Companies need a high-performance corporate alumni network if they are to reap 100% of the benefits from their teams. This is particularly true for companies that want to optimise their recruitment, strengthen their employer brand and develop business opportunities. A well-designed alumni programme can transform former employees into important brand ambassadors. Here’s how Human Resources, Business Development and Marketing departments can benefit.
1. Human Resources
The alumni network is a strategic lever for Human Resources. Particularly in terms of recruitment, talent management and developing the employer brand.
Recruitment and boomerang employees
A well-managed alumni programme provides rapid access to qualified candidates, while reducing recruitment costs thanks to boomerang employees. In fact, companies with an alumni network report a 44% increase in retention rates for these talents. And they are often reintegrated into strategic positions at lower cost. A Harvard Business Review study also revealed that 46% of employees would consider returning to their former company.
Employer branding
An active alumni network strengthens a company’s reputation among potential candidates. According to LinkedIn, companies with an attractive alumni programme see a 6x increase in their attractiveness. This demonstrates the importance of this practice in large companies.
Links with colleges
Alumni play an essential role in recruiting new talent from universities. Their involvement in academic events strengthens the links between the company and future talent, making it easier to recruit young graduates.
2. Sales Development
Detecting opportunities
Alumni, through their new roles in other sectors, are often key points of contact for identifying business opportunities. The Employee Experience Advantage study (Wiley 2017) shows that 44% of new business includes alumni, demonstrating the importance of maintaining these connections.
Strategic partnerships
Former employees who have become managers or entrepreneurs facilitate the creation of strategic partnerships between their new companies and their former employers. For example, Bosch has capitalised on its alumni network to create networking events and develop collaborations on a global scale.
Entry point into new markets
Alumni working internationally are strategic entry points for expansion into new markets. By maintaining close relationships with these former employees, the company can penetrate new markets with reduced risk thanks to their knowledge of local dynamics. A company with an active alumni programme recorded a 2.8-fold increase in revenue per employee thanks to the connections maintained via this network.
3. Marketing & Communication
Strengthening the brand image
Alumni are often powerful brand ambassadors. A study shows that alumni who remain connected to their former company via an alumni programme are 5 times more effective as brand ambassadors than ordinary customers. They share their positive experiences on platforms such as LinkedIn, reinforcing the company’s reputation with a wider audience.
Increased brand awareness
Alumni are also involved in communication initiatives and campaigns, helping to increase brand visibility in the marketplace. According to Zuberance, companies with a strong alumni network experience a 10% increase in brand awareness.
Product feedback
Alumni can be a valuable source of feedback for marketing teams. Deloitte, for example, uses alumni stories and hobby clubs to engage its network of former employees, giving them an active role in testing and improving products and services.
Corporate Alumni: a strategic asset for business development
A well-structured alumni network becomes a real strategic asset for Human Resources, Business Development and Marketing. Thanks to these valuable connections, companies can strengthen their employer brand, develop new business opportunities and improve their reputation in the marketplace. With results such as a 44% increase in retention rates, a 6-fold increase in employer attractiveness, and a direct impact on new business generation, it is clear that alumni networks represent a worthwhile investment for any organisation.
Our Corporate Alumni contents
- Adecco, 10 years of success for its corporate alumni network
- How to capitalise on your corporate alumni network: the Forvis Mazars strategy
- Discover all the features of a successful corporate alumni network
