One of the challenges for students entering the workforce is identifying how their experiences in and outside the classroom have prepared them for careers. A 2023 survey by Cengage found that one-third of recent graduates felt underqualified for entry-level roles, and only 41 percent believed their program taught them the skills needed for their first job.
Focused career development opportunities that address unique learner populations, such as working or neurodiverse students, can help bridge the gap between lived experiences and their application to the world of jobs.
Inside Higher Ed compiled various initiatives that increase career readiness for specific student populations.
Neurodiverse Learners
Beacon College in Leesburg, Fla., primarily serves students with learning disabilities, including ADHD and dyslexia. Last year the college established a career fair designed for these learners, which introduces them to employers looking to develop a neurodiverse talent workforce.
Survey Says
Just under half of college students believe their college or university should focus more on helping students find internships and job possibilities, according to a May 2024 Student Voice survey by Inside Higher Ed and Generation Lab.
This spring’s event, Internship Careers and Neurodiversity (ICAN), featured two dozen national and local employers. Success coaches were on site to support students and employers as they engaged with one another, and students could visit the Zen Den if they needed a quiet and private space to process.
ICAN “is designed to remove barriers and reduce anxiety often associated with large-scale ‘convention center’ type events, so Beacon College can empower neurodivergent college students and help increase their participation in networking events elsewhere,” according to an April press release.
Student Athletes
Student athletes have packed schedules while they’re in season, making it difficult to balance athletics, coursework and extracurricular activities, which can sometimes push career development opportunities to the background.
To help student athletes build their confidence in professional settings, Kennesaw State University created a “networking scrimmage” with employers so learners could practice introducing themselves, relay their academic and athletic accomplishments, and discuss career interests in a low-stakes environment, according to a university press release.
Students also heard from three former student athletes who shared their stories of transitioning from sports into the workforce, as well as advice on how to navigate postcollege life.
Adult Learners
In 2023, the University of Phoenix created a digital tool that allows working adult learners to identify skills and goals that will guide them on their career journey.
Students can access Career Navigator through the student portal. The tool allows them to build out demonstrated and self-attested skills and explore job features, including daily tasks and salary range, as well as identify skill gaps they may have when pursuing their desired career.
Student Veterans
After leaving military service, many veterans enroll in college to build career skills and gain further education, but connecting their military experience to civilian life can be a challenge.
The University of Colorado, Denver, provides a one-year cohort program for student veterans, Boots to Suits, to aid their journey, providing personalized academic and career-development resources. Program participants receive job search strategies and career coaching, as well as advice on networking and building their LinkedIn profile and résumé.
Major Programs
While general career fairs and networking opportunities can give students visibility into employers or roles they may not otherwise have considered, tailored events can connect students of a particular discipline to employers looking for their expertise.
Staff at Villanova University identified a problem at their career fairs: The number of employers looking for early-career civil engineers far overshadowed the number of students interested in such jobs. In response, staff created a new event specifically for civil engineering students, allowing employers to connect with potential interns earlier in their college career while also ensuring that students who were interested in other fields were able to engage with organizations that better fit their career goals.
The University of Maryland hosts a Visual Arts Reverse Career and Internship Fair, a flipped model of the career fair in which employers visit a student’s table or booth to engage with their portfolio of work. This allows students to display graphic design, video production and immersive media skills in an engaging way that better reflects their learning and accomplishments.
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Corequisite educational models are tied to higher pass and completion rates for students compared to remedial education, but ensuring learners are passing college-level courses often requires additional institutional investment.
Middle Georgia State University reimagined its corequisite education model to embed tutors, peer mentors and success coaches in entry-level math courses. Now, students who are falling behind are identified on a weekly basis, allowing for targeted and individualized outreach.
After the first term of the initiative, passing rates grew over 10 percentage points and withdrawals decreased, encouraging the university to scale the intervention to English courses and, starting next fall, STEM courses with high failure—D or F—or withdrawal rates.
What’s the need: Middle Georgia State offers 29 sections of its corequisite math course, Qualitative Reasoning. The course has seen stagnant success rates over the past few years, even though the number of students enrolled in corequisites grew, said Deepa Arora, senior associate provost of student success at Middle Georgia State.
