learn more: leveraging rankings to boost yield

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.

Learn More: Leveraging Rankings to Boost Yield

supporting students from college search through careerScholarship

Matching

CollegeCounseling

Career Discovery

Internship & JobMatching

Rent or buy [e]textbooks

Transfer & Grad School

MatchingCollege

MatchingFlashcards

& Test Prep

HIGH SCHOOLCOLLEGE

POST COLLEGE

Tutoring Study Tools& Tutoring


75% of U.S. College Bound High School Students50% 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

Chegg Reaches

9MMonthly visits

71% 18-24

$500+ MSaved by students

6 MTextbooks delivered

190,000+Internships listed

10,000+Online Tutors


Two Years Ago: 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

A Year Ago:we looked at recent grads’ job-readiness


We Do This Because the Status QuoIS NOT GOOD

Poor Outcomes. Insanely High Costs. Not Okay.

Sources: 1 NY Federal Reserve; 2 Bureau of Labor Statistics; 3 Voice of the Graduate (McKinsey and Chegg); 4 National Center for Education Statistics 6


Today We’re Focused onCollege 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

ResearchMethodology

8

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.Sources: 2015 Social Admissions Report, Mythbusting Admissions 2015

Students’ & Admissions’ Views on Rankings Aren’t Aligned

9

16%Teens say

that rankings matter when

applying

72%Admissions Officers say

rankings matter when students are applying

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.Source: Cheggheads Panel, 2015

77% 12% 11%

Students Use Rankings, But Don’t Know What They Mean(and in the competitive college admissions space, every edge matters)

ImportantNeutral

Unimportant

Q: How important were college rankings when you were deciding where to enroll?

10

Confidential Material – Chegg Inc. © 2005 - 2015. All Rights Reserved.Source: Average monthly searches for “College Rankings” based on Google Adwords, March 2015

U.S. News is our Focusbecause it is by far the best known

11


Institutions Incented to Invest Time and Money at the 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 FREELANDFormer 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)


College Rankingsharming students and institutions

Let’s be (de)constructive…15


College rankingsdriven by factors that serve others

Benefit students

Benefit others

Benefit all16

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%













Classes >50 students • 2%

Acceptance rate • 1%

Full time faculty • 1%

Student/faculty ratio • 1%

College rankingsLet’s look at the top 7…

80%

Benefit students

Benefit others

Benefit all17









*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

Why are HS Counselorsand 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 RYDERCampbell 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.”



6 yr grad rate • 18%Avg spend /student • 10%




Classes <20 students • 6%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

In 1990 Congress Made6 year grad rates the norm?!




Avg spend /student • 10%Standardized test scores • 8%




• 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

Avg Spending/Studentincludes 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-rankings?page=4)

*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.





Standardized test scores • 8%6 yr grad rate vs predicted grad rate • 8%



Do test scores reflect 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 Salary • 7%Classes <20 students • 6%





Classes >50 students • 2%Acceptance rate • 1%

Full time faculty • 1%Student/faculty ratio • 1%

Faculty resources are 20% of rankingsDo 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

Students wantrankings that predict real outcomes

Actual Costs vs My Ability to

Pay

Access to scholarship

s

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 rankingsare 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

Employers look forcommunication & passion

Social Skills Passion for field

of study

Beingwell-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

What should we doto improve student outcomes


It’s time to Revisit Rankings …

31READ: http://go.edu.chegg.com/Revisit-Rankings


If Google Can Deliver 3.5 BILLION highly customized rankings (they are called search results) per day to help people make smarter decisions from buying a car to where they should have dinner, do simple “one size fits all” rankings even have a place that is remotely relevant in this world anymore?Bill PhelanCollege Factual


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 FOSTERUSA 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