It’s true: rankings play an important part in shaping a university’s reputation. When weighing up their options, prospective applicants often turn to the QS, Times Higher Education, or Financial Times rankings to understand how an institution performs in certain subjects and how it compares globally.

But rankings results only tell part of the story. An institution’s reputation stretches far beyond a number in a table. Students, parents, and professionals in the higher education sector are increasingly looking for more – whether that’s a school’s community impact, its industry-led ways of teaching, or the networking opportunities it provides.

If your goal is to set your institution apart in a busy market, growing its wider online presence is a great way to shout about the things you’re proud of.

Use real student stories to spread your message

Universities and business schools often attempt to attract prospective students with glossy brochures and branded merchandise. While these tactics may initially grab applicants’ attention, pretty soon the pens will be long forgotten, and the brochures tossed into the recycling bin.

What truly stands the test of time, then, are the real stories of students who have attended your institution. Everyone loves a success story, and prospective applicants want to hear from current students and recent graduates who have navigated genuine challenges, landed their dream job and had interesting experiences.

There are so many brilliant publications that are waiting to share these student stories. Higher education-focused trade press is fantastic for this. The websites attached to the rankings – QS TopUniversities, TopMBA, Times Higher Education; and publications like Study International, Business Because and MBA.com, are all looking for exciting student stories to feature. And these are all places students will look when applying.

Show the real impact of your institution

More than ever, students today want to know that they’re making a positive difference in the world. That’s why it’s essential to showcase all of the fantastic initiatives your school is running – and show prospective students how they could get involved.

Highlight the ways your institution works directly with the local community; share examples of research projects that solved a community problem, student-led initiatives that created social impact, or alumni giving back in meaningful ways.

By bringing these stories to life through interviews, case studies and op-eds, you can connect emotionally with prospective students while reinforcing your institution’s purpose and values.

Demonstrate the value of the education offer

At the end of the day, higher education is expensive, and potential applicants want reassurance that their education will deliver a strong return on their investment. Alumni success stories can help convey this, as well as student stories, which show prospective students what they will actually learn during their programme.

‘Day in the life’ videos shared on social media, as well as student-written articles and candid interviews, are great ways to showcase a glimpse of how students will be taught and what they might gain from studying at your institution.

If your school does something special when it comes to teaching, shout about it. Perhaps your school is particularly focused on challenge-based learning. Faculty interviews can be a great way to highlight this.

Encourage faculty and alumni to take part in media opportunities such as panels, podcasts, interviews and articles. Each piece of content you put out will reinforce your institution's identity while addressing the practical concerns prospective students actually have.

Shout about your faculty

Want to be featured in the Financial Times? Showcasing your faculty can be a great way to get your school featured in top-tier publications.

Your faculty is the heart of your institution. And as experts in their field, schools must ensure they are shouting about their expertise. This strengthens the reputation of the school and boosts the personal profile of faculty members.

There are so many ways faculty can get involved in media opportunities. An easy way to do this is to offer insights on topics that are trending in the media. Journalists are constantly on the lookout for experts to comment on specific topics.

It’s also useful to comment on newsworthy topics. For example, in the UK last month, we had the annual Budget, and hundreds of journalists were looking for quick reactions from finance experts. If you know a big event like this is coming up, it’s a good idea to let your faculty know that their expertise might be required and find faculty members who might be interested in commenting.

Authenticity and consistency

Building a strong online presence for your school isn’t a quick process. It rewards consistency. At BlueSky Education, we help business school and university communications teams pinpoint the relevant opportunities to improve their goals.

And yes, rankings will always have their place when students make a decision about where to study, but the wider reputation of an institution also plays a huge part.

By sharing authentic stories in the right places, amplifying faculty expertise, and celebrating community and values, institutions can build a digital presence that is a lot more compelling than a strong ranking position.

Author: Chloë Lane

Chloë was previously Content Editor for QS Top Universities and QS Top MBA, Chloë produced over 400 articles during her four years at the world’s largest international higher education network. With additional experience writing for trade media, she is also formally qualified with a Level 5 Diploma in Journalism from the National Council for the Training of Journalists (NCTJ).