It’s indisputable that reputation matters in the world of higher education. Some HE professionals even advocate that reputation, rather than rankings, should be a core component of strategic decision-making. But can you improve university reputation using student reviews?
The most prestigious university rankings integrate institution reputation into their methodology, with the QS World University Rankings giving academic reputation a 30% weighting. There are now university rankings entirely focused on an institution’s reputation.
Reputation influences prospective students, too—studies have found that it’s a core factor in student university choices. Strong reputation management can bolster student retention and help develop relationships with other universities and the private sector.
With so much relying on a strong academic reputation, it’s essential that institutions proactively work on strengthening their reputation among stakeholders, whether current students, prospective students, the wider public, or other key groups.
Here are six ways that institutions can improve their university reputation using student reviews.
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6 Ways To Improve University Reputation with Student Reviews
1. Encourage students and alumni to leave reviews
While some students will consider leaving a student review without prompting to gather the widest variety of reviews, it’s crucial that you advertise your student reviews platform. An external student reviews platform like EDUopinions is preferable to an internal one, which may be perceived as biased.
Offer a direct link to your review page in emails, social media posts, and university portals, or encourage students to leave a review as part of their graduation process or during alumni registration.
You might also combine course evaluations with a student review, allowing students to provide feedback on their overall experience in one seamless process.
Student reviews can also be used alongside online alumni forums or virtual town halls, encouraging students and alums to share their experiences and feedback on their university experience and courses. Follow up on these events by encouraging participants to formalise their thoughts in a review.
2. Respond to Reviews Effectively
An effective student review strategy requires institutions to respond to reviews. This allows universities to demonstrate their brand identity and proves that they are receptive to feedback and engaged in bettering student satisfaction.
So, establish a protocol for responding to both positive and negative reviews. Address negative reviews with empathy and provide constructive solutions or explanations where necessary.
Negative feedback shouldn’t be feared. Instead, use negative reviews to improve university reputation by creating success stories marketing campaigns, in which you can demonstrate where student feedback led to tangible changes or improvements on campus.
3. Monitor and Track Reviews
Tracking submitted student reviews and analysing trends enables institutions to see improvements in student satisfaction over time. Marketing teams can use this large-scale data collection to identify areas for improvement and adjust student recruitment strategies.
To monitor reviews, use spreadsheets, CRM platforms, or third-party review platforms that offer data analysis tools.
4. Integrate Reviews into Marketing Strategies
Consumer-generated marketing is valuable in the social media age, and student reviews are an extension of this principle. To get more value from your student reviews, incorporate them into marketing materials such as brochures, newsletters, and website content.
Regularly highlighting positive reviews on social media or other university platforms is another easy way to build your reputation. They can also be used to encourage other students who were on the same degree courses to submit their own reviews.
You could also use reviews as case studies or testimonials during open days, orientation events, or recruitment fairs.
5. Foster a Review Culture within the University Community
It’s not enough to suggest that students post reviews on your platform of choice. Universities must create a culture where leaving reviews becomes a norm.
Encourage professors and administrative staff to remind students of the importance of leaving feedback and establish partnerships with student organisations to promote the student review process as a way to improve the university.
6. Leverage Peer Influence
Students who leave the most positive reviews are ideal candidates to become student ambassadors. Chances are, they want to share their positive experience with more prospective students.
So, create campaigns featuring student ambassadors or respected alums sharing their reviews and create moments for prospective students to quiz these ambassadors about their honest experiences.
Within the university, student union leaders and club presidents can also use their influence to lead student review generation efforts.
Conclusion
Student reviews can be a crucial part of a reputation management strategy, but many institutions are still ignorant or dismissive of the benefits of student reviews.
By collecting and responding to genuine student reviews, institutions can gather feedback to improve and become an active part of the university decision-making process. However, universities can also use student reviews to enhance their reputation.
Although there is still a debate on whether students should be considered ‘customers’ within higher education, there’s no doubt that when students choose to go to university, they are making a purchasing decision.
Given the growing importance customers place on testimonials when making decisions (9 in 10 consumers say they consult reviews before making a purchase), it’s clear that universities that don’t engage with and cultivate student reviews may be missing an important factor in developing their reputation.
Additionally, by encouraging student reviews, institutions can improve their word-of-mouth reputation among graduates and prospective students, eventually appealing to more students.
So, if you’re not already collecting student reviews, consider adding this to your reputation management strategy in 2024.
EDUopinions will be at the EAIE Conference and Exhibition in Toulouse from 17-20 September.
Come and talk to us to find out how you can partner with EDUopinions to gather student reviews, improve student recruitment, and bolster your academic reputation.
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