Learn More: Leveraging Rankings to Boost Yield

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.
Learn More: Leveraging
Rankings to Boost Yield

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50% of U.S. College Students
15M+
Students* reached
52/48
% Female/Male
700,000+
Social media followers
*U.S. College Bound High School & College Students Source: Data as of December 2014. Other
sources include Google Analytics, Facebook, Twitter and Instagram
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18-24
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TwoYearsAgo:
we asked students to grade their school

“Just Graduated and Fumbling Through a First Job”
“Why millennials have a tough time landing a job”
“What’s an American degree worth?”
“To Reach the New Market for Education, Colleges have Some Learning to Do”
“America’s Youngest Workers Destined for Failure
AYearAgo:
we looked at recent grads’ job-readiness

WeDoThisBecausetheStatus Quo
IS NOT GOOD
Poor Outcomes. Insanely High Costs. Not Okay.
6

Today We’re Focused on
College Rankings
Harming Students & Institutions

College Students, n = 700
• Enrolled FT/PT in 4-year program
• Nationally representative*
• 43% male/57% female
Hiring Managers, n = 750
• Broad industries & job ranks
• Nationally representative
• 50% male/50% female
March 20 -27, 2015
Who did we talk to?
When did we talk with them?
*Data weighted to NCES norms
Research
Methodology
8

Sources: 2015 Social Admissions Report, Mythbusting Admissions 2015
Students’&Admissions’ViewsonRankingsAren’tAligned
9
16%
Teens say
that rankings
matter when
applying
72%
Admissions
Officers say
rankings matter
when students
are applying

Source: Cheggheads Panel, 2015
77% 12% 11%
StudentsUseRankings,ButDon’tKnowWhatTheyMean
(and in the competitive college admissions space, every edge matters)
Important
Neutral
Unimportant
Q: How important were college rankings when you were deciding where to enroll?
10

Source: Average monthly searches for “College Rankings” based on Google Adwords, March 2015
U.S. NewsisourFocus
because it is by far the best known
11

Institutions Incented toInvestTimeand Moneyatthe
expense of their values and students’ best interests
“Bucknell U. Admits To Inflating SAT Scores”
“Amid Ranking Scandal, George Wash. Official Steps Down”
“Tulane U.’s Business School Admits Sending
Bogus Data to U.S.News & World Report”
“Officials Reflect on Falsified Admissions Data”
3/30/2013
12/12/2012
1/16/2013
2/21/2013
12

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved. 13
“There is no question that
the system invites gaming…”
RICHARD FREELAND
Former President of Northeastern University

Nearly Everyone Believes Everyone Cheats
“More than 9 in 10 admissions
directors believe that other colleges
submit false reports. And only 7
percent believe that entities that
produce rankings have effective
systems in place to prevent such
fabrication.”
– 2014 IHE Survey of College &
University Admissions Directors
(conducted by Gallup)

CollegeRankings
harming students and institutions
Let’s be (de)constructive…
15

College rankings
driven by factors that
serve others
Benefit students
Benefit others
Benefit all
16
HS counselor & peer assessment • 23%
6 yr grad rate • 18%
Avg spend /student • 10%
Standardized test scores • 8%
6 yr grad rate vs predicted grad rate • 8%
Faculty Salary • 7%
Classes <20 students • 6%
Alumni donation rate • 5%
Freshman retention rated • 5%
Top X% of class • 3%
Professors w/ highest degree • 3%
Classes >50 students • 2%
Acceptance rate • 1%
Full time faculty • 1%
Student/faculty ratio • 1%

College rankings
Let’s look at
the top 7…
80%
Benefit students
Benefit others
Benefit all
17

*National U.S.
18
100k high schools, 16M students,
student to HS counselor ratio
is 500:1 nationally*
7% of ranking is HS Counselors,
16% is peer rankings
Rewards institutions that lobby others
WhyareHSCounselors
and peers most important?
How can HS Counselors assess national
colleges nationwide?
How can College Presidents, Provosts
and Deans assess competitors without
actually experiencing the school?
What does their ranking actually mean
anymore?
Why not ask employers, grad and
business schools about reputation?
They know the finished product best .

JAMIE RYDER
Campbell High School counselor
Smyrna, Georgia
“If caseloads were smaller, I could do a lot more….”
“We can help them, We just don’t know what their
issues are because we don’t see them.”

Is it a 4 year degree or isn’t it?
Measuring 6 year grad rates rewards
schools for systematically taking more time
(and money) from students
 Avg Student Debt Up ~3x since 1990
Let’s Reward Schools Whose Infrastructure
Actively Supports Faster Graduation Rates
In1990 CongressMade
6 year grad rates the norm?!

• Academic Support:
• Libraries, Museums, Galleries are included in
this category
• Instruction
• Research
• Big spends not applicable to most undergrads
• Student Services
• Includes admissions and registrar expenses
• Does NOT include spending on
Career Services
AvgSpending/Student
includes some broad categories*
(Source: US News http://www.usnews.com/education/best-
colleges/articles/2014/09/08/how-us-news-calculated-the-2015-best-colleges-
*Expenditure categories defined by National Center for Education Statistics
(Integrated Postsecondary Education Data System – IPEDS)
Financial resources: U.S. News
measures financial resources by
using the average spending per
student on instruction, research,
student services and related
educational expenditures in the
2012 and 2013 fiscal years.
Spending on sports, dorms and
hospitals doesn't count.

Dotestscoresreflect
instructional quality?
Scores reflect incoming class not quality of univ.
They are strong predictor of household income
Poor predictor of college or career success
Tells prospective students little about outcomes
Students are more than test scores!

