How to Increase Alumni Engagement With SegmentationSeptember 14, 2015
For corporate alumni programs to be successful, they must offer relevant content and opportunities to all alumni participants. The huge amount of correspondence that people receive through email and social media makes this a necessity for an engaging alumni program.
An effectively segmented alumni community is critical to align your messaging and offers to each member of the community. A community that is segmented properly is more likely to answer targeted job postings, provide referrals to new business opportunities, and support brand advocacy efforts, three important goals for alumni programs.
Attaining sufficient alumni community segmentation can be challenging, but is made easier with the adoption of a specific process.
A Roadmap to Effective Alumni Community Segmentation
Step 1: Identify the talent communities or groups.
This step defines the differences between segments of your alumni community. You might divide up your alumni into groups like:
- New graduates & interns
- Future talent pools
- Critical & high potential talent
- Future women leaders
- High potential alumni
- Consulting alumni
The way that you segment your alumni community depends on the objectives of your corporate alumni program. A corporate diversity initiative for example might require the development of minority subgroups. Alumni programs charged with reducing hiring costs as a primary goal might create sub groups for high potential alumni, perhaps segmented by the individual skillsets of those high potentials.
Step 2: Engage and grow each segment with targeted content and messaging.
Higher levels of alumni engagement can be achieved using an automated workflow strategy that applies email templates and rule based triggers to alumni communications. Insala’s alumni software helps you create and curate unique content or data feeds to send to each group using Message Manager. Alumni managers can also create unique packages of assets designed to serve the various groups of alumni, then assign the package to a particular segment using the Package Manager.
Step 3: Monitor and manage.
The manager responsible for alumni program deliverables should oversee outreach and help maintain the flow of all processes and the quality of broadcasted content. Metrics like overall portal login rate, email bounce and click through rates can be used to measure the engagement with your content by segment. However, overall program effectiveness should always be measured against your organization’s quantitative goals for the program. Savings on talent acquisition costs or revenue from new business referrals coming from within the alumni community are two common examples.
Talent Segmentation with AlumniPro
Insala's AlumniPro is a highly effective tool for segmenting and engaging talent groups within your broader alumni network. Career exploration and transitions, mentoring, internal mobility and coaching history can all factor into your segmentation efforts using the integrated AlumniPro software.
This large array of functions makes it easier to segment alumni into talent communities based on relevant attributes like performance history, work style, and re-hire potential. You can choose the segmentation criteria that best promote your corporate alumni goals.
A more engaged alumni community provides a number of measurable benefits, including reduced hiring costs and improved retention rates. Engagement also makes it easier to identify high-potential alumni who can serve an important role in fulfilling program goals.
When your program is sufficiently engaging its participants, it moves you closer to your business goals and helps reinforce your cultural commitment to a life-long relationship with your employees.
Program managers and executive sponsors who are evaluating alumni software should start with Insala’s AlumniPro Executive Overview, available for download using the link below.