Measuring the brand and professional happiness indices of Yessenov University

Since the 2021-2022 academic year, Yessenov University has been conducting an annual study titled “Brand Development Index” and “Professional Happiness Index in the context of the university’s activities”. It’s worth noting that these indices are relatively new in universities worldwide, with various forms implemented at institutions such as Harvard University (USA), the University of Cambridge (UK), the University of Amsterdam (Netherlands), the University of Melbourne (Australia), Yale University (USA), etc.

The primary aim of the study is to identify effective tools for brand development and achieving high levels of professional happiness for students and teachers at Yessenov University. Key concepts include the Yessenov Brand Development Index and the Yessenov Happiness Index, which assess the brand’s strength and the well-being of individuals within the university.

Approximately three thousand respondents from seven target groups, including students, faculty, graduates, parents, representatives of partner organizations, and residents of the Mangystau region, participate annually. The research employs both qualitative and quantitative methods, with data processed using IBM SPSS Statistics.

The results highlight trends in the university’s image and educational quality, providing insights into happiness indices. This information aids in identifying issues and adjusting the university’s educational policy. For instance, a comparative analysis shows positive trends in indicators like “Equipment of classrooms”, (73% and 80%), “Comfortable conditions for living in a dormitory” (69% and 75%), among teachers, “The level of remuneration” (65% and 75%), “The possibility of realizing personal potential in professional activities” (72% and 78%).

These improvements correlate with key projects, such as constructing a modern dormitory, enhancing classrooms, increasing salaries, and engaging young scientists in grant competitions. Addressing identified issues through management decisions can eliminate imbalances, enhancing the quality of life for students and teachers.

The experience gained in measuring brand and happiness indices positions Yessenov University to develop technologies for improving its rating, with potential scalability to other universities in the country.