4 Ways Corporate Alumni Programs Can Supercharge Talent & Employment Brandingby Alumni Content in Corporate Alumni | Last Edited: 30th June 2021
The concept of a lifelong connection between employer and employee takes a slightly different angle in business these days. Instead of being an indicator of continued employment, it now signals a lifetime relationship that both can benefit from.
This eternal relationship spanning from employee to corporate alumni does wonders for the business’s talent and employment branding. That’s because it shows a commitment on the organization’s part to continue investing in employees, even once they’ve left.
Ultimately, every organization aims to attract the best talent to its doors. We’re here to tell you that a formal alumni program has a part to play in bringing these workers to the threshold.
When you advertise your program as part of your employer brand strategy, every employee, freelancer, contract, or contingent worker can walk in knowing that you invest in lifelong relationships and have their best interests close.
This translates to honest voices on the inside who tell the world that your organization is a great place to work and do business with.
What Is Talent and Employment Branding?
Ask an employee if they would recommend your company to a friend or customer, and you’ll have your answer as to what talent brand is.
It’s how the people who work for an organization think and feel about it; then share their perceptions with the world.
They might post their thoughts on review sites and their social media. They might also speak to their friends, colleagues, and business associates about their experience working with you.
The information they put out there is worth paying attention to because it can weigh on people’s willingness to engage with your brand.
Unlike talent branding, which is a highly social, public version of your brand, you control your employment branding.
This is the business’s strategy to promote itself as a great place to work. It’s the story you tell to influence how potential and current employees, as well as the public, see the company.
Employers are increasingly under pressure to put their best foot forward to attract top talent, as employees and customers alike now lean toward brands that walk the talk of being more ethically and socially aware. So, this type of branding involves specific messaging to impress potential candidates with the business’s vision, values, strategies, and perks.
The All-Critical Value Intersect
When businesses evaluate these two concepts jointly, they can take real steps to address their brand identity and ability to engage with talented workers. In short, they need to consider ways to ensure that what they say about being employed there aligns with what the employees who work there think.
Today, few workers plan to stay with a company for life, and that reality should not be a negative for anyone. Change is inevitable, turnover can bring fresh talent into the business, and it gives the departing employee a chance at gaining more skills and experience before returning at a point in the future.
During this hiatus, it’s critical for businesses to continue engaging with their former employees through a value-adding alumni program. When you are in the space of offering up exceptional value to the people in this network, you get their reciprocation.
For the purposes of this article, it’s a leg up for your talent and employment branding, putting you firmly in a place where you can connect with the best in the business.
Four Ways A Corporate Alumni Program Can Boost Your Employer and Talent Brand
1. Alumni Are Brand Ambassadors
Past employees (assuming they left on good terms) can be your most powerful influencers and brand ambassadors. They control dozens of avenues through which your brand is shaped and communicated, including social media, personal perceptions, job review boards such as Glassdoor, and public messaging.
By engaging with them sincerely and continuing to do so from the minute they walk in and after they resign, you can be confident they will advocate for your brand across platforms and in person.
2. They Can Bring In New Candidates and Clients
It says a lot about your organization’s work environment if, even after leaving, former employees refer candidates and clients to your company.
When they leave your business and go on to expand their networks and establish new work relationships, alumni can introduce you to powerful new connections. Or they could start their own enterprise and choose to partner with you: in all cases adding to your bottom line.
3. Alumni Can Be Employee Mentors
Mentorship opportunities are enormous drawcards for potential employees who want to carve out a career path for themselves.
In the same vein, mentoring programs should be at the center of any great alumni engagement strategy; research shows that volunteering and mentoring are among the things alumni miss most about working for your company when they no longer take part in it.
So it’s a win for all to have your corporate alumni serve as mentors. Expect improved job outcomes, improved stakeholder support, and a targeted sharing of resources and expertise.
4. Access To Critical Talent On Short Notice
The business landscape is evolving, with new positions cropping up daily in response to the transformation brought about by the pandemic. At times, this can leave your company with a gaping hole in its workforce – one that needs to be filled promptly to avoid putting undue pressure on the existing team.
As key members of your talent pool, corporate alumni are uniquely positioned to jump back into the business and become productive in a short amount of time. When you’re counting on providing the best support and keeping your team sane, this can count toward your talent brand.
Although they are different concepts, your talent and employment branding go hand-in-hand. It’s up to you to align them and actively support them with a well-managed corporate alumni program. Doing so will help you attract the right talent to carry your business into the future, regardless of whether their employment status reads currently full-time.
For more information on how an alumni program can work for you, get in touch with the EnterpriseAlumni team today.