Many corporations underestimate the importance of alumni relations in perception of corporate brand.
Tesco has capitalized upon this often untapped resource by adding a link to a very attractive alumni network site to the footer of their corporate site. (For the alumni site click here)
It is obvious that the alumni site is genuinely up-to-date and well maintained, with blogs, announcements, news, etc. It also welcomes new members, and refreshes the page regularly with the names of each new member. This not only adds a personal feel to the site, but also indicates popularity, making the site even more enticing.
Alumni are likely to benefit corporations by serving as customers, suppliers, competitors, returnees, shareholders, etc. Corporations would be wise to follow Tesco’s example
