Bird & Bird grow Business Development Success with their Alumni Engagement Strategy

In the realm of professional services, success can hinge greatly on the strength of networks forged and the bridges built between individuals. Yet for many firms such as Bird & Bird, realizing the full potential of these connections can prove to be a challenge without an integrated approach. As Bianca reflects: "our alumni had referred us work before, or given us the opportunity to pitch. But the firm realized that there was so much more potential here: we can make so much more out of building these bridges between our partners and the alumni now working in-house elsewhere."

Recognizing the need for a comprehensive engagement strategy, Bird & Bird embarked on a journey to optimize their approach. The first part of this endeavor involved transitioning the alumni program from solely a Marketing function and into Business Development; the second was to ensure they had the right tools to support their goals, finely tuned to their unique requirements: not only to streamline communication but also facilitate genuine engagement with their alumni network.

"We have a great CRM system,” Bianca remarks, “but this doesn’t enable us to communicate and engage with the alumni on different levels. And while email marketing is very effective, it's not something you do every day. We wanted to share content in an efficient way with a more personalised approach to our whole alumni community."

"We can make so much more out of building these bridges between our partners and the alumni now working in-house elsewhere."

Aligning and Reporting on the Strategy

EnterpriseAlumni provided a tool that’s brought their alumni activity together in a way that is appealing and user-friendly for the community members. Company goals are being supported cross departments – from event management, to social media, to talent acquisition. “We can now share amazing stories of our colleagues who decided at some point to rejoin the firm, just as we have more examples of people re-joining more than once. It’s showing how boomerang employment is becoming popularized.”

The platform’s ability to provide data feedback is also a significant benefit: “I can run A/B tests on the content, giving us a better understanding of what our alumni actually find interesting. It might be alumni stories, firm news, or specific articles that lawyers are publishing: there are so many more KPIs you can actually learn from, as opposed to social media where you can mainly report on impressions.”

Customization and flexibility are also key benefits for Bianca: “I really enjoy the newsletter’s drag and drop system. It’s become my passion to build newsletters and event invitations - you can be so creative! Or when designing the sign-up process – to be able to easily brand, change and personalize it as much as you want.”

“However,” she adds, “it's not only a good portal you need. EnterpriseAlumni have an amazing team: I've been connected to so many alumni leaders, and we’ve had a great relationship with the Customer Success team.”

“Our Talent Acquisition team are definitely seeing the benefits in terms of rehires.”

Driving Alumni Engagement

With close to 3500 total users by 2024, the platform's ability to facilitate networking and business development initiatives is undeniable. Since partnering with EnterpriseAlumni, Bianca reports that Bird & Bird’s alumni engagement has surged. “In 2022, we had 3882 visits to our platform. In 2023, that number more than doubled, with close to 8000 visits,” she shares. This significant increase in engagement metrics underscores the platform's effectiveness in driving meaningful interactions and fostering a sense of community among alumni.

Furthermore, Bird & Bird has effectively utilized EnterpriseAlumni's capabilities to showcase the value of boomerang employment. “Our Talent Acquisition team are definitely seeing the benefits in terms of rehires,” Bianca explains. By highlighting success stories, the firm can show the real advantages of boomerangs to internal stakeholders as well as the wider alumni community.

Making Connections

However, the platform's most profound impact lies in its ability to swiftly identify and connect with valuable alumni, fostering key business relationships. Bianca recalls instances where the platform played a pivotal role: "There have been instances where we were interested in working with a particular firm; I used the filters on the platform and, sure enough, found alumni." These discovery processes facilitated the rekindling of connections, with endeavors such as alumni interviews serving as pivotal touchpoints for engagement.

Yet, it's when allowing those connections to be rekindled in person that Bianca finds the platform truly delivers value. “One of the biggest benefits has been the alumni parties; getting together with alumni – connecting and reconnecting. During these gatherings, there are always business opportunities coming up.”

“When you engage with your alumni, and give them a reason to go on the portal, they are often keen to engage and find out more about what’s happening at the firm: they want to stay in touch with you.”