Business school alumni who experienced study disruptions due to the Covid-19 pandemic are more engaged with their alma mater compared to those who studied under normal circumstances, according to the latest Alumni Matters study by Carrington Crisp in association with EFMD
In the study of 1,652 alumni from 51 countries, more than four in ten (44 per cent) of recent alumni (having graduated in the past three years) say they feel positive about their business school compared with 38 per cent of the total sample.
Nearly half (49 per cent) of recent alumni agree that they are proud to be associated with their business school compared to 43 per cent in the total sample. At the same time, 36 per cent of recent alumni say they are connected to their school or part of the alumni community compared with 30 per cent of the total sample.
“During the pandemic, many schools moved much of their alumni activities online, allowing more students to engage than previously when events were almost entirely face-to-face. Going forward, the key to stronger alumni relations will be taking the best of the online experience and blending it with face-to-face networking,” commented Andrew Crisp, author of the Alumni Matters study.
While the study found that alumni overall are engaged with their business schools, respondents highlighted several areas where greater engagement could be achieved. These areas include better access to career services, more opportunities to network and lifelong learning programmes.
Among recent alumni, 71 per cent would like better career services compared to 45 per cent of the older cohort – the latter are further into their careers and therefore require less help and guidance. Well over half (58 per cent) of all respondents are thinking of starting a business with a third (37 per cent) indicating they have run a start-up and want to share their expertise with new entrepreneurs.
Just under half of respondents (44 per cent) would like to have more opportunities for networking, with 42 per cent wanting programmes for further learning. Both factors are particularly important among female alumni, at 51 per cent and 49 per cent respectively.
There is a clear desire to connect with other alumni, with two thirds (66 per cent) of respondents wishing to connect with alumni within their profession or area of work. Over half (57 per cent) want to network with alumni from their business sector and 52 per cent with alumni from across the entire parent university, not just the business school.
The expectation is that more networking will come about through technology, with the majority respondents (59 per cent) suggesting that better use should be made of technology to connect members of the alumni network.
“Alumni are some of a business school’s most important ambassadors; in what is currently a very competitive business education market, schools have a tremendous opportunity to generate greater engagement by providing more of the services and support that alumni value,” concluded Crisp.
