I got a lot of email after my post arguing against the president’s proposed ranking system for colleges. And the most common question was, “What would you propose instead?” Fair question.
I don’t have any problem with colleges being held to standards. I can’t think of a business that charges money that shouldn’t be required to keep its promises. But I don’t believe that we should apply the same standards to every college. And I don’t think a new ranking system is the answer.
My solution is far from a comprehensive one, but here are a few ideas.
Colleges
1. Every college in the country should boycott the US News rankings and simply decline to participate.
Sure, US News will still harvest data from sources other than from the colleges themselves, as they’ve done for several years since Reed College first boycotted the rankings in 1995. But if every college president and dean of admissions banded together and just said, “That’s it—we’re out,” US News would have a much harder time substantiating their already flimsy ranking methodology. And the colleges could move away from marketing and admissions policies that serve the rankings far more than they serve the students.
2. I would love to see colleges truthfully answer basic questions like these (without the aid of an outside marketing firm):
- What does your school offer in return for four years of time and money? What promises are you making?
- What type of student will most benefit from that type of education?
- What are your expectations for your students? Tell them what they will need to do to get maximum value from their time spent at your school.
3. Follow the advice they give to students—just be yourself.
Colleges should be clear about what they’re good at and be honest about their weaknesses. They shouldn’t try to appeal to the masses; they should differentiate themselves and appeal to the students most likely to appreciate what they offer. Rather than rely on gaming the rankings system or on splashy marketing gimmicks, too many colleges are spending time and money in an effort to appear impressive. It’s time for more authenticity.
4. Slash the marketing budget and reallocate that money to providing a more remarkable experience for the students who are already there.
For students and parents
1. Don’t assume that simply going to college and getting a degree will catapult you to a better-paying job.
It doesn’t matter what you study or how prestigious your college is. You have to work hard while you’re there to create a remarkable college career. You have to take advantage of all the opportunities to help you learn, and to both discover and develop your talents.
If you spend four years playing video games and doing the minimum amount to get by, it’s not reasonable to blame your college if you don’t get a better-paying job after graduation. That would be like joining an expensive gym and half-heartedly working out (or not going at all), and then blaming the gym four years later when you haven’t made any physical gains. It’s not just about what the college promises—it’s whether or not you do your part to realize those promises for yourself.
2. Have open and honest conversations about the family college budget and what schools you can afford.
3. Use the net price calculator on each college’s website to estimate your cost of attendance.
4. Educate yourself on the best ways to save and pay for college. Here are the best sources I’ve found.
Financial aid
I really can’t add to or improve at all on these five recommendations from Mark Kantrowitz to change the system of financial aid.
Nobody has a quick and easy solution to the problem of college access and affordability. In the interim, don’t wait for colleges and financial aid offices to change. Be a savvy college shopper. Understand that what you do while you’re there is more important than where you do it. And don’t attend any college that stretches you beyond your financial means.