Students who didn’t pass the class were less likely to stay enrolled and progress, prompting institutional leaders to consider new ways to engage these learners.
How it works: The solution was to create a support network of professionals who assist learners.
Faculty members are at the center of the initiative, flagging at-risk learners who are missing goals or failing to submit work.
From there, student success coaches, who are embedded in the course’s learning management system, reach out to those students to share resources, create a success plan and make referrals. Coaches also initiate a follow-up a week later to see if students have completed any action.
Depending on the student’s area of weakness, success coaches funnel them to one of two types of student employee: an embedded tutor or a peer mentor.
Embedded tutors address primarily academic concerns, such as low grades. Tutors attend class sessions, provide content-specific coaching and host review sessions as well as set up appointments for learners who need additional assistance, Arora said.
Corequisite learners who may be missing or not participating in classes are referred to a peer mentor, Arora said. In addition to teaching academic skills, peer mentors focus on a student’s sense of belonging and connection to the institution. They facilitate workshops, provide referrals to other support resources and connect students with classmates.
Both tutors and mentors are paid positions for which students must meet certain qualifications: They need to have passed the relevant course, be enrolled at least part-time and fulfill role-specific training.
Building better: The staffing changes were supported by revenue from tuition increases over the past two years. Faculty buy-in was also essential. “Faculty collaboration and cooperation with the success team was an integral part of the initiative and led to the development of a support ecosystem for the student,” Arora said.
Prior to implementing the new model, faculty members were briefed on the initiative’s design and asked to provide feedback and meet with the success coaches to build relationships.
Faculty didn’t receive any specific training other than guidance on how to identify at-risk students—those missing classes, earning low grades or failing to engage. Campus leaders also encouraged professors to send weekly communication regarding student performance and share related information about content with the success coach assigned to their section, Arora said.
The impact: The initiative succeeded in its goal of improving student pass rates: 73 percent of students who attempted the course in fall 2024 passed, a 14-percentage-point increase from the previous fall’s rate. (Excluding withdrawals, 77 percent of fall 2024 students passed the course.)
One trend the university noted was that the students who did fail were primarily in the online sections, suggesting that improvements to the in-person experiences were moving the needle.
Additionally, the connection between faculty and success coaches broke down institutional silos through ensuring timely identification of barriers and sharing of best practices. Success coaches appreciated being embedded in the learning management system, as it gave them greater insight into where the students needed help.
Support staff also noted increased student use of resources.
What’s next: After the initial positive results, university leaders chose to extend the initiative this term to include all sections of Composition I and its corequisite support courses. “The plan is also to extend this strategy to all sections of Anatomy and Physiology I and II where additional support is needed to improve their success rates,” Arora said.
The university will also invest in additional focus on online courses to close success gaps there.
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With your experience in the education field, you likely understand the benefits of cultivating strong relationships with current members of your school community. What many school administrators and marketers forget is that alumni, though they no longer attend a school, are invaluable to educational marketing strategy and an institution’s overall growth. If you haven’t already, it’s time to examine how your school can build a strong alumni network as part of your marketing efforts and general institutional development.
An alumni network is one of the most valuable assets a school can cultivate. Your graduates are living proof of your programs’ effectiveness. Their journeys from classroom to career serve as compelling testimonials that not only strengthen institutional reputation but also attract prospective students who seek assurance that your school can set them up for success. Join us as we discuss what an effective alumni network should look like, the benefits you can expect, and how to get started.
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What’s an Alumni Network?
At its core, an alumni network is a community of former students who remain engaged with their alma mater. This engagement can take many forms, from mentorship opportunities and career support to networking events and fundraising initiatives. A well-developed alumni network fosters lifelong connections, enabling graduates to support each other while strengthening the institution that provided their foundation.
Enriching Education: The Power of an Alumni Network
When alumni feel connected to their school, they become brand ambassadors, willingly sharing their success stories and contributing to a culture of loyalty and pride. These graduates are more likely to participate in career panels, donate to scholarship funds, and advocate for your institution within their professional circles. Most importantly, their success becomes a tangible example of your school’s impact, which is a powerful marketing tool in itself.
