Using alumni data to improve program engagement

November 17, 2015

To make a corporate alumni program active and engaging, it is important to understand the needs of both current and future alumni. The best way to gain this understanding is through the analysis of alumni program data: these numbers offer empirical evidence about the behavior and interests of alumni.

Tracking the right metrics allows an organization to optimize their alumni program based on actual alumni activity, which increases the likelihood that the program will reach its goals.

Here are some of the most important alumni program metrics to measure and analyze:

Program registration rate

This metric compares the total number of an organization's former employees to the number of alumni program participants. While employers might be more concerned with the participation of high-potential alumni, overall participation rate is an important measure of how appealing the program is to alumni. If registration rates are low, it's a sign that former employees need to see more value in the program or that it is not being promoted through the right channels.

Event attendance

Alumni events are a great way for an organization to build their brand and stay in touch with a large number of former employees. These events are also beneficial for alumni, who are often interested in reconnecting with old colleagues for personal and professional reasons.

Considering the relatively high investment of time and money required to hold an event, it's important that they are well attended. If an organization's alumni event attendance is low, it means they are either being held at the wrong place and/or time, or the events aren't compelling enough to make alumni want to attend. 

Rehire rates

One major goal of many corporate alumni programs is to rehire high-performing alumni. Research shows that the average rehired alumnus is 40% more productive in their first 3 months at work.

A healthy rehire rate means that an alumni program is doing an effective job of keeping previous employees engaged with the company brand. It's also helpful to examine rehire rates in the context of other data like recruiting costs, onboarding time, and employee productivity these metrics frequently have a positive correlation with rehire rates.

Alumni content consumption

Whether it comes in the form of blog posts, videos, or feature articles, effective alumni content should be consumed regularly. Depending on the nature of a program's content, this metric can refer to several specific statistics:

  • Page visits
  • Video plays
  • Downloads
  • Social shares

A low level of alumni content consumption means the content isn't providing enough value for program participants. Companies in this situation must understand the desires and goals of their alumni and do a better job of satisfying them with content.

Email newsletter engagement

Most effective corporate alumni programs have an email newsletter that allows the organization to keep in touch with participants all at once. Similar to the content consumption metric, newsletter engagement can refer to several different individual statistics:

  • Email opens
  • Click-through rate
  • Bounce rate
  • Subscriber growth

Good performance in these areas means that an email newsletter is consistently providing valuable content for program participants. If an alumni newsletter is receiving subpar results by these metrics, improving alumni segmentation can help make the newsletter more engaging.

To learn more about alumni data and how to use it to increase your corporate alumni program's effectiveness, schedule a tailored demo of Insala's alumni software.

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