CREATING AND MEASURING IMPACT OF ONLINE ALUMNI RESOURCES TEELE - - PDF document

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CREATING AND MEASURING IMPACT OF ONLINE ALUMNI RESOURCES

Lauren Murphy, Director Kendall Borges, Assistant Director Jill DiLibero, Manager

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CAREER & PROFESSIONAL DEVELOPMENT AT HBS

External Relations Reunions Alumni Clubs Development Alumni CPD MBA CPD

2013 : HBS CPD

TEELE HALL– PRE 2013 WILDER HOUSE

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IMMEDIATE WORK

• Clean up website
• Update resources
• Improve webinars
• Raise standards of offerings
• Reorient content to focus on job seekers
• Resumes and cover letters
• Networking and interviewing
• Gaps in employment

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WHAT CAME NEXT?

• Analyzing and Experimenting
• Usage
• Needs
• Segmenting and targeting
• Communicating
• Programming—in-person, on-line and virtual

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SITE TRAFFIC

MBA 2010s 21% MBA 2000s 21% Exec Ed 25% MBA 1990s 16% MBA 1980s 9% MBA 1970s 6% MBA <1960s 2.01% MBA 2010s 33% MBA 2000s 25% Exec Ed 18% MBA 1990s 15% MBA 1980s 7% MBA 1970s 2% MBA <1960s 0.2%

HBS.EDU ALUMNI CAREERS

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TOP TRAFFIC

MBA 2010s MBA 2010s

Careers site Search by Coach eBaker Directory Main Page Resource Library Making a Career Change Determining Your Next Move Baker Library Services Coaching Landing Page 2017 Reunion Data Careers site Search by Coach eBaker Directory Main Page Resource Library Making a Career Change Determining Your Next Move Baker Library Services Coaching Landing Page 2017 Reunion Data

MBA 2000s MBA 2000s

Careers site Directory Main Page Search by Coach eBaker Baker Library Services Resource Library Making a Career Change Programs and Webinars Resumes and Cover Letters Determining Your Next Move Careers site Directory Main Page Search by Coach eBaker Baker Library Services Resource Library Making a Career Change Programs and Webinars Resumes and Cover Letters Determining Your Next Move

MBA 1990s MBA 1990s

Careers site Directory Main Page Search by Coach eBaker Resource Library Making a Career Change Baker Library Services Programs and Webinars Coaching Landing Page Determining Your Next Move Careers site Directory Main Page Search by Coach eBaker Resource Library Making a Career Change Baker Library Services Programs and Webinars Coaching Landing Page Determining Your Next Move

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MBA 1980s

Careers site eBaker Resource Library Baker Library Services Directory Main Page Search by Coach Programs and Webinars Making a Career Change Certain Vintage Blog Post Becoming a Board Member

MBA 1970s

Careers site eBaker Baker Library Services Directory Main Page Resource Library Search by Coach Cracking the Confidence Blog Post Certain Vintage Blog Post Becoming a Board Member Programs & Webinars

MBA <1960s

Careers site eBaker Spring 2017 Reunion Data Baker Library Services Programs & Webinars Cracking the Confidence Blog Post Baker for Business Making a Career Change Certain Vintage Blog Post Baker FAQs

Exec Ed

Careers site eBaker Baker Library Services Directory Main Page Making a Career Change Search by Coach Resource Library Determining Your Next Move Programs and Webinars Becoming a Board Member

TOP TRAFFIC

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CREATION OF THE ALUMNI CAREERS BLOG

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ALUMNI CAREER TRANSITION VIDEO SERIES

• Part 1: Meet the Alumni
• Part 2: Reasons for Change
• Part 3: First Steps and Self-Assessment
• Part 4: Perfecting Your Pitch
• Part 5: Industry Connections
• Part 6: Building Genuine Relationships
• Part 7: Keeping Networking Up to Date
• Part 8: The HBS Network
• Part 9: The Role of the Informational Interview
• Part 10: Initiating the Informational Interview
• Part 11: Preparing for the Informational Interview
• Part 12: Importance of Social Networks
• Part 13: Human Interaction
• Part 14: Managing Transition
• Part 15: Success on the New Job
• Part 16: Final Thoughts

3,300

video views

1st Steps and Self- Assessment

Most popular video

75%

video views

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COACH DIRECTORY

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WEBINARS

HIGHEST RATED WEBINARS*

Build a Stand-Out Resume (95%) Joining the Right Start-Up (90%) How to Become a 10% Entrepreneur (88%) Leading Diversity: What Top Managers Need to Know (88%)

76%

MBA Attendees

46%

Female Attendees

57%

Of Attendees Graduated since 2000 (45% when you exclude Exec. Edu.)

*Percentage represents attendees who were very satisfied/satisfied with the webinar

84%

Very Satisfied/ Satisfied*

84%

Very Satisfied/ Satisfied* 12

HARVARD MANAGEMENTOR

44%

Users graduated after 2000

728

Active Accounts

Career Management

Most Popular Lesson

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EXTERNAL RELATIONS NEWSLETTERS

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CPD CAREER NEWSLETTERS

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INSTAGRAM

• Launched in 2016 as a way to showcase student and alumni

stories.

• Includes alumni stories, programs and takeovers.

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LINKEDIN ADVERTISING

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BULLETIN – DIGITAL TRACKING ON PRINT

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FUTURE OF ONLINE ALUMNI RESOURCES

• Revamping Alumni Career site for better user experience
• Less text, more visuals
• Print to digital
• Storytelling

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GROUP EXERCISE

• Find 2 other people not from your school
• Meet as a group to share best practices around online

resources

• Report back