In the spirit of the YouTube hit featuring the American video game designer Matt Harding dancing his way around the world, Cass Business School’s marketing campaign features various global destinations, alumni and bumper stickers.

The “I Love Cass” promotion is a clever exercise in brand awareness but, perhaps more importantly, emphasises the vital role that alumni play in business school life.

Cass, in the City of London, launched its campaign last Valentine’s Day. “As our alumni come from every corner of the globe we thought it would be a great way to create a community spirit and sense of belonging among staff, students and alumni,” says Melanie Hamelle, head of marketing.

Former graduates do far more than express their love for their alma mater, however. They interview MBA applicants and also provide inside information for job applications.

There are a number of platforms that allow alumni to give back to students, says Matthew Temple, director of alumni career services at Kellogg School of Management, Northwestern University, Chicago.

“The Kellogg alumni mentorship programme matches alumni with current Kellogg students to provide career advice. Alumni also interact with students at conferences, where they appear as main speakers or panellists.”

Alumni also host treks, where groups of MBA students go to areas such as Silicon Valley to meet company representatives. In addition they return to Kellogg to give presentations, speak to classes, help with student clubs and take students through case studies.

The careers help given to MBA students and other alumni is particularly useful. “We receive 6,000 to 8,000 job listings a year and many of those opportunities are posted by alumni,” Temple says. “That can be an important way for students to find jobs, particularly in an economy like this.”

Business schools will usually operate some kind of alumni database or directory. This can be used to reach out to a company for which an MBA student is interested in working. Kellogg has some 51,000 alumni, which makes this database a powerful network resource.

The relationship with alumni is a two-way trade. Several business schools offer support services to former graduates long after they have moved on.

Marcia Hoynes, career development manager at Durham Business School, says: “We sent out a communication offering our support to alumni affected by the current economic climate.

“Durham alumni members are really important to us. We want to make sure that the support is not just for while they are students but to make sure that it continues and that they feel part of the business school both when they are here and after they leave.”

Hoynes has had several conversations with former students concerned about issues such as redundancy and has set up meetings, discussed career support and provided resources. There is also a career mentoring scheme for alumni. Former Durham students are matched with other alumni who might be able to help with their career development.

At Kellogg free and unlimited one-on-one career coaching is provided to alumni, Temple says.

“We can provide help with résumés and covering letters, leveraging the Kellogg network or other networks, preparing for interviews, salary negotiation and setting goals when starting a new job. In the last full school year we scheduled more than 4,000 one on one appointments with alumni.”

Not every former graduate can be a mentor or host career treks. But, as Cass alumni have demonstrated, if you love your business school there are many ways to contribute.

Paulette Dixon is an American-based singer-songwriter who graduated with an MBA from Cass in 2007. “The best thing any former student can do is to give positive feedback. It is the easiest way for alumni to give back,” she says.

“When graduates leave Cass feeling good about the experience, the most powerful contribution they can make is to talk about it. So I try to share as much as I can about the MBA, the networking opportunities and the faculty and staff.” Feel the love.

Still part of Durham's big family

Anant Mathur graduated from Durham Business School in 2006 after completing his MBA and three years later he still feels very much part of the school’s family.

Since leaving he has mentored MBA students there just as he was helped by alumni as soon as he arrived. “I was allocated a mentor and we had an event within the first two weeks, in which we met and networked with as many alumni as possible.”

During his MBA year Mathur was in touch with at least five alumni for tips and advice. Former graduates also provided an insight into industry interviews and what to expect. Now the boot is on the other foot, he says: “You have a responsibility to help others to gain the same opportunities that you had.

I talk about my experiences at Durham, I tell people to go there.”

Mathur also meets up regularly with former Durham students who live and work in and around London. “We exchange experiences. It keeps thefraternity going. I don’t think of it as alumni, I think of it as family. I even met my wife on the course.”