Understanding the needs of alumni
In Q4 2023, the European Foundation for Management
Development, along with the UK-based market consultancy group
CarringtonCrisp, released the findings of their ‘Alumni Matters’ study
on the needs and potential of graduates. According to CarringtonCrisp,
“Schools miss out on opportunities not just to build fundraising, but to
better engage corporates, to support their recruitment of new students
and to attract alumni to return for further study, to create potential
providers of internships and guest speakers and much more.” As such, the
Alumni Matters survey, which will be conducted again in August, seeks
to elaborate on what alumni desire from a school with the purpose of
creating recommendations for plans of action to better appeal to this
demographic. As Wittenborg University of Applied Sciences is continuing
to develop its lifelong learning opportunities, the study provides important insight and takeaways for all business schools looking to serve former students.
The latest Alumni Matters survey
collected answers from 2,489 alumni across 82 countries. The vast
majority of alumni (88%) are proud to be associated with their schools,
while 87% have positive feelings toward their former schools –
Wittenborg knows its family members easily fall into this category.
Despite this, just over half (54%) said they were still connected to
their schools, and 49% considered themselves part of an alumni
community. In the report, it is noted that when alumni are not
sufficiently engaged nor made to feel they are part of a school's
success following graduation, they are more likely to seek opportunities
outside the school's network to grow their careers. The survey found
that nearly half (48%) of alumni would like their alma mater to offer
further learning opportunities following graduation.
CarringtonCrisp's co-founder and author of the study, Andrew Crisp, explains in an interview that this may have to do with the fact that alumni may trust their
former school, thus making it an ideal place for further learning,
reskilling or upskilling opportunities. Interestingly, despite the
desire for continued learning, 51% of respondents said they are
currently unaware of the opportunities available to them. This means
that many schools are not engaging with alumni or marketing
post-graduation opportunities sufficiently. Furthermore, 42% agreed that
lifelong learning amongst alumni is a big opportunity for business
schools. The report recommends that institutions increase access to
resources and networks among alumni to create more mutual value between
alumni and themselves.
Supporting alumni pays back
Importantly, one in five alumni stated they had
supported their former schools in some way within the previous 12
months, up to November 2022 when the report was created. That could be
financially, but also by promoting their school to recruiters and
prospective students, offering internships, volunteering or providing
student mentoring. Around 65% expressed interest in mentoring students,
and 55% said they may provide internships, projects or paid work
experience for current students. This means that investing in increasing
opportunities for alumni can benefit business schools and even current
students in the long run.
Of the ways in which an institution can support alumni,
70% responded that business schools should create lifelong learning
programmes for alumni and 69% wanted online access to lectures and other
content made by faculty, with the report indicated that some might be
willing to pay for such materials. A further 53% thought alumni should
get preferential rates for future studies or programmes at their alma
mater. Respondents expressed a ‘strong preference’ (57%) for short,
non-degree executive programmes. Novel qualifications are also becoming
more popular, with 21% interested in digital badges, and another 18%
looking for ‘microcredentials’.
The survey found that 53% of alumni say they want
easier means to connect with other alumni, while 47% said that alumni
should be offered more opportunities to take advantage of alumni
networks. The study also highlights that alumni are interested not just
in their careers, but also increasing the reputation of the schools
which they are associated with; these aims have a mutually positive
effect on one another. Interestingly for institutions such as
Wittenborg, situated in a country whose cabinet is taking measures to reduce international study opportunities for public institutions, 34% responded that they want to grow global
activities for alumni. The study reports that this is, “increasingly
important as international student cohorts become ever more significant
for business schools”.
“Engaged international alumni will be key to growing
awareness, recognition and consideration of an institution among
prospective students,” Alumni Matters 2022 reports.
WUP 16/01/2022
by Olivia Nelson
©WUAS Press