Why Student Voices Matter for University Reputation Management: IU International University of Applied Sciences

Higher education institutions have always been careful about cultivating an exemplary reputation. However, with applicants increasingly turning to various resources to decide where to study, integrating student and graduate voices into your university reputation management strategy is more critical than ever.

At IU International University of Applied Sciences (IU), the Student Relations and Community team, led by Louisa Schoenfeld (pictured), prioritises student and alumni success stories as part of their reputation management strategy.

The result is win-win for both students and the institution: applicants gain insights into real student experiences, and IU is able to find better-suited candidates for its programmes and bolster its reputation as a digital-led, distance-learning university.

University Reputation Management at IU International University of Applied Sciences

The COVID-19 pandemic drove many university applicants to consider hybrid and distance-learning degrees rather than a full-time, on-campus experience. As a provider of innovative online courses, IU consequently saw significant growth, from around 85,000 registered students in 2021 to over 130,000 in 2024.

“Offering core study programs in a digital learning format, with strong AI support, has been pivotal, particularly during the pandemic,” explains Louisa.

“During this time, many people sought opportunities to learn new skills, change career paths, or upskill, and our flexible, accessible education model allowed them to do just that.”

IU’s fast growth has led it to take a more proactive approach to reputation management. They use an online tool to monitor their online presence and track discussions across social media and other platforms.

“As a digital university with a strong online student community and locations across Germany, we naturally prioritise digital presence and awareness,” adds Louisa.

Prioritising Student Stories

Instead of focusing on other aspects of reputation management such as rankings strategies or large-scale brand campaigns, IU instead centres the student in their reputation management strategy.

“Rather than focusing on an individual reputation management strategy, we prioritise the success of our students and alumni,” explains Louisa. “We focus on showcasing success stories that align with our program offerings, highlighting the positive experiences of our students.”

In particular, IU capitalises on its unique positioning as an experienced provider of online degrees. For many students, a classroom-based experience isn’t possible, whether because of work commitments, financial concerns, or geographic considerations.

For example, IU partners with the German Olympic Sports Federation, allowing athletes with a qualifying high school degree to enrol in an online programme. One such athlete who has taken advantage of this opportunity is Lasse Lührs, who won a gold medal in the mixed triathlon relay at the Paris 2024 Summer Olympics.

Integrating Student Reviews into a University Reputation Management Strategy

Universities can use student reviews as part of their institution’s reputation management strategy in different ways.

For example, Louisa and her team analyse student reviews on third-party platforms like EDUopinions.

“Our students are our most valuable asset, and their feedback, including reviews, plays a crucial role in shaping our offerings and services,” Louisa says.

“We regularly engage with our students to gather feedback on their learning experience, particularly through their responses to success stories featured in our blog, Inside-IU,” she adds.

“This direct feedback helps us refine our approach and improve our offerings.”

In addition to improving the experience for current students, engaging with student reviews as a university reputation management tool can help prospective students better understand the benefits of a particular programme and whether it’s suited to their experience and ambitions.

“Ensuring prospective students find a learning journey that aligns with their goals is paramount,” says Louisa.

Tips for University Reputation Management

Not all universities use student reviews as part of their university reputation management. For many, there’s a broader focus on engaging with other institution stakeholders, including donors, sponsors, and senior management.

Louisa has a few tips for institutions wishing to harness the power of student stories. “The key is simple but powerful: engage with your students,” she says.

“Listen to their feedback, even when the solutions to their concerns are complex. Complex challenges often require complex solutions, but the effort is always worth it in the long run.”

At IU, the challenge is engaging with students from all around the world and on IU’s German campuses. To do this, the university relies on innovative technology.

“Provide students with a platform that encourages high-quality networking,” suggests Louisa. “Host seminars, live panels, focus groups, expert talks, and networking events. When you create spaces for connection and engagement, students will naturally become more involved in the community.”

Using EDUopinions Student Reviews for University Reputation Management

EDUopinions works alongside IU International University of Applied Sciences to develop its institutional reputation and guide students towards the right programmes.

As part of this campaign, EDUopinions helps IU collect independently verified student reviews, which are displayed on the university’s reviews page. By actively participating in review creation and responding to reviews—good or bad—on their profile, IU is part of an organic process of reputation building.

“EDUopinions offers a valuable platform for understanding how students learn, which aligns well with our goals,” Louisa says.