Elements of Enterneering®/People/Alumni
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It is impossible to imagine educational institutions without alumni. They often uphold traditions that go back decades. The origin of this term comes from Latin. It originally referred to the graduates of boarding schools. Later, its usage extended to a wide variety of educational institutions. Today, alumni networks are prevalent worldwide and connect millions of people. It is evident that such networks have also formed in other organisations or institutions where people have spent a significant part of their lives together. Such alumni organisations exist in many companies, in which former employees share common topics, maintain contacts or exchange interests and information.
For entrepreneurs, alumni are relevant in different ways. Firstly, they maintain their own networks and contacts that originate from their previous professional experiences or educational institutions. The value and advantages of maintaining such alumni vary, ranging from preserving and nurturing personal memories and emotions to leveraging valuable contacts and amicable relationships for business purposes. In this respect, the benefits and significance of alumni have retained their value for many people over a long period of time.
For companies, alumni organisations are a useful and sometimes valuable addition to their people management, marketing or sales strategies. In this way, experiences, values and connections can be cultivated far beyond the active employment period. For example, in the German technology company Siemens, the term 'Siemensians' is a firmly established identity term for all current and former employees. It conveys a sense of connection across time, language and national borders. Individuals who share this common experience find it easier to engage in collaborative dialogue, and it is usually accompanied by a strong sense of loyalty to the company, its products and its culture. Companies that actively manage and maintain such networks and traditions thus invest in the image, loyalty, potential door openers, future and current consumers, as well as valuable multipliers.
Alumni are important pillars of employer branding. They contribute significantly to the impressions people form about a company through reviews, social media posts and interactions with friends. It is also important to note that in labour markets with scarce and expensive labour, alumni can serve as an active sourcing element. With a good alumni network, one has recourse to the network’s expertise. Alumni can serve well as a complement in outplacement to support departing employees during job transitions.
Care for individual alumni can also be highly effective in marketing, sales and procurement. In an age where networking, knowledge and sourcing are essential elements that determine competitive advantages, it is evident that companies and their alumni should maintain resilient interactions. Both sides can benefit from each other's networks, open new avenues and options and expand networking. For example, alumni who influence purchasing decisions in their new jobs are valuable for marketing and sales. Conversely, contacts where alumni work for suppliers are also important. Furthermore, alumni networks can be integrated into observations of the market environment.
IMPLEMENTING AN ALUMNI GROUP SUCCESSFULLY
DEFINING CONTENT AND FORMAT
Well-organised and embedded alumni are among the successful brand ambassadors of a company. Poorly structured or unstructured alumni groups can just as quickly become a financial burden and even contribute to a negative brand image. It should be ensured that the 'good old stories' from the past are discussed and that toxic topics are actively avoided. The format must ensure that current and desired information is available. Innovation, purpose and progress should be given sufficient space. Also, alumni should be informed about current projects, products and changes in the company. The alumni groups should know about the innovative and exciting things that are in the offing and be able to spread the word about them.
SPONSORSHIP
It has been shown that particularly successful alumni networks have a sponsor in the top management. This sponsor firmly believes in the value of the alumni network and actively acts as an internal multiplier and ambassador for it. Of course, this sponsorship also includes the necessary budget so that the network’s success is not jeopardised by a lack of resources.
GOALS & KPI
Like any product or project, a well-managed alumni network must have clear and measurable goals. There must be appropriate key figures that allow the success or progress of the alumni work to be evaluated and, if necessary, corrective measures to be identified. Implementing regular reporting for alumni organisations has proven useful as well.
DELEGATION AND ACCOUNTABILITY
When selecting the appropriate department within the company, it is crucial to ensure that it possesses the necessary skills, motivation and free capacity. Therefore, this task does not automatically have to be delegated to HR/People Management or PR/Marketing, solely based on thematic proximity. Alumni networks thrive on emotions and passion in a dedicated manner and should therefore be deliberately placed in suitable hands.
HIGH-QUALITY CONTENT
Successful alumni contributions are thoughtful and high-quality ones, with genuine added value for both the company and the alumni. Above all, alumni usually perform related activities during their leisure time. Hence, they must be motivated to spend this time willingly and be able to see an added value for themselves in such work. The content must arouse curiosity and interest and be suitable to be communicated to other friends and acquaintances in spare time.
EVENTS & IMAGE
Alumni greatly benefit from engaging in meetings and virtual events or making smart contributions. Companies should provide the necessary resources and tools and welcome personal dialogues. At the same time, the image of the alumni should always be kept high and projected as being particularly valuable. A little elitist flair is allowed when alumni meet.
SOCIAL RESPONSIBILITY
As already described with many other Enterneering® elements, awareness and interest in social and ecological issues have increased significantly and now shape the decisions of many people around the globe when shopping or seeking employment opportunities. That is why this element should not be missing from good alumni work. Ideally, a direct link between the company's purpose and relevant activities that align with individuals’ interests can be established here.
Alumni engagement can make a valuable contribution to the success of a company. It should be implemented with sufficient consistency, budget and a medium-to-long-term perspective.