Examining careers support from

graduates in a US University

Winston Churchill Travelling Fellowship 2011

Sue Rees

In September 2011 I travelled to the United States to research how American Universities used

alumni volunteers to contribute to careers services for current and past students. I was based in

Alumni House at George Washington University, Washington DC for four weeks and then visited five

other universities to compare their procedures and services.

George Washington University

GW is a leading private University based just five blocks from the White House. I chose GW for my

major research because they offer one of the most comprehensive alumni careers services in the US.

These are primarily delivered through the work of Michael Steelman, Volunteer and Career Services,

and Molly Kastendieck, associate director of Student & Young Alumni Programs, based in the Alumni

Office, but also through the Careers Service.

Michael has recently joined the Board of the Alumni Careers Services Network, a group of alumni

careers professionals who organise an annual conference and run a LinkedIn group.

Services include Dinner with Alumni, talks on “How to become a…”, careers focussed webinars,

networking evenings, a “Hire GW” web page, online mentoring, and “Resume Bootcamp”.

During my visit I was also able to participate in the planning and delivery of Alumni Weekend, an

event which involved over 2,000 alumni returning to GW to attend a choice of over 47 separate

events.

Some of the events that I helped organise/participated in were:

Careers Networking Event – Alumni Weekend

During Alumni Weekend a careers networking event was held for alumni. There were five

roundtables, each with a separate theme with a careers expert at each table. Themes were job

search, branding, salary negotiation and interview skills plus one general table. Each expert spoke

for five minutes then opened up for discussion. After 15 minutes a bell rang and each group moved

on to the next table. At the end of the hour everyone had the opportunity to go back to a specific

expert or experts, talk to the two careers generalists present or network with each other. Over 50

people attended and the session went on for over two hours.

Careers Webinars

Webinars are held using Adobe Connect. Each webinar takes 60 minutes and is delivered at 12

noon. There is a 40-45 minute presentation followed by 10-20 minutes Q&A. Participants pre-

register and are sent an invitation to join with a web link during the morning. Each webinar is

recorded so that alumni who can’t attend can watch later. The presenter can deliver their talk from

their own desk if required. The webinars are moderated by Michael from his desk. There are

PowerPoint slides and it is possible to take polls throughout to establish, for example, level of

experience of participants, industry etc. The presenter can also draw on slides during presentation.

There is a questions button at the bottom of the screen, seen by both the presenter and moderator.

These may be referred to during the presentation or left until the end. GW record who has attended

on their database.

During my visit there were two webinars - Managing Up: The secret to exceeding expectations, navigating transitions, and steering your career Presented by: Sara Melita, Assistant Vice President, Staff Learning and Development

George Washington University And

Start Your Federal Career Search Here Presented by: Paul Binkley, Director of Career

Development Services for GW's Trachtenberg School of Public Policy and Public Administration,

provides participants with all they need to know when it comes to the federal government job search.

GW provide one or two webinars each month:

http://alumni.gwu.edu/benefits/career/webinars/webinars.html

Career Advisor Network

There is a searchable database of alumni, who specify their job title, industry, employer, career stage,

field of study and what type of mentoring they are prepared to provide. Both alumni and students can

use the network, which is password protected.

Other events which are organised are:

International Summer Send-Offs

During summer 2011, nine summer send-offs were held outside the US. They are an opportunity for

new students about to start at GW to meet other new, current and past students. They can be hosted

by alumni or the parents of current students - 60% are hosted by parents. They will be attended by

GW staff if numbers are sufficient. In 2011 summer send-offs involved 1,000 people (including US

based events). They are a way for new students to find out more about the university, get advice

from those who have been there before them and start building a lifelong, worldwide connection with

GW.

Universities who have high alumni participation have good engagement with new students from the

beginning. Payback may not be for 20-30 years in financial terms but engagement is vital.

Meeting with Molly Kastendieck, Associate Director of Student & Young Alumni Programs

There is no fee for Alumni Association membership or the Young Alumni Program. “Young” is defined

as last ten years. YAN clubs in NY and DC have committee of volunteers. Around 10 events are held

each year in DC.

The Dinner with Alumni program was created to provide networking opportunities for undergraduate

students, with the hopes that these students will draw inspiration from the professional, educational,

philanthropic, and personal accomplishments of alumni. Through the dinners, students make great

connections with alumni in a collegial and relaxed setting.

