I oversee) is entirely candidate-facing. So we’ve essentially split the roles: one team for schools, one for talent.

This division allows us to go deeper on both sides. We can focus on bringing in a wide pool of passionate, qualified candidates. Not for one specific job, but for a range of opportunities across multiple schools. Then we collaborate closely with the placement associates, who match those candidates to the right schools based on their needs and culture.
It’s about building a strong candidate pool and creating multiple potential matches – which ultimately helps schools see that attraction isn't just about a job description. It’s about being open to great talent when it walks through the door.

What does “great candidate experience” mean to you, especially when you're dealing with a large talent pool? 

We talk about this all the time, because for us, the candidate experience is everything. And it’s shaped by having two strong touchpoints throughout the process.

First, our recruitment team brings candidates into the fold. We onboard them, set clear expectations, and guide them through what the process will look like. Then, they’re introduced to one of our placement associates – who really dig into the roles we have available and help candidates understand what each school can offer.

This two-stage approach means candidates don’t feel like they’re being dropped into a black box. They’re supported throughout, from initial contact to final placement… especially important when they’re open to relocating or exploring a range of schools.

We also make sure communication flows both ways. Schools share what they’re looking for with our placement team, and candidates are encouraged to be just as open about their goals. That way, we’re facilitating matches that actually make sense for both sides.

Ultimately, a great candidate experience means being seen, supported, and clearly guided every step of the way.

You've been in your current role since mid-2023. Has your approach to employer branding shifted since?

Definitely. Even before I took on the role, I had my own ideas about employer branding from my time as a recruiter. But once I moved into this position, I quickly realized that our branding efforts need to serve two distinct audiences: the candidates and the schools we work with.

In that sense, we’re really marketing to two clients at once. That's fundamentally changed how I think about balance. It’s easy to lean too far in one direction, either spotlighting our candidate experience or focusing heavily on the schools. But the reality is, they’re deeply interconnected.

So my approach to employer branding has become much more holistic. I’m always thinking about how our messaging resonates with both sides, and how we can reflect the full scope of what we offer. Not just as a recruiter or a staffing partner, but as a connector of people and purpose.

Are there any common mistakes you see other hiring teams make when it comes to candidate attraction?

One thing I’ve noticed – and it’s something I really appreciate about how we do things – is that some tend to zero in on a single job match. If a candidate doesn’t perfectly fit the role they applied for, they’re often overlooked.

But when you’re a candidate, especially in a competitive market, you want options. You want to know someone’s in your corner, thinking beyond just one job.

What we try to do differently is take a broader view. When someone joins our candidate pool, we don’t stop at one opening. We think about all the opportunities that align with their strengths and interests. Even roles they might not have initially considered. That kind of flexibility not only improves the candidate experience, it also increases the chances of long-term success for schools and their teachers.

So if I had one piece of advice, it would be: Don’t box candidates in. Stay open. You never know where the right fit might be hiding.

Have you noticed any shifts in candidate behavior in recent years, and how has that shaped the way you engage with talent?

Definitely – especially in the context of the ongoing teacher shortage here in the U.S. (and I know it’s the same in the UK). Because demand is so high, we’ve seen a growing number of people assume they can walk straight into a teaching role without really understanding what makes a great teacher.

That’s meant we’ve had to get even more intentional in how we define the kinds of candidates we’re looking for. Degrees or certifications are great, but we’re seeking people who have experience working with students in any capacity. That could be tutoring, coaching, being a camp counselor, nannying, or even working as an au pair. We want people who are genuinely drawn to working with young people.

We’re also trying to reach those who are looking for more than just a job; people who want to be part of a close-knit school community. In many of the private schools we work with, teachers might also coach sports, lead music programs, or live on campus as dorm parents. That kind of involvement – and the soft skills it requires – often won’t show up on a resume, so it’s up to us to spotlight those elements in our messaging.

So we’ve shifted our marketing to show the full picture of what a teaching career at a private school can look like. That’s also where our SEO and digital strategy come in. We’ve invested in retargeting campaigns and paid search ads to ensure we’re getting in front of the right audience – people with the right motivations, not just the right keywords. It’s another way we’re shaping perception and guiding behavior in a thoughtful, strategic way.

Is there anything exciting on the horizon for your team this year or looking ahead to 2026?

Yes, a couple of big things!

We’re in the final stages of launching our brand-new website, which has been a major focus for me. It’s set to go live in June, and I’m really excited for it to better reflect who we are and how we serve both candidates and schools. It’s going to be a much more dynamic, user-friendly space for people to connect with our work.

We’re also expanding the support we offer schools beyond just candidate recruitment. That means creating value through professional development and thought leadership: things like webinars led by experts in independent education, or legal specialists who can speak to the evolving challenges schools are facing. It’s about helping schools thrive.

So between the new website and these added services, we’re really focused on growing our impact.

What do you do outside of work to switch off? How do you make time for yourself?

I’ve got a busy life outside of work, too! I have two teenage boys, so a lot of my time is spent just making sure their lives are running smoothly.

But when it’s not raining, I really love getting outdoors. Hiking, walking our dog – just being in nature and spending time with the people I love.

Lane and Carney, Sandoe & Associates were recently featured in the idibu Attract 50 report, spotlighting standout candidate attraction in staffing and recruitment. Download the full report for free.