International Rankings - The Role of Rankings in Recruitment, Internationalization Strategy and Reputation Management - EURIE
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
International Rankings
The Role of Rankings in Recruitment, Internationalization Strategy and
Reputation Management
Michael Lubacz Lachyn Italmazova
Brand Director Brand Manager
General Manager – Europe & Middle East Lachyn.Italmazova@TimesHigherEducation.com
Michael@TimesHigherEducation.com
Branding
THE’s history
World Summit
Series World University
Rankings
1971 2019 Data
Editorial Intelligence Hiring Solutions
Why rank?
The university leader
“The university governing body has set very clear targets
about where they want the university to be internationally…
and [the ranking] that the governors asked us to map onto and
set our objectives with is the Times Higher Education World
University Rankings.
“Understanding where we are, where we are going and how
do we improve is central to our strategic objectives”
Steve Smith, vice chancellor, University of Exeter, UK
Why rank?
The university strategist
“There is no world department of education. They
are doing a real service to universities by developing
definitions and data than can be used for
comparison and understanding.”
Lydia Snover, Director of Institutional Research, MIT
Why rank?
The policy analyst
“The data collected for the THE World University Rankings
provide a useful set of indicators which enable us to
analyse the dynamics of higher education development and
to comparatively relate excellence to policies”
Dirk Van Damme, Head of the Innovation and Measuring
Progress Division (IMEP) at the OECD
Why rank?
The President
“The five BRICS economies represent 42 per cent of the
world’s population. They have a combined DGP of over
16 trillion US dollars. In this context, the Times Higher
Education… ranking is an acknowledgement of the
potential which exists in the higher education sector.”
Pranab Mukherjee, President of India
Why rank? Helping students to make informed decisions
Why rank?
Student agency research
• 45,000 internationally placed
students surveyed.
• International ranking/reputation
most important factor.
• 1 in 3 students used THE’s rankings
to help inform decision, more
than any other ranking system.
THE World University Rankings data sources
Performance data Reputation data Bibliometric data
Universities (via THE) Academics (via THE) Academics (via Elsevier)
Inclusion in THE World University Rankings Criteria for entry: have more than 1000 scholarly articles • From Elsevier’s Scopus database • Articles, reviews, conference papers, books • 150 per year (some scope for movement) Criteria for entry: be universal • We require activity in more than one of the subject area • No single subject more than 80% of staff Criteria for entry: teach at undergraduate level • Evidence of significant number of undergraduate students
THE World University Rankings methodology From foundations to methodology
Academic reputation survey
Reputation Survey 2018 at a glance
Conducted between January – March 2018
10,162 respondents
From 138 countries
To 2,468 institutions
132,250 votes castAcademic reputation survey
Reputation vote source and destination
How we ensure its accuracy
• We chose from the list of active researchers
in Elsevier’s Scopus database.
• We chose randomly.
• No “nominations” are permitted.
• We balance by geography.
• Using OECD/UNESCO data on the number
of researchers by country.
• Balance survey invites.
• Additionally weight responses.
Source
• We aim to balance by broad subject category.
• Free text entries are exhaustively evaluated. DestinationTHE World University Rankings methodology
THE World University Rankings methodology
“The most widely respected global ranking”
Louise Richardson, vice chancellor
University of Oxford
The calculation of the THE World University
Rankings has been independently audited by
professional services firm
PricewaterhouseCoopers (PwC).THE Innovation & Impact Ranking Vision – Sustainable Development Goals (SDGs) • Show how the Higher Education sector is working towards the UN Sustainable Development Goals • The Impact and Innovation Ranking is an opportunity to shine on aspects not covered in other rankings • Expect growth and development of the Impact & Innovation Ranking approach
THE Innovation & Impact Ranking Which of the following SDGs are the most relevant to universities? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
THE Innovation & Impact Ranking Building a ranking – from THE’s side • THE collects data for 11 SDGs in the first year. • Each SDG has a number of metrics associated with it • Universities may submit data to as many of the SDGs as they wish (minimum of 4) • This will always include 17 – Partnerships for the Goals
THE Innovation & Impact Ranking
How to participate and eligibility
• Firstly ensure that you have log on details for the THE Portal:
• Contact innovation@timeshighereducation.com
• Main rules:
• Teaches undergraduates
• Accredited
• But we will accept data from outside this group – may not be eligible for the rankings.
• Time period for the data: January 2017-December 2017
• Full methodology will be available for you from the THE Portal.
• Results shared at KAIST Summit 2-4th April 2019Research
Source: Elsevier SciValTrends – The rise of China
Source: Elsevier SciValTrends – The rise of China
Exhibit one (funding)
Rapid growth in budget
of the National Natural
Science Foundation of
China.
Funding has increased
360 times in 31 years.
Now stands at 28 billion
RMB (£3.2 billion).Trends – The rise of China
Exhibit two (quality of output at the top)
The number of publications of a selected entity that are highly
cited, having reached a particular threshold of citations received.
Source: Elsevier SciValTHE Data & Insights
THE Data & Insights
Media & Public Relations (PR)
According to research undertaken by the World 100 Reputation Network who surveyed and interviewed
academics who had completed reputation surveys, “many
cited news and online media as
how they had heard of universities that had impressed them”.Branding
“What matters most is
how you see yourself…”Branding
Branding. “Whenever the target audience of an
organisation faces a choice of alternative
It’s what you stand for. competitors, branding is incredibly important
for justifying price, avoiding commoditisation,
• It should differentiate you. attracting and retaining talent, and ultimately,
resisting rivals.”
• It should be authentic.
Ian Pearman, chief executive, Abbott Mead
• If you don’t do it, it will Vickers BBDO
be done for you.Branding
Brand distinctiveness is very difficult!