These connections often lead to internships, jobs, good advice, and friendship.

GW alumni host 50 dinners annually for hundreds of undergraduate students, making this a premier

program to bring students and alumni together

Host sets number of students – 3 to 10. Often hosted at office, restaurant or home. The alums

specify academic area or profession. About 60 alumni volunteers so far. An example of a recent

dinner is below:

David Pearre, GSEHD MA '85 & Debbie Wheeler, CCAS MS '84

Mr Pearre is a technical recruiter and works with all aspects of recruiting positions. He currently works

in the intelligence community supporting a contractor to the National Geo-spatial Intelligence Agency.

Ms Wheeler manages the U.S. Marshals telecommunications program and previously worked for

National Security Systems. If you have an interest in a career in IT and telecommunications or the

federal contractor arena, you should apply for this dinner today!

How Do I Become A?

The "How Do I Become A..." lecture series is designed to expose the University community to various

careers by bringing distinguished alumni back to GW.

There are four or five a year, usually attended by 30-80 students. The alumnus talks about their

experience at GW, and how they got where they are now. Talk for 30-45 minutes, Q&A for 45-60

minutes. Advertised through posters and website. A recent example is:

How Do I Become A Music Industry Mogul?

Featuring Neil Portnow, CCAS BA '71

Alumnus Neil Portnow will sit down for a conversation with Frank Sesno, director of the GW School

of Media and Public Affairs, to discuss the music industry. Neil will talk about his work as a record

producer and music supervisor, working as the vice president of the West Coast Division of Jive

Records and his current position as president of the Recording Academy, the organization which

puts on the Grammy Awards.

Speed Networking

Usually attended by 15-20 alumni and 45-60 students. Students given presentation on how to

network by Careers staff. Alumni are briefed on what is expected of them and given refreshments.

Then there are 8 rounds of 3 minutes each where students have to give “elevator” pitch to sell

themselves as potential employees. The debriefing to give students feedback. Finally opportunity to

network informally. Idea is to improve networking skills rather than introduce specific people.

Senior Alumni Dinners

Attended by approx 60 students and 40 alumni. To teach students about financial management, and

etiquette.

Resume madness

Alumni sit at tables. Students are given a list of alumni with occupation details. Students chose

which alumni to ask to critique their CV. About 15 minutes allocated per CV. The students can see

as many or few alumni as there are time for (queue for each one).

Interview bootcamp

Mock interview sessions. Each alum interviews 4 or 5 students.

Alumni Interviews

During my visit I had the opportunity to interview a number of alumni who had volunteered:

Joe Rosenlicht

Joe has been participating in Speed Networking for several years. He started because he wanted to

give something back. Has also done Resume Madness and Interview Bootcamp. Volunteering for

Speed Networking led directly to a previous job. Joe is also a mentor and has offered job shadowing.

Continues to volunteer as can see direct, positive, result. By-product is opportunity to network with

other alumni.

Sam Blum, School of Business 2006. Runs Internet Start-up. Sam also initially got involved as a way to give something back. Also allows a way of communicating with senior staff. Now a member of the Alumni Careers Services Committee – one meeting per quarter. Also a member of his class reunion committee. He has participated in Career Networking nights, which he believes teaches students networking skills in a forgiving atmosphere. Is an alumni mentor, but few students have contacted him. He said it was rewarding helping the next generation and that there were mutual benefits. James Walker Grad 2007 James works for a Global Communications Company and has a Communications degree. He is currently based in Mongolia with a team of six. As a student he was Vice-Chair of the Black Alumni Association and is keen to increase diversity in the Alumni Association. He sees volunteering as a low investment with high returns. He suggested more sessions about specific careers and what they involve on a day to day basis. He has participated in speed networking, has given guest lectures and a webinar on social media. GWU Annual Fund

During my time at GW, I also met with Rebecca Trump, Assistant Director for the Annual Fund.

