Leveraging Alumni Networks: An Examination of Communication Strategies in Higher Education Institutions

Résumé

The focus of this research is an investigation of communication strategies employed by higher education institutions (HEIs) in leveraging their alumni networks. Such communication strategies are fundamental in fostering alumni networks whose developments not only instil a sense of belonging but are also strategic in improving institutional reputation, fundraising efforts, as well as student mentorship opportunities. The methodological approach focused on a document analysis, through an examination of relevant secondary sources of information, in order to determine communication strategies for improved alumni involvement. The findings are documented around four emergent themes: (i) the importance of strategic communication in HEIs, (ii) improving alumni engagement with modern communication, (iii) barriers to communication in HEIs and (iv) the benefits of an engaged alumni network. Recommendations for HEIs include the development and implementation of communication strategies that meet the unique requirements of their alumni, the usage of data analytics to manage alumni information, the dissemination of clear and consistent messages across all communication platforms and the encouragement of alumni participation in areas such as academic advisory boards and university volunteer programmes. Additional recommendations include the feature of alumni success stories in HEI communication channels, use of the surveys to gather alumni feedback and the investment in digital technologies to reach and communicate with alumni (such as virtual events, alumni portals and mobile applications). This paper contributes to the scholarship of research on fostering alumni relations through an exploration of communication strategies that encourage increased alumni involvement. Keywords: Communication strategies, alumni, HEIs

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