Many of these rankings are very well respected, yet the metrics aren’t very compelling to anyone who isn’t an academic, much less a Gen-Z teen. ‘Research intensity’? ‘Academic services spend’? These rankings are far more effective at satisfying academic egos as opposed to grassroots student recruitment. For prospective students who are learning about their options of where they will live and learn for the next four years – these factors aren’t priorities on the list of considerations.

According to TSR’s Navigating Changing Options survey for 2024, only 28% of prospective students find their information from university rankings. Instead, they favor university websites, online forums and social media (amongst other sources). This all points in a specific direction – students want to read between the traditional lines. These rankings simplify the university experience into a few mere numbers and statistics, completely void of context, when the narratives worth telling extend far beyond this. Students want a deeper understanding of what makes an institution unique, so it’s no surprise they’re seeking a bigger picture elsewhere.

Telling the full story with targeted campaigns

Finding the right university is an individual endeavor, so personal experiences and anecdotes from peers are often the most powerful tool when it comes to student marketing, and ultimately – recruitment.

So what do students actually care about?

• Instead of focusing on student-to-staff ratios, try first hand stories from students about their favorite seminars or modules, professor dynamism or how they were assessed. A personal story about a particularly stand-out and inspiring professor or how a student’s time in the lab has persuaded them to pursue a Phd – all told through student generated content, is sure to have a deeper impact.
• Rather than simplifying graduate prospects into a meaningless statistic, showcase how students believe their university experience has prepared them for the world of work.
• Highlight the universities commitment to financial support by weaving real narratives of how students have received support from the university, instead of fixating on metrics like ‘spend per student score’.

There’s a reason why Youtube, TikTok and user generated content at large is having its moment. Prospects and students want real connections, real experiences, real stories.

University rankings are just one small piece of the wider puzzle that is the college experience. Sure, they do matter – but they aren’t completely determinative. A university can’t change where it sits in the rankings overnight, but it can change its messaging. To truly build brand recognition and awareness in the minds of the student market, institutions should embrace targeted, content driven digital campaigns that tell a more comprehensive story.

By showcasing real stories and experiences, universities can paint a more vivid and compelling picture – one that goes far beyond the numbers on a ranking table.