The Cover
Talking about reputation
What does reputation mean to universities and what does it entail?
By Julia Gilmore
According to the 2023 QS International Student Survey, 56 percent of respondents consider a high graduate employment rate the most important factor when assessing a university’s teaching quality.
Reputation. It’s a word that comes up time and time again when talking about universities. The definition can differ from person to person, from student to academic to employer. There is considerable overlap between all three stakeholders and all will influence how a university is perceived by those wishing to study there, who wish to work there (or collaborate on research projects), or who are making hiring decisions.
In the QS World University Rankings, reputation plays a huge role in how universities are assessed, with academic reputation and employer reputation used as key metrics. The academic reputation metric is the cornerstone of the ranking, making up 30 percent of a university’s final score, with employer reputation worth 15 percent of the score. That more indefinable metric, reputation among students both current and potential, is more subjective, as it depends a lot on brand identity, word-of-mouth, and other factors, such as how sustainable the university is perceived to be .
Academic reputation
By far the most important metric in the WUR, academic reputation is generally what people first think of when considering the reputation of a university. The results of this ranking are based on a survey sent to thousands of academics across the world, with respondents selecting their top domestic universities demonstrating academic excellence in their faculty area, their top international institutions in their faculty area, and their top institutions in their selected subject area.
The academic reputation of a university is crucial for several reasons, influencing the institution's overall success, the quality of its educational offerings, and its impact on students, faculty and society. The best scholars and researchers are drawn to universities with strong academic reputations, as these institutions provide a stimulating environment, ample research opportunities and better resources for professional growth.
A strong academic reputation is also essential for the strategic planning, with highly ranked universities able to leverage this reputation into attracting investment from outside stakeholders, ensuring financial stability and growth.
Academic reputation also drives more fruitful research collaborations and funding. A mainstay in the top 10 of the WUR, the University of Oxford, receives the most research funding in the UK, according to Research England figures, with last year’s top ranked global university, the Massachusetts Institute of Technology, receiving some of the highest federal research funding in the world. Universities with prestigious reputations are more likely to form partnerships with other top institutions worldwide, facilitating student exchange programs, joint research and international collaborations.
The location of a university also helps boost its academic (and, indeed, employer) reputation. Consider the fact that two of the consistently highest ranked universities in the world, Harvard and MIT, are both based in Cambridge, Massachusetts, making the area a centre for innovation, similar to the California Bay Area, home to Silicon Valley, with Berkeley and Stanford on the doorstep. This helps facilitate not only inter-university collaboration but also strengthening links with employers.
Employer reputation
For most, if not all, students, the primary motivation for undertaking a university degree is to stand out in a crowded job market. According to data from UNESCO, around 254 million students are enrolled in universities globally, a number that has more than doubled in the last 20 years. With more qualified students entering the workforce than ever before, employers are looking for differentiating factors to determine the most qualified graduates, often favouring those from institutions that they deem to have the best reputations.
The employer reputation index in the WUR is assessed by an annual survey sent to thousands of global employers, who, similarly to the academic reputation ranking, nominate 10 domestic institutions they view as being the best for producing relevant graduates, and 30 international institutions.
University reputation is important to employers for a number of reasons. It’s seen as a reliable indicator of a candidate's capabilities, work ethic and preparedness for the workplace, with a well-regarded university assumed to maintain high academic standards and rigorous selection processes, which can assure employers of the quality of education the candidate has received. Employers may also interpret the fact that a student has gained entry to a well-regarded university as proof of the candidate’s commitment to hard work and ambition, particularly in countries like the US where extracurriculars are a key component of the admissions process.
In addition, top universities are perceived by employers to keep their programmes aligned with the latest industry trends and technological advancements, ensuring that their graduates are well-versed in current practices and innovations. Well-regarded institutions often emphasise the development of soft skills such as communication, teamwork, leadership and time management, which are crucial for professional success. From a business perspective, the brand association of hiring graduates from prestigious universities can enhance a company's image and credibility. It signals to clients, partners, and stakeholders that the company values high standards and employs top talent.
A good reputation can also help universities leverage their connections with industry, such as internship opportunities and careers fairs to help prepare students for the workplace. Employer reputation is a key factor for students. According to the 2023 QS International Student Survey, 56 percent of respondents consider a high graduate employment rate the most important factor when assessing a university’s teaching quality. Employability is also very important for what course a student chooses to study, with 51 percent of respondents in the survey saying that the most important factor in choosing their course is that it leads to their chosen career.
Reputation among students
One of the biggest questions asked by potential students in higher education is: “Is university really worth it?” A 2023 Wall Street Journal/NORC study showed that 56 percent of respondents feel a degree isn’t worth the financial outlay, with those aged 18-34 having the most concerns. With this in mind, it is more vital than ever that universities ensure their reputation is strong enough to attract students who may be having doubts about their university education.
Alumni networks are a vital resource for universities hoping to boost their reputation among potential and current students. Not only can alumni provide career development opportunities for students by offering internships, job placements and career advice, but they can also help recruit potential students by participating in outreach programs, sharing their positive experiences, and highlighting the benefits of attending their former university.
Sustainability is becoming increasingly important for students, with 41 percent of prospective students actively researching universities’ environmental sustainability strategy or efforts before applying, according to the ISS. Consequently, last year QS introduced sustainability as a metric in the WUR, making up 5 percent of an institution’s final score.
A study published in 2021 in The Lancet showed that around 45 percent of 16–25-year-olds are suffering from climate anxiety, meaning it’s understandable that students would want to attend universities that are helping to assuage these fears. The sustainability metric used by QS in the WUR is based on the methodology used in the separate QS Sustainability Rankings, based both on the social impact and environmental impact of the university.
Research shows that prospective international students prioritise a university’s sustainability efforts over its location when choosing where to apply, reflecting widespread climate anxiety among young people. Top institutions like the University of California, Berkeley and the University of Toronto in Canada are integrating sustainability into their operations and academics, attracting students committed to a sustainable future.
The higher education sector is crucial in addressing the climate emergency through research and education. The Royal Anniversary Trust's Platinum Jubilee Challenge in the UK outlines strategies for universities to achieve net zero emissions, focusing on the built environment, travel, and supply chains. By embedding sustainability into their operations and research, universities can tackle climate challenges and attract like-minded students.
At the same time, students exploring higher education options should be cautious about basing their decision solely on reputation. It's essential to choose a university that aligns with their personal, academic and career goals. Factors such as public versus private institutions, location, academic programs, size, extracurricular activities and cost should all be considered. While a high university ranking or a renowned name can be appealing, the best education is found at a school that meets an individual’s personal, educational and financial needs.
