Improving college reputation can potentially impact both college choice and graduates’ early labor market performance. We study how one common practice to improve college reputation – colleges changing their names to signal higher quality – affects these two outcomes. Using a large administrative dataset from China, we show that colleges who change their names attract more qualified applicants, with larger effects among applicants who have less information about the college. These impacts persist over time, suggesting that name changes have self-reinforcing effects. To understand how name changes impact college graduates’ labor market performance, we conduct a resume audit study to estimate how listing a college’s new (vs. old) name affects employers’ recruitment decisions. We observe a small beneﬁt for new college names in most jobs, but a penalty in jobs with low skill and experience requirements, which is consistent with employers responding rationally to how college name changes affect student aptitude.
Education; information; labor market returns
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