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For the network conference for Swedish university alumni and career development professionals held at Malmö University.
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Letting the data drive:
Malmö University
Nätverksträff karriär- och alumnikoordinatorer
How CBS taps into social media to grow a career & alumni strategy
Anne Sluhan
Copenhagen Business School
Office of External Affairs
24 October 2013
Overview
• Student life cycle
• Copenhagen Business School & Office of External Affairs
• Alumni in the rest of the world
• Alumni in Denmark
• Alumni@CBS – background, concept, structure
• Alumni landscape
• Gains
• Q & A
Student life cycle – from cradle to grave
When your ‘customer’ is also your product …
Further education
Admissions process Alumni involvement
Active studies
CRADLE GRAVE
Prospective student
Enrollment Graduation
Career development
Time
Copenhagen Business School (CBS)*
• Founded in 1917 by business leaders in Denmark
• Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million
Copenhagen Business School (CBS)*
• Founded in 1917 by business leaders in Denmark
• Situated in Copenhagen (Frederiksberg) – metro population ca. 1.7 million
• Governed by Danish Universities Act 2003 under Ministry of Science, Technology, & Innovation
• One of the largest business schools in Europe with 19 999 students
• 50 degree programs at undergraduate (17), graduate (22), diploma programs (2), Executive masters (9), and at the PhD level
• International students – degree-earning & exchange (pop. 4 343)
• Balanced ratio of incoming/outgoing exchange students
• 333 exchange and cooperation agreements worldwide
• Publicly financed university – 80/20 model based on taxation – Funding ca. 164.9 million Euros
• 690 full-time faculty, 730 part-time faculty, 258 PhD students, 549 administrative staff
*CBS Facts and Figures 2013
Office of External Affairs
Career Centre
• Corporate partnerships
• Employer branding
• Recruitment activities
• Career counselling
• Career seminars
• Career events
Communications
Internal comms
Share.cbs.dk
• External comms
Cbs.dk
• Visual identity
• CBS publication materials
• Advisory function for marketing of CBS research and education
Press relations
• Facilitate info – researchers, employees, students, management
• Reporter contact
• Research communication
Alumni
• Relationship management with Alumni
• Support of decentral alumni associations
• Established in May 2011 (previously Business Relations and Communications)
Alumni development in the rest of the world
• Cradle to grave mentality
– Culture - nurture association with alma mater
– Stewardship & recruitment responsibility
• Fundraising incentivized via individual & corporate tax breaks
– Sponsorship of professorships
– Endowments
• research
• student scholarships
• campus development, sports facilities
• Boards of directors/trustees
• Mentoring of current students
• Career counselling
• Philanthropic activities, etc.
Alumni development in Denmark
• Fundraising
– no individual tax incentives
– corporate incentives exist
• Programme specific activities (relate to degree, not uni)
• Career counselling
• Mentoring programs
• There are obvious gaps, but a growing interest …
• CULTURAL FIT must be assessed
Alumni@CBS background
• CBS Management set out early 2011 to re-establish its alumni program
– Intention
– Organizational anchor
• Interest in maintaining contact with CBS evident:
– CBS Alumni group on LinkedIN – one of the largest public LI groups in DK
– CBS culture via degree programs
– Sub-sets of alumni groups situated around organization
• Internal demand for better business intelligence about our alumni
Alumni@CBS concept
• CBS must locate alumni globally using modern technology
– “Meet alumni where they are”
• CBS should maintain contact with alumni efficiently
• Alumni must be able to update their profile information one place and thus share
contact/professional updates with CBS.
• Office of External Affairs must maintain & communicate relevant information
about alumni with Management for better BI – rankings, accreditation, etc.
• Alumni should receive increasingly more relevant information from CBS based
on an ever-improving relationship (CRM)
Alumni@CBS scope
• Utilize social media to gather alumni information – only with their consent
– Facebook is larger, but LinkedIN focuses on professional experience & networks
– From an IT perspective, a CBS solution cannot compete with LinkedIN
• Create a CBS relevant CRM
• Connect AlumniCRM to internal student information system – sync student data
• Validate LinkedIn profile w/student data upon alumna/us consent
• With consent, data is regularly synched from LinkedIN to CBS – not vice versa
Allow emergent strategy to take form … let the data drive
“When we know more, we will better know what to do…”
CRM
• What does a customer relationship management system offer CBS?
CRADLE GRAVE
Further education
Admissions process Alumni involvement
Active studies
Prospective student
Enrollment Graduation
Career development
Alumni@CBS architecture
CBS LinkedIn group • Alumni activity
MBA activity
M.Sc. activity
B.Sc. IB
activity
B.Sc. ASP
activity
B.Sc. activity
CBS student database
ALUMNI CRM
• Alumni data • Employment history • Company • Job title • Publications • Nationality • Etc.
• Campaigns • Event management • Lead management • Corporate partner mgt.
www.cbs.dk
Registration & Consent form
Validation process
Match
Alumni landscape
Companies Professional experience
Honors, associations, etc.
Publications
Double
degree
Articles
Scholarships
Contacts
• Title
• Graduation year(s) • Degree program (1, 2, 3, …)
• Mobile number
• Email address
• Skills/competences
• Country • Nationality
• Language skills
• Professional experience (history)
• Education from other universities
Build
relationships –
and choose
how to mobilize
them
Populate the landscape
Certifications
Augment landscape
Patents
Professional interests Events/campaigns
Activities with Alumni – local and corporate
Grow benefits
Alumni relations interests
(mentor, guest lectures, etc.)
So what?
• what we plan (hope) to yield
• data impact: how it supports alumni relations & career centre
Gains – alumni
• Alumni will reconnect socially and professionally with one another
• Alumni will plug back into the research environment at CBS
– CBS is their institutional anchor to new research and knowledge
Gains – CBS
• Gain ‘realtime’ information about our alumni
– we know where they are
• Opportunity to create targeted communication & marketing
– we know who they are
• Continue locally-run alumni organizations with de-central ownership of
activities & alumni events
– we know what they may need
Alumni@CBS summary
• Long term strategy – CBS builds more focused relationships with our alumni
