How do employee alumni networks contribute to the development and maintenance of an organization's employer brand?
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Employee alumni networks play a crucial role in developing and maintaining an organization's employer brand. These networks help former employees sustain their identification with the organization through various identity stratagems. Corporate communication, alumni engagement events, and personalized messages enhance organizational identification and inspire former employees to rejoin. Employees not only act as brand representatives but also co-create the employer value proposition, influencing internal and external perceptions of the organization. Alumni, being the face of the institution, contribute significantly to word-of-mouth marketing and can even support the institution financially through donations. Employer branding activities, including communication efforts, impact the psychological contract of individual employees, influencing their perception of the organization's culture and values.
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36 Citations | Employee alumni networks contribute to employer brand by allowing members to sustain identification with the organization through identity work, incorporating past experiences into self-narratives using nostalgia, reproduction, validation, and combination. |
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4 Citations | Employee alumni networks contribute to the development and maintenance of an organization's employer brand through corporate communication, alumni engagement events, and rehiring practices, fostering positive boomerang behavior intentions. |
Open access•Journal Article | Alumni networks contribute to an organization's brand by serving as brand ambassadors, aiding in marketing through word of mouth, and potentially supporting the institution financially through donations. |
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