In recent years, marketing, student recruitment, communications, and admissions teams have seized opportunities to prove their value for the long-term sustainability of their institutions. While this has been positive, the increased visibility and credibility of your teams have raised expectations for your output, often without corresponding resources.

Universities now face additional pressures from government policies, global competition for international students and increased operating costs. Rising living costs are also discouraging young people from considering university and looking more seriously at alternative options than in previous years. And looking ahead, the sector is going to need to be more collaborative and continue to increase its focus on value for money, equality and diversity, and high quality outcomes for students.

As a result, customer-facing teams in universities must adapt your work, broaden your skills, work smarter and stay motivated to meet increasing demands, often amidst budget cuts and restructuring.

While there are opportunities, our leadership training and conversations with leaders at universities across the UK have revealed a widening skills gap between directors and their direct reports, as well as at lower levels. This is increasing pressure on senior leaders during unprecedentedly tough times.

Internal training is failing to adequately prepare leaders for the complexities of such customer-focused work and managing internal stakeholders in a rapidly changing environment. Our research and experience shows that these leaders need to enhance their skills in strategic planning, change management, resilience, and influence.

To address this, Hayhurst & Co has partnered with Leader Connect to create an accredited leadership development course for aspiring directors, aimed at bridging these skill gaps.