GW use a mixture of mail, phone and email fundraising. Each year the President sends out a "State of the University" letter which contains an ask. The focus is generally on scholarships, with stories of students who have benefited. The letter contains suggested gift amounts. Sometimes there is a separate mailing from a Dean focussing on the alum's academic area (sent at a different time). Because donors are focussed on tax benefits, three emails are sent in December reminding people to get their gifts in during the tax year. They also send an email appeal before the end of the fiscal year in June. 9% of their alumni donate, and their target for this year is 10% participation. 20% of their donation value is from direct mail - but they use phonathons to get new donors and mostly mail existing donors for repeat gifts. Rebecca says that a 1% response to a mailing is considered good.

They now get as many gifts from online asks as from the phonathon. There is a faculty and staff campaign, and 93% of DARO staff donated last year. They have an annual staff retreat each year for DARO staff, and last year they put a coloured dot on the name badge of each staff member who had donated. The Vice-President considers staff giving a priority, and encourages it whenever he gets the chance. During phonathons, an email is sent on the evening of the call, and a thank you letter/donation form sent the following morning. Follow up is done 45, 90 and 120 days after the call. This may be by letter or phone. Major Gifts staff are expected to encourage donations to the Annual Fund as well as the major gift they are there to ask for. They have a separate "giving club", the Luther Rice Fund, for donors of $1,000 or more per year. However this is not really being followed up on at the moment. A key point is that there must be a robust Alumni Relations Programme, so that alumni receive regular magazines and invitations to events. Otherwise the alumni will say "the only time you contact me is to ask for money". They will say that anyway, but we must make sure it isn't true! There are six staff in the Annual Fund office. There are over 200 in DAR. DARO College. All staff are required to take at least two modules. Taught by internal staff and

external experts.

During my Fellowship I was also able to visit University of Virginia at Charlottesville, Cornell

University, Boston College, Tufts University and Northeastern University. Most had similar programs

to GW (although none was so extensive) and all had different organisational structures.

University of Virginia at Charlottesville

During my visit I met:

Emily Bardeen, Liz Sprouse, Annette Kaufman-Horner – Alumni Careers Services

Cindy Fredrick, Associate President for Engagement

Jason Life, Managing Director, Alumni Engagement

Robert Viccellio, Vice-President of Communications, Editor of U.Va Magazine

Tom Faulders, Alumni Association President and CEO

UVC has 14,000 undergraduate and 7,000 postgraduate students.

University Careers Alumni Network (UCAN).

67% clients from last 10 years graduates.

Survey of young alumni, highest affinity – Football, Reunions, Careers

Use Myers Briggs and Strongest Interest Index to suggest possible occupations

Webinars for alumni, parents and final year students. Dress for Success event sponsored by Banana

Republic.

Hoos Online – Hoos Network. Job postings, weekly email with synopsis of posts

Summer Send-offs

Summer Send-offs, 85 per year. All alumni, current students and incoming students plus parents of

current and incoming students. Parents who attend send-offs 50% more likely to give. Have a

speaker – usually a current student, parent or alumnus. Send staff member where possible (if more

than 50 likely to attend). Held in August.

Also hold receptions on 20 April – as students are being offered places.

Regional Clubs – open to parents, friends and alumni. Small fee to join, plus charge for events.

Faculty supported to attend events, sometimes lectures by faculty.

$100,000 per year to support approx 100 clubs.

Jason Life, Managing Director, Alumni Engagement

Young Alumni, reunions and Careers Committees In 2004/5 a task force was set up – top level alumni committee Communications meeting Magazine 4 times per year plus e-news 8 times. Also use social media and videos. Electronic version of magazine sent to all students. IPhone app for whole university. Alumni publications balance out fundraising communications. Funded by University, advertising, membership fees. One-time payment $350. If more than 7 years out on joining then $450. 65,000 life members, 4,000 annual members at $40. Life membership fees go into endowment. Interest from that pays operating costs.

www.hoosonline.com alumni-assoc, Virginia

Columbia

Emily Seamone, Center for Career Education

Free one hour counselling sessions for alumni

Monthly webinar – 50-200 alumni plus posted on website

Workshops – “How to …”. Small fee

Four networking events per year – industry specific

Alumni Careers Task Force – looking at services/collaboration.

Columbia Careers Connections. Run through LinkedIn.

Run LinkedIn Lab

Use alumni panels at careers fairs

Newsletter highlights previous mentors, volunteers. Identify volunteers at events, from LinkedIn.

Alumni hold mock interviews.

