Author: Thomas R. Bucher, Senior Corporate Relations Manager

In recent years of our MBA programme, numerous annual in-person company interactions, such as on-campus presentations and on-site visits, have been the catalyst for learning about local company cultures and generating personal connections.

In 2020, almost overnight, COVID-19 presented us with a new challenge: the pandemic drove many of our corporate interactions online. The Corporate Relations team was forced to re-evaluate and re-imagine how to offer company interactions that would allow for similar levels of engagement in digital formats.

Rather than simply filming presentation content that was previously delivered live, our aim was to build digital interactions from the ground up. Quite quickly in the transition process to 100% digital, we were able to re-evaluate each presentation in a digital-first way. By being optimistic about the potential technology provided, we could actually make some company interactions more exciting than before and improve networking opportunities. Overall, the result was surprising. Our MBAs came in contact with a wider range of companies and people than previous years, and many of our corporate relationships strengthened.

Exclusive content that brings companies to life

The team created MBA exclusive films at different company premises. We were able to virtually walk through company offices, gaining access to areas otherwise not open to visitors. This brought companies to life for our MBAs in a new vibrant way. Filming on location also meant we could speak with company representatives who our MBAs historically did not have access to – either because we couldn’t visit with a large group or they couldn’t travel to campus. Since the films were exclusive to the MBA, content was 100% tailored to the audience. Company culture and facilities were seen through an MBA-specific lens, not generic promotional material. The bespoke film material was combined with virtual live presentations, virtual Q&A, personal exchanges in virtual breakout rooms, and virtual apéros. Collectively, this provided an experience that, according to feedback, had more value than traditional face-to-face formats where guests are more limited and crowds can form around them.

Everyone has a front row seat

Another example was the redesign of our Industry Insights event, a 1-week long showcase of 7 important regional industries. To build excitement, we set up a TV studio and a live broadcast stream channel. Live panel discussions in a comfortable studio setting were combined with pre-recorded film footage. Again, much of the footage was exclusive to the MBA and provided access to places we had never visited with our MBAs before. Presenters could prompt our MBAs via large monitors where every face had a front row seat and a clear nametag. Through live chat and Q&A sessions, MBAs were able to jump in and interact directly with the presenters. The studio settings allowed for high production values and mimicked talk shows on television.

Improved access to hard-to-reach executives

In many ways, going 100% virtual made networking easier. We were able to reach more senior-level executives, because they could join from wherever they were geographically located and allocate a reasonable time in their calendar (often between two other virtual meetings). When in-person presentations are organised, many of these senior executives cannot interact with us due to scheduling pressure or where they are in the world. Furthermore, virtual breakout sessions and open Q&As provided the opportunity for more democratic participation. It was easier to balance the discussion and ensure that everyone had the opportunity to talk. The participation rate increased by 50% compared to previous years, as more of our Part-time MBA students joined in.

Moving corporate interactions online required open and creative conversations with a wide array of people in our corporate network. We had to communicate more, negotiate, come up with entirely new ideas on very short notice, and we had to be responsive to ever-changing restrictions.

Relationships are between people, not organisations, and during challenging times those relationships just get stronger. Navigating the pandemic enabled the Corporate Relations team to reaffirm the commitment of many our collaborators who play a critical role in enabling us to deliver great experience to our MBAs.