“START HERE. GO ANYWHERE.”
“START HERE. GET THERE.”
“GOING ANYWHERE STARTS HERE!”Branding
Brand distinctiveness is very difficult!
Typical university marketing collateral showing students of mixed diversities and green trees.Branding
Brand distinctiveness is very difficult!
Typical university marketing portraying university research with scientists in lab coats.Branding
Brand distinctiveness is very difficult!Branding
Brand distinctiveness is very difficult!Branding
Research Focused ads
• Promote your specific research strengths.
• Celebrate your faculty and their work.
• Talk about the impact of your research –
how is it making the world a better place?
• Keep it relevant and engaging.Branding
Sell your destination.
• Selling your destination is just as
important as selling your product.
• Will academics be willing to relocate
their families?
• Why should students be excited about
studying and living in your region?
• What cultural experiences are available?
• Every city/country in the world has
something unique to offer. Promote
what you’re proud of.Case study Qatar University - Qatar Qatar University has worked with THE since 2015, and have run large-scale branding campaigns across multiple formats and platforms. In addition to this, Qatar University has also hosted THE thought- leadership Summits, and engages in THE’s consultancy and data services to support their strategy for institutional advancement. In 2016 Qatar University were ranked between 601-800 in the WUR and 90th in the Emerging Economies ranking. Currently, they are ranked between 401-500 in the WUR and 35th in the EE ranking.
Case study
Case study The government-led 5-100 project’s goal is to maximise the competitive position of a group of leading Russian universities in the global research and education market. The 5-100 project partners with THE to build awareness around the initiative, as well as to provide support directly to its participating universities in the areas of internationalisation, engagement, research, education and reputation.
Case study Since its inception, the 5-100 group of universities have significantly outperformed the average of Russian universities in attracting an unprecedented number of international students, international talent, partnerships and global recognition
THE Reputation Case study
1897 24,878 6,843
ZHEJIANG UNIVERSITY Founded Undergraduate students International students
A LEADING UNIVERSITY IN ASIA $638.2M 28,795 3,500
Research funding Postgraduate students Academics
2015 WUR = 301-350
2019 WUR = 101THE Reputation Case study
2016
5,755 media mentions
The box and whiskers plot on the left reflects ZJU’s
performance in the teaching and research reputation
metrics in the 2016 THE World University Rankings. Above,
is their media mentions (blue) over the same ranking
period. Note that the chart caps at 400 mentions, and
totals 5,755 media mentions over that 12-month period.
There are zero social media mentions (green).
Reputation data is sourced from the THE DataPoints platform.THE Reputation Case study
2017
8,892 media mentions
In the 2017 THE World University Rankings, ZJU improved
there teaching and research reputation metric scores by
approximately 12 points each. During this time, their
media mentions also increased to 8,892, with a cap of 500
on the chart above. This is an increase of over 3,000 media
mentions over the same period last year. There are still
zero social media mentions at this time.
Reputation data is sourced from the THE DataPoints platform.THE Reputation Case study
2018
10,320 media mentions
In the 2018 THE World University Rankings, ZJU again
improved their teaching and research reputation metric
scores significantly to reach a score of 50, overtaking a
number of their benchmark peers in the process. Their
media mentions also increased to 10,320 for the year.
There are still zero social media mentions at this time.
Reputation data is sourced from the THE DataPoints platform.THE Reputation Case study
2019
20,838 media mentions (6,136 of which from Social Media)
In the current 2019 THE World University
Rankings, ZJU improved their reputation metrics
further and overtook even more peers. This
advancement is in line with their much stronger
media and brand awareness, which now caps at
800 in the chart above, at 20,838 total mentions.
This also includes 6,136 mentions from Social
Media which ZJU had begun to adopt actively.
Reputation data is sourced from the THE DataPoints platform.THE Reputation Case study
In 2013, Zhejiang University’s media
coverage was primarily isolated in
China and the US (making up just
over 70% of all media mentions).
In 2019, Zhejiang University has a
much wider global footprint,
resulting in greater awareness
around its excellence and its brand
amongst key HE stakeholders
(students, parents, academics,
researchers, industry, government,
leadership), around the world.THE Reputation Case study Examples of media run with THE
THE Reputation Case study Website up to 2018 did not give the impression of an innovative, leading Zhejiang’s current website does reflect a modern, world-class university. Its content wasn’t prioritised correctly, optimised for search university. The content is intuitive, engaging, optimised for search engines or particularly engaging, compared to other top-tier unis. engines and it reflects Zhejiang’s excellence.
THE Reputation Case study ZJU have become increasingly more proactive on Social Media, which has helped with their engagement with students, academics and researchers, globally.
THE Reputation Case study
Zhejiang University - China
Below is a testimonial from Zhejiang University following their successful consultancy
session with THE, across data and branding:
“We really appreciate THE’s support in
helping ZJU understand more clearly what we
need to do to improve, to finally become a
world-class global university.”
Mr YE Min
Deputy Party Secretary, Zhejiang University
Zhejiang University have recently committed to extending their partnership
with THE for another 5-years, across DataPoints, branding, student
recruitment and consultancy.Reputation and University Performance
High-impact
research
Government
Talent
agencies
Competitors Partnerships
Mass media Advertising
Reputation
Parents of
PR
students
Alumni Faculty
General
Community
public
Consultancy@timeshighereducation.comMichael Lubacz
THANK YOU. Brand Director
General Manager – Europe & Middle East
Michael@TimesHigherEducation.com
Lachyn Italmazova
Brand Manager
Lachyn.Italmazova@TimesHigherEducation.comYou can also read