Dinner with Alumni, Informative Interviews. Alumni contribute strongly to Careers Centers.

Networking Breakfasts. Alumni organise themselves, Columbia provide space and nametags.

Alumni who are engaged in events and career networking more likely to donate.

Boston College

Robert Sherwood, Special Advisor, Alumni Relations and Louis Gaglini, Associate Director Employer

Relations (Career Center).

External Review of Alumni Relations every five years.

Career support primarily supports graduates less than five years out. Provided by external company

at a 50% discount.

Eaglelink – NACElink

Yellowpages on profile?

8,000 alumni on online network. Complete online profile including indication of what areas they are

willing to give advice.

BC Connections mentoring program. Matches students with alumni for 2.5 years. Hand matched

during Junior Year. 1.5 years as student, 1 year as graduate. Annual dinner for mentors and

mentees,

Series of talks by Deans, also talks by panels of alumni.

Alumni offered the opportunity to hire BC students.

“Lunch and Learn” careers conversations with alumni.

Students welcome the opportunity to meet alumni (especially younger alumni). Increases alumni

engagement and alumni are thrilled to be involved with current students.

185 staff in BC Advancement Division, currently undertaking $1.5 billion campaign.

But – too much fundraising communication and not enough alumni communication means nearly 50%

of alumni no longer wish to be contacted by BC.

Beanpot Competition – Business Plan competition. Funded and judged by alumni.

Tufts Leslie Warner Employed within careers Center but paid by Alumni Relations. Service for alumni only. Provides career counselling, entrepreneurial training and setting up own business advice. Regular phone consultations – tele-seminars. Alumni dial in. University provides free phone bridge. Tufts online careers network. 9,000 alumni. Separate database accessed by alumni and volunteers. (Module of Harris Connect).

Northeastern

Alumni and Annual Fund – 30 staff, Advancement 140

Held 264 events in 2010, have 22 chapters in USA and 8 international chapters

Insight tool in Facebook. Have official Facebook page but some chapters use groups. Feed from

Facebook wall to homepage.

Alumni who don’t attend events are unlikely to donate. After one event three times more likely to give,

after more than one four times more likely.

Magazine sent to alumni, staff and parents.

Alumni want to help current students. Asian students want to hear from prestigious alumni.

Students have access to mentoring database – iModules. Alumni have access to careers service for

life. Jobs Board for alumni on website.

50th reunion coincides with commencement.

Monthly networking exchange. Speaker or panel. Usually alumni. Q&A, networking before and after.

10 a year.

Speed networking. Booklet produced giving information on all attendees. Published to be available

on the night.

525 – Five alumni under 25. Talk about life after college, moderated by current student. Attended by

students and young alumni.

Conclusions and Recommendations

During my visit to the USA, I was made very welcome and gained a very valuable insight into how

each University ran their alumni careers service. Colleagues were generous with their time, and

really put themselves out to assist me.

It is clear that involving alumni in Careers Services benefits the University, the students and the

alumni themselves. The University is able to offer a wider range of services to their alumni and

students, the alumni and students benefit from the mentoring and advice and the alumni enjoy the

opportunity to connect with each other, the students and increase their engagement with their Alma

Mater.

There are a number of services that Ulster should introduce, although some may take longer to

implement than others.

Webinars

Webinars are easy and cost little to set up. Speakers could be sourced from our Career Development

Services department, Staff Development and from our academics in the first instance. Alumni

volunteers can also be sought. Subjects could include CV writing, using social media for job search,

running your own business and team management.

Mentoring scheme.

Alumni should be asked to volunteer as mentors. A searchable database can then be established

which other alumni can use to identify mentors by profession, employer or course studied. This can

then be extended to students once established. DCS will need to work with DARO to enable students

can access the mentoring database.

Networking Evenings

These are easy to organise and the only cost is some refreshments. These would need to be run by

CDS but DARO would be responsible for recruiting alumni to participate.

Interview Bootcamps & CV Reviews

Again, these are easy to organise and the only cost is some refreshments. These would need to be

run by CDS but DARO would be responsible for recruiting alumni to participate.

Summer Send-offs

Although these are not careers-based the idea is one which could greatly benefit Ulster, particularly

for international students. I will share the information with Student Marketing International so that they

can decide whether to introduce these.