Page 23 - ELG1801 Jan Issue 453

OF THE
At the Tavern, by Johann Michael Neder, 1833 OUT FEATURES & COMMENT
BOX

Why do language

school websites

become an out-of-

date version of reality?

Why do schools plough all their energies

into sexy brochures when customers are
all on the web, asks Richard Bradford

I’m perplexed. The internet has Brochures might provide
been having a significant impact everything required to convert
on society since the mid-1990s, an interested student into a
Sexual harassment is
certainly nothing new and it is now not unusual booking, but even the most
for people to sleep with their expansive print run and world-
iPhones under their pillows. But wide distribution effort will
They fear that no one will take them many language schools are still never reach the same potential
seriously and their future employment may be failing to recognise the potential audience. Agents also rely on
jeopardised. Most women will just rather not say of the World Wide Web. accurate up-to-date online
anything, and taking legal action is very rare. I just do not understand how information about schools in
People don’t want to be associated with you, language schools, colleges and all
and having someone well known and respected sorts of education providers take Many
in the industry call you a liar has a huge impact up weeks of valuable staff time
in terms of future job prospects. Perpetrators each year in discussions about language
and their allies undermine a victim’s credibility updating their paper brochures, schools are
and challenge their character. but do little to refresh the
So, it just becomes a vicious circle – website, other than changing the still failing to
harassment goes unreported and women dates and fees. recognise the
(and some men) suffer as a result, while the Sure, the brochure might potential of the
perpetrators continue their abuse. What do we travel the world and appear in
do about it? How do we make our industry a important agent offices, but the World Wide
safer place for everyone? How do we ensure that website is on twenty-four hours Web
our classrooms, training rooms and conferences a day, every single day of every
are safe places of teaching, learning and year. Surely that’s the thing to
developing? pour your heart and soul into, order to fill the blanks in their
Much like bullying, sexual harassment occurs to tweak and preen and get just knowledge and look professional
when the perpetrator has a position of power right, to optimise on a regular at the point of sale.
and control over the victim and knows they will basis? Is this you? Why not start
get away with it. So why don’t most education making site updates and the
More could be done by our teaching providers we encounter do expansion of your online
associations to support victims. People this? Why does the website information the ongoing task,
should feel that they are able to approach become an out-of-date version and make your brochure (if you
these organisations and not feel like they’re a of reality (updated rapidly for still need one) a glossy snapshot
nuisance. the BC inspection) when its of your comprehensive website?
Awareness needs to be raised in how to fundamental purpose is to act as
deal with these situations, and safeguarding a brutal selling machine? Why n Richard Bradford is MD of
training should be provided for all. Checks on do some schools leave it five Disquiet Dog Digital Agency
teachers, trainers and public speakers must be a years to fully update the website (www.disquietdog.com). Disquiet
requirement. even when they have a beautiful Dog also writes and delivers
content management system the ELT Digital Marketing
Varinder Unlu has worked in ELT for 26 which allows them to change Bootcamp run by British Council
years and is currently academic manager at Glion information at the drop of a hat? and English UK
Institute of Higher Education.
editorial@elgazette.com 41