Faculty resourcesare20% of
rankings
 Do any of these criteria move the needle on:
 Student access to required classes?
 Office hour availability?
 Instructional quality?
 Breadth and depth of curriculum?
The faculty measures are more a reflection
of professors’ length of service than it is a
measure of the quality of instruction.

What students care about
& what employers care about
(interestingly enough, they align)
WHAT SHOULD RANKINGS FOCUS ON:

Q: What are the main reasons you decided to go to college?
73% 71%
57%
43%
32%
Gain greater
earning
potential
Be ready to
work
Become strong
critical thinker
Get broad
general
education
Gain skills
employers value &
willing to pay for
Source: Improving Student Outcomes, Crux Research, March 2014
Get
employed
67%
Remember…
students go to college for jobs & money

79% 79% 78%
75%
72%
Source: Cheggheads Panel, 2015
Studentswant
rankings that predict real outcomes
Actual Costs vs
My Ability to Pay
Access to
scholarships
Access to
internships
Get a job in my
major in 1 year
Academic
support from
my school

Do they consider college rankings
when hiring recent grads?
WHAT ABOUT EMPLOYERS?

College rankings
are not important to employers
93% 7%
ImportantUnimportant
Q: How important is college rank in your campus recruiting decisions?
Source: Chegg Employers Study, 2015

Q: How important (very / extremely) is it for a recent college graduate to have each of the
following in order to succeed in their first job at your organization?
93%
86%
71%
65%
Source: Chegg Employers Study, 2015
Employerslookfor
communication & passion
Social Skills Passion for field
of study
Being
well-rounded
A degree from
any college

 Make rankings relevant
 Quit feeding the beast
Ranking criteria should be radically altered
 Free colleges from obsessing over rankings
Focus on what benefits students
 Educate students and parents to seek out
right school match
Whatshouldwedo
to improve student outcomes

It’stimetoRevisitRankings…
31READ: http://go.edu.chegg.com/Revisit-Rankings

If Google Can Deliver 3.5 BILLION highly customized rankings
(theyare called searchresults)per day to helppeople make
smarter decisions from buying a carto where they should have
dinner, do simple “one size fits all” rankings even have a place
that is remotely relevant in this world anymore?
BillPhelan
CollegeFactual

Can we do better?
33

Rankings &
Methodologies
34
• Over 500 Rankings
• Programs & Majors (>400)
• Diversity
• Veterans & Active Duty
• For International Students (Coming
Soon)
• Religious Affiliations
• Academics & Athletics
• For Returning Adults

Rankings &
Methodologies
35
• Dimensions
• Quality
• Value
• Earnings Outcomes (at Major Level)
• “Relatedness” of Programs
• Distance Learning (Online)
• Levels
• Top 1%
• Top 5%
• Top 10%
• Top 15%

Rankings &
Methodologies
36
• Based upon facts, not opinions
• Built on high quality public data
from over 40 sources
• Algorithms favor outcomes
and recognize results
• Results of over 50 million
PayScale surveys for early and
mid-career earnings….by
college…by major.
• Significant innovations in
developing rankings at the
majors and programs level.

Rankings &
Methodologies
37
• Cannot be “gamed”
• Aligned with student needs
• Aligned with employer needs
• Aligned with college needs
Provides a path for colleges to
start understanding their
strengths and how they are
different from their peers

• For Students
• Deep Insights Across Multiple Dimensions
• Discover Colleges Otherwise Overlooked
• Develop High Quality Options
• For College Admissions Team
• Expose Hidden Strengths
• Strong Differentiated Brand Messaging and Reputation
• Recruit Higher Quality Students
• Differentiate From Peers in a Competitive Environment
Next Generation Ranking Benefits

• Alumni Management
• Enabling Deeper Levels of Engagement
• Athletics
• Stress quality of academics and athletics by promoting your
standing in academics / athletics rankings
• Career Services
• Translate college’s strong program focus areas in ‘high-demand’ careers to
appeal to employers to aid student placement. (example: ‘Bio-Medical’)
Benefits for Other College Stakeholders

- Incoming student
test scores
- Peer Evaluations
- Job placement
- Earnings
- Degree completion
Rankings that matter
Focused on inputs Focused on Outcomes

Benefits
- Systematically Highlight your institution’s strengths
- News releases are “one time hits” and not enough
- Visually Powerful Graphics Are
Impactful & Memorable
- Start a “Sharing Program” In Your Campus Community
- Stronger Bond w/Alumni Community
- Distribute Badges Throughout College & Related
Websites at the Programs and Majors Sections
41
College Factual Badge Program

Only Available to Schools
Ranked Highly By Specific
Category:
Top 1%
Top 5%
Top 10%
Top 15%

Badges are Visual!
People do not like to read
Make a lasting impression with
prospective parents and students
Place it on the pages of the programs
ranked where it matters
Recruit students and alumni to share
in social media, etc.

Client Success

PATRICK FOSTER
USA TODAY
“Our audience has shown a tremendous interest in rankings, from
several angles, not the least of which is comparing and contrasting
institutions during their college search. The College Factual data-driven
rankings provide a fresh and relevant alternative to the other rankings
available from the mainstream media. We’ve also seen a tremendous
interest in rankings for sports, as well as religion, factors that are
important to students but don’t always receive attention from main news
sources."

• Badges are immediately available upon signing
• Easily Implemented with a single line of code
• Distributable across all mediums (web, social,
video, print, etc.)
• eBook provides extensive ideas for leveraging
the power of the badge to build recognition
• Ongoing tips and advice
Fulfillment, Deployment, and Support

THANK YOU!
Questions?

Benefits

Learn More: Leveraging Rankings to Boost Yield

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