:format()//media/Alumni-in-higher-education-marketing-RQ.png)
Review sites such as Yelp or TripAdvisor are popular for a reason: they deliver authentic voices and personal experiences straight from the mouths of users to assist potential customers in making informed decisions.
University and college graduates can provide the same level of first-hand accounts—along with educational and career advice, mentorship, inside info, and more—for prospective students.
Graduates aren't just proof that your programs work. They're storytellers, mentors, and community builders.
Their first-hand accounts, career wins, and honest insights help prospective students see themselves at your institution—and beyond it.
That's why alumni have long played a crucial role in higher-education digital marketing, and continue to do so steadily.
As universities increasingly tap into alumni connections through social media and outreach, the impact of motivated graduates on your recruitment efforts can grow.
When alumni share their experiences and success stories on digital platforms, speak at recruitment events, or lead mentorship programs, they create a ripple effect of trust and connection, influencing and attracting new applicants through relatable storytelling.
This shift is more of a community-driven marketing approach, where your alumni act as trusted emissaries, enhancing your university's brand and fostering global connections.
So, how can your university put alumni voices front and center.
How alumni can influence prospective students
Personal experiences
Nothing resonates more than a real story.
Alumni can connect with prospective students by sharing genuine narratives about their time at the university, highlighting formative experiences, and showcasing how their education shaped their careers.
These stories resonate with students who are seeking relatable accounts and can significantly influence their decision-making process.
Career stories that inspire
Showcase alumni who've gone on to do great things.
Alumni who have achieved notable successes in their careers serve as powerful examples of the tangible benefits of a university education.
Illustrating their professional journeys and the impact of their academic training can inspire prospective students to see themselves in similar roles or industries.
The London School of Economics's Department of Mathematics features rich, student-written alumni stories that highlight academic rigor, personal growth, and career outcomes—offering prospective students authentic insights into life at LSE and the value of its Mathematics and Economics program.
Word-of-mouth that moves the needle
A recommendation from a trusted graduate—online or over coffee—carries weight marketing can't buy.
Word-of-mouth remains one of the most effective marketing tools in higher education.
When alumni share their positive experiences with family or friends, or through social networks, it adds a level of credibility that traditional marketing can't replicate, ultimately swaying the opinions of potential new students.
Alumni engagement recruitment strategies that work
Ambassadors at open houses and recruitment fairs
From open houses to international fairs, alumni bring credibility and warmth.
Their presence signals a strong, connected community.
They can engage with prospective students and their families during university events, providing firsthand insight into the university culture and environment, and creating a welcoming atmosphere and a sense of belonging, encouraging prospective students to envision themselves as part of that legacy.
Webinars, Q&A sessions, and mentorship programs
By leading online discussions and offering mentorship opportunities, alumni can provide valuable guidance to prospective students about academic choices, career paths, and the overall college experience.
These touchpoints offer invaluable guidance and a personal connection that can not only elevate your university's profile but also create meaningful connections that can last a lifetime.
Networking events for admitted students
Pre-arrival meetups and alumni-led events help admitted students feel supported from day one.
Organized networking events facilitated by alumni help newly admitted students acclimate to their new environment and connect with peers and industry professionals.
This support can be pivotal in easing the transition into college life and stimulating student confidence and success.
Alumni-driven content that builds community
Sharing alumni-generated content
Let them tell their story: blog posts, video testimonials, and podcast interviews
Alumni-generated content provides authentic perspectives on the university experience that can be featured on official websites and promotional materials.
And sharing narratives in various media formats lets your prospective students engage with alumni stories in diverse and impactful ways on the channels they're using.
The MBA in Investment Management program at Concordia University's John Molson School of Business features video testimonials from recent grads, along with current students, who describe the program's value and the advantages of living in Montreal
Social media takeovers and interactive content
Put your platforms in alumni hands.
Alumni can interact with prospective students by taking over university social media accounts, sharing insights through live Q&A sessions, or creating interactive content.
This dynamic approach not only showcases your alumni's enthusiasm but also nurtures a sense of community with current and future students.
Personalized alumni emails
A heartfelt alumni story in a recruitment email?
That's memorable, relatable, and powerful.
Incorporating alumni experiences into recruitment emails can add a personal touch, making communication more relatable and interesting.
By sharing tailored stories or advice that resonate with the interests of prospective students, universities can boost their outreach efforts and cultivate deeper connections.
Alumni as advocates
Referral programs with heart
Encourage alumni to share the love—with formal referral programs, recognition, or incentives that reinforce their value.
These can motivate graduates to actively promote your university to prospective students and create a win-win situation.
Your alumni will feel recognized for their contributions, and your university could benefit from increased applications.
St. Thomas Aquinas College in Sparkill, New York, offers an alumni referral program that can lead to a $1,000 annual scholarship for students
Shared experiences on LinkedIn and social media
When alumni talk about your university on LinkedIn or social media, that's social proof in action—real, relatable, and far-reaching.
By motivating alumni to share their educational experiences on these platforms, you can harness the power of social proof to attract prospective students.
This grassroots advocacy can effectively reach wider audiences and reinforce your university brand through authentic endorsements.
Global reach through alumni networks
Want to boost international recruitment?
Tap into your alumni abroad.
Their local insights and personal stories make your university more accessible.
Leveraging alumni networks for international recruitment can expand the university's reach and appeal to a diverse student body.
By enlisting alumni from various backgrounds and locations to assist in outreach efforts, you can share your university or college values and opportunities with prospective students around the world.
At international recruitment events, Imperial College London alumni ambassadors provide insights into studying at Imperial and living in London
Alumni are your university's lifelong storytellers.
The relationships formed during their time at your university or college can lead to lifelong connections, cultivating a sense of loyalty and advocacy that helps sustain your university's reputation over time.
Their voices build credibility, foster trust, and expand your reach. The more you engage them, the stronger your recruitment efforts—and community—become.
How is your institution activating alumni in digital marketing? Share your approach with the Terminalfour community.