Alumni relationships create a dynamic ecosystem of support, mentorship, and career growth. So in summary, why is alumni networking important? It plays a crucial role in helping graduates navigate their professional journeys, opening doors to job opportunities, industry insights, and collaborative ventures. An engaged alumni network ensures students are stepping into a lifelong professional community that enhances their career trajectory. For schools, this network fosters goodwill and credibility, proving that your programs produce graduates who thrive in competitive industries.
Example:On a dedicated alumni network page on their website, Ivey Business School plainly states the objective of their program” To encourage and promote continuous professional and personal enrichment by connecting alumni with each other and the school”. The alumni network is positioned as a resource for career development and support for graduates.
Source: Ivey Business School
The Unique Marketing Benefits of Alumni Networks
Now that higher education is increasingly competitive, the ability to showcase real-world success is crucial. What is the value of alumni networks when it comes to your marketing strategy? Alumni networks are excellent social proof, providing great opportunities for organic traffic, and showcasing how your school facilitates career development. Here’s how:
Your Alumni Network Offers Valuable Social Proof
In an education marketing context, social proof refers to the credibility and trust institutions build by showcasing the success and satisfaction of their alumni, current students, and faculty. When prospective students see tangible examples of graduates thriving in their careers, testimonials from successful alumni, or high employer satisfaction rates, they gain confidence that choosing your school is a worthwhile investment.
Social proof can take many forms, including video testimonials, alumni spotlights, employer endorsements, rankings, and word-of-mouth referrals. A strong alumni network serves as a powerful form of social proof, demonstrating that your institution provides quality education and equips graduates with the skills, knowledge, and professional connections necessary for long-term success.
Alumni success stories create a compelling narrative that validates the effectiveness of your curriculum, the strength of your career support services, and the credibility of your institution as a whole. Whether through personal testimonials, LinkedIn endorsements, or employer recommendations, alumni reinforce the value of your educational offerings in a way that no traditional marketing message can replicate.
Example:On their website, Boston University showcases alumni success stories that highlight educational and career development opportunities like internships and networking events. The success of graduates provides valuable social proof for prospective students, who can identify with and look up to these role models.
Source: Boston University
Driving Organic Traffic
An engaged alumni network plays a crucial role in generating organic traffic through word-of-mouth marketing. When alumni have a positive experience with your institution, they naturally become enthusiastic advocates, sharing their journey with peers, family members, and colleagues. This organic promotion is highly credible because it comes from real-life experiences rather than institutional messaging.
Beyond personal referrals, alumni contribute to organic traffic through their online presence. When they mention your school on LinkedIn, post about their achievements on social media, or participate in professional discussions related to their field, they create a ripple effect that drives interest in your institution. Schools can amplify this impact by encouraging alumni to tag their alma mater in their career updates, engage in school-sponsored events, and contribute to online discussions within alumni groups.
Additionally, search engines favor authentic, frequently updated content. When alumni success stories are featured on your website, blog, or social media channels, they provide valuable, keyword-rich content that enhances search visibility. Prospective students searching for insights on career outcomes in their chosen field may stumble upon these stories, further reinforcing your school’s credibility and increasing inquiries and applications.
Example: Here an alumni from Koç University in Turkey posts a very valuable testimonial, even tagging her alma mater and citing it as the #1 medical school in the country. In addition to an official alumni network, encouraging UGC from graduates is an effective strategy that comes across as authentic and therefore, trustworthy. Ask alumni to tag your school in graduation posts or list you in the education section of their LinkedIn profiles for organic traffic.
Source: Instagram
Mentorship and Career Services as a Unique Selling Point
An active alumni network can significantly enhance a school’s career services by establishing mentorship opportunities and creating a direct pathway for graduates to secure employment. When alumni hold influential positions in various industries, they become a valuable resource for current students and recent graduates looking to break into their fields. Schools that foster strong alumni engagement can tap into this network to offer students real-world insights, industry-specific guidance, and professional connections that go beyond what traditional career services can provide.
