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Corporate Alumni Engagement Survey
When a major biotechnology employer approached us for secondary market research to develop strategies for improving the engagement levels of corporate alumni, we recommended that they also consider an online survey of their current members. We knew that this would result in a far better understanding of why their particular alumni members weren’t more active while also providing direction regarding how to encourage more interaction. Peer Group US managed the entire process, from survey creation and analysis to effective communications with alumni members. The results provided a wealth of data and the strong foundation that we sought for program development.
As part of its recruitment and outreach efforts, a major biotechnology client manages a corporate alumni network program for approximately 2,000 members. The network is intended to help members achieve their professional goals whether they decide to rejoin the company or continue to be employed by another organization. The primary communications vehicle for these former employees is a password-protected website that allows them to stay in touch with the company and network with fellow alumni.
In an effort to improve current engagement levels and attract more alumni to the network, the company sought our advice regarding effective engagement strategies. We proposed an online survey to gauge the opinions and perspectives of the target audience on a range of topics, including:
- Existing alumni network features and functionality liked/disliked by respondents
- Features and functionality sought by alumni but not currently offered, or functionality offered but registering low awareness
- Preferences regarding frequency of email communications from the company, as well as topics of greatest interest
- Potential new programs and offerings specifically for alumni
Peer Group US managed the entire survey project, from the development and online hosting of the survey questionnaire to the emails that explained the purpose of the survey and invited former employees to participate. Nearly 50 percent of alumni network members responded to our survey, providing Peer Group US with a solid base from which to analyze the results.
More specifically, we were able to clearly identify for our client the value members derive from the network, the main barriers to higher engagement levels and specific solutions for increasing engagement through improvements to the existing network platform and additional programs of interest. Finally, we were able to use the survey findings to recommend an ongoing email communications strategy that would meet the needs of alumni, keeping them updated on company news and employment opportunities.
This work received third place for Best Research Project at the 2011 Creative Excellence Awards.
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