Strategic Alumni Engagement in Business Schools: A Role and Social Capital Perspective

Abstract

Alumni have emerged as essential and vital stakeholders in the development and sustainability of business schools. Their roles do not only limit towards the financial contributions but includes mentorship, industry linkage, institutional advocacy, and career support. However, many institutions seem to continuously facing challenges in terms of fully leveraging alumni potential due to fragmented strategies, undefined clear roles, and digital engagement which are limited. This conceptual paper explores strategic alumni engagement by mainly synthesizing key insights from existing studies, which are framed through the lenses of role clarity and together with its, relational value. Drawing from the established theories and past research, the paper categorizes alumni engagement into four key dimensions or perspectives, which are institutional development, career support, relational loyalty, and digital innovation. It emphasizes the need for a structured, but emotionally resonant, and have the approach of technology which strongly positions alumni as co-creators of institutional value. The paper concludes with strategic recommendations to establish alumni engagement within the institutional planning and proposes a swift shift from transactional to transformational alumni involvement within the business education environment.