Focused improvement starts with knowing how you are seen.

Why do parents and students choose your school? How do they see the school and is their image actually correct? Your image is all-important. Not only for the intake of new pupils, but also for the job satisfaction of employees. Project leaders Iris, Sofie and Laura of DUO-Onderwijs help schools strengthen their identity and build on their profile.

More and more schools commission an image survey. With such a survey, we map out how the outside world, as well as our own staff, perceive the school. We do this for a reason: an image survey provides insight and direction. It allows you to find out what the unique qualities of your school are and where areas for improvement lie. With a survey you see in black and white what is going well and what could be improved,‘ says Laura. This provides clarity. As a school, you can then focus on improvement.’

A good image survey gives a complete picture. ‘We look at different perspectives,’ says Laura. ‘How do staff and pupils experience the school? And how do potential parents and other external groups perceive the school?’

The study combines questionnaires with in-depth interviews. ‘It's not just about what people think, but also why they think it,’ Iris says. The questionnaires provide broad insights: you get an overview of general trends and opinions within a larger group. The in-depth interviews, on the other hand, provide depth: extensive, personal conversations give insights into motivations, perceptions and nuances. ‘That way, a complete picture emerges that helps to understand exactly what is going on.’

You would think: a school itself knows what its qualities and areas for improvement are. The opposite is often true, Iris, Sofie and Laura know. ‘It is surprising that employees often have a very positive image of the school, while the image from outside is disappointing. Or the exact opposite,’ Sofie explains. ‘By bringing the differences sharply into focus, you know exactly where the opportunities lie.’

These insights highlight why it is important to know your school's image well. Because a strong image has concrete benefits. ‘A positive image helps schools stand out,’ says Iris. Pupils and parents increasingly compare schools on atmosphere, range and performance. The image they have of a school often determines their choice of school. But image does not only influence pupil intake. It also affects the atmosphere within the organisation. ‘A positive image strengthens employees’ sense of community. It creates commitment within the school and contributes to job happiness.' Especially with the current teacher shortage, this is worth a lot.

Getting as much as possible out of an image survey does require a thorough approach. ‘Every study requires customisation. Iris says: ‘Every school is dealing with its own team, target group and situation. That's why we use basic questionnaires that we can adapt to the specific needs of the school. After the survey, we actively contribute ideas on how schools can interpret the results and apply them within their own context. Schools receive tools and suggestions for follow-up steps. How they shape them is of course up to them.’

Sofie illustrates this with an example: ‘Sometimes an old incident still affects a school's image. We then help develop a strategy to let go of that past and shift attention to positive developments. We want schools to know not only what they can improve, we think it's just as important that they know how they can make those improvements.’

An image survey requires time and attention. It is important for schools to involve different target groups. Iris says: ‘It can take time to involve external target groups, such as potential parents or prospective students. But it is essential to get a complete picture of how the school is perceived.’ Schools are not alone. ‘We are there to support schools. If the response rate is disappointing, we devise strategies together with the school to increase the response rate. For example, through targeted communication.’

In addition, schools should be open to feedback. The fear of critical findings makes some schools reluctant to commission an image survey. Iris understands. ‘It is understandable that schools are reluctant, but the results are not critical. They are concrete insights you can work with.’ Sofie agrees. ‘We often see that the results help schools discover their unique qualities and communicate them more clearly. That offers direction for communication, policy and profiling.’

‘Every school has areas for improvement,’ Laura stresses. ‘A survey clarifies these and provides tools to take steps. Schools that are willing to invest are building a stronger foundation and opening the door for improvement.’