CORPORATE ALUMNI PROGRAMMES WHAT UNIVERSITIES CAN LEARN FROM THE BUSINESS EXPERIENCE Joe Laufer Nuffic Holland Alumni Conference November 5 th , 2009

How was the research conducted? What are some of the key findings? Why is this research relevant to us? Proposing a new framework for alumni relations Conclusions Q&A PRESENTATION OVERVIEW Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15

How was the research conducted?

What are some of the key findings?

Why is this research relevant to us?

Proposing a new framework for alumni relations

Conclusions

Q&A

PRESENTATION OVERVIEW

Review of firms and their alumni relations practices DESCRIPTION OF RESEARCH Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Identify an appropriate theoretical framework Analyse a selection of university alumni programmes

Review of firms and their alumni relations practices

DESCRIPTION OF RESEARCH

Identify an appropriate theoretical framework

Analyse a selection of university alumni programmes

Hype vs. Reality 33 out of 222 firms had formal alumni programmes RESEARCH FINDINGS Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Observed programmes focused on specific objectives recruiting, business development, flexwork, knowledge management, brand value, etc.

Hype vs. Reality

33 out of 222 firms had formal alumni programmes

RESEARCH FINDINGS

Observed programmes focused on specific objectives

recruiting, business development, flexwork, knowledge management, brand value, etc.

CORPORATE ALUMNI PROGRAMMES - EXAMPLES SHELL – KNOWLEDGE MANAGEMENT (KM) Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15

CORPORATE ALUMNI PROGRAMMES - EXAMPLES

SHELL – KNOWLEDGE MANAGEMENT (KM)

CORPORATE ALUMNI PROGRAMMES - EXAMPLES HSBC – RECRUITMENT Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15

CORPORATE ALUMNI PROGRAMMES - EXAMPLES

HSBC – RECRUITMENT

CORPORATE ALUMNI PROGRAMMES - EXAMPLES BOSTON CONSULTING GROUP (BCG) – BRAND VALUE Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15

CORPORATE ALUMNI PROGRAMMES - EXAMPLES

BOSTON CONSULTING GROUP (BCG) – BRAND VALUE

Hype vs Reality 33 out of 222 firms had formal alumni programmes Observed programmes focused on specific objectives recruiting, business development, flexwork, knowledge management, brand value, etc. RESEARCH FINDINGS Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 The tip of the iceberg phenomenon 15% of the firms had official alumni programmes 67% had some type of unofficial alumni activity

Hype vs Reality

33 out of 222 firms had formal alumni programmes

Observed programmes focused on specific objectives

recruiting, business development, flexwork, knowledge management, brand value, etc.

RESEARCH FINDINGS

The tip of the iceberg phenomenon

15% of the firms had official alumni programmes

67% had some type of unofficial alumni activity

THE ALUMNI PROGRAMME 1.0 TRIANGLE RESEARCH RELEVANCE Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Resources Information Capacity Legitimacy University Alumni Audience

THE ALUMNI PROGRAMME 1.0 TRIANGLE

RESEARCH RELEVANCE

RESEARCH RELEVANCE THE ALUMNI PROGRAMME 2.0 TRIANGLE Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Resources Information Capacity Legitimacy University Alumni Audience Owners

RESEARCH RELEVANCE

THE ALUMNI PROGRAMME 2.0 TRIANGLE

A situated learning theory based on observations from apprentice type programmes INTRODUCTION TO COMMUNITIES OF PRACTICE (WENGER, 1998) NEW FRAMEWORK FOR ALUMNI RELATIONS Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Adopted as a common business practice by large firms for sharing knowledge across units View organizations as constellations of communities Groups are ubiquitous and have always existed

A situated learning theory based on observations from apprentice type programmes

INTRODUCTION TO COMMUNITIES OF PRACTICE (WENGER, 1998)

NEW FRAMEWORK FOR ALUMNI RELATIONS

Adopted as a common business practice by large firms for sharing knowledge across units

View organizations as constellations of communities

Groups are ubiquitous and have always existed

COMMUNITIES OF PRACTICE ASSESSING ALUMNI GROUPS AS COMMUNITIES OF PRACTICE Characteristics of communities of practice: Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Practice : the development over time of a shared repertoire by members Community : joint activities of members where information is shared and relationships are established (Wenger, 2002) Domain : relevant expertise shared by a group and not posessed by others

COMMUNITIES OF PRACTICE

ASSESSING ALUMNI GROUPS AS COMMUNITIES OF PRACTICE

Characteristics of communities of practice:

Practice : the development over time of a shared repertoire by members

Community : joint activities of members where information is shared and relationships are established

Domain : relevant expertise shared by a group and not posessed by others

COMMUNITIES OF PRACTICE DESIGN ELEMENTS FOR ALUMNI GROUPS Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Events Connectivity Leadership Membership Projects Artifacts (Wenger, 2002)

COMMUNITIES OF PRACTICE

DESIGN ELEMENTS FOR ALUMNI GROUPS

Alumni programme components should be appropriate to specific characterstics and needs of groups and members SOME FINAL OBSERVATIONS IN CONCLUSION Corporate Alumni Programmes – Nuffic Holland Alumni Conference /15 Alumni programmes should strive to help their alumni networks evolve into communities “ Grassroot” type alumni initiatives and activities should be encouraged and supported by alumni programmes Some level of interconnectivity between an alumni group and other networks (students, faculty, professionals) can contribute significantly to its development

Alumni programme components should be appropriate to specific characterstics and needs of groups and members

SOME FINAL OBSERVATIONS

IN CONCLUSION

Alumni programmes should strive to help their alumni networks evolve into communities

“ Grassroot” type alumni initiatives and activities should be encouraged and supported by alumni programmes

Some level of interconnectivity between an alumni group and other networks (students, faculty, professionals) can contribute significantly to its development

Questions? email: joe.laufer@gmail.com THANK YOU! Corporate Alumni Programmes – Nuffic Holland Alumni Conference

Questions?

email: joe.laufer@gmail.com

THANK YOU!