Join DCPS: Recruiting teachers for the next generation

Nonprofit Digital Strategy, Website Design, Web Development

District of Columbia Public Schools Recruitment Website

For 100 years the DC Public School System has provided career opportunities for school teachers and resources for its 116 schools and 4,500 teachers. Join DCPS’s mission is to find passionate teachers to ensure all 50,000 students can reach their full potential.


  • Digital Strategy
  • Website Design
  • Website Development

The Challenge

Serving as the main recruitment arm for DC Public Schools, the Join DCPS website held many pages and videos, yet it lacked organization, navigation, and site structure, as well as inspirational content. Additionally, the DCPS website was missing key information, was not up-to-date, didn’t work on a mobile device, and didn’t showcase what schools and resources were available to potential teachers.

Another major challenge was that the site was created for teachers only and didn’t provide adequate information such as programs, incentives, or application details for principals or related service professionals.

The Solution

After extensive audience research, data analysis, and in-depth interviews, our team created a digital strategy to provide a streamlined pathway for educators to learn, apply, and join DCPS.

Our team leveraged the power of Drupal 9 and Pantheon’s Cloud Platform to deliver landing pages, videos, and interactive tools designed exclusively to improve converting visitors to applicants.

The new website allows both users and administrators to manage and create new content easily and track and monitor vital key performance indicators.

The Results

Alliance Interactive’s strategy resulted in an attention-grabbing redesign of the site, improved conversions, and eased administrative management of internal pages. The website, while only recently launched, has seen:

  • 679% increase in organic traffic
  • 1102% increase in page views

Interactive DCPS Schools Map

Alliance designed an interactive map to visualize the 116 DC Public Schools to prospective teachers. The tool helps identify schools by teaching incentives clusters, ward, and school type.