The Power of Alumni: Why Alumni are an important target group in Employer Branding
When we celebrated our 15th anniversary in April this year, our alumni were naturally part of our Mashup party. After all, our agency life is not only shaped by our current Mashies and clients, but also by our former employees. Since 2009, a total of 113 interns, trainees, working students, team assistants and consultants have accompanied us on our journey. And have helped shape our agency – sometimes more, sometimes less – and we have certainly had an impact on their lives.
Touchpoints for Alumni: Get-togethers, LinkedIn group, Alumni Stories
We see some alumni at regular intervals at the Mashup get-togethers, others are passively connected with us in our LinkedIn alumni group. And still others we actively contact to talk to them about their future careers in our „Alumni Stories“ podcast. Here, we not only find out what career paths they took after Mashup and what their hearts are currently beating for, but also what lessons and insights they took away from Mashup and what they perhaps still take to heart from that time today.
But why all the effort? After all, the Mashup chapter is closed for both sides and has no further influence on our agency. Or does it?
Employer Branding for Retention: promotion stories for employee loyalty
Let’s take a look at the hero’s journey for employees. The first threshold has been crossed, the new employee has been hired and onboarding has gone smoothly. Once the initial tests have been overcome and allies have been found, the real test comes (for example, after the probationary period or a completed traineeship). Will there be a promotion in the company or not?
Logically, positive stories lend themselves to employee retention. Like our consultant Cleo, who started her career with us at over 40 and was faced with the question of whether she could stay with Mashup after her internship. You can read or hear to her whole story here.
Leaving the company: As a mentor for a new hero’s journey
Contrary to what you might think, a resignation is no reason not to report. Former employees can also act as ambassadors, as is the case in our Alumni Stories, for example. The message behind this: If we ourselves are on such good terms with former employees, we must be doing something right as an employer, right? But that’s not the only reason. We are actually interested in the further careers of our alumni and are really proud of the interesting things our former colleagues have achieved with us on their CVs.
Whether it’s becoming self-employed with their own yoga blog, like our first trainee Rebecca, founding a content agency for the leisure industry, like our consultant colleague Liam, a corporate career, like our intern Kim, as deputy press spokesperson for a political party, like our trainee Berthe , or as a book author, journalist and activist, like our Storytelling consultant Ciani – the career paths of our alumni are all very different and also show potential future (former) employees what diverse careers they could realize with our tools after Mashup.
Magic potion Alumni: Corporate Influencer, Boomerang, Team Builder
In addition, former employees are always secret corporate Influencers and can provide new customers and colleagues through their advocacy. They can also become boomerang employees, i.e. rejoin the company, which is a good option for both parties, especially in the wake of the skills shortage. Last but not least, it even contributes to current team building when new and old employees can exchange ideas.
But no matter what goals are being pursued with the individual HR strategy, I personally can only advise everyone to think not only about future and existing employees, but also about former companions when it comes to employer branding. And, of course, if you want to have a good time with familiar people you still like to be around – be it at an anniversary, podcast or lunch date.
Our Head of Onboarding Julia has written down why stories are fundamental right at the start of the employee hero’s journey: Lagerfeuer statt Verhör: Warum wir auch im Bewerbungsprozess auf Storytelling setzen
Nora ist die Komplizin, die genau vor diesen wilden Fahrten nicht zurückscheut und neue Wege mit positiver Energie, mutigem Tatendrang und Siegeswille beschreitet. Nora lässt sich gern von der Aufregung des Moments anstecken; inspiriert, motiviert und unterhält aber auch gern andere.
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