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

5/14/2018 CAREER & PROFESSIONAL DEVELOPMENT AT HBS CREATING AND MEASURING IMPACT OF ONLINE ALUMNI RESOURCES TEELE HALL– PRE 2013 WILDER HOUSE Lauren Murphy, Director External Relations Kendall Borges, Assistant Director MBA CPD Reunions Jill DiLibero, Manager 2013  : HBS CPD Alumni Clubs Development Alumni CPD 2 | SECTION IMMEDIATE WORK WHAT CAME NEXT?  Clean up website Analyzing and Experimenting   Update resources  Usage  Improve webinars  Needs  Raise standards of offerings  Segmenting and targeting  Reorient content to focus on job seekers  Communicating  Programming—in-person, on-line and virtual  Resumes and cover letters  Networking and interviewing  Gaps in employment 3 | SECTION 4 | SECTION 1

5/14/2018 SITE TRAFFIC TOP TRAFFIC HBS.EDU ALUMNI CAREERS MBA 2010s MBA 2010s Careers site Careers site MBA 2000s MBA 2000s Careers site Careers site MBA 1990s MBA 1990s Careers site Careers site Search by Coach Search by Coach Directory Main Page Directory Main Page Directory Main Page Directory Main Page MBA <1960s MBA MBA 1970s MBA 0.2% MBA 1970s <1960s eBaker eBaker Search by Coach Search by Coach Search by Coach Search by Coach 2% 6% 2.01% 1980s MBA 7% Directory Main Page Directory Main Page eBaker eBaker eBaker eBaker 1980s MBA 2010s MBA 2010s MBA 1990s 21% 9% Resource Library Resource Library Baker Library Services Baker Library Services Resource Library Resource Library 33% 15% Making a Career Change Making a Career Change Resource Library Resource Library Making a Career Change Making a Career Change Determining Your Next Move Determining Your Next Move Making a Career Change Making a Career Change Baker Library Services Baker Library Services MBA 1990s 16% Baker Library Services Baker Library Services Programs and Webinars Programs and Webinars Programs and Webinars Programs and Webinars MBA Exec Ed Coaching Landing Page Coaching Landing Page Resumes and Cover Letters Resumes and Cover Letters Coaching Landing Page Coaching Landing Page 2000s 18% 21% 2017 Reunion Data 2017 Reunion Data Determining Your Next Move Determining Your Next Move Determining Your Next Move Determining Your Next Move Exec Ed MBA 2000s 25% 25% 5 | SECTION 6 CREATION OF THE ALUMNI CAREERS BLOG TOP TRAFFIC MBA 1980s Careers site MBA 1970s Careers site MBA <1960s Careers site Exec Ed Careers site eBaker eBaker eBaker eBaker Resource Library Baker Library Services Spring 2017 Reunion Baker Library Services Data Baker Library Services Directory Main Page Directory Main Page Baker Library Services Directory Main Page Resource Library Making a Career Programs & Webinars Change Search by Coach Search by Coach Cracking the Search by Coach Programs and Webinars Cracking the Confidence Blog Post Confidence Blog Post Resource Library Making a Career Baker for Business Change Certain Vintage Blog Determining Your Next Post Making a Career Move Certain Vintage Blog Change Post Becoming a Board Programs and Webinars Member Certain Vintage Blog Becoming a Board Becoming a Board Post Member Programs & Webinars Member Baker FAQs 7 8 2

5/14/2018 ALUMNI CAREER TRANSITION VIDEO SERIES COACH DIRECTORY  Part 1: Meet the Alumni 3,300  Part 2: Reasons for Change  Part 3: First Steps and Self-Assessment video views  Part 4: Perfecting Your Pitch  Part 5: Industry Connections Part 6: Building Genuine Relationships  75%  Part 7: Keeping Networking Up to Date  Part 8: The HBS Network  Part 9: The Role of the Informational Interview video views  Part 10: Initiating the Informational Interview  Part 11: Preparing for the Informational Interview  Part 12: Importance of Social Networks 1 st Steps and Self- Part 13: Human Interaction   Part 14: Managing Transition Assessment  Part 15: Success on the New Job Most popular video  Part 16: Final Thoughts 9 10 WEBINARS HARVARD MANAGEMENTOR 728 Active 76% 46% 57% Accounts MBA Attendees Female Of Attendees Graduated since 2000 Attendees (45% when you exclude Exec. Edu.) Career Management HIGHEST RATED Most Popular Lesson WEBINARS* Build a Stand-Out Resume (95%) 84% 84% Joining the Right Start-Up (90%) How to Become a 10% Entrepreneur (88%) Very Satisfied/ Very Satisfied/ 44% Leading Diversity: What Top Managers Need to Know Satisfied* Satisfied* (88%) Users graduated after 2000 *Percentage represents attendees who were very satisfied/satisfied with the webinar 11 | SECTION 12 3

5/14/2018 EXTERNAL RELATIONS NEWSLETTERS CPD CAREER NEWSLETTERS 13 14 INSTAGRAM LINKEDIN ADVERTISING Launched in 2016 as a way to showcase student and alumni  stories.  Includes alumni stories, programs and takeovers. 15 16 4

5/14/2018 FUTURE OF ONLINE ALUMNI RESOURCES BULLETIN – DIGITAL TRACKING ON PRINT  Revamping Alumni Career site for better user experience  Less text, more visuals  Print to digital Storytelling  17 18 GROUP EXERCISE Find 2 other people not from your school   Meet as a group to share best practices around online resources Report back  19 5