{"id":64847,"date":"2024-11-18T08:00:00","date_gmt":"2024-11-18T07:00:00","guid":{"rendered":"https:\/\/www.mashup-communications.de\/?p=64847"},"modified":"2025-03-03T13:07:40","modified_gmt":"2025-03-03T12:07:40","slug":"alumni-employer-branding","status":"publish","type":"post","link":"https:\/\/www.mashup-communications.de\/en\/2024\/11\/alumni-employer-branding\/","title":{"rendered":"The Power of Alumni: Why Alumni are an important target group in Employer Branding"},"content":{"rendered":"\n<p>When we celebrated our <a href=\"https:\/\/www.mashup-communications.de\/2024\/04\/best-work-buddies\/\" target=\"_blank\" rel=\"noreferrer noopener\">15th anniversary in April this year<\/a>, our alumni were naturally part of our Mashup party. After all, our agency life is not only shaped by our current Mashies and clients, but also by our former employees. Since 2009, a total of 113 interns, trainees, working students, team assistants and consultants have accompanied us on our journey. And have helped shape our agency &#8211; sometimes more, sometimes less &#8211; and we have certainly had an impact on their lives.   <\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/C6EBPZOM7Dj\/?utm_source=ig_embed&#038;utm_campaign=loading\" data-instgrm-version=\"14\" style=\"  background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/C6EBPZOM7Dj\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\"  display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\" width=\"50px\" height=\"50px\" viewbox=\"0 0 60 60\" version=\"1.1\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\"  color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Check out this post on Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\"  width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\"  width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\"  background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\"  width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\"  background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/C6EBPZOM7Dj\/?utm_source=ig_embed&#038;utm_campaign=loading\" style=\"  color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">Ein Beitrag geteilt von Mashup Communications | PR &#038; Brand Storytelling (@mashupcommunications)<\/a><\/p><\/div><\/blockquote>\n<script async=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Touchpoints for Alumni: Get-togethers, LinkedIn group, Alumni Stories<\/strong><\/h2>\n\n\n\n<p>We see some alumni at regular intervals at the Mashup get-togethers, others are passively connected with us in our LinkedIn alumni group. And still others we actively contact to talk to them about their future careers in our \u201e<a href=\"https:\/\/open.spotify.com\/show\/2fYRMkjQ4kRzXhoSiquFyQ\" target=\"_blank\" rel=\"noreferrer noopener\">Alumni Stories<\/a>\u201c podcast. Here, we not only find out what career paths they took after Mashup and what their hearts are currently beating for, but also what lessons and insights they took away from Mashup and what they perhaps still take to heart from that time today.<\/p>\n\n\n\n<p>But why all the effort? After all, the Mashup chapter is closed for both sides and has no further influence on our agency. Or does it?  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Employer Branding for Retention: promotion stories for employee loyalty<\/strong><\/h2>\n\n\n\n<p>Let&#8217;s take a look at the <a href=\"https:\/\/www.mashup-communications.de\/en\/2024\/06\/the-employer-branding-heros-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">hero&#8217;s journey for employees<\/a>. The first threshold has been crossed, the new employee has been hired and onboarding has gone smoothly. Once the initial tests have been overcome and allies have been found, the real test comes (for example, after the probationary period or a completed traineeship). Will there be a promotion in the company or not?   <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"572\" src=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.38.18-1024x572.png\" alt=\"-\" class=\"wp-image-64820\" title=\"\" srcset=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.38.18-1024x572.png 1024w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.38.18-300x168.png 300w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.38.18-768x429.png 768w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.38.18-1536x858.png 1536w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.38.18-2048x1144.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Logically, positive stories lend themselves to employee retention. Like our consultant Cleo, who started her career with us at over 40 and was faced with the question of whether she could stay with Mashup after her internship. You can <a href=\"https:\/\/www.mashup-communications.de\/2023\/09\/cleos-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">read<\/a> or <a href=\"https:\/\/open.spotify.com\/episode\/3eyVwzuNDBAHRLCexufxS5\" target=\"_blank\" rel=\"noreferrer noopener\">hear to her whole story here.