By collaborating with alumni who have become hiring managers, entrepreneurs, or industry leaders, schools can develop a reliable talent pipeline that benefits both graduates and employers. Alumni who feel a deep connection to their alma mater are more likely to offer internship programs, job placements, and networking opportunities tailored specifically to students from their former institution. These partnerships not only enhance job placement rates but also reinforce the credibility of your programs, proving to prospective students that your institution delivers real career outcomes.
Moreover, alumni mentors can serve as role models, helping students navigate their career paths through professional guidance and hands-on training. Schools can structure formal mentorship programs where alumni are paired with students based on career interests, fostering long-term professional relationships that extend well beyond graduation. These interactions boost student confidence, provide practical career advice, and offer an inside look at industry trends and expectations.
When alumni return to recruit from their alma mater, it strengthens the institution’s reputation as a trusted source of skilled professionals. This cyclical relationship, where alumni continuously contribute to the success of new graduates, creates a sustainable ecosystem of career support and growth.
Example: McMaster University has an Alumni Services page that highlights all of the career advantages that come with being part of their alumni network. Be sure to put all of the career benefits that your alumni network offers on full display so that you can leverage them as part of the FAB marketing strategy (features, advantages, and benefits), an effective form of brand storytelling that encourages prospective students to vividly imagine their success at your institution.
Source: McMaster University
Building a Strong Alumni Network
If you want to harness the power of alumni networks, it starts with cultivating meaningful relationships from the moment students enroll. Establishing a culture of connection early on makes it easier to keep graduates engaged long after they receive their diplomas.
One of the most effective ways to build a thriving alumni network is through dedicated alumni associations. These groups should not merely exist on paper but should be actively nurtured with opportunities for engagement, such as career workshops, networking events, and mentorship programs. Leveraging digital platforms, such as LinkedIn and exclusive alumni portals, helps create spaces where former students can stay in touch, share job openings, and collaborate on projects.
Personalized outreach is key to maintaining long-term engagement. Schools that take the time to check in with alumni (through newsletters, exclusive events, or professional development opportunities) demonstrate continued investment in their graduates’ success. This encourages reciprocity, as alumni become more willing to give back, whether through donations, guest lectures, or referrals.
Video testimonials featuring alumni discussing how your programs shaped their careers are incredibly effective. Highlighting their professional achievements, career transitions, and personal growth builds trust with prospective students who are weighing their options. Success stories can be embedded into your website, showcased on social media, and included in email campaigns.
Featuring alumni in live webinars or Q&A sessions allows prospective students to ask direct questions about career outcomes. This real-time engagement adds credibility to your institution’s claims, reinforcing the message that your graduates excel in their fields. Schools that leverage alumni networks in these ways transform passive viewers into engaged applicants.
Example: Get creative with your alumni recruitment strategy! Here, Stellenbosch University promotes its alumni network app, Maties Alumni, on YouTube – an exclusive, all-in-one platform for nurturing alumni relationships, career opportunities, mentorship, and personal connections.
Source: Stellenbosch University | YouTube
Elevating Your School’s Reputation Through Alumni Success
Ultimately, the strength of your alumni network is a reflection of the strength of your institution. Schools that prioritize alumni engagement are not only fostering lifelong relationships but are also investing in an authentic, powerful marketing strategy. By celebrating alumni achievements, maintaining strong communication channels, and integrating success stories into recruitment efforts, you can build lasting credibility and attract the next generation of students eager to follow in their graduates’ footsteps.
If your institution is looking for ways to enhance engagement and incorporate alumni networks into your marketing strategy, Higher Education Marketing can help you develop targeted campaigns that amplify your alumni success stories and drive enrollment growth. Your graduates are your greatest success. Make sure their voices are heard!
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Our expert digital marketing services can help you attract and enroll more students!
Frequently Asked Questions
Question: Why is alumni networking important?
Answer: It plays a crucial role in helping graduates navigate their professional journeys, opening doors to job opportunities, industry insights, and collaborative ventures.
Question: What is the value of alumni networks?
Answer: Alumni networks are excellent social proof, provide great opportunities for organic traffic, and showcase how your school facilitates career development.
