Metrics for Corporate Engagement: Evaluate Impact, Not Quantity

illustration of an article

by Lisa Cook, Academic Impressions

Multiple offices on a campus may establish corporate partnerships, which can make the issue of metrics for corporate engagement a complicated one. For example, the engineering school might track metrics of a company that partners with them to offer student internships and recruiting opportunities. But if that same company also funds research through that institution’s business school, and supports the institution’s philanthropic goals through a third office, just looking at the recruitment data alone may not reveal the true impact of the partnership — to the detriment of the relationship.

Keeping track of a company’s partnership impact allows institutions to be more strategic in cultivating those relationships. Metrics that measure impact may show strong partnerships with philanthropy and recruitment, and also highlight a potential for additional partnerships related to research funding, technology transfer, or student mentorship opportunities. Impact data can focus on the quality of existing partnerships and the potential for new engagement opportunities to strengthen and expand already-successful relationships.

Reinventing Partnership Metrics

Here is an example.

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