Many strong relationships revolve around active, highly placed alumni. However, other relationships need to develop around this core for companies to achieve long-term viability and presence. Distinguish between recruiting and university relations. Companies come to campus most often for recruiting purposes, followed by research activities. But many companies delegate institutional relationships to recruiting personnel, who are often in junior positions where the turnover is high.
Effective companies keep the same executives assigned to university relations to ensure continuity.
Effective companies value universities for the expertise they supply, and they cultivate the people who supply it as much as they do their other key suppliers, of materials, components and services. They think of universities as partners. They craft joint agendas, are open in their communication, and are involved in research affiliate and partner programs. Invest in the relationship. Some companies make annual grants, fund scholarships, make periodic major gifts, provide new equipment and software, and support the upgrading or construction of laboratories and facilities.