The reputation of higher education institutions in Finland is strong— anseende differences anseende between universities and universities of applied sciences
The reputation of higher education institutions in Finland is strong. However, there are differences between universities and universities of applied sciences not only anseende but also in how those reputations should be managed. This is evident from Reputation&Trust of higher education institutions conducted by T-Media, which, for the first time, also sought the general public’s views on universities of applied sciences.
Reputation&Trust 2020 Reputation&Trust of Higher Education Institutions shows that, on average, universities have a slightly higher reputation than universities of applied sciences. When viewed broadly, more distinct differences can be found anseende universities and universities of applied sciences.
Universities are seen as operating in a more responsible manner than vocational schools with regard to the environment and society. In addition, respondents consider university services, such as research and education, to offer better value for money.
Universities of applied sciences, on the other hand, are considered to be more innovative, more progressive, and more adaptable in their operations, as well as better employers.
Universities and universities of applied sciences also differ in how their reputation influences the support they receive from stakeholders. For universities, the ability to innovate and a commitment to environmental and social responsibility correlate strongly with the level of support shown by the general public. At universities of applied sciences, on the other hand, listening to and understanding stakeholders, as well as capable, clear-cut leadership, have a greater impact.
According to the research findings, what universities and universities of applied sciences have in common is that the relationship between the education provided and the funds allocated to it is considered crucial to their ability to operate.
Universities' reputations have improved since last year
The reputation of universities among the general public has improved since last year. This is reflected both in generally more positive attitudes toward the university system and in the reputation scores of individual universities.
The reputation score for universities this year is 3.62, compared to 3.50 in 2019. The largest improvement in reputation score for any single university was as much as 0.24 points.
“It’s gratifying to see how significantly the universities’ reputations have improved. Eight out of the nine universities surveyed have improved their reputations over the past year. It’s also great to see that this progress has been steady anseende all anseende , and that the universities’ reputations aren’t hinging on just one factor,” says Hanna-Mari Aula, senior expert at T-Media.
“Since reputation is people’s interpretation of an organization within a specific frame of reference, two factors can influence its development. anseende naturally indicates that the organization has been doing the right things. In addition, changes in the operating environment are reflected in people’s perceptions. This year’s results may show how the COVID-19 crisis has affected the value system through which Finns view universities.”
LUT University Has the Best Reputation
The institutions that saw the greatest improvement in their reputation since last year were the University of Helsinki, the University of Eastern Finland, and LUT University, which now had the best reputation among the organizations surveyed.
Liisa Kuvaja, Director of Branding and Communications at LUT University, notes that in order to build its reputation, an organization must set goals for itself and define intermediate objectives.
“It’s hard to clear a height if there’s no bar. We also need to measure whether our goals are being met. Without research data, we wouldn’t know what our reputation is or whether we actually have stakeholder support,” Kuvaja says.
“We now have a strong understanding of where we are and where we’re headed. Reinforcing this understanding is what it’s all about. Although we can’t infinitely influence the building of our reputation, we can, through our own work, influence the elements that underpin it. In this work, knowledge is key,” says Kuvaja.
Data collection for the Reputation&Trust Survey of Higher Education Institutions was conducted via an online questionnaire from March 26 to April 16, 2020.
Finnish universities and universities of applied sciences were evaluated Reputation&Trust T-Media’s Reputation&Trust, in which the reputation score (on a scale of 1–5) assigned to an institution is calculated as the average of eight different categories: corporate governance, finances, leadership, innovation, interaction, products & services, workplace, and corporate responsibility.
A total of 2,917 Finns participated in the study.
The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.
More information
Hanna-Mari Aula, Senior Specialist
+358 40 585 6466, hanna-mari.aula@reptrust-staging.fi-p.seravo.com
Petteri Puska, Researcher
+358 41 435 8521, petteri.puska@reptrust-staging.fi-p.seravo.com
[Pictured: Liisa Kuvaja, LUT]