<\/a>  <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.32.49-1024x574.png\" alt=\"-\" class=\"wp-image-64823\" title=\"\" srcset=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.32.49-1024x574.png 1024w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.32.49-300x168.png 300w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.32.49-768x431.png 768w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.32.49-1536x862.png 1536w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.32.49.png 1722w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Leaving the company: As a mentor for a new hero&#8217;s journey<\/strong><\/h2>\n\n\n\n<p>Contrary to what you might think, a resignation is no reason not to report. Former employees can also act as ambassadors, as is the case in our Alumni Stories, for example. The message behind this: If we ourselves are on such good terms with former employees, we must be doing something right as an employer, right? But that&#8217;s not the only reason. We are actually interested in the further careers of our alumni and are really proud of the interesting things our former colleagues have achieved with us on their CVs.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"321\" src=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.57.47-1024x321.png\" alt=\"-\" class=\"wp-image-64825\" title=\"\" srcset=\"https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.57.47-1024x321.png 1024w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.57.47-300x94.png 300w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.57.47-768x241.png 768w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.57.47-1536x481.png 1536w, https:\/\/www.mashup-communications.de\/app\/uploads\/2024\/11\/Bildschirmfoto-2024-11-05-um-17.57.47-2048x642.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Whether it&#8217;s becoming self-employed with their own yoga blog, like <a href=\"https:\/\/www.fuckluckygohappy.de\/rebecca-randak\/\" target=\"_blank\" rel=\"noreferrer noopener\"> our first trainee Rebecca<\/a>, founding a content agency for the leisure industry, like <a href=\"https:\/\/www.mashup-communications.de\/2023\/06\/alumni-stories-liam-kreutschmann\/\" target=\"_blank\" rel=\"noreferrer noopener\">our consultant colleague Liam<\/a>, a corporate career, like <a href=\"https:\/\/www.mashup-communications.de\/2023\/12\/alumni-stories-kim\/\" target=\"_blank\" rel=\"noreferrer noopener\">our intern Kim<\/a>, as deputy press spokesperson for a political party, like <a href=\"https:\/\/www.mashup-communications.de\/2024\/06\/alumni-stories-berthe\/\" target=\"_blank\" rel=\"noreferrer noopener\">our trainee Berthe<\/a> , or as a book author, journalist and activist, like our <a href=\"https:\/\/www.mashup-communications.de\/2023\/10\/alumni-stories-ciani\/\" target=\"_blank\" rel=\"noreferrer noopener\">Storytelling consultant Ciani<\/a> \u2013 the career paths of our alumni are all very different and also show potential future (former) employees what diverse careers they could realize with our tools after Mashup.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Magic potion Alumni: Corporate Influencer, Boomerang, Team Builder<\/strong><\/h2>\n\n\n\n<p>In addition, former employees are always secret <a href=\"https:\/\/www.mashup-communications.de\/en\/2023\/08\/corporate-influencers\/\" target=\"_blank\" rel=\"noreferrer noopener\">corporate Influencers<\/a> and can provide new customers and colleagues through their advocacy. They can also become boomerang employees, i.e. rejoin the company, which is a good option for both parties, especially in the wake of the skills shortage. Last but not least, it even contributes to current team building when new and old employees can exchange ideas.  <\/p>\n\n\n\n<p>But no matter what goals are being pursued with the individual HR strategy, I personally can only advise everyone to think not only about future and existing employees, but also about former companions when it comes to employer branding. And, of course, if you want to have a good time with familiar people you still like to be around &#8211; be it at an anniversary, podcast or lunch date.<\/p>\n\n\n\n<p><em>Our Head of Onboarding Julia has written down why stories are fundamental right at the start of the employee hero&#8217;s journey: <a href=\"https:\/\/www.mashup-communications.de\/2024\/08\/bewerbung-mit-storytelling\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lagerfeuer statt Verh\u00f6r: Warum wir auch im Bewerbungsprozess auf Storytelling setzen<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>No matter what goals are being pursued with the individual HR strategy: Companies should not only think about future and existing employees, but also their alumni when it comes to employer branding. <\/p>\n","protected":false},"author":3,"featured_media":64841,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[41,206,87],"tags":[],"class_list":["post-64847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency-management","category-alumni-en","category-backstage-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/64847","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/comments?post=64847"}],"version-history":[{"count":4,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/64847\/revisions"}],"predecessor-version":[{"id":65883,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/posts\/64847\/revisions\/65883"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media\/64841"}],"wp:attachment":[{"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/media?parent=64847"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/categories?post=64847"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mashup-communications.de\/en\/wp-json\/wp\/v2\/tags?post=64847"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}