By Shelby McIntosh
My husband and I just went through the difficult process of choosing a daycare for our toddler son. As any working parent can tell you, this process is not fun. How can anyone possibly provide your child with the kind of love and care that you do at home?
But if we both wanted to keep our jobs, we had to make a decision. In the end, we chose the daycare center that had the best record with the state, accredited teachers with a low turnover rate, a competent director, and parents and children of all backgrounds.
While we were optimistic about our choice, it wasn’t until I met the woman who would be my son’s teacher that I was sure we had made the right decision. She was loving and kind, and I felt an immediate connection with her. We bonded over what we loved most about living in Washington, D.C. (the diversity) and the least (the home prices!) and how strange it is when your students become adults and have babies of their own.
After 30 minutes, I felt that I knew her. We were beginning a very special relationship; she would take care of my son, and I was happy with that.
With this experience in mind, I started thinking about how parents of school-aged children judge the quality of their child’s elementary, middle or high school. At K12 Insight, we know from our work with school districts across the country that parents and school district employees usually rate the quality of their own school higher than the quality of other schools in the district or the quality of the district as a whole. We refer to it as “proximity to the source.” In essence, the more interactions an individual has with a school, the more connected they feel. And the more connected they feel, the more satisfied they are.
At K12 Insight we help superintendents and other school leaders build trust capital with their stakeholders — community members, employees, students and their parents. Similar to leaders in other fields such as medicine, politics and law, leaders in education often have to make difficult, unpopular decisions they believe will improve their school districts. Only when these leaders have enough trust capital can they make these difficult decisions and still maintain support from their stakeholders.
To build this trust capital, school districts and their leaders have to build relationships, and these relationships are only built through two-way communication. K12 Insight fosters this communication through surveys, focus groups and our newest innovation called Let’s Talk! These products and services connect school districts with their stakeholders, one conversation at a time, so that every community member, employee, parent and student is as satisfied with their school district as my husband and I are with our son